Nestlé Purina / FortiFlora
FortiFlora more than doubled and became #1 in both vet and retail.
The situation
FortiFlora was a trusted vet-channel probiotic, but everyday pet parents barely knew it. A new global innovation, FortiFlora PRO, was ready, but leadership was hesitant to launch it in Canada. Competitors were entering the space, and we needed to own the market before they did.
Convince leadership to move from a vet-only model to multichannel: take FortiFlora into pet specialty and retail, and launch PRO as a vet exclusive.
Insight-led, consumer-first messaging, backed by a business case leadership could say yes to.
Prove the money before asking for the move.
I built the business case and financial models showing the revenue potential of new channels and the everyday pet owner.
- Channel-by-channel revenue model
- Leadership sign-off on the multichannel plan
Two products, two clear jobs.
To protect the vets, the most efficacious formula, PRO, stayed vet-exclusive. FortiFlora went to retail with consumer-friendly reasons to buy: gut health and science-backed nutrition. Regulatory, legal and vet affairs helped simplify the technical claims and kept us on time.
- FortiFlora PRO: vet exclusive
- FortiFlora: gut health for every pet owner
Protect the clinic while you grow.
Sales got clinical detailers and launch promos to secure distribution and manage the transition, so vets stayed confident recommending FortiFlora as it moved into retail.
- Clinical detailers and launch promos
- #1 vet-recommended probiotic claim on pack
Win the shelf, then fill the cart.
I built a partnership with PetSmart that put FortiFlora outside the supplement aisle, on endcaps and out-of-aisle displays. UGC ads drove pet parents straight to PetSmart to buy, backed by a 360 campaign across TV, digital and eCommerce.
- Endcaps and out-of-aisle displays at PetSmart
- UGC ads driving purchase at PetSmart
- 360 campaign: TV, digital, eCommerce
- See a PetSmart UGC ad on Instagram
Turn one win into a whole line.
FortiFlora's success gave us the proof and the shelf space to build a suite. I launched Calming Care, Joint Care and Multi Care on its back, creating the Pro Plan Veterinary Supplements range.
- FortiFlora: the #1 vet-recommended probiotic
- Calming Care, Joint Care and Multi Care launched on its success
FortiFlora grew more than 100% and reached #1 share in both channels, with a successful PetSmart launch and no loss of vet sales. It also paved the way for new supplements: Calming Care, Joint Care and Multi Care.
What this means for your brand
Moving from vets or independents into mass and Amazon? Give each channel a distinct job, and consider a channel-exclusive SKU, before you launch.
Discover more work
More proof behind the promise.
