Barkwheats Dog Products LLC of Stockton Spring, Maine, reintroduced in July its line of grain-free, wheat-free buckwheat dog biscuits under the name “Barkwheats Bakehouse.”
The name change aims to diffuse confusion some consumers might have had with the old name, Barkwheats Dog Biscuits, said company owner Chris Roberts. The word “wheat” in the name sometimes led customers to believe the product contained wheat when, in fact, it does not, he said. The name Barkwheats actually comes from the ingredient buckwheat, which is a fruit.
The new name will also allow the company to differentiate between its baked treat line and a soon-to-launch line of smoked meat treats, Roberts said. The first product in the new Barkwheats Smokehouse line, a smoked wild salmon treat, is slated to launch in October.
As part of the relaunch, the company has changed the individual names of its biscuit flavors. Instead of names that merely describe the biscuits’ ingredients, the new names are more playful. SeaVeg and Chamomile has been renamed Ocean Dreams; Blueberry and Lavender biscuits have been renamed Peace Berry; Pumpkin and Sage has been renamed Pumpkin Patch and Ginger & Parsley has been renamed Ginger Yaps.
Roberts said the new names help convey the purpose of the treat. For example, Ocean Dreams treats, which contain chamomile, help relax dogs and are an ideal nighttime treat, he said.
In addition to the name changes, Barkwheats has repackaged the treats in resealable pouches. The pouches better convey to consumers that the treats are a staple, whereas the old boxes looked more like a gift item, he said.
“The pouches are more approachable,” Roberts said.
The pouches are also taller than the boxes (11 inches high by 6 inches wide vs. 4 inches high by 4 inches wide), allowing for greater shelf presence, and have a peg hole, which offers retailers more merchandising options. <HOME>
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