KraMar intended launching a new product to enter the growing dog treats market, which has been dominated by the market leader, Schmackos.

Following an extensive strategic review, which included a market segmentation analysis, Beyond Advertising identified that the product would be at a substantial price premium to existing brands whilst being a “me too” to other new entrants into this increasingly competitive market. Beyond Advertising created the name “Supa Naturals” and developed the packaging and advertising for this range of dog treats. As a consequence Supa Naturals was accepted by the major food retail chains and at time of publication is successfully moving off shelf.