Coles is supporting the nation’s growing love for pets by launching what is marketed as an affordable science-based, premium pet food range, Elevate. The retailer is also offering specials of up to 50% off across the pet aisle.
Formulated with pet nutritionists, Elevate has been scientifically developed to cater to dietary requirements and health concerns for every age and lifestyle.
The formula features fresh or raw animal proteins, grains, fruit and veg, and products that are fortified with seven targeted nutrients – prebiotics, fish oil, antioxidants, fibre, taurine amino acids, glucosamine and L-carnitine – to support gut health, skin and coat health, strengthen immune system and overall wellness.
Big discounts ahead
The arrival of Elevate comes as Coles slashes the price of over 200 pet products by up to 50% over the next few weeks.
Customers can save on selected Pedigree, Optimum, My Dog, Supercoat, and Woofin’ Good dog food, as well as up to 30% off selected Fussy Cat, Dine Daily and Fancy Feast cat food.
Specials will also include 30% off the entire Elevate pet food range as an introductory offer for customers.
A gap in the market
Coles General Manager for Non-Food Jonathan Torr says the business identified a gap in the market for a premium pet food offering at the supermarket. He adds that Coles worked closely with pet nutritionists to develop a range that was rich in flavour, nutrition and health benefits but at an affordable price for customers.
“There’s no doubt that Australians are tending to their pets more than ever after a year which saw a surge in pet owners and increased demand for pet supplies from Coles,” says Mr Torr.
“Research [shows that] pet owners are spending $3.6 billion on dog and cat food per year – so it’s clear we deeply care about what we’re feeding our furry friends. In fact, the top two things our customers are looking for when purchasing pet food at Coles is health followed by budget.
“That’s how Elevate came into fruition. We worked closely with pet nutritionists to develop a range that featured vital nutrients and health benefits typically found in top brands without compromising on price. With Elevate, customers can actually save up to 40-45% per kilo compared to comparable products found at specialty stores.”
The range
Elevate dog food range:
- Elevate adult dog chicken chunks with peas and sweet potato in gravy 100g, RRP $2
- Elevate digestive support dog chicken chunks with peas and pumpkin in gravy 100g, RRP $2
- Elevate healthy weight dog chicken chunks with peas and sweet potato in gravy 100g, RRP $2
- Elevate adult dog chicken chunks with peas and sweet potato in gravy 12x100g, RRP $21
- Elevate dry dog food healthy weight chicken 3kg, RRP $26
- Elevate dry dog food small breed lamb and rice with sweet potato 3kg, RRP $26
- Elevate dry dog food puppy chicken and rice with sweet potato 3kg, RRP $26
- Elevate dry dog food senior chicken and rice with sweet potato 3kg, RRP $26
- Elevate dry dog food digestive support chicken 3kg, RRP $26
- Elevate dry dog food large breed chicken 8kg, RRP $45
Elevate cat food range:
- Elevate adult cat chicken chunks with carrot and pumpkin in gravy 85g, RRP $2
- Elevate hairball and urinary support cat chicken chunks with carrots and pumpkin in gravy 85g, RRP $2
- Elevate healthy weight cat chicken chunks with carrot and pumpkin in gravy 85g, RRP $2
- Elevate adult cat chicken chunks with carrot and pumpkin in gravy 12x85g, RRP $21
- Elevate dry cat food hairball chicken 800g, RRP $14
- Elevate dry cat food healthy weight chicken 800g, $14
- Elevate dry cat food kitten chicken and rice with sweet potato 800g, RRP $14
- Elevate dry adult cat food seafood and rice with sweet potato 800g, RRP $14
- Elevate dry mature chicken cat food 800g, RRP $14