Beneful is a dog food brand produced by Nestle Purina Petcare. The line includes dry dog food, wet dog food, and dry dog treats. In 2012 the product ranked number four on the list of the most popular dog foods. The revenue generated by the dog food was outstanding.
The brand of Beneful was released into the marketplace in 2001 and advertised for the appearance and nutrition of the product. This was because the dog food looked a lot like stew and contained pieces of beef. The word Beneful means full of goodness and the product resulted in the biggest television advertising campaign in the history of Nestle Purina.
Due to the success of Beneful, Nestle Purina upgraded their facilities to enable them to increase their production of wet dog food. In 2005, Beneful released their Healthy Harvest line. This was the first time they had used soy instead of meat as the products protein source.
In 2006, Beneful released a line of prepared meals for dogs. The product was available in eight different flavors, the containers were able to be resealed, and the containers were also able to be used as dog food bowls. The packaging was so inventive Beneful received the Pack Expo Selects Award in 2007 at the Showcase of Packaging Innovations.