Pedigree Petfoods

Product brand

A British-origin dog-food brand operated by Mars Petcare, with products sold across international markets. Pedigree Thailand is the Thai-market presence of the Pedigree dog-food brand, offering dry and wet food, treats, and dental chews.

Last updated October 14, 2026

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Overview

Pedigree Petfoods is a dog-food brand associated with Mars Petcare, the pet-care division of the privately held American company Mars, Incorporated. The brand has British roots and developed from Mars's acquisition of Chappel Brothers, a Manchester company that canned meat for use as dog food. That business's Chappie product became part of Mars's expanding pet-food portfolio in the 1930s. Mars subsequently introduced additional dog-food brands, including Pal and Lassie, during the 1950s. The modern Pedigree identity reflects Mars's effort to coordinate its dog-food branding across markets. Mars acquired Kal Kan Foods of Los Angeles in 1968. Kal Kan continued to be an important United States dog-food business, but in 1988 Mars changed the name of its US dog food to Pedigree, aligning it with the name already used for Mars dog food outside the United States. The Kal Kan transition helped make Pedigree a more consistent international brand, while the Chappie name remained in use in the United Kingdom. Mars also applied its worldwide Whiskas branding to cat food during the following year, although Whiskas is a separate brand rather than a Pedigree product line. Pedigree is positioned as a broadly accessible, mainstream pet-food brand focused on everyday canine nutrition, feeding convenience, and treats. Its portfolio includes complete dog-food products in dry and wet formats, together with snack and dental-treat lines such as Dentastix. Product naming and formulation vary by market, but the brand generally serves routine feeding occasions rather than the specialist veterinary or premium-nutrition segment. The existing portfolio includes offerings such as Pedigree Adult Complete Nutrition and Pedigree Dentastix. The brand is supported by Mars Petcare's manufacturing and distribution infrastructure. In the United Kingdom, facilities associated with the business include factories at Melton Mowbray and Birstall in Leeds, while offices have been identified in McLean, Virginia, in the United States. These locations illustrate the brand's connection to both its British operating history and Mars's international pet-care network. Pedigree's public-facing role also extends beyond product sales. In the United States, the Pedigree Foundation was established in 2008 as a philanthropic organization supporting shelter dogs and breed-rescue organizations. It provides grants and encourages adoption, volunteering, and donations. The foundation's activities connect the brand with animal-welfare initiatives, particularly efforts to help dogs move from shelters into permanent homes. Pedigree remains an active international brand under Mars Petcare; the sources provided do not establish a separate legal incorporation date, a current chief executive, or consolidated brand-level financial figures.

History

Pedigree's history is rooted in Mars's early expansion into prepared pet food. Mars Limited, the British division of the American confectionery group, had been operating from Slough since 1932. In 1934 it acquired Chappel Brothers, a Manchester business that canned lower-grade meat for use as dog food. The acquisition gave Mars an established entry into the British pet-food market and brought the Chappie name into the company's portfolio. Chappie continued to be used in the United Kingdom even after Mars developed other international dog-food identities. During the 1950s, Mars broadened its dog-food offering with the introduction of Pal and Lassie. These brands formed part of a wider development of packaged pet food, as commercially prepared products became increasingly available to household pet owners. The sources do not identify a single founding year for Pedigree itself; instead, they describe a gradual evolution from Mars's British pet-food operations and later international brand consolidation. A major structural change occurred in 1968, when Mars acquired Kal Kan Foods of Los Angeles. Kal Kan was a significant US dog-food business and gave Mars a stronger position in the American market. For many years, Mars used Kal Kan as the US name for its dog-food products, while using Pedigree for dog food in markets outside the United States. In 1988, Mars changed the name of its US dog food to Pedigree. This was an important branding decision because it reduced the separation between the company's American and international dog-food identities and supported a more unified global presence. The Kal Kan transition also affected related branding. In 1998, Kal Kan was described as the leading dog-food brand in the United States but was experiencing decline. Its US Pedigree Select brand became Cesar, a brand used in Europe and Asia. This illustrates that Mars's pet-food strategy involved both global standardization and selective differentiation among brands and product segments. In 1989, Mars also applied its worldwide Whiskas name to its cat-food branding. Whiskas is a separate Mars brand, however, and should not be treated as a Pedigree sub-line. Pedigree's current identity sits within Mars Petcare, the pet-care division of Mars, Incorporated. The brand's operating footprint includes manufacturing in England at Melton Mowbray and Birstall in Leeds, as well as offices in McLean, Virginia. These facilities are associated with a business that combines British historical roots with international distribution and brand management. The brand's principal commercial focus is dog food and dog treats, including dry and wet foods and dental products such as Dentastix. A further development in Pedigree's public profile came in 2008 with the creation of the Pedigree Foundation in the United States. The foundation supports qualifying dog shelters and breed-rescue groups through grants, while also encouraging adoption, volunteering, and donations. It reported distributing more than $1.1 million in grants to over 500 shelters and breed rescues in 2008, and its frequently cited FAQ material stated that more than $4 million had been raised to date. These figures relate to the foundation's philanthropic activity rather than to Pedigree's commercial revenue. No source supplied here establishes a separate current corporate headquarters, brand-level financial performance, or named executive leadership. Pedigree remains an active Mars Petcare brand.

