Just today, Nestlé Purina, which has been established for more than a century, held an online conference for the strategic upgrade of the Crown Energy brand and the China Pet Nutrition Science Summit Forum. At the forum, Nestlé Greater China, which took office in February this year, Chen Xiaodong, head of Purina's pet food business, announced that GN has summarized a set of visual pet nutrition reference standards and guidance based on the company's century-old research theory in the pet field, and innovatively proposed a new concept of "GN Pagoda Nutrition". It aims to guide the industry and consumers to rethink the comprehensive and balanced nutrition of pets from a more advanced and higher-dimensional perspective.

Nestlé Purina Greater China

Chen Xiaodong, head of pet food business

At the same time, Nestlé Purina also officially announced its Guanneng brand dog food products have been upgraded and updated across the board in terms of formulas, raw materials, and production processes. They use actual products to advocate a comprehensive and balanced nutrient ratio based on evidence-based science to support the long-term health of your pet.

In addition, the conference also invited a number of heavyweight experts and scholars in the industry, including Chen Junshi, academician of the Chinese Academy of Engineering, researcher and general consultant of the National Food Safety Risk Assessment Center, executive director of the Animal Nutrition Branch of the Chinese Society of Animal Husbandry and Veterinary Medicine and South China Feng Dingyuan, former dean of the School of Animal Science of the Agricultural University, researcher Dai Xiaofeng, director of the Key Laboratory of Feed Biotechnology of the Ministry of Agriculture and Rural Affairs, and Wang Jinquan, chief of the pet nutrition team of the Feed Institute of the Chinese Academy of Agricultural Sciences, and many guests delivered keynote speeches on pet nutrition-related topics.

Pet industry experts also participated in the press conference remotely and learned about the new concept of "Guanneng Pagoda Nutrition" and where the upgrade of dog food products is reflected? The details are as follows:

The development history of pet food is divided into three stages

At the meeting, Chen Xiaodong said that the development history of pet food has also gone through different stages of development, and its core is From eating enough to eating well, this development history is divided into three stages:

Basic stage, basic survival: pet owners mainly feed household kitchen waste, such as steamed buns and rice. , bones, etc., but this can only meet the basic energy needed for pets to survive.

Advanced stage, normal growth: Pet owners are beginning to pay attention to comprehensive and balanced nutritional pet food, which is why Purina has designed the world's first extruded puffed dog food through innovation in technology and formula. Food is to provide pet owners with more nutritious, more convenient and more secure choices.

Prevention stage, preventive nutrition: With the continuous deepening of scientific research, people have begun to pay attention to the relationship between nutrition and health, and many physiological mysteries of dogs and cats have been gradually solved. People are beginning to know that good food can help prevent disease, and once disease occurs, food can even help pets recover quickly. The underlying logic of Guanneng's formula is to help pets prevent the occurrence of diseases, which is the highest level of nutritional philosophy.

The first to propose the new concept of "Guanneng Pagoda Nutrition"

The 3:2:2 ratio of macronutrients, minerals and vitamins

Every pet food The company has its own unique insights into the concept of pet nutrition, including raw material addition ratios, staged feeding, etc., but the ultimate goal is to provide pets with better and more balanced nutrition and support the long-term and healthy growth of pets.

At the press conference, Chen Xiaodong officially announced the new concept of "Guanneng Pagoda Nutrition". According to him, "Guanneng Pagoda Nutrition" is a comprehensive and balanced nutrition and full life cycle health management for pets. To meet the demand, it is the first in the industry to propose that balanced nutrition for pets should be composed of different types of macronutrients, minerals, and vitamins in a 3:2:2 ratio to meet comprehensive and balanced nutritional needs and build the foundation for a pet's lifelong health.

To be specific, Guanneng Pagoda Nutrition divides the nutrients required by pets into three layers according to a certain proportion:

The first layer includes amino acids, fatty acids, dietary fiber, etc. Of macronutrients that provide pets with the energy source they need, they are also the base of the tower.

The second layer of the tower is composed of minerals, including calcium, phosphorus, iron, zinc and trace elements, which are particularly important for the growth and development of pets.

