For 77% of pet owners, finding a balanced diet for their small pet is a top priority. Today, this need is mainly met by premium brands. As a result, consumers looking for good-quality food at an affordable price are faced with a very limited choice.With the relaunch of Crispy, we are responding to this market opportunity. The attractive and nutritionally balanced food segment provides everything our small furry friends need, whether they prefer muesli or pellets. At the same time, we bring renewal to the category and create added value within the mid-segment.

What’s new?

• A fun and eye-catching concept that appeals to young consumers and families
• An attractive, nutritionally balanced range tailored to the essential needs of different animal species
• Renewed recipes for mueslis and snack mixes, while maintaining the trusted quality of the pellets
• Muesli: a balanced mix full of flavour and texture, with vegetables and/or seeds and grains (composition varies by species)
• Snack mix: a crunchy, responsible snack with an irresistible texture, without added sugars, to keep curious nibblers engaged
• Pellets: high in fibre and protein, ensuring a balanced diet with no selective feeding and no leftovers. Contains all essential vitamins and minerals
• Irresistible taste, without artificial colours or flavourings.

Type

• Range of products

Date of market launch (dd/mm/year)
25/01/2026

If applicable, produced and sold in Belgium?
YES

If applicable: imported and sold in Belgium?
NO

Describe here what is new about the product (or what makes it sustainable if you chose the “sustainability” category). This text will be used as a basis for the jury and the press (text length: between 200 and 850 characters including spaces)
For 77% of pet parents, balanced food for small animals is a top priority. Today, this need is mainly met by premium brands, while the offer in the affordable mid-segment remains limited. With the relaunch of Crispy, we seize this opportunity. The renewed, nutritionally balanced range provides everything small animals need (for both muesli and pellet fans) and adds real value to the mid-segment. What’s new? • A fun and eye-catching concept that appeals to young consumers and families • Renewed, nutritionally balanced recipes for muesli and snack mixes – Muesli: full of taste and texture, with vegetables and/or seeds and grains – Snack mix: a crunchy, responsible treat with an irresistible texture, no added sugars • Free from artificial colours and flavourings