Hill’s : Leading the say with cutting edge nutritional solutions…

Leading the way with cutting edge nutritional solutions…

In Europe alone, over 160 million dogs and cats are household pets. Increasingly a core member of the family, a pet's wellbeing is considered tantamount to the owner's own happiness, just like a child's would be. Quality nutrition plays a crucial part in these pets' wellbeing and as a result, there is a growing interest in premium nutrition in the veterinary and pet specialist trade.

The prepared pet food sector is an essential component of veterinary practice business and veterinary professionals need a trusted nutritional partner to support their daily practice. One that guarantees a quality service, ensures cutting-edge scientific research and provides the relevant training support. A partner that also demonstrates unrivalled interest in the management of their business, and last but not least, provides superior but relevant scientific knowledge. Hill's Pet Nutrition is the only globally operating manufacturer that exists exclusively in support of the veterinary profession and the pet specialist channel. The number one recommended pet food brand by veterinarians across Europe¹, it is Hill's strong belief that they will remain the major player in this area for years to come.

The Hill's Heritage

Hill's Pet Nutrition was founded in 1943 by veterinary surgeon, Kr Mark Morris. A pioneer in the development of clinical diets for animals, Dr Morris firmly believed that certain diseases in pets could be managed by carefully-formulated nutrition. The opportunity to put his theory to the test presented itself when a blind man named Morris Frank, asked Dr Morris if anything could be done  to save his guide dog, Buddy, who was suffering from kidney failure.

Dr Morris' subsequent efforts culminated in the creation of the first veterinary dietetic food ever made, Hill's Prescription Diet Canine k/d, designed to help dogs with kidney disease. With the introduction of this range, Hill's gave birth to an era of veterinary clinical nutrition, and with it was born the Hill's philosophy：

To enrich and lengthen the special relationships between people and their pets. Sixty years on, operating in 80 countries worldwide and part of Colgate Palmolive Company, Hill's philosophy continues to inspire the numerous programmes of professional excellence and innovation which have ensured its position as market leader.

Product development

"It is Hill's aim to deliver innovative and tailor-made nutritional solutions for pets whatever their needs, be it breed, lifestage, size or disease condition" says Neil Thompson, Managing Director for Hill's Europe. To maintain this aim, Hill's produces two complete pet food ranges.

Hill's Prescription Diet products are the most complete product range of its kind, accounting for 32 products specifically formulated for the dietary management of a broad spectrum of clinical conditions in pets including obesity, gastrointestinal, dental and kidney disease. Available exclusively through veterinary practices, Hill's ensures that the technical expertise of the veterinary surgeon and the clinic staff guarantee the right use of the product, either as a complement to a therapy of as a nutritional aid to disease prevention.

Hill's Science Plan products are specifically formulated to ensure healthy animals stay healthy for longer. Available in canned and dry forms for both cats and dogs, the Hill's Science Plan range is sold through veterinary practices and specialist outlets.

Major innovations

In the last four years alone, Hill's has developed innovative, clinically proven diets for the nutritional management of liver disease in cats and dogs (Prescription Diet Canine I/ d and Feline I/d); Prescription Diet Canine z/d and Feline z/d, which both utilize breakthrough hydrolysate technology for the diagnosis and management of food allergy; and Prescription Diet Canine b/d, the first product clinically proven to help combat brain ageing and age-related behavioural changes in dogs. The most recent Prescription Diet launch is Hill's Prescription.Diet Feline m/d, a special high protein, low carbohydrate weight reduction diet for cats. Formulated to stabilize glucose levels in diabetic cats and to aid in a successful response to insulin treatment, Hill's Prescription diet m/d simultaneously manages cats' weight and provides a new dimension to the company's range of weight management products.

It is also paramount to Hill's that its diets are equally palatable and beneficial to pets' teeth and gums. Hill's conducts over 35,000 individual palatability studies every year in Europe alone to make sure that all its foods taste great. In addition, Hill's is the only existing pet food company with seals of approval by the Veterinary Oral Health Company (VOHC) on its entire oral care range. VOHC is an independent body in the USA which endorses those commercial products that help control plaque and tartar. Within Europe, the VOHC seal is endorsed by leading veterinary dental specialists from the European Veterinary Dental Society.

Unbeatable support to the veterinary profession

Hill's is dedicated to providing veterinary practice support programmes that ensure pets and owners benefit from the company's superior nutritional knowledge. The Hill's Pet Slimmer programme and Hill's Best Start for a Healthy Life are just two examples of this commitment：The Hill's Pet Slimmer programme has been running for twelve years in eight European countries and thousands of pets have successfully slimed down as a result. For many years, Hill's has also urn 'Best Start for a Healthy Life', a programme dedicated to the growth stage – the most critical phase of a pet's life.

The company is committed to helping veterinary practices with its 'Practice Health' programme which incorporates the latest management strategies and improves veterinary care and proactive productivity. Practice Health has been running in Europe since 1997 and studies show that practices adopting Practice Health methodologies have increased their sales significantly. Hill's also runs the 'Health Connection' programme which provides veterinary staff with the opportunity to improve their skills offering practical instruction on subjects including pet nutrition, practice management and the setting up of in-practice clinics.

Describing the benefits of the programmes, Neil Thompson says, "These courses help the profession to adapt to anticipated shifts in veterinary trends and to stay abreast of any new developments in clinical nutrition. Our goal is to stay ahead and to help veterinarians offer the best nutritional range of solutions for the prevention and treatment of disease in dogs and cats.

Commenting on the company's position today, Neil Thompson says, "It is due to our specific distribution channels that we have grown successfully whilst still supporting the veterinary profession in an unprecedented way. We are subsequently able to develop dedicated support programmes for the veterinary profession, a focus which would be extremely difficult to provide had we been operating on a wider distribution base. This is Hill's core strength and we will continue to build on this momentum in order to deliver our mission：To enrich and lengthen the special relationships between people and their pets."

Source:PETS International Magazine(ISSUE 3,2004)