Wellness Pet Food: Marketing vs. Food Ingredients
Several weeks ago, I introduced the idea of using a word cloud analysis to check if a given pet food Brand’s marketing messages are consistent with the actual ingredients in their product portfolio. In today’s post, I will share the results of my analysis of the Wellness Pet Food Brand.
About Wellness Pet Food
Wellness is an East Coast pet food company that makes food and treats for both dogs and cats. Wellness has several product lines including Complete, Core, Simple Limited Ingredient, and the recently launched TruFood product line. A prominent tag line on the Wellness site reads: “We do more than make pet food. We create Wellness.”
Wellness is a relatively expensive line of pet food. I pulled recent price data and found that their average price is about $4.00 per lb., with a low of $2.00 (for a large, 30 lb. bag) and as high of $15.00 per lb. for some of their smaller, 2 lb. freeze dried bags.
Wellness Marketing Word Cloud
Using the Wellness website ad focusing on their marketing content, I created a word cloud to depict the key words in their marketing verbiage.
Some of the more prominent terms that appear on their site include, in no particular order:
This list, and the entire word cloud in general, represents terms and concepts that are generally consistent with a high quality food.
Wellness Ingredient Cloud
Now we can look at the word cloud from the Wellness dog food recipes. I used the first fifteen ingredients from the ingredient panel of almost 90 of the foods in their portfolio.
The ingredient word cloud directly reflects the most prominent and pervasive ingredients in the Brand’s foods so it is a good representation of the food.
Some of the more prominent ingredients include:
- Tomato Pomace
- Sweet Potatoes
- Chicken (in some form)
- Other animal proteins and fruits and vegetables.
Perception vs. Reality
Overall, the ingredients that are found in the Wellness dog foods do appear to be in line with the Company’s desire to be perceived as a high quality, wellness creating Brand. This Brand is certainly worthy of consideration when choosing your dog’s food.