Marks & Spencer (M&S), the UK retailer, has entered the private label pet food category with the launch of a new own-brand range named Paws & Pals.
The range introduces 13 new lines across kibble, treats and toppers for cats and dogs. Developed in-house, the products feature grain-free recipes made with “100% real ingredients”, high meat content, and added vitamins and minerals. Existing Boost pet products have also been incorporated into the Paws & Pals brand.
According to M&S, research indicates that 60% of consumers are scrutinising ingredients in pet food more closely, seeking the same standards as their own groceries. Grocery currently accounts for half of the pet food market, and M&S is aiming to double its market share in the category as part of its wider strategy to become a “shopping list retailer”.
Alex Freudmann, managing director at M&S Food, said: “We’re focused on becoming a true shopping list retailer, making it easier for customers to do more of their weekly shop with M&S. Pets are part of the family for millions of households, and pet food is a natural extension of our Food business”.
The Paws & Pals range is available in M&S Foodhalls.
Source: Marks & Spencer
