Business Opportunities Weblog

November 27, 2007 by Rich Whittle | 1 Comment

Marketing Daily:

An entrepreneur in Phoenix is looking to combine the growing craze for coffee and coffee products with increased discretionary pet spending, through a new product introduction: Doggy Java.

“Everybody drinks coffee and tea,” Mari Justin, creator of the drink, tells Marketing Daily. “I thought that it would be a good time to share with my dog.”

The beef-flavored (but caffeine-free) product, which comes in a coffee bag and looks like coffee when mixed with water, is actually a vitamin supplement. The idea came to Justin when she was trying to find a way to get her dehydrated pets to drink more water. “Most dog owners are unaware that many health problems associated with dogs are due to dehydration,” Justin says.

Rather than market the product as a health supplement, however, Justin is positioning Doggy Java as a pet treat, which is a much larger category, and leads to a different consumer mindset. “People want to ‘treat’ their animals more than they want to give them vitamins,” she says.

Photo by Doggy Java.

In Uncategorized | 1 Comment
Tags: Niche, Pets, Startup