Take 6, Rachael Ray’s new line of dog treats serves as a perfect example of “Parallel Development,” a situation in which two or more unrelated individuals, groups, or businesses launch a new idea, service, or product that are one and the same.
Take 6 is the latest offering in the Rachael Ray ™ Nutrish food line, created by Ray’s partner Ainsworth Pet Nutrition, a company formed by Dad’s Pet Care and Hampshire Products. The idea was to create a canine goodie that was simple, all natural, with no preservatives. The ingredient list that could be read by anyone aged six and older. As it turns out, shortly after Take 6 had passed the taste tests by dogs and the people at Dad’s (Yes, that’s right — each Nutrish pet food product is tasted by all the good folks at Dad’s, including Rachael Ray), several new all natural and simple products started popping up in the marketplace.
Steve Joyce, senior brand manager for Rachael Ray™ Nutrish dog food line explains, “We were kicking around some ideas on new formulas, and we came up with Take 6. About a month later, there was an article in USA Today discussing the trend toward simplicity in new product lines. They talked about Simply Five by Haagen-Dazs and Simply Heinz; a line of new condiments. This was the perfect time for us to be launching Just Six.”
And it is simple, folks. The Just 6 Crunchies with Beef are made with rice flour, barley, beef, oat fiber, extra virgin olive oil and malted barley flour; just replace the beef with chicken or lamb and the barley for sea salt and you’ve got the ingredient list for Just 6 Crunchies with Chicken and Just 6 Crunchies with Lamb.
“The reaction has been very positive so far,” says Joyce. “And really, we’re finding that we’re not compromising taste by not using preservatives, those are used mainly as flavor enhancers. And by using the right combination of ingredients, those aren’t necessary.”
Rachael Ray™ Nutrish launched two years ago and boasts over $40 million in sales. And virtually all of Ray’s personal proceeds from sales — more than $1 million dollars — goes right into Rachael’s Rescue, her online nonprofit that funds the efforts of several worthy animal welfare organizations. During her recent interview (Read that exclusive interview here on TailsInc.com!) with Tails Founder Janice Brown, Ray explained how this venture all came together:
“Dad’s Pet Care people called us at just the right time and it all came together. I said, I wanted to do it as a fund-raising thing, and they said, ‘Well, don’t you want some of the money?’ and I told them no, I make a nice living and that’s what makes it feel right to me — knowing every time I do an interview, every time I tell somebody to buy my dog food over the next guy’s, it’s not tainted by anything. I can be proud of it and say, ‘People listen. Do this. It’s going to a good cause, period.’ Not part of it, ALL of it. I hate that disclaimer, ‘a portion of the proceeds from Blah Blah Blah…’ It’s such a joke, it could be five percent or two percent. I could tell people honestly, straight up 100 percent — that’s what I give. There you go.”
— Amy Abern