2024
Adoptable announced
[5]Pedigree adopts AI to give glow ups to shelter dog adsmarketingdive.com
The brand introduced an AI-supported advertising system that gives shelter dogs greater visibility by placing them in Pedigree digital advertisements.
2020
Dog-targeted Dentastix outdoor campaign
[4]Pedigree's GDPR-friendly campaign targets dogs instead of peoplecontagious.com
Pedigree used dog detection and size classification in Croatian digital outdoor advertising for Dentastix.
2015
Feed the Good introduced
[3]Pedigree launches Feed the Good global marketing campaignpetfoodindustry.com
Pedigree launched a global marketing platform focused on the positive effects dogs have on people and communities.
2008
Pedigree Foundation is created
[1]Pedigree Petfoodsen.wikipedia.org
The US Pedigree Foundation was established to support shelters and breed rescues and to promote dog adoption and related charitable activity.
1998
Pedigree Select becomes Cesar
[1]Pedigree Petfoodsen.wikipedia.org
In the United States, the Pedigree Select brand became Cesar, a brand used in Europe and Asia.
1989
Mars standardizes Whiskas cat-food branding
[1]Pedigree Petfoodsen.wikipedia.org
Mars applied the Whiskas name to its cat-food branding worldwide. Whiskas is a related Mars brand, not a Pedigree product line.
1988
Kal Kan dog food adopts the Pedigree name
[1]Pedigree Petfoodsen.wikipedia.org
Mars changed the name of its US Kal Kan dog food to Pedigree, matching the international name used outside the United States.
1968
Mars acquires Kal Kan Foods
[1]Pedigree Petfoodsen.wikipedia.org
Mars took over Kal Kan Foods of Los Angeles, strengthening its position in the US dog-food market.
1957
Brand launch
[13]Brand launchmarketing91.com
Third-party reference material identifies 1957 as the founding or launch year of Pedigree, although the supplied sources do not document the original launch event in detail.
1950
Pal and Lassie are introduced
[1]Pedigree Petfoodsen.wikipedia.org
During the 1950s, Mars introduced the Pal and Lassie dog-food brands as it expanded its prepared pet-food portfolio.
1934
Mars acquires Chappel Brothers
[1]Pedigree Petfoodsen.wikipedia.org
Mars Limited acquired the Manchester company Chappel Brothers, bringing the Chappie canned dog-food business into Mars's pet-food operations.

Products and positioning

Mainstream, accessible dog nutrition and treats for everyday feeding, with an emphasis on routine pet health, convenience, and broad availability. Accessible, mainstream dog nutrition and treats combined with emotionally positive brand communication and support for dog adoption. Everyday dog nutrition and treats positioned around complete and balanced nutrition, taste, and dog health, with products for different life stages and sizes.

