Companion Consultancy

Selective rebrand has shelf appeal and features Instagram-famous pet

Press release   •   Mar 11, 2019 11:00 GMT

Supreme’s Selective brand has benefited from a redesign aimed at communicating the product quality more clearly. The pared back design centres attention on the animal photography used on pack and helps the product stand out a busy fixture, allowing owners to choose their product quickly, creating time to browse the other categories.Instagram-famous Chinchilla Marty is the star of the chinchilla pack and brings brand name recognition to his 16.8k followers.

With the animals featuring heavily in the re-design Supreme has chosen to bring in some new pets on Rabbit Four+, Rabbit Junior, Guinea Pig and Rat packs too, with more engaging animals that shoppers can really relate to and that reflect current breed and colour preferences.

Selective Rabbit still features Binky - the bunny that won the company’s 'Britain's Cutest Bunny' Facebook competition with tens of thousands of votes and was selected from a shortlist by veterinary specialist Anna Meredith and RWAF. It's a bunny that rabbit owners know and love, so it's still easy for pet owners to identify Selective’s flagship product.

Veterinary recommendation has been enhanced on the front of pack as a clear identifier that the product is trusted. Rabbit lifestage is also more clearly signposted, helping owners to select the most appropriate product quickly for fast basket fill.

Claire Hamblion is Supreme’s Marketing Manager, “It’s really important when redesigning the packaging of a leading brand that you get it right and that it works for both shoppers and retailers. We believe we have done that here – the new packaging has a contemporary look and the clean design will appeal to the young adults who own small pets, while elements of the design remain familiar enough to make for an easy transition. “

She continued, “The segment has suffered as a result of bright and busy packaging aimed at the value end of the market. It doesn’t reflect where we are now, with more premium products and a drive to buy what’s best for the pet, so the Selective range will really stand out as head and shoulders above the rest.”

Retailers can expect to see the new packaging filter through to the trade from March. The award-wining product formulations remain unchanged and Supreme will continue to support the trade with money-off coupons, samples and POS to help them switch customers on to the benefits of feeding Selective. To find out more, contact Supreme on 01473 823296 or visit

About Supreme Petfoods

Supreme Petfoods has specialised in the care and nutrition of small pets for 25 years. It was the first company to make species specific small animal diets that reflected their unique nutritional requirements. As well as offering the biggest range of species specific foods, Supreme also manufactures all its herbivore diets in dedicated vegetarian facilities.

Only ingredients of the highest quality are sourced for use in the Supreme range of foods and the recipes are developed to be palatable without the use of added sugar.

Supreme recipes are all manufactured to a fixed formula to minimise the risk of gastric upset and while the company produces diets containing the highest fibre levels of any rabbit food, hay is always recommended as an additional food source to promote dental wear, provide environmental enrichment, foraging and nesting opportunities.

Find out more about Supreme at or visit the company Facebook site. (