Traditionally, the word, “beneful” means “full of goodness”. However, according to the Urban Dictonary, “beneful” has also been used as a slurred version of the word, “beneficial”.
However, today, the word “beneful” is mostly associated with the Nestle Purina dog food. In 2012, it became one of the most popular, grossing about $1.5 billion in annual revenues. It was introduced to the public market in 2001. Back then, it was considered to be the basis of dog nutrition. It contained beef pieces and resembled stew. By 2006, the brand was grossing over $300 million in annual revenue. That same year, the brand invested $36 million to make its facilities friendlier for producing wet dog food. The company now produces both dry and wet canned food as well as dog treats.
Starting in about 2010, Beneful attempting a number of unusual conditioning by association avenues. In Germany, they distributed posters containing the scent of the food meant to attract dogs. In 2011, in Austria, they released a television advertisement which included a high-pitched noise that only dogs can hear. In 2012, videogame-like billboards were released in New York, which allowed people to play mock fetch in the subway station. The dogs are designed to encourage passersby to interact with them. These same billboards have since been installed in St. Louis, Chicago, Atlanta and Los Angeles.
Beneful also holds an annual Dream Dog Park Contest. So far, this has helped to install the parks in Lancaster, Pennsylvania, Alabaster Alabama, and Johns Creek, Georgia.