What to expect and when
september 2008 Leisure & Bestsellers NOvember 2008 Breeding march 2009 Competition may 2009 Balancer, Tailor Made, Weight & Condition Forage July 2009 Racing Dodson & Horrell Ltd
Kettering Road, Islip, Kettering, Northants. NN14 3JW Tel: + 44 (0)1832 737300 Fax: +44 (0)1832 737303 E-mail: enquiries@dodsonandhorrell.com
New packaging a guide to change
We all know that change is often for the good and therefore we are delighted to launch a brand new range of horse packaging from this autumn. Our launch will take place at Burghley Horse Trials (4th-7th September) and it will be a transitional period of 6 phases over 10 months.
Why chaNge?
There are 2 main reasons behind changing our packaging: 1. There have been no significant changes to our bags for nearly 20 years. 2. More importantly, feedback from our customers has suggested that we could be more user friendly in terms of the information we put on the bags. We’ve taken this on board and have what we believe to be the makings of a range of packaging that truly befits our status as market leader.
Out With the Old aNd iN With the NeW!
Think of Pasture Mix and 9/10 people will think of a yellow bag. Because of the importance of ongoing brand recognition, we have retained the familiar colours you have all come to associate with certain products but have instead made improvements in certain areas.
a cONsisteNt, stylish NeW lOOk
A standard design will run across the entire range that includes the use of striking black and white photography. You will also notice that we have used the same image on products that are the mix/cube equivalent.
www.dodsonandhorrell.com
The story behind the pictures
The majority of the images that feature on our new packaging have been captured by photographer Nick Ridley. We first worked with Nick when we needed pictures for the Chudleys dog food brand. We have been so pleased with his work that we had no hesitation in choosing to work with him again for our horse feed packaging. Nick is widely acknowledged as the UK’s leading dog photographer and you can view more of his images at www.nickridley.com
photographer Nick Ridley
What else is new?
fibre+
Everyone knows that fibre is an incredibly important part of the horse’s diet yet it is important to think of fibre as more than just forages such as grass and hay. Wholesome wholegrains, highly digestible sugarbeet and tasty fruit are all beneficial sources of fibre and fortunately for your horse, they are key ingredients in a bag of Dodson & Horrell feed. It is these easily digestible ingredients that form the basis of fibre+. They mimic your horse’s natural diet of multiple plant fibres, they encourage the beneficial bacteria in your horse’s gut to flourish and they also help your horse to get the most from his other dietary fibre sources such as hay. Remember that optimum gut health means improved digestion which in turn will help to improve your horse’s overall health and well-being. fibre+, the natural way of optimising digestive health and overall well-being.
lamiNitis lOgO
There are 2 changes to draw your attention to. We have changed the wording from ‘Supporting Laminitis Research’ to ‘Laminitis Friendly’ and the logo will only feature on Safe & Sound and High Fibre Nuts as they are the most suitable products for horses and ponies prone to laminitis.
prOduct ideNtificatiON
You’ll find the product name printed clearly in five different positions on the bag to make each one more easily identifiable.
feediNg guideliNes
Your feedback tells us that the graphs we have traditionally featured on our packaging are not as easy to use as we perhaps think. So for this reason we’ve replaced them with a simplified, more straightforward approach.
Name chaNges
Country Cubes will now be known as Pasture Cubes and Competition Country Mix will simply be known as Competition Mix.
prOduct selectiON
Unique selling points feature on the front of the bag that focus on the individual benefits of each product, helping you to choose the right product for your horse.
user frieNdly
The back of the bag layout is now far more logical so that you can easily pick out the information you need.
stitched iN iNgredieNt labels
Despite us making every effort to ensure that the raw ingredients we need for our feeds are available, we have decided to stitch ingredient labels into our new bags so that should any unforeseen circumstances arise, we can quickly and efficiently change the list of ingredients to declare exactly what is in a bag of our feed. Please don’t be concerned by this as we will always formulate to the analysis printed on the bag so that no-one has to compromise.