Pet Product News reported on a co-marketing promotion between two of food giant Nestle’s divisions, Jenny Craig weight loss and Purina pet foods work together to promote weight loss for both pet owners and their pets. Project Pet Slim down is marketed through veterinarians as a New Years resolution for the pet and is not mentioned on either the Jenny Craig or Purina web sites. The Project Pet Slim down site has information on assessing your pet’s condition, tips for getting your pet more active, pet weight loss reality show videos and reference to weight loss pet foods available by prescription from Purina. The Jenny Craig part of the program is optional for pet owners and offers a 30-day trial to the program (food sold separately.)
The New Year’s resolution tie in is a twist I haven’t seen in marketing diet pet foods before, and another validation of the pet humanization trend. While I doubt many pets are looking to make changes for the New Year, obesity in American pets is a growing problem, just as it is in their owners. I applaud Purina for making the effort to promote better health in both pets and their owners.