SECAUCUS, N.J.—Hartz has launched a line of pet bird and small animal diets called LM Animal Farms, designed to bring customers great nutrition at an affordable price. Every diet in the line is fortified with vitamins, minerals, antioxidants and Omega-6 fatty acids based on the specific needs of the pet bird or small animal. The new line replaces both the LM Classic and the LM Vita-Vittles brands. Research showed the two brands were not significantly differentiated in customers’ minds. By consolidating them, Hartz will appeal to an important consumer segment, increase unit turns and minimize retailer shelf space.

Hartz has also reformulated the LM Animal Farms Bonanza gourmet diets to bring even more flavor and variety to pet bird and small animal diets. It now offers a greater assortment of nutritious ingredients tailored to meet specific pet’s tastes and ensure maximum consumption. LM Animal Farms Bonanza gourmet diets are also fortified with vitamins, minerals, antioxidants and Omega-6 fatty acids.

New packing for both LM Animal Farms and LM Animal Farms Bonanza gourmet diets has been designed to clearly differentiate between the two unique brands and to improve shopability. Package sizes have also been adjusted to better reflect pet food consumption habits and pricing now clearly reflects the two separate tiers of diets for customers.