Jones Natural Chews Unveils New Brand Strategy and Look
Jones Naturals LLC, manufacturers of premium, natural dog treats and chews, has unveiled a multi-channel brand strategy that includes expansion of the Jones Natural Chews and The Country Butcher product lines. The strategy is built on the company’s 160-year-old commitment to using only American-sourced natural products and an unmatched track record of 99.9 percent on-time delivery. In addition, the company unveiled a new brand look for the flagship brand, Jones Natural Chews.
“The new Jones Naturals strategic plan establishes a clear focus on accelerated growth by, first, staying true to our heritage and, simultaneously, by diversifying our key product lines,” said Michelle Higdon, CEO of Jones Naturals in Rockford, Ill. “With support from our investment partners, we are injecting new growth into the company by continuing our tradition of providing the highest quality natural dog treats and chews, which are sourced and processed exclusively in the United States. No exceptions: we are—and always will be—100 percent American-made.
“In addition, we are introducing a suite of new products to complement our commitment to on-time service to our retail partners,” Higdon added. “Taken together, these strategies add up to a clear category advantage: great products, plus quality service and, now, more choices than ever for pet-parents and their pups.”
In addition to the company’s extensive product expansion, it is unveiling a new brand platform for its flagship line, Jones Natural Chews, showcasing a new look for its iconic Rocky mascot. The new Rocky, a playfully salivating pup, embodies the fresh, fun characteristics of the Jones Natural Chews brand and underscores the company’s commitment to provide pure, nurturing treats for dogs.
Since the 1850s, the family-owned Jones Naturals has emerged from six generations of butchers and a hometown meat market to the leader in natural, 100 percent American-made dog treats and chews. The heritage continues today from America’s heartland, with more than 85 meat cuts, chews and snacks for dogs of all sizes.