LPWire: Kroger Introduces Old Yeller Brand Dog Food

Kroger Inspired by the Movie Classic, New Brand Debuts in 2,500+ Stores in 32 States

Inspired by one of the most beloved movie classics of all time, The Kroger Co. today introduced Disney's Old Yeller, a chunk style dog food now available at more than 2,500 stores around the country.

Disney's Old Yeller is a 100% complete and balanced product for dogs of all sizes. It is available in 50 lb. bags priced at $9.99-$11.99, depending on the geographic market. Two additional bag sizes will be introduced in June. Kroger plans to support the brand with an aggressive advertising and marketing campaign.

Released in 1957, Walt Disney's Old Yeller was the quintessential tale of a boy's love for his dog. Set amid the landscape of 1860s Texas, a young boy named Travis wants nothing to do with the lop-eared stray. But Old Yeller quickly proves himself a loyal friend, protecting the family and saving Travis' life. They soon become inseparable pals, sharing joyous experiences and learning valuable lessons about growing up.

"The movie is a timeless classic that transcends generations, and we believe this brand will appeal not only to original fans, but to the millions of Americans who share the same kind of special bond with their beloved dogs," said Barry Vance, Kroger senior corporate category manager.

"Bringing Disney's Old Yeller brand to a trusted retailer like Kroger was a natural fit," said Christopher King, category director, Disney Consumer Products FMCG. "Disney's Old Yeller dog food is for those dogs that are part of the family."

There are an estimated 61 million dogs in the U.S., with 39% of all homes owning at least one dog. Americans spend an estimated $7.4 billion annually to feed their dogs.

--Posted April 22, 2005
Source: Kroger Company