Healthy Nutrition for Dogs and Cats

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					                                                                                      petcare
                                                                               EITZERSTRASSE 215
                                                                                    27283 VERDEN




Healthy Nutrition for Dogs and Cats

Principles of the Mars Petcare Nutrition Philosophy


With brands such as Whiskas, Pedigree, Sheba, Cesar, Kitekat, Chappi and Frolic that are well-
known in most parts of the world, Mars Petcare is one of the leading global producers of
palatable, healthy and nutritious dog and cat food. This success story, now more than 50 years
in Germany, is based on a solid foundation of responsibility for high-quality products and a
consistent nutrition philosophy made up of five pillars.


   1.   Pets' needs first
        Mars Petcare puts pets’ needs first and makes nutritious foods that they love.
   2. Advance the knowledge
        Mars Petcare constantly advances their knowledge in cat and dog nutrition by analyzing
        the latest science, working with independent experts and employing leading scientists.
   3. No compromises
        Mars Petcare will never compromise on making safe, quality foods using credible and
        caring science.
   4. Information, services and education
        Mars Petcare actively drives good feeding practices by providing information, services
        and education.
   5. Owners' needs
        Mars Petcare translate owners’ needs and wants into a wide range of nutritious pet
        food solutions to fulfill their pets’ needs.




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                                                                                        petcare
                                                                                EITZERSTRASSE 215
                                                                                     27283 VERDEN




1) Mars Petcare puts pets’ needs first and makes nutritious foods that they love.


A founding principle for Mars Petcare is that any decision we make always puts the pet's
needs first - because there can simply never be any compromise on ensuring excellent cat and
dog nutrition in our products.      All of our products are formulated to meet the strict
international nutritional guidelines provided by the National Research Council of the USA (NRC*).
Mars Petcare even goes beyond these guidelines by setting stricter limits that are continuously
updated based on the latest scientific research.


Essential for Mars Petcare is that the pets' needs decide which food actually is good. Apart
from having the right nutrient balance, the behavior and food preferences of pets are also
crucial factors in ensuring that the daily nutritional needs are perfectly covered. Continuous
feeding tests reveal what animals really like. This is important: Only food that is actually eaten
will help cover their needs. Moreover, experts at Mars observe and study the behavior
patterns of dogs and cats, and the insights gained are then implemented into product
development. For example: Cats naturally prefer to eat multiple small meals every day. Mars
therefore led the move to single-serve products to support this instinctive feeding behavior.


2) Mars Petcare constantly advances their knowledge in cat and dog nutrition by
analyzing the latest science, working with independent experts and employing leading
scientists.


Mars Petcare is committed to advancing the knowledge and understanding of the nutritional
needs of cats and dogs – and this commitment serves as the foundation of our product
development. A scientifically-sustainable basis rooted in sound research is just as important
as being guided by the pets' actual living conditions when it comes to ensuring that products,
recipes, nutritional profiles and feeding recommendations contribute to a balanced diet.




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                                                                                                  petcare
                                                                                           EITZERSTRASSE 215
                                                                                                27283 VERDEN




The WALTHAM Centre for Pet Nutrition in the UK is the central site for global research activities
at Mars. The scientists working there, all leaders in their area of expertise, play a decisive role
on how the company does business in the pet food category. The results coming from
WALTHAM are internationally recognized. More than 1,500 scientific publications have been
issued since 1963, for example, on specific nutrients such as the vitamin A requirements of
puppies, or on special diets to control urinary tract diseases in cats. Mars Petcare is proud that
many insights gained in WALTHAM have been quoted in the NRC guidelines.


Besides the associates at WALTHAM, Mars Petcare also has more than 150 scientists (vets,
nutritionists, food technologists) working across Europe, along with having product innovation
centers located in Verden (GER) and Leeds (UK). This is where behaviors, lifestyles and food
preferences are monitored in detail, and then made available to product developers as a basis
for their work.


MARS Petcare is working in partnership with independent experts around the world. The
Universities of Munich, Nantes, Vienna and Berlin all support our European product
development. Above that, an advisory board of six leading veterinary nutritionists is also
available to lend their support as needed. All findings are integrated, for instance, when
updating the portion sizes, selecting ingredients and finding new, research-based product
solutions.


One example is the development of Pedigree DentaStix.                          Extensive research into the
prevention of gum disease in dogs is what led to the development of this dental snack.
According to independent clinical studies, this product has been proven to support dental health
by reducing plaque build-up in dogs, thereby preventing gum disorders resulting from
periodontal diseases.



*   Nutrient Requirements of Dogs and Cats, National Research Council, 2006.


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                                                                                       petcare
                                                                                EITZERSTRASSE 215
                                                                                     27283 VERDEN


3) Mars Petcare will never compromise on making safe, quality foods using credible and
caring science.


