John Morrell and Co
of Bardney, Lincolnshire
The company, a subsidiary of United Brands Company (USA), produces a range of canned dog foods under the brand names 'Butch', 'Red Heart' and 'Gala'.
It also produces canned fruit and vegetables and a number of other food products. Production of pet foods is at a factory at Bardney, Lincolnshire.
Morrell's pet food business started before the Second World War, and in the early post-war period 'Red Heart' and Pedigree Petfoods' 'Chappie' were the brand leaders in canned dog food. The company's products subsequently lost market share as a result of Pedigree Petfoods' heavy investment in plant and marketing, but since 1970 sales have improved.
Between 1970 and 1974 the company's sales of canned dog food increased considerably in volume terms, attributable, in the main, to the success of its new product 'Butch', which competes at the low price end of the market and is little advertised.
See Also
Sources of Information
- [1] Competition Commission