ST. LOUIS -- Ralston Purina Co. here is reformulating and repositioning its Chuck Wagon brand of dry dog food in a multimillion dollar effort to recapture lost sales.
According to Information Resources, Chicago, for the 52-week period ended Dec. 5, 1993, the dry dog food category had supermarket sales of $1.5 billion, a decline of 0.9%, while Chuck Wagon had a market share of 1.6%, and sales of $23.7 million, a decline of 20.6%.
The re-stage restores Chuck Wagon's original image, made famous in the 1970s with the "chase" commercials.