Dry dog food
Pedigree dry dog food
Pedigree's dry-food range provides everyday canine meals in a shelf-stable format. The brand is positioned for broad household use and mainstream feeding occasions, with recipes and pack formats varying by market. The supplied sources do not provide a complete global product catalogue or detailed nutritional specifications. The core shelf-stable meal range, generally offered in formulas organized around dog age, size or nutritional needs. It is designed for routine feeding and broad retail availability, with market-specific recipes and pack formats. Dry dog food products shown for puppies and other dog categories, including small-breed and mother-and-puppy formulas.
Dog food
Pedigree wet dog food
The brand also offers wet dog food, extending its portfolio beyond dry kibble and supporting different feeding preferences and occasions. Specific recipes, formats, and availability are market-dependent and are not fully detailed in the supplied reference material. Wet dog foods listed in canned chicken and beef varieties, including puppy food.
Adult dog food
Pedigree Adult Complete Nutrition
Pedigree Adult Complete Nutrition is identified in the existing dossier as a flagship offering. It represents the brand's mainstream adult-dog nutrition proposition, intended for routine feeding rather than a narrowly specialized veterinary diet. Exact formulation and naming may vary across markets.
Dental dog treats
Pedigree Dentastix
A dental-treat line positioned for regular use as part of a dog's oral-care routine. Pedigree has promoted Dentastix through both conventional product advertising and technology-led campaigns, including the Croatian dog-detection outdoor execution.
Dog food
Chappie
Chappie originated with Chappel Brothers, the Manchester company acquired by Mars in 1934. The name remained in use in the United Kingdom after Mars adopted Pedigree for broader international dog-food branding, making it a historically related but distinct brand.
Dog food · 1950
Pal
Pal was one of the dog-food brands introduced by Mars during the 1950s. It belongs to the broader historical portfolio from which Mars developed its international pet-food business, rather than being established in the supplied material as a current Pedigree sub-line.
Dog food · 1950
Lassie
Lassie was another dog-food brand introduced by Mars during the 1950s. The supplied references identify it as part of Mars's historical dog-food expansion but do not provide current distribution or product details.
Wet dog food
Pedigree Wet Food and Pouches
Moist meals and portioned pouches provide alternatives to dry kibble and can be served as complete meals or combined with dry food, depending on local formulation and labeling. Availability varies across countries.
Dog treats
Pedigree Dog Biscuits
Biscuit treats extend the brand into reward and between-meal occasions. The range is part of Pedigree's broader mainstream proposition of accessible food and treats for everyday dog ownership.
Dentastix
Dental chews presented in varieties for different dog sizes and life stages.
Tasty Bites
A dog-treat range listed in the Thai product catalogue.

Controversies

2021
Mars Petcare UK recalls dog food over high vitamin D levels
Mars Petcare UK recalled several dog food products, including CHAPPIE and PEDIGREE products, because they may contain vitamin D levels exceeding the maximum permitted intake.
Source

2025Adoption and fitness outdoor campaign
Unspecified
Reported outdoor creative linked adopting a dog with a more active and healthy lifestyle, using messages that framed dogs as exercise companions.
Source
2024Adoptable
International
Developed with Colenso BBDO and Nexus Studios, Adoptable uses machine learning to turn basic shelter-dog photographs into flexible, advertising-ready images. The dogs can appear in local Pedigree digital advertising and are removed when adopted.
Outcome. The initiative expanded Pedigree's adoption purpose by making ordinary product advertising also promote real shelter dogs. Case-study material reports substantial creative-award recognition.
Source
2020Dog-targeted Dentastix digital out-of-home
Croatia
Pedigree and MediaCom Zagreb used computer vision to identify dogs near digital screens rather than track individual owners. Creative could be adjusted for small, medium and large dogs before showing a Dentastix advertisement.
Outcome. The campaign was reported to have achieved a 13.5-second average viewing time and a 29 percent regional sales increase; these reported results are not independently verified here.
Source
2015Feed the Good
Australia · Brazil · New Zealand · United States
A global BBDO-led platform portraying dogs as companions that help people reconnect with kindness and positive behavior. The campaign used television, print, digital, retail, social, promotions and public relations.
Outcome. The platform was planned for expansion into additional markets during 2015 and 2016.
Source
2008Pedigree Foundation shelter-support and adoption initiative
United States
The Pedigree Foundation was created to help shelter dogs find permanent homes. Its activities include grants for qualifying 501(c)(3) shelters and breed-rescue organizations, together with programs encouraging adoption, volunteering, and donations. In 2008 it distributed more than $1.1 million in grants to more than 500 shelters and breed rescues, according to the supplied reference.
Outcome. Established a continuing philanthropic platform connected with shelter support and dog adoption.
Source
Good Then, Better Now
United States
A nostalgia-led platform uses childhood photographs and stories about family dogs to reassure owners amid increasingly complicated pet-food claims. The supplied material describes an initial United States launch across social, television, print and audiovisual channels.
Source

