Article Title: Can Greenies Dog Treats Recover From Death?
Author: Patty Vale
A Makeover For Greenies(r) Treats
Months after a series of lawsuits and media attention alleged
their treat sometimes sickened or killed dogs, the makers of
Greenies(r), the top-seller for dogs in the US, are introducing
a new easier-to-chew and digest formula.
S&M NuTech, a Kansas City, MO-based company contends the new
formula predates the negative publicity, but admits it hopes to
win back timid pet owners.
Dismissing the hazards attributed to the original Greenies(r)
as, "perception issues," Kristy Vetter, the consumer care
strategy coordinator for S&M NuTec explains, "We think this
will give pet owners confidence about what they're giving their
dogs."
Earlier in 2006, CNN and newspapers began reporting stories
from pet owners asserting that undigested Greenies(r) had
caused throat and intestinal blockages that required surgery
and were, at times, fatal. In February, CNN estimated that
thirteen dogs had died. A class-action suit against S&MN NuTec
is currently pending in federal court in Missouri.
Company officials maintain the treats are safe, "when used as
directed." They note that the treats are sold in a variety of
sizes, and pet owners must be careful to select the appropriate
size and be sure that the dogs adequately chew the treats.
Greenies(r) are hard, dark green treats shaped like a bone on
one end, and a toothbrush on the other. They are marketed as
bad breath and periodontal disease banishers, and a substitute
for teeth brushing.
They have been a big hit with consumers, topping sales of 315
million in 2005. This amounts to 20% of the U.S. dog treat
market, per the market research firm Euromonitor International.
The treats are also sold in at least 50 other countries.
The new version boasts a chewier texture and "break points"
designed to assist dogs in gnawing the treats into smaller,
easier-to-swallow pieces. The ingredients have also been
modified to allow for easier digestion.
Even while under legal and media scrutiny, Mars, Inc. agreed to
purchase S&M NuTech in April. The financial terms of the deal
went undisclosed. At the time of the sale, the privately-held
S&M NuTech had 95 employees, and declined to divulge its
revenue. Mars, Inc., privately held and based in McLean, Va.,
has 39,000 employees and revenue of $18 billion.
Best known as the maker of M&Ms and Snickers, Mars, Inc. is
also behind the pet lines marketed as Pedigree and Whiskas. At
the time of the sale, S&M NuTech refused comment as to whether
the legal woes involving Greenies(r) aided in its decision to
sell.
To date, the Mars, Inc. website directory
(http://www.mars.
United+States/
Greenies(r) as one of its business units in the US.
The Greenies(r) website (http://www.Greenies
testimonials from happy pet owners whose dogs love their
treats. Its FAQ section proudly vaunts the chewy texture,
changed shape, easy digestibility and nutritional balance of
the new-improved Greenies(r).
As to, "Why did you change Greenies(r)?
"We are always looking for ways to improve all aspects of our
products. This includes dental efficacy, palatability,
nutritional efficacy, dog enjoyment and veterinarian and pet
owner's confidence."
There is no specific reference to the purported hazards posed
to dogs enjoying the treats. The website does, however, note
the importance of purchasing the correct size for your dog, and
states that the product is not recommended for dogs less than
six months old and/or less than five pounds.
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