Years ago I sold Recipe dog food, it was owned by Campbell's Soup at the time, and we were told to push the burger and cheese flavor in the summer and turkey in November because people like to feed the dog what they are eating. I honestly thought that this was a gimmick and that a 3 for $1 sold more product. Now that I own a dog I can see the idea as being plausible.
Purina with the same logic therefore created "natural" dog food because the pet's diet is closely linked to the owners or so the theory goes. The only reason that the package was purchased is that there was a high value coupon associated with the product is in my house at introduction to create awareness and trial. My dog gets premium dry dog food as a supplement to the home made mixture that happens to be on the stove now.
The use of a canister for this is interesting as the traditional dry pet food containers are a box for smaller and a bag for larger sizes. While the canister allows for air tight storage the choice, most likely has to do with promoting a premium image.
Excuse men now I need finish my dog food cooking.