Disruptor brands are challenging big incumbent brands. Here's how Pedigree's parent company is fighting back.

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Mars Petcare is competing with startups by incubating small brands itself and through its VC Capital Fund and acquisitions.

Pedigree parent company Mars Petcare is ready to take on disruptor brands, the company's director of marketing Melodie Bolin said at the Association of National Advertisers' Brand Masters Conference on Friday.

The pet care space is no different, with brands like Bark and Pawpack taking on incumbents like Pedigree and Purina.

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