ShanghaiMay 11, 2026 /PRNewswire/ — On May 7, Nestlé Purina’s flagship pet food brand, Pro Plan, held a Pet Nutrition Industry Pioneer Forum and Brand Revitalization Strategy Launch in Shanghai, officially unveiling its new brand philosophy: “Pro Plan Pioneer Nutrition, Nurturing Extraordinary Vitality.” This philosophy is dedicated to providing pioneer nutritional solutions based on authentic scientific research, enabling pets to gain more health protection, achieve better health performance, and share long-lasting, quality time with their owners.
(Nestlé Purina Pro Plan Brand Revitalization Launch)
“China’s pet nutrition consumer market is undergoing profound transformation. More and more pet owners view their pets as true family members, and their nutritional demands go beyond meeting basic feeding needs or solving a single health issue—they aim to support comprehensive health management for their pets,” said Francois Gergaud, Head of Nestlé Purina PetCare Greater China. “This Pro Plan revitalization marks a new chapter for the brand in the high-quality development phase of the industry. Pro Plan will continue to deepen the synergy between global scientific research and local innovation, creating nutritional solutions better suited to the lifestyles of Chinese pets, responding to consumer needs while leading the industry’s value upgrade.”
Brand Revitalization Strategy Unveiled, Three Directions Define Pioneer Nutrition
China’s pet nutrition consumer market has entered a new stage of high-quality development, with pet owners’ demands for pet health management evolving from basic feeding to comprehensive, systematic scientific care across the entire lifecycle. Against this backdrop, Pro Plan has adopted “Pro Plan Pioneer Nutrition, Nurturing Extraordinary Vitality” as its new brand philosophy, comprehensively driving brand revitalization to integrate pioneer nutrition into daily feeding and every bite of food, nurturing pets to unleash extraordinary vitality.
Pro Plan’s pioneer nutrition strategy focuses on three main directions.
The first direction is to define the scientific foundation of nutrition through long-term, systematic original research accumulation. Leveraging Purina’s over 130 years of global scientific research, eight R&D centers, approximately 500 scientists, and more than 1,700 patents, Pro Plan has continuously deepened its expertise in pet nutrition science since its inception. From being the first to use meat as the primary ingredient to developing proprietary raw meat infusion technology, from researching probiotics to tackling feline-specific challenges, Pro Plan consistently defines the underlying standards of “pioneer nutrition” through solid original research achievements.
The second direction is to build a foundation of trust through stringent safety standards, quality management, and professional validation. Safety and quality are prerequisites for being a “pioneer.” Focusing on the health needs of different pets at various life stages, Pro Plan ensures efficient implementation of research results through professional formula design, continuously optimized processes, and adherence to safety and quality standards. Additionally, Pro Plan collaborates with veterinarians worldwide to establish a clinical validation system, earning recognition and trust from numerous professional partners, including professional breeders, through long-term practice.
The third direction is to empower pet health through feeding solutions that are easy to understand, easy to choose, and easy to adhere to. Addressing consumers’ daily needs, Pro Plan translates pioneer nutrition into scientific feeding solutions that are easy to understand, choose, and follow, supporting pet-owning families in their scientific feeding practices. This lays a nutritional foundation for pets and builds health from the inside out—not only providing stronger health protection and better health performance, such as more stable digestion, healthier skin, shinier coats, and greater vitality, but also enabling long-term companionship with owners, unleashing extraordinary vitality.
Authoritative Experts Validate Pioneer Nutrition for Lifelong Health
This Pet Nutrition Industry Pioneer Forum brought together authoritative experts from clinical and research fields to share cutting-edge scientific perspectives on core topics such as pet lifelong nutrition, golden-period care for young pets, and indoor cat health management, providing professional guidance for the industry’s high-quality development.
Professor Jin Yipeng, Vice Dean of the College of Veterinary Medicine at China Agricultural University and Chairman of the Small Animal Medicine Branch of the Chinese Association of Animal Science and Veterinary Medicine, noted: “Immunity is not a ‘patent’ for young animals alone; it is a health thread running throughout a pet’s life. Building immunity in youth, maintaining it in adulthood, and combating aging in old age—each stage requires targeted nutritional support. The best pet health management starts with daily feeding, choosing appropriate nutritional plans based on life stage and individual needs, to keep pets in optimal condition from the inside out.”
