Beneful: The Meaning Behind the Brand Name

Purina Beneful is a hugely popular brand name in the pet food industry. Consistently ranking in the top five dog food brands on the market, Purina Beneful is routinely considered to be a consumer favorite. But what does Beneful even mean? Does the name imply the same excellence which consumers have come to expect? Simply stated, Beneful means “full of goodness.” Since its introduction to the marketplace in 2001, Beneful has sought to capture their customer-base through enriching and healthy dog food products. By implicitly suggesting that their product is “full of goodness,” Beneful hopes to convince their target demographic that their dog food is not only healthy but also inherently valuable for your dog’s quality of life.

In the context of quality and “goodness,” Beneful proudly offers customers a guarantee. If for any reason a customer is unsatisfied with Beneful products, the company will gladly refund the full amount within 60 days of purchase. It is in this way that Beneful lends credibility to their name by being full of goodness not only for their canine customers but also for the dog parents purchasing the food. In the interest of complete transparency, Beneful offers a full FAQ section on their website as well as a couple simple and straightforward ways to contact them directly. With complete transparency and a presence on various social media platforms, Beneful is ensuring that customers truly experience their “full of goodness” ethic and business practice.

In addition to their wholesome product and excellent service standards, Beneful offers a page dedicated to describing their people and culture. By doing so, Beneful illustrates that their “goodness” is not limited to the quality of their product but is a key pillar of their company philosophy.  In sum, Beneful had become a staple in the dog food industry since its inception in 2001. By producing food that is healthy and high in quality, Beneful can easily stand behind its product with pride. Living up to the name “full of goodness,” Beneful strives to ensure its percentage of the marketshare is not only happy but also growing.