UK's No.1
Dog Food Brand
Healthy Heart
Product of the year 2024
£ Multi-Million
Range revenue
BUTCHER'S NOURISHING FOOD FOR DOGS
Range Distinction won product of the year
When research told Butcher’s the Natural Health Support range had scope to grow, and that shoppers were prepared to pay more, the problem wasn’t the product. It was that on shelf nobody could see the difference.
The Challenge
Butcher’s had done the hard work. After years of serious investment in recipes, the factory and the brand, the business had rebuilt from double-digit decline into something shoppers trusted again.
The Natural Health Support range was where that growth was supposed to go next. Research had confirmed the appetite was real: dog owners were actively looking for products that addressed specific health needs, and they were prepared to pay a premium for them. Healthy Heart. Joints and Coat. Simply Gentle. The products were right.
But on shelf, the NHS range was invisible. It sat too close to core. It had the same visual language, a similar hierarchy, nothing that told a shopper why it cost more or what set it apart. Shoppers who were ready to buy couldn’t see where to reach. Buyers looking at the price point couldn’t see the commercial argument.
The research had found the white space. The packaging hadn’t claimed it yet.
BEFORE
AFTER
Before: the NHS range read as core with a different label. After: a health-led identity that holds its own at shelf, without stepping away from the Butcher’s trust shoppers already had.
What we did
We started where the equity was. Butcher’s signature blue, the natural styling, the visual architecture shoppers already recognised. Those stayed. Walking away from them would have meant starting again, and the job was to build something distinctive on top of what was already working.
A “Nutritionist Developed, Vet Recommended” stamp became the anchor of the range. A clear, credible signal of the added value inside, something a buyer could point to and a shopper could read in the time they had.
We restructured Front of Pack around that credential: sharpened the benefit messaging, brought British and Irish farmed provenance forward, and rebuilt the hierarchy so the health story landed fast. Back of pack followed the same logic, with nutritionist guidance and health storytelling that gave the range a written commercial case alongside the new look.
The same identity then ran across every touchpoint. Exhibition stands, in-store activation, advertising, digital retail content and campaign assets, so that wherever a shopper found the NHS range, it told the same story.
The ResultS
- Healthy Heart won Product of the Year 2024, one of Butcher's biggest product launches
- The Natural Health Support range grew into a multi-million-pound range extension
- Strong performance led directly to Recovery & Revive launching in 2025
- Butcher's is now the UK's No.1 dog food brand
Research told us the Natural Health Support range had scope to be a lot bigger, and that people were prepared to pay more. The problem was that shoppers and buyers couldn't see the difference from the core range on shelf. Paul and the team don't just do what's asked, they come back with suggestions you haven't thought of, they look at what other categories are doing, and they build something that works commercially. Healthy Heart winning Product of the Year felt like a real validation that the work we had done was right.
If your sub-range is getting lost against your core line, let's talk.
Book a free 30-minute Confident to Shelf™ discovery call.
Bring your current packaging, tell us what’s not working, and we’ll share our honest assessment.
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Call 01242 350 359
