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Dog Whisperer Creates Canine Kibble for Petco

Canines captivated by National Geographic channel’s dog-whispering Cesar Millan can now enjoy Millan’s own brand of dog food.

Millan, dog behavior specialist and star of the Dog Whisperer show, has inked a licensing deal with Petco for more than 100 Dog Whisperer products, including Castor & Pollux organic food and treats, Cott fortified water and a variety of accessories like collars, leashes and bedding.

All the products include “Cesar’s Tips,” which describe the proper use and benefits of each.

Millan worked with global sports, entertainment and media talent agency IMG to help forge the deal. The products have been a year in the making, and Millan gave his direct input on every one - a fact that will be touted in marketing materials.

Additionally, Petco.com will offer access to an exclusive online dog coaching course designed and developed by Millan to instruct owners on raising a happy, healthy and well-balanced dog.

Earlier this year, comedian Ellen DeGeneres also launched her own products, dubbed Halo, at Petco, writes Brandweek.

The products will be available beginning July 27 at 900 Petco stores. Petco, which spent $19 million on advertising last year (excluding online), says it substantially increases marketing efforts when celebrity promotions are launched.