Brand decisions

2024
Put shelter dogs into the advertising systemStrategy
Background
Pedigree had supported adoption for more than a decade but faced the challenge of balancing purpose communications with product advertising.
Action taken
The brand launched Adoptable, using machine learning to insert local shelter dogs into digital advertisements and remove them after adoption.
Aftermath
Adoptable made adoption visibility part of the brand's normal advertising inventory and received reported creative-industry recognition.
Source
2020
Use dog detection instead of person-level targetingOther
Background
Privacy restrictions and the European Union's GDPR made conventional audience tracking more constrained in the Croatian market.
Action taken
Pedigree deployed dog-detection technology in digital outdoor screens and tailored Dentastix creative by dog size.
Aftermath
The campaign was reported as generating extended viewing time and regional sales growth, though the supplied source does not provide independently audited results.
Source
2015
Adopt a global emotional purpose platformStrategy
Background
Pedigree sought a common international idea that could connect dog nutrition with the positive social and emotional effects of dog companionship.
Action taken
The brand introduced Feed the Good across multiple markets and media channels.
Aftermath
The platform established a broader purpose-led framework for subsequent adoption and dog-welfare communications.
Source
2008
Create the Pedigree FoundationOther
Background
Shelter dogs and breed-rescue organizations required funding for veterinary care, shelter improvements, and related support.
Action taken
Pedigree established a US philanthropic foundation providing grants and encouraging adoption, volunteering, and donations.
Aftermath
The foundation became a continuing charitable vehicle associated with helping dogs move from shelters into permanent homes.
Grants distributed in the first reported year. $1.1 million (2008)
Source
1998
Convert Pedigree Select into CesarStrategy
Background
Kal Kan was described as the leading US dog-food brand in 1998 but was declining, prompting Mars to adjust the positioning of one of its related brands.
Action taken
Mars changed the US Pedigree Select brand to Cesar, a name used in Europe and Asia.
Aftermath
The decision separated the Cesar identity from the Pedigree name in the relevant market and reflected Mars's broader multi-brand strategy.
Source
1988
Unify US dog-food branding under PedigreeStrategy
Background
Mars used the Kal Kan name for its US dog food while using Pedigree outside the United States. The separate naming structure limited consistency across markets.
Action taken
Mars renamed its US dog food as Pedigree, aligning it with the international brand identity.
Aftermath
The change supported a more unified international dog-food brand, while Chappie remained in use in the United Kingdom.
Source

Recent events

2025
Adoptable receives major creative-award recognition[8]Adoptable case studyadsoftheworld.com
Campaign · Other
The Adoptable case study reported multiple Clio Awards, including two grand awards, for its use of machine learning and advertising reach to promote shelter dogs.
2025
Pedigree promotes adoption through fitness-themed advertising[14]Adoption and fitness outdoor campaignbmoutdoor.com
Campaign
A reported outdoor campaign connected dog adoption with exercise and an active lifestyle through messages about dogs helping people pursue fitness goals.
2024
Pedigree introduces Adoptable AI advertising initiative[5]Pedigree adopts AI to give glow ups to shelter dog adsmarketingdive.com
Campaign · Other
Pedigree, Colenso BBDO and Nexus Studios announced an AI-supported system that enhances shelter-dog photographs and inserts the real dogs into digital advertising. Dogs are removed from the advertising rotation after adoption.
2020
Pedigree uses dog detection in Croatian Dentastix outdoor advertising[4]Pedigree's GDPR-friendly campaign targets dogs instead of peoplecontagious.com
Product launch · Campaign
A Croatian digital out-of-home campaign used computer vision to detect dogs near advertising screens and display Dentastix creative. The reported objective was to work around privacy constraints while reaching dog owners in context.
2015
Pedigree launches Feed the Good global marketing campaign[3]Pedigree launches Feed the Good global marketing campaignpetfoodindustry.com
Campaign
Pedigree introduced a global platform portraying dogs as a force for kindness and positive human behavior. The campaign was scheduled for rollout in Australia, Brazil, New Zealand and the United States, with further markets planned.
2008
Mars establishes the Pedigree Foundation[1]Pedigree Petfoodsen.wikipedia.org
Campaign · Other
The Pedigree Foundation was created in the United States to support shelters and breed-rescue organizations and to promote dog adoption, volunteering, and donations.
1988
Mars changes Kal Kan dog food branding to Pedigree in the United States[1]Pedigree Petfoodsen.wikipedia.org
Other
Mars renamed its Kal Kan dog-food branding in the United States as Pedigree, bringing the US business into closer alignment with the Pedigree name already used by Mars in markets outside the United States.

Sources16 sources

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