A Johannesburg-based company has quickly gained attention in the international market, particularly in the United States, for its range of innovative pet treats.
The company specialises in producing pet treats from exotic protein sources such as ostrich, venison, crocodile, and fish, setting itself apart in the competitive pet food industry.
While manufacturing products for both local and international markets, the company’s first customer was a buyer in the U.S.
One of the primary reasons for the growing interest in Maneli Pets’ products is the unique proteins it offers, which are ‘proudly South African.’
A unique offering
In a market flooded with traditional options, these novel protein options – like ostrich and venison – allow the South African company to stand out as an international competitor.
“It is ultimately a game of competing for consumer eyeballs and anywhere that you can stand out to be a little bit different to everyone else on the market, that gives you an edge,” Nhlanhla Dlamini, the company’s founder, told How We Made It In Africa.
The cost advantage of sourcing these ingredients from South Africa further enhances the appeal of Maneli Pets’ offerings.
Pet treats an ‘impulse buy’
Dlamini strategically chose to focus on pet treats rather than general pet food, as he believes customers have less brand loyalty when it comes to treats.
Thus, he recognised the opportunity to capture a more experimental consumer base.
He likened the purchase of pet treats to an impulse buy, similar to grabbing a new chocolate bar at a store checkout.
“It’s an impulse purchase, it’s a reward for pets. And so a lot of animal owners are willing to experiment and try out new treats, which is important for us as a new entrant in a market that’s been around for over 50 years,” Dlamini added.
The company’s long-term strategy involves building brand loyalty through its treats and then gradually introducing pet food products.
While Maneli Pets launched a line of pet food in 2019, production was paused due to load shedding.
Dlamini is optimistic about reintroducing the pet food line in the near future, building on the trust established through their treats.
