A United Kingdom-based firm specializing in fish-based pet foods is making a major play for the growing Chinese market for cat and dog foods.
Fish4Cats and Fish4Dogs is running a major promotion this month on JD.com with its six-kilogram Fish4Cats sardine pack selling at a whopping CNY 450 (USD 66.46, EUR 57.97). The pack comes with a free branded plastic dish made especially for the Chinese customers. The product is marked “65 percent fish” and is marketed in Mandarin-language marketing material as a healthy pro-growth food for young cats in particular.
A “Finest Ocean White Puppy” product (also six kilograms) is meanwhile selling at CNY160 (USD 23.63, EUR 20.61), including a free dish. That product appears to be made from whitefish from northern Europe.
According to import documents provided by China’s Administration of Quality Supervision, Inspection and Quarantine (AQSIQ), the Worcestershire-based Fish4Cats is operating through Hai Yang Zhi Xing, a Shenzhen-based subsidiary.
In recent years, China has been experiencing a boom in pet ownership, particularly among wealthy white-collar urbanites who in many cases choose to remain single and childless to pursue careers rather than parenthood. Other multinationals targeting the sector include Mars, which makes and sells its Pedigree Chum and Royal Canine pet food brands in China.
