Mars Petcare says that it will help grow the pet oral care category with the launch of Pedigree Dentastix Chewy Chunx.

The company said that the brand is perfectly placed to entice new shoppers to the category through a new bitesize format, giving pet owners more freedom to build vital oral care into their existing routine.

Mars Petcare said Dentastix Chewy Chunx help prevent plaque build-up throughout the day and will launch in chicken and beef flavours, with mini or maxi options for smaller or larger dogs.

The bite-size Chewy Chunx can be offered to dogs multiple times a day and contain less than 3% fat, with 15kcal per treat and no artificial flavours or added sugars.

Arthur Renault, marketing portfolio director at Mars Petcare, said: “By extending our Pedigree Dentastix range with bitesize Chewy Chunx, we are offering more ways for owners to add to their pet’s oral care routine aiming to attract new shoppers through an innovative proposition from a brand people know and trust.

“Over the last 12 weeks, as inevitably owners have spent more time at home with their dogs, we have seen Pedigree Dentastix grow +10.3% versus this time last year.”

The product carries a recommended selling price of £1.65.