Masterfoods Dog SofaBed & Cat Bed

One of the more surprising features of interzoo 2004 was the launch by Masterfoods of the Pedigree Dog Sofabed and the Whiskas Cat Bed.

But why are two of the most famous pet food brands in the world – Pedigree and Whiskas now moving into designing and making dog and cat beds?

Total Pet Care

According to Masterfoods, the answer is simple. The new Dog Sofabed and Cat Bed are merely the natural development of what these two famous brands have had in their brand essence for many years – 'total pet care'. Apart from feeding, 'total pet care' means ensuring complete wellbeing, encouraging activities which provide a healthy lifestyle and a comfortable and secure habitat.

If you consider the situation from this viewpoint, then the Dog Sofabed and Cat Bed, which provide a high level of comfort, support and style are completely on strategy with the two brands – and could simply represent the start of a new generation of total pet care products from Masterfoods.

So what is so special about the new Pedigree Dog Sofabed and the Whiskas Cat Bed?

Product Development

Both the dog and cat bed were developed with the experts on pet care at WALTHAM – The World's Leading Authority on Pet Care and Nutrition. Many years observing the needs and behaviour of dogs and cats has provided the WALTHAM animal behaviourists with a unique insight which appears to be reflected in the designs of the new dog and Cat Beds.

The Dog Sofabed

Despite significant changes in our lifestyle, dog and cat beds have not changed much in twenty years. The Dog Sofabed is different in two significant ways. First it took 'the dog bed' as an important piece of furniture for dog owners and, as such, designed the bed to look like an integral piece of domestic furniture which would fit any home. With a sleek modern line, stylish feed and range of machine washable, replacement covers in four contemporary colours, the Dog Sofabed really is a very smart piece of modern furniture which fits well into modern or traditional decor.

Supported Sleeping Position

The second feature of the Pedigree Dog Sofabed which is special, is its ingeniously designed contoured shape, allowing the dog's neck and back to fall naturally and achieve a position where it gets the right support and most comfortable position to sleep. The Dog Sofabed is available in three sizes: - 500x500mm, 700x700mm and 900x900mm. The bed comes with fitted black fire retardant cover and non-slip feet, which elevate the bed away from draughts.

Cat Bed

The Whiskas Cat Bed is easily distinguished by the distinctive mask shape. It does not, however, look like a piece of branded merchandise and in fact took its inspiration from modern sculpture, and it is this very attractive shape which immediately catches the eye.

Apart from this the Cat Bed also provides a very comfortable, warm and secure retreat for the cat. Its shape provides the feeling of all-round protection which cats enjoy when they retire. It also protects cats from draught and includes a special thermal cushion to keep the cat warm and snug.

These two products are now selling very well in Germany and Belgium and are soon to be launched in the UK. The new Dog Sofabed and Cat Bed Special Fashion and Bedding Special Fashion and Bedding.

For further information: info@eu.effem.com

PETS International Magazine No.6 – September 2004