Pedigree Healthy Belly Launch
Mars Pet Nutrition India, the maker of Pedigree® – India’s leading dog‑food brand – announced the launch of PEDIGREE® Healthy Belly, a new complete and balanced food formulated for adult dogs. The product combines belly‑friendly ingredients such as pumpkin and sweet potato, highly digestible proteins from chicken and egg, and added prebiotics and fibres to promote optimal digestion, increase beneficial gut bacteria and support the immune system. It also introduces India’s first belly‑shaped kibble, a distinctive shape designed to reflect its digestive‑health focus.
Market Insight Driving the Launch
An internal Mars consumer survey conducted in 2025 among Indian pet parents who feed home‑cooked meals to their dogs (sample size n = 253) revealed that 26 % reported observing digestive issues in their pets. The insight highlighted a growing concern among pet owners about canine digestive health, especially among those relying on home‑cooked diets, and underscored the need for nutrition that proactively supports gut health rather than reacting to problems after they arise.
Campaign and Endorsements
The launch is fronted by Indian cricketer KL Rahul, who appears in a brand film that uses the relatable subject of a dog’s bowel habits to encourage owners to monitor digestive health. In the film, Rahul states that “digestive health is an important part of a dog’s overall wellbeing, and nutrition can play a significant role in supporting it,” drawing a parallel with his own athletic nutrition needs.
Ayesha Huda, Chief Marketing Officer of Mars Pet Nutrition India, explained that the product’s ingredient selection was driven by the identified concern: “We chose ingredients with known belly‑friendly impact such as pumpkin and sweet potato, highly digestible proteins from chicken and egg, and prebiotics to support healthy digestion and good gut bacteria.”
Shyam Nair, Executive Creative Director at 22feet (Omnicom Advertising India), added that the campaign turns the often‑unglamorous reality of a dog’s “number two” into a playful reminder that a healthy dog begins with a healthy belly.
Digital Support
A dedicated Healthy Belly microsite has been launched to help pet parents understand canine digestive health and the role of appropriate nutrition. The site offers educational content, product details, and guidance on supporting gut health.
Additional Information
The brand film can be viewed at the Instagram link: www.instagram.com/p/Dcp4l54gWqO/?hl=en. For further details about Mars and its pet‑nutrition portfolio, visitors are directed to the corporate website www.mars.com and the brand’s social channels on Facebook, Instagram, LinkedIn and YouTube.
Release Details: New Delhi, Delhi, India – September 2, 2026.