(Professor Jin Yipeng, Vice Dean of the College of Veterinary Medicine at China Agricultural University and Chairman of the Small Animal Medicine Branch of the Chinese Association of Animal Science and Veterinary Medicine, shares insights on-site)
Cui Mingjun, Member of the Veterinary Clinical Nutrition Specialist Committee of the Chinese Veterinary Medical Association and Vice President of the Clinical Nutrition Branch of the Beijing Small Animal Veterinary Association, emphasized: “A pet’s golden period in youth truly happens only once. True scientific feeding is not about treating diseases after they occur, but about seizing the initiative for health through precise nutritional intervention during this golden period. Starting from the first bite of food, we lay a solid foundation for every small life.”
(Cui Mingjun, Member of the Veterinary Clinical Nutrition Specialist Committee of the Chinese Veterinary Medical Association and Vice President of the Clinical Nutrition Branch of the Beijing Small Animal Veterinary Association, shares insights on-site)
Li Ye, Feline Specialist Veterinarian of the Chinese Veterinary Medical Association and Director of Shanghai Pengfeng Pet Hospital, focused on the nutritional challenges of indoor cats in China: “The vast majority of cats in China live indoors their entire lives, with limited activity space and inherently low exercise levels. The core solution is ‘scientific evidence, precise adaptation’—shifting from general formulas to customized nutritional solutions tailored to indoor cat lifestyles. This allows every indoor cat to live a life full of health possibilities within limited spaces.”
(Li Ye, Feline Specialist Veterinarian of the Chinese Veterinary Medical Association and Director of Shanghai Pengfeng Pet Hospital, shares insights on-site)
At the launch event, Zhang Doudou, “Pro Plan Extraordinary Vitality Star Promoter,” shared her insights on scientific pet care: “As an athlete and coach, I know that ‘extraordinary vitality’ comes from daily scientific training and nutritional support. The same applies to pets. I strongly resonate with Pro Plan’s new brand philosophy, and I hope that through spreading the concept of scientific feeding, more pet owners will no longer be ‘gut-feeding’ caretakers, but will enable every pet to stay healthy, energetic, and accompany us for a long time.”
Starting from the “First Bite of Food,” Nurturing Pets’ Extraordinary Lives with Pioneer Nutrition
Pro Plan has always prioritized immune health as a key research focus, especially regarding immunity building and protection during the young pet stage. Starting from pets’ “first bite of food,” Pro Plan has launched several innovative nutritional products for young pets, including life-stage series kitten food, small breed puppy food, and the Immune Plus series kitten wet food, comprehensively supporting the healthy growth of young pets.
Currently, Pro Plan has established three comprehensive product systems covering pets’ entire life stages: daily nutrition, specialized care, and Immune Plus series, as well as prescription diets and nutritional supplements, supporting pets’ lifelong health in multiple ways.
Among these, the life-stage series kitten food and small breed puppy food both use a 20-year classic colostrum formula, leveraging precious bovine colostrum rich in immunoglobulins to help young pets through their immune-vulnerable period and build a strong health foundation. The newly launched Immune Plus series kitten wet food, based on the health benefit concept of “dry and wet combination 1+1>2,” uses a scientific ratio and synergy of key nutrients such as beta-glucan, antioxidant vitamins C and E, and Omega-3 fatty acids to build triple immune protection for cats, strengthening protection, boosting resistance, enhancing self-defense, and reinforcing overall immunity.
Reaffirming Brand Commitment, Deepening Presence in the Chinese Market to Empower Human-Pet Companionship
Francois emphasized: “As the world’s second-largest pet market, China’s vibrant industry potential gives Purina the confidence to establish a long-term presence here. This Pro Plan brand revitalization is the latest example. It is not just an update to the brand’s visual identity or slogan, but a reaffirmation of Pro Plan’s steadfast commitment to Chinese consumers.”
(Francois Gergaud, Head of Nestlé Purina PetCare Greater China, delivers a speech)
Looking ahead, Purina will continue to invest firmly in the Chinese market, deeply understanding the diverse needs of local pet-owning scenarios, pet physical characteristics, and human-pet quality of life. It will persistently deepen scientific innovation, product iteration, and service upgrades, following the brand direction of “Pro Plan Pioneer Nutrition, Nurturing Extraordinary Vitality,” to accompany Chinese consumers and their pets over the long term, jointly opening a new chapter of beautiful human-pet companionship.