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Idizen Announces Entry Into Pet Food Market


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Global innovation firm Idizen Inc. announced its entry into the pet food market. The company develops new products and growth opportunities for clients that range from startups to Fortune 500 organizations. While it works across a number of industries, the company’s core competency lies in food and beverage as well as pet food products.

The company has developed and launched food products in the world’s largest retailers including Walmart, Costco, Sam’s Club, Kroger, Giant, Aldi, Whole Foods, The Fresh Market, Hy-Vee, Safeway, Dollar General and more. Idizen plans to parlay its success in food and beverage into helping companies innovate unique pet food products.

“We feel the pet food space has become a dynamic and high-growth market,” said Arthur Ebeling, CEO of the Washington, D.C.-based company. “We are pleased to see consumer demand for healthier, better-quality products for their pets. This demand is fostering innovation in the marketplace that is contributing to healthier choices for pet owners who want to provide responsible care for their pets.”

Just as the company has done in the food and beverage space, it will offer turnkey new product development services aggregating ideation, formulation, branding and packaging as well as marketing and commercialization services.

“We have defined a three Cs framework to describe our complete product development cycle: conception, creation, connection,” Ebeling said. “The conception phase embodies vetting ideas and ensuring there is market opportunity. Creation represents the iterative development phase in which a product is physically prototyped, tested and created. The connection phase represents the marketing and commercialization of a product.”

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