HEINZ GOES AFTER MORE PET FOOD BUSINESS
By Adnews Staff
H.J Heinz Company of Pittsburgh, Pennsylvania is expanding its pet food business in Canada. The company is buying Martin Feed Mills Ltd. of Elmira, Ont., makers of the Techni-Cal and Medi-Cal brands of cat and dog food. Martin also makes private label dog food for grocery outlets. Heinz makes brands such as 9-Lives, Kibbles n' Bits, Gravy Train, Cycle and Amor pet foods, as well as Pup-Peroni, Snausages and Pounce pet treats. Martin advertising is done in-house with the help of agencies hired on a project basis. Heinz Canadian pet food advertising is done by DDB Canada of Toronto. Martin Feed Mills president Chuck Martin told Adnews yesterday that it will be business as usual at the company, and that advertising will continue to work in the same way. The deal should close in 60 days. Earlier this year Heinz extended its pet food business, buying specialty pet food producer Nature's Recipe in the U.S. and Alimento Pilar of Argentina.