Pittsburgh-headquartered Heinz North America has set-up a new unit to focus on the building of its petfoods and veterinary brands.

Named Heinz Specialty Petfood, the division will be headed by general manager David Rosenthal, whose brief is to boost existing brands such as Nature's Recipe and Innovative Veterinary Diets – each marketed direct to retail petstores and veterinarians.

Rosenthal will report to Brian Falck, president/CEO of Heinz Canada, according to whom the new division, “allows us to place the resources behind this category to drive growth and market share”.

News source: Advertising Age - Daily Deadline