US chilled pet food brand set to revolutionise UK pet food industry

Fresh Pet
Innovative US chilled pet food brand Freshpet, one of the fastest growing pet food companies in North America, is working in partnership with Tesco to bring ‘the power of fresh, real food for dogs and cats’ to UK supermarkets in a bid to revolutionise the way we feed our pets.

From late-February, Freshpet’s range of fresh, natural, less-processed pet food will be available in 300 Tesco stores nationwide, merchandised in unique Freshpet branded chiller cabinets for the pet aisle – a UK first for the category.

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With healthier, less processed pet food a growing trend in the UK, Freshpet’s partnership with Tesco is evidence of a desire by the two companies to transform the way people feed their pets whilst growing the category through innovation – something Freshpet has pioneered in the US.

Freshpet Co-Founder and Europe’s MD, Cathal Walsh explains:  “Freshpet started ten years ago with a single-minded mission to bring the power of real, fresh food to dogs and cats. We are proud to have been able to make a difference to the lives of US pet parents and their beloved pets, at the same time as helping American retailers transform the pet category and drive incremental growth via shopper conversion and trade up.

“Our aim is to replicate this in the UK, bringing our passion for fresh, real food to Britain’s pets and their owners. We’re delighted to be partnering with Tesco who has clearly recognised that Freshpet meets a specific need amongst pet parents who are looking for high quality, fresh chilled food for their furry friends – with none of the nasties of more traditional brands.”

In 2016, Freshpet and Tesco undertook a pilot scheme of the fresh concept in 50 Tesco stores across Britain and Northern Ireland, which resulted in the retailer extending distribution to 300 of its stores nationwide. Paul Jones, Pet Category Buying Manager at Tesco commented: “Fresh is a completely new concept in the UK but from our initial trials we know that it’s the right thing for us to offer our customers and their pets at this time, who are increasingly looking for better quality, less processed, natural pet food choices which reflect their families’ changing lifestyles.

“Innovating in fresh demonstrates that Tesco is thinking differently about pets, as well as providing another reason for pet owners to shop more frequently in our stores and online. It allows us to deliver value through convenience for shoppers by offering a ‘one stop shop’ for innovative, quality pet food products. In addition, it’s an opportunity for us to really drive the category forward in a brand new direction for UK retail.”

Freshpet has a pipeline of proven innovation to attract new consumers with different needs and wants. In Tesco, the range includes meals for both dogs and cats across twelve SKUs, including Chunky Chicken with Turkey & Garden Vegetables for dogs, and cat Tender Chicken Bites.

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Author: Ed

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