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Dengie Rewards Consumer Loyalty With Promotion On New Feed Range

Dengie, the market leader in fibre feeds, is introducing a fantastic new offer to consumers of Dengie on its re-launched ranges Hi-Fi and Alfa-A. A "Collect and Save" loyalty scheme of "Buy 10 bags and get the 11th free" will be run from January to April 2004 at key UK Dengie retailers.

The offer is timed to appeal directly to horse owners during the winter months when feeding a high fibre diet is of particular importance. The product re-launch sees the award-winning* consumer favourite Hi-Fi and Alfa-A ranges introduce new formulae to extend Dengie's offering to consumers. The new Dengie Fibre Feed range includes four products under the Hi-Fi brand (Hi-Fi Original, Hi-Fi Lite, Hi-Fi Good Do-er and Hi-Fi Senior) and three under the Alfa-A brand (Alfa-A Original; Alfa-A Oil and Alfa-A Lite).

Emma Pelly, Marketing Manager at Dengie said, "Dengie is delighted to have won a recent Favourite Food award voted for by our consumers. We are therefore extremely pleased to announce this scheme, which rewards the loyalties that our current customers show and will hopefully encourage more converts to the "Think Fibre First" diet for horses and ponies."

Dengie's "Think Fibre First" message behind the re-launch of its feed products is based on the company's belief (backed up by research) that feeding pre-dominantly fibre based feed products can help ease digestion and behavioural problems in horses and ponies. The 'Dengie Fibre Promise' incorporates the four key benefits of feeding fibre, namely controlled energy, essential high fibre, healthier coat, skin and hooves and longer chewing time to aid digestion.

Consumer-friendly information and details on the benefits of each formula are now displayed on the back of each pack of Dengie to make it easier to locate which feed is right for which horse. Consumers will be further supported by retailers in making their choice of Dengie food in-store with a feed selector wall chart and a feeding guide packed full of advice and up to date research findings from leading equine nutritionists, which have been sent to all Dengie stockists.

The loyalty scheme will include a card for consumers which retailers will need to "rubber stamp" each time one pack of Dengie has been bought. Once the consumer has collected 10 stamps, they will be entitled to a free pack from either the Alfa-A or Hi-Fi ranges. The offer will be open to consumers for the four months from 1st January to 30th April 2004.

*Dengie is the winner of the "Your Horse" Favourite Feed Product Award

The Consumer Loyalty promotion is a limited offer in selected retail outlets only. For information on participating retailers, customers should call the Dengie Helpline on 0845-345-5115.


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