Quality is an important element of the Five Principles of Mars. Therefore, the company is
continuously investing in maintaining a sound scientific basis in its quality assurance systems
and processing of raw materials.


This scientific basis forms the core of both our product development and production
processes. And here is where superior ingredients are essential. Long-standing supplier
relationships, continuously evolving quality standards and a probation period of 18 months for
new suppliers all help to ensure that we procure the best ingredients. In addition, Mars
Petcare processes only meat materials from animals that have been approved for human
consumption. Process integrity is also a must to ensure that the ingredients are processed
using the best possible methods. This claim is underpinned by certifications awarded by
ISO9001, HACCP and ISO22000, together with annual testing of all products and their nutrients
through independent laboratories where more than 50 nutritional and food safety parameters
are checked. These performance standards far exceed what is required for the industry.


Mars Petcare is committed to a "caring science" in all of their research. Apart from protecting
the animals, this way of working is a prerequisite for observing and assessing behaviors and
food preferences in every-day situations.         The more natural, or instinctive, a dog or cat
behaves, the more representative the results obtained are. In the Verden Pet Center, for
example, the animals live in a home-like environment; they have places to retreat and enough
space to satisfy their natural urge to move about. During their stay in the Pet Center, which is
a maximum three years, they are cared for by animal trainers, petcarers and veterinarians. In
addition, so-called champions from the large staff based at the site take the dogs and cats for
walks during workdays. Once "retired", they are adopted by caring associates from the office
or other loving families previously identified.




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                                                                                       petcare
                                                                                EITZERSTRASSE 215
                                                                                     27283 VERDEN


4) Mars Petcare actively drives good feeding practices by providing information, services
and education.


Mars Petcare is pleased to share their expert knowledge with pet owners so that dogs and
cats are ideally fed and can maintain a healthy body weight during their entire lifetime. That is
why the company is committed to providing comprehensive information to consumers.
Feeding recommendations and education about additives and nutrients can be obtained from
the packaging, the websites of the individual brands and our consumer service team.


We are collaborating with experts who actually consult and work with pet owners. This
means, for example, running a series of seminars for veterinarians and veterinary dental
assistants on oral health management in England. This concept was introduced in Germany in
2010 and will continue to be rolled out to markets across Europe. Apart from symposia,
seminars and training, the internet also plays a vital role as a widely accessible forum for
dialogue. Therefore Mars Petcare will provide nutritional values, as well as information about
ingredients and feeding rations that are needs-based on a special website for veterinarians:
Near the end of 2010, www.Mars4vets.de, our platform for veterinarians, will be online. Using
this portal, vets can check the weight and menu plan of cats and dogs, or find research details
about the individual Mars products. At the same time, this portal is also the point of contact to
learn more about ongoing scientific research at Mars.




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                                                                                        petcare
                                                                                 EITZERSTRASSE 215
                                                                                      27283 VERDEN


5) Mars Petcare translate owners’ needs and wants into a wide range of nutritious pet
food solutions to fulfill their pets’ needs.


Every pet and every home is unique. That is why Mars has made it their business to offer a
wide range of products tailored to satisfy the individual needs of pets, their life-stages and
lifestyles, while also considering the requirements of pet owners. As a result, Mars offers a
wide selection of various product formats:
    -   wide assortment of packaging sizes – from single-serve pouch to large bags
    -   different packaging materials – from stackable cans to convenient treat packs to take
        on walks
    -   diverse food "textures" - from soft chunks in jelly to dental snacks with a special
        consistency, and of course, the many wet and dry food formats.
    -   broad variety of nutrient profiles and formulations.

The aim of all these products - a complete meal or treat - is to support the health and well-
being of the animal. As such, Mars Petcare is committed to offering products that meet the
needs of pets at every life-stage and for different lifestyles (mainly indoor, outdoor, highly
active or relatively sedentary). One example is Pedigree Light. This brand is low-fat and
therefore its fewer calories help pet owners care for dogs at risk of becoming overweight.
Above that, snack products provide for specific, functional added benefits - always controlled
by internal guidelines, which among others, also set a limitation on calorie and sugar content.

And: The needs of pet owners do change. Mars Petcare includes these changes in their product
development only when they are consistent with the pets' needs and well-being. For example:
Cats love milk and their owners like to feed them milk. Adult cats, however, have a low lactose
(milk sugar) tolerance. Whiskas cat milk is lactose-reduced and thus suitable for adult cats.

Moreover, for many pet owners, product aesthetics such as the color of food are very
important. At the same time, a growing number of owners prefer natural colors. Therefore,
Mars Petcare has made a first step by removing artificial colors from their Pedigree, Cesar and
Frolic brands.



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