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Type Private
Industry Pet food
Founded 2001
Area served Worldwide
Products Dog food
Owners Nestlé Purina PetCare

Beneful is a brand of dog food products by Nestle Purina Petcare that includes wet dog food, dry food and treats.[1] As of 2012, it was the fourth most popular dog food brand,[2] generating $141.7 million in revenues.[3] According to a SWOT analysis by Marketline, Beneful is one of Nestle Purina's more significant brands by revenue.[4]


The Beneful brand of dog food was introduced to the market in 2001. It was marketed on the basis of nutrition.[5][6] According to a company spokesperson, the term Beneful means "full of goodness".[5] A $34 million Beneful television advertising campaign that aired that year was the largest in Nestle Purina's history.[7][8] A Beneful Healthy Harvest product line, which is a vegetarian option using soy instead of meat, was added to the product family in June 2005.[9][10] The Beneful Prepared Meals line was introduced in March 2006 in eight flavors. It was sold in containers that also serve as a dog food bowl.[11] By 2006 Beneful was producing $300 million in revenues.[11] The company spent $36 million to upgrade its wet food manufacturing facilities in St. Joseph, Missouri to keep production up with demand.[12] Modifications were made to several Beneful products in 2010 that made the food look more like human food.[13]

In 2011 Beneful television ads started airing in Austria that featured noises only dogs could hear in order to elicit a response from pets. Beneful said it was the first time advertising was produced that targeted pets directly.[14][15][16] In 2013, many dog owners alleged on to have dogs that fell ill after feeding them Beneful. Tests by the Food and Drug Administration found no contaminants in the product.[17][18] Veterinarians said grieving pet owners often falsely attribute ambiguous, non-specific symptoms to food. Allegations of food poisoning by Beneful continued in social media. Beneful said the issue was caused by "social media disinformation."[19]

Beneful hosts an annual competition for a sponsored dog park renovation, which attracted 1,000 dog park design submissions in 2012 for the $500,000 renovation.[20][21][22]


  1. ^ "Products". Purina. Retrieved August 18, 2014. 
  2. ^ "New Dog Foods Focus on Health". MMR. January 28, 2013. Retrieved August 20, 2014. 
  3. ^ Olson, Elizabeth (October 17, 2012). "A Rachael Ray Food Truck for the Dogs". The New York Times. Retrieved August 18, 2014. 
  4. ^ "Nestle Purina PetCare Company SWOT Analysis". MarketLine. June 2013. 
  5. ^ a b Lee, Thomas (October 7, 2001). "Purina Seeks to Attract Healthful Dog Owners with Beneful Strategy". St. Louis Post-Dispatch. 
  6. ^ Ball, Deborah (March 18, 2006). "Nothing Says, 'I Love You, Fido,' Like Food With Gourmet Flair". The Wall Street Journal. Retrieved August 18, 2014. 
  7. ^ Reyes, Sonia; Baar, Aaron (August 27, 2001). "Purina Plots Poaching Protective Pooch Pals". Brandweek. Retrieved August 20, 2014. 
  8. ^ Baar, Aaron; McMains, Andrew (August 27, 2001). "Ralston Shops Line Up for One". Adweek. Retrieved August 20, 2014. 
  9. ^ Woh, Jessica (August 29, 2005). "Fluffy and Fido mimic owners' dining habits: Healthier diets extend animals' lives". The Associated Press. 
  10. ^ "Soy protein from Beneful". Grocery Headquarters. July 1, 2005. Retrieved August 20, 2014. 
  11. ^ a b "Dogged research yields new pet food". St. Joseph News-Press. May 7, 2006. Retrieved August 20, 2014. 
  12. ^ "Nestle Purina PetCare plans $36 million expansion in St. Joe". St. Joseph News-Press. July 20, 2006. Retrieved September 1, 2014. 
  13. ^ Turcsik, Richard (January 1, 2010). "Loyal friend: a steady stream of product introductions and a shift to higher-margin, healthier and a shift to higher-margin, healthier and nutritious offerings are helping the pet aisle remain strong". Grocery Headquarters. Retrieved September 1, 2014. 
  14. ^ Thomasson, Emma (October 1, 2011). "Nestle ads will go directly to the dogs; TV commercials designed to be heard by canine ears". Reuters. 
  15. ^ O'Carroll, Eoin (October 3, 2011). "Nestlé launches TV ad aimed at dogs. Will it work?". The Christian Science Monitor. Retrieved August 18, 2014. 
  16. ^ Lucas, Louise (September 30, 2011). "Nestlé whistles up adverts to drive dogs wild". Financial Times. Retrieved August 18, 2014. 
  17. ^ Strickland, Jim (April 8, 2013). "Pet owners claim Beneful making their dogs sick". Channel 2 Action News. 
  18. ^ "Target 11 investigates claims that Beneful is killing dogs". WSBTV. February 28, 2013. Retrieved August 18, 2014. 
  19. ^ Scheidegger, Julie (April 1, 2013). "Beneful blasted in blogosphere". DVM360 Magazine. Retrieved August 20, 2014. 
  20. ^ "Berkus Joins Team For Fantasy Dog Parks". The Associated Press. July 31, 2013. Retrieved August 20, 2014. 
  21. ^ "Prescott wins $500,000 Beneful dog park award". The Daily Courier. December 18, 2013. Retrieved September 1, 2014. 
  22. ^ "Buchahan Park Dog Park to get $500,000 makeover". Lancaster Online. April 30, 2013. Retrieved September 1, 2014.