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PRESS RELEASE
Betty Miller launches Flame Grilled Dragon Food
Betty Miller of Daventry already well known for its range of luxury dog biscuits (Betties) and Complete food for Rabbits is pleased to announce the launch of its new Flame Grilled Dragon Food.
Nigel Baker, VP of marketing says “this is a major launch for us and targets the latest in niche markets namely dragons”. He of course means flying dragons and not bearded dragons. Nigel went on to say “I have had a dragon (Doug - pictured below) for a number of months and have struggled to not only feed it but also harness it and bed it. Dragons come with a lot of issues. Not only are they very large but also have a flame which needs to be looked after”.
In order to capitalise on this new market, Betty Miller has joined forces with a number of other companies. Doggythings of London (soon to change their name to Doggythings and Dragonthings) have been busy designing the collar and lead for dragons. “The big challenge here” said Helen Haddad , Doggythings 24 year old designer, “was to establish the collar sizes needed, colours of the collar and a suitable harness. We are now in full production on the range which will be sold alongside the food”
Betty Miller has also involved Pete Beverton of Allpet bedding to come up with the ultimate dragon bedding. “This was an enormous challenge to us as the bedding needed to be both comfortable and flame resistant” added Peter. “We looked at asbestos products but soon realised that although they had the right properties, it might cause harm to the owner due to its carcinogenic property . We are now using rockwool together with our own secret bedding ingredient which seems to do the job. We have been using the local fire brigade to practice on putting it out whilst we tested various mixtures”
Richard Higgs, Managing Director of pet wholesaler Trust Pet Products is a a secret dragon fan. Richard has been trying to buy his own dragon and when he heard about the launch has agreed to be the sole UK wholesaler for the dragon products. “When Betty Miller approached us with the concept, I was very excited” said Richard “I have been looking to buy my own dragon for some months and have been to meet various breeders. I am looking for a red one but they seem very scarce”. Richard’s company has just moved into new warehouses at Warwick and believes the extra space is ideal to stock the dragon range. He will be helped by Chris Page of CPP Supplies who has taken on an additional 25 reps to handle the business into the pet trade.
“We are all very excited about the launch as it offers the Pet Trade a new opportunity” said Nigel Baker “Dragons are the next thing in pets – you have to have space and somewhere to fly them and if you get the right one you can always ride them too”
Betty Miller’s Flame Grilled Dragon Food has been made with extra gluten on order to feed the flame. The product is non hypoallergenic so can be fed safely to all dragons. It’s available in a fire resistant barrel of 50kg. The collars are available in red, white and blue and the bedding in 500kg round bales. More accessories are planned to add to the range as well as additional food varieties including chilli and vindaloo.
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