Dog food, treat brands adapt marketing post-DCM

To address dog owners’ fears, Icelandic+ executives adapted the marketing of the companies’ dried herring and capelin products for dogs after the FDA announcement.


Various inspirational quotes refer to how a crisis creates an opportunity. In the pet food industry, some companies found ways to make lemonade of the lemon harvest that followed the U.S. Food and Drug Administration announcement of July 2018. The agency informed the public about its investigation into correlation among canine dilated cardiomyopathy and some grain-free dog food formulations made with potatoes, peas, lentils or other legume seeds. While the resulting consumer fears closed a door for some brands as sales of their products declined, a window opened for dog foods and treats positioned to rebrand or reformulate. Read more.

Wall, T. (2019, November 25). Dog food, treat brands adapt marketing post-DCM. Retrieved from

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