Mars Cashes in on the Goodlife

Mars Pet Care Co. will launch a high-end pet food brand next month with a slate of in-store promotions and a TV and print campaign. The new brand, Goodlife Recipe, includes a range of cat and dog food and snacks. Marketing for the brand plays up its premium ingredients and mainstream price. Look for Goodlife in supermarkets, mass-merchandise stores, and specialty pet stores including PetSmart, Petco, and Pet Supplies Plus.