Vitakraft Unveils New Brand Identity to Simplify Pet Care and Strengthen Consumer Connections
Vitakraft, one of Europe’s leading pet care specialists, has a new look that will be rolled out across its packaging, website, point-of-sale materials, and social media—and it was not created lightly. The refresh was based on two years of development work and global market research of approximately 15,000 respondents across six countries.
The goal of the new brand promise, corporate design, and restructured product portfolio is to shift Vitakraft into a consumer brand that evokes emotion and generates brand loyalty. The brand strategy also aims to move consumers from connecting with individual Vitakraft products like its Meaty Morsels or Treaties, to establishing a connection with the larger brand.
“In recent years, we’ve noticed that while many pet owners know and buy our products, they don’t consciously perceive Vitakraft as a brand. With the relaunch, we’re going to fundamentally change that,” said Sarina Hamann, Managing Director & CMO, Vitakraft, in a press release.
In a market where pet owners have overwhelming choice, the company’s new brand promise is designed to cut through the clutter with ease and guidance: “The most stress-free way to take good care of your pet.” The new brand design focuses on helping consumers make faster decisions at the shelf. The company hopes this will lead to higher consumer satisfaction and a more pleasant shopping experience.
“Pet owners today are faced with a flood of products, opinions, and recommendations— which can quickly become overwhelming,” Hamann said. “This is an issue that the pet industry has largely neglected until now. With our relaunch, we want to position ourselves as a brand that doesn’t add to the pressure, but instead provides guidance, simplifies the shopping process and makes reliability something you can experience firsthand.”
Vitakraft’s new brand identity will be introduced in phases. The first product line featuring the new design will launch in September 2026. Consumers can expect to see the revamped brand on social media starting in November.