According to Wikipedia, Beneful is a brand of dog food that is produced by Nestle Purina Petcare, but the word “Beneful” signifies “full of goodness”. Beneful’s attempt was to bring nutrition to dogs and to “humanize” the food that it produced. Moreover, Beneful is one of the most popular dog food on the market. Annually, Nestle generates $1.5 billion in revenue due to the Beneful brand. Thus, making Beneful one of the leading brands in the company, according to a SWOT analysis.
Beneful has several types of prepared dog food and they have also innovated upon the container in which the food is contained. Conversely the brand creates wet, dry, canned food for dogs. Also, Beneful creates several types of snacks. In 2005, their first production of the food was premium dry dog food containing soy, instead of meat as the main ingredient. A year later more variety of dog food was added to the brand’s line. These dog food products consisted of 8 different flavors that could be resealed, because of the package. Accordingly, the package had the feature of being used for a dog tray. This added line of products led to recognition by the Showcase of Packaging Innovations in 2007.