The third layer, vitamins, are important nutrients that regulate metabolism and circulation in the pet's body.

The proposal of GN’s pagoda nutrition concept can give domestic pet food companies and pet owners a new understanding - what pets need is balanced nutrition, not blindly piling up excessive amounts. Regarding nutrients, the editor will use a popular saying here: more nutrients are not better, but the most targeted and suitable ones for pets.

Guanneng Pagoda nutrition has two core difficulties

It needs to be solved in batches from three aspects: formula, raw materials and technology

These three layers of Pagoda nutrition contain more than 40 are key nutrients for the growth and development of pets, but this concept is not as simple as the 3:2:2 ratio model. There are two core difficulties in achieving this goal:

First, ensure that pet food The content of nutrients in the granules is neither too much nor too little, and is maintained at an appropriate level. Taking vitamins as an example, how to judge the loss of vitamins in raw materials during processing? How to ensure that nutrients are maintained at appropriate levels by adding additional ingredients to the feed?

Second, nutrients will also decay during storage. How to ensure that nutrients remain consistent with the guaranteed value on the package throughout the shelf life, even on the last day?

These two problems are also the most frequently encountered problems in the pet food category. Nowadays, companies are gradually increasing their control over the production end in order to solve these two problems, but this The essence of these two problems is that companies need to work hard on product formulas, raw materials, and processes, and continuously optimize and perfect formulas, carefully selected raw materials, and strictly controlled production processes. All three are indispensable.

Guanneng gave its own answers to these three standards at the press conference.

Formulation: Use the ontology re-testing method to prepare each nutritional value

The "RAT formula development model" adopted by Nestlé Purina is based on the physiological characteristics of dogs and cats and has experienced countless Development model formed by sub-clinical testing.

Purina scientists first start with pet needs, consumer preferences and scientific research insights to find real pain points that can solve the current pet health problems, and then conduct repeated experiments and verifications, and continue to iteratively optimize the formula. , and based on evidence-based science, verify whether a specific nutrient ratio can truly improve the health of dogs and cats. After a long period of optimization and improvement, a formula that can truly withstand market scrutiny can finally be forged.

One of the more typical ones is the "Purina Physical Rating Scale". This research project took 14 years to provide pet owners and pet doctors with a tool for assessing pet body obesity. This tool is currently used extensively by the global pet industry.

Raw materials: Strictly test the raw material indicators of each batch

GN has always adhered to strict testing standards, with more than 5,100 raw material testing items, and adopted " The "end-to-end 2+2+2 strict inspection model" ensures multiple directional inspections from supplier review to formula development and raw material production.

Technology: Supervise every process in the production process

GN has always pursued exquisite craftsmanship requirements. Many key production technologies are Purina’s exclusive patents. Currently, Purina has a total of It has a total of more than 1,700 patented technologies (including pending applications). In addition, Purina's unique DDA nutritional packaging technology ensures that each particle is evenly coated with key nutrients. In GN products, bovine colostrum, which supports the immunity of young pets, is added through this technology.

The entire production process of GN products adopts the world's advanced HCI intelligent system, which dynamically regulates the ratio of various raw materials to maintain the fluctuation rate of nutritional value of finished products between different batches at an accuracy level of one millionth, ensuring Consistency of nutritional value from batch to batch.

Guanneng’s rigorous material selection, continuous scientific research, and innovative production technology have allowed GN to continuously optimize and improve the production formulas and processes of its entire line of products, and also allowed GN to establish a professional reputation in the minds of consumers. brand image and continuously strengthen users’ trust in the Guanneng brand.

All lines of dog food under the brand have been refreshed

Raw materials and processes have been upgraded

At this press conference, Nestlé Purina also officially announced the official launch of Crown Dog Food products The entire line has been upgraded. The upgraded series of products will use high-quality real meat containing more digestible protein and more essential amino acids as raw materials, and will be processed using intelligent temperature and high-humidity fresh-locking technology. High-humidity raw materials added with meat sauce will be used to complete the aging process. process, retaining rich natural nutrients to a great extent, which are easy to digest and helpful for pets to absorb. At present, the new upgraded products have been fully launched on all major platforms.

