Coop, the Italian retail giant, has announced it is expanding its private label cat and dog food offering with the launch of around 200 products across four separate lines.
Developed in partnership with the University of Milan, the range is said to use innovative ingredients such as insect protein, as well as “superfoods” including spirulina, pomegranate and blueberry, and focuses on both taste and nutritional quality.
Among the new and expanded lines, Plat du Jour focuses on gourmet flavours and formats such as meat strips and mousses, the Amici Speciali line is extended to include products such as dental chews and treats, while the Spesotti line focuses on value, offering staple foods in large formats. Meanwhile, the Es!go line uses tailored nutrition to meet the needs of pets based on factors such as age, weight and lifestyle.
The new pet food ranges are part of a wider private label NPD push that will see Coop aim to introduce 5,000 new products over a three year span.
Source: Coop Italia