Alpo is an American brand of dog food marketed and manufactured by the Nestlé Purina PetCare subsidiary of Nestlé. The brand is offered as a canned or packaged soft food, as well as in dry kibbles.
 | |
| Company type | Private |
|---|---|
| Industry | Pet food |
| Founded | 1936 |
Area served | Worldwide |
| Products | Dog food |
| Owner | Nestlé Purina PetCare |
| Website | www.purina.com/alpo |
History
editAlpo, an abbreviation of Allen Products, was founded in 1936 by Robert F. Hunsicker in Allentown, Pennsylvania.[1] The original factory was located in a small building at the southwest corner of New and Cedar streets.[citation needed]
In 1964, the Allen Products Company was acquired by Liggett & Myers Tobacco Company. In 1980, the Liggett & Myers Tobacco Company was acquired by Grand Metropolitan; and, in 1986, Grand Metropolitan sold the Liggett Group, but retained Alpo Petfoods, Inc. In 1995, Nestlé SA acquired Alpo Petfoods, Inc. from Grand Metropolitan. In January 2001, Nestlé SA announced the merger of Nestlé Friskies with Ralston Purina to form the Nestlé Purina PetCare Company.[2]
Marketing
editFor many years, the brand's main television commercial spokesman was Lorne Greene, who created the concept of eating one's own dog food by claiming that Alpo is so good he feeds it to his own dogs. Ed McMahon also had a long association with the product on television, and Garfield was a "spokescat" for the brand in the 1990s. Alpo was the sponsor of the debut broadcast of the long-running television news magazine 60 Minutes, on September 24, 1968.[citation needed]
Alpo is also known for its marketing campaigns that target the owners of "real dogs", making light of consumers who pamper their dogs.[3][4]
References
edit- ^ "Gambling on Garfield: The Creation of Alpo Cat Food and Its Brand Identity" (PDF). James Madison University.
- ^ Carman, Tim (2009-04-16), "Food History Potpourri: Ralston Purina's D.C. Roots", Washington City Paper, retrieved 2009-10-19
- ^ "Alpo Gets to the Meat of the Problem". BrandWeek. 2009-02-27. Archived from the original on 2010-01-17. Retrieved 2010-02-23.
- ^ Brian Quinton (2009-08-20). "Alpo Contest on the Hunt for Just Plain Dogs". Promo Magazine. Archived from the original on 2010-03-11. Retrieved 2010-02-23.