Online Interview Q&A

It is worth mentioning that this press conference also held a media interview session. The person in charge of Nestlé Purina Pet Food Business in Nestlé Greater China Region Chen Xiaodong answered a series of questions raised by many media online.

Q: What insights is the Pagoda nutrition concept based on?

A: Compared with European and American countries, the pet market in my country is developing rapidly, but the consumption concept is still in its early stages. Chinese pet owners are very open-minded and have a strong desire for knowledge about scientific pet feeding concepts. Moreover, pet owners are getting younger and younger, and more channels for obtaining information are online. Now the Internet is actually filled with a huge amount of knowledge about pet raising and pet nutrition. For many young people who are raising pets for the first time, they are faced with Choose the hard ones.

Based on their understanding, GN has released the Pagoda nutrition concept, which has three logics:

1. Good nutrition must be comprehensive and balanced;

2. Good nutrition must be supported by truly solid formulas, raw materials and processes;

3. Good nutrition must be more advanced, which can not only ensure the intake of nutrients, but also Provide preventive function.

In fact, for pets and owners, the ultimate good state is less illness and longer life, rather than getting sick every day and requiring treatment. Therefore, good food is one that Guanneng believes can play a real preventive function on the basis of ensuring basic nutritional intake. With this release, we hope that in the future this concept of Pagoda Nutrition will be incorporated into the product development concepts of all Purina series.

Q: Compared with other brands, what is the biggest advantage of Purina Foods in attracting consumers?

A: Purina already has the production capacity to produce all types of cat food, dog food, dry food, and wet food in the Chinese market, and its product formats cover all categories. In order to meet the different needs of pets, Purina divides pets into three health states:

1. When pets are sick, they need functional products that can provide certain auxiliary effects. This is actually the most demanding production among pet foods. It’s called prescription food;

2. For special periods and sub-healthy conditions, Guanneng provides targeted functional food with different formulas, as well as a series of daily diets to ensure pets’ daily life, exercise, and healthy growth;

3. In the next step, the brand will start to consider adding nutritional supplements in addition to food to make the product line more complete.

For more than 100 years, Purina has always paid close attention to the scientific nutrition of pet food. With the upgrade of the pet consumer market, more and more consumers should pay more attention to this. . Secondly, Purina emphasized that the entire production and R&D should be localized, and that every effort must be made to understand the needs of local Chinese consumers and localize production and R&D. Finally, Purina's team has been completely localized and localized, coupled with localized production and R&D capabilities, all of which together can form Purina's unique competitiveness in the Chinese market.

Q: How will Guanneng’s subsequent products implement the pagoda nutrition concept in depth?

A: Good nutrition must be comprehensive and balanced. A good product must have three real core pillars, that is, it must have a very solid investment in research and development, and must have a very solid investment in the quality control of raw materials. We have a very complete system and we need to continuously improve the research and development of the entire process.

In the future, all Purina products will implement this concept in branding, research and development, production and sales. We also hope that with the introduction of these three underlying logics, we can truly make a modest contribution to the healthy development of China’s pet industry.

The essence of pet food is food. When making food, you must have awe. Food must return to its essence, which is the product quality itself. I hope that industry practitioners can really put in the effort in production research and development and raw material quality control. Only such manufacturers can finally win the long-term trust of consumers.

PS: Due to the limited space of the article, the editor only listed some of the issues

The basis for pets to survive is food, which is related to their life and death. Pets cannot feedback their own needs and physical conditions to their owners in a timely manner, so a scientific and safe pet food has become what most pet owners are looking for for a long time. The care that pet owners have for their pets is also reflected in their food choices. On the other hand, safe pet food can make pet owners feel more at ease, their pets healthier, and the companionship between pets and their owners will last longer. For pet food distributors, only nutritious and quality-guaranteed products will increase trust and customer stickiness and drive business growth.

At the end of the press conference, Chen Xiaodong concluded that pet food companies can only truly help pet owners maintain the health of their pets and enable upstream and downstream partners, especially Many dealers and brands work together to go further.