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SCHMACKOS™, the beloved brand renowned for its irresistible pet treats, has partnered with Bega to present its newest offering SCHMACKOS™ STRAPZ, inspired by Bega Peanut Butter.
Australian-made by Mars at its Bathurst factory, the new SCHMACKOS™ STRAPZ will offer dogs a savoury treat made with real beef, peanut butter flavour, and free from artificial flavours.
This new flavour was developed with our beloved furry companions in mind as insights show that peanut butter is a highly desirable flavour and provides a delicious taste experience.
Mars Petcare Australia and New Zealand’s Marketing Director, Anthony Dean, said, “We're proud to partner with another iconic brand, Bega, with this new addition to the SCHMACKOS everyday treat range that is made locally in Bathurst, New South Wales with high-quality, Australian ingredients.
With one-third of all dog feeding occasions involving treats, it's clear we love to pamper our dogs and want the best for them. As the popularity of dog care and treats continues to grow, it’s important for us at Mars to respond to pet parents’ needs and continually innovate and develop new offerings and flavours, that ensure both enjoyment and quality for our furry friends.
For more than 30 years the SCHMACKOS brand has been committed to improving the wellbeing of dogs and bringing fun to treat time,” said Anthony.
“We’re thrilled to see Bega Peanut Butter – a staple in so many Australian households – now bringing joy to four-legged family members through this playful partnership with SCHMACKOS”, said Mary Stafford, Head of Marketing – Spreads at Bega Group.
As Australia’s most loved peanut butter*, it’s exciting to see our brand used in such a fun and innovative way. At Bega, we’re always looking for new opportunities to celebrate our iconic brands, and this deliciously fun twist means our furry friends get to enjoy a taste inspired by the good stuff.”
SCHMACKOS™ STRAPZ inspired by Bega Peanut Butter are now available at independent grocery stores, and Coles Supermarkets nationwide and online for $17 per 450g value pack.
“We’re thrilled to see Bega Peanut Butter – a staple in so many Australian households – now bringing joy to four-legged family members through this playful partnership with SCHMACKOS”, said Mary Stafford, Head of Marketing – Spreads at Bega Group.
As Australia’s most loved peanut butter*, it’s exciting to see our brand used in such a fun and innovative way. At Bega, we’re always looking for new opportunities to celebrate our iconic brands, and this deliciously fun twist means our furry friends get to enjoy a taste inspired by the good stuff.”
SCHMACKOS™ STRAPZ inspired by Bega Peanut Butter are now available at independent grocery stores, and Coles Supermarkets nationwide and online for $17 per 450g value pack.
The packs are made from 60% recycled plastic through a mass balance approach. The new flavour is part of the growing STRAPZ range also available in meaty medley, real beefy and cravin’ chicken.
Mars is a global leader in pet care and in Australia we proudly manufacture a range of products in Bathurst and Wodonga, including PEDIGREE®, WHISKAS®, DINE®, OPTIMUM™ and SCHMACKOS™, with a proud team of more than 600 Associates in Australia helping pets, their owners and pet professionals.
Source Mars Pet Nutrition Usage & Attitudes diary study Australia, 2021, n=1926
Source: Circana, Grocery Scan Sales Australia, 2018-2023, 5 Year CAGR.
Source Mars Pet Nutrition Usage & Attitudes diary study Australia, 2021, n=1926
Source: Circana, Grocery Scan Sales Australia, 2018-2023, 5 Year CAGR.
* Bega Peanut Butter is Australia’s favourite peanut butter based on scan sales, at MAT 06/04/2025
More about Mars Inc.
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As a global, family-owned business, Mars is transforming, innovating, and evolving to make a positive impact on the world. Across our diverse and expanding portfolio of quality snacking, food, and pet care products and services, we employ 140,000+ dedicated Associates.
With more than $47 billion in annual sales, we produce some of the world’s best-loved brands including Ben’s Original™, CESAR®, Cocoavia®, DOVE®, EXTRA®, KIND®, M&M’s®, SNICKERS®, PEDIGREE®, ROYAL CANIN®, and WHISKAS®. We are creating A Better World for Pets through our global network of pet hospitals and diagnostic services – including AniCura, BANFIELD™, BLUEPEARL™, Linnaeus and VCA™ – using cutting edge technology to develop breakthrough programs in genetic health screening and DNA testing.
For more information about Mars, please visit www.mars.com.
More about Mars Inc.
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As a global, family-owned business, Mars is transforming, innovating, and evolving to make a positive impact on the world. Across our diverse and expanding portfolio of quality snacking, food, and pet care products and services, we employ 140,000+ dedicated Associates.
With more than $47 billion in annual sales, we produce some of the world’s best-loved brands including Ben’s Original™, CESAR®, Cocoavia®, DOVE®, EXTRA®, KIND®, M&M’s®, SNICKERS®, PEDIGREE®, ROYAL CANIN®, and WHISKAS®. We are creating A Better World for Pets through our global network of pet hospitals and diagnostic services – including AniCura, BANFIELD™, BLUEPEARL™, Linnaeus and VCA™ – using cutting edge technology to develop breakthrough programs in genetic health screening and DNA testing.
For more information about Mars, please visit www.mars.com.
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The Bega Peanut Butter trade dress and lock-up are trade marks of the Bega Group, used under licence.
The Bega Peanut Butter trade dress and lock-up are trade marks of the Bega Group, used under licence.
MEDIA RELEASE, 6th May 2025
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