A new to market gourmet dog treat brand, Ruffingtons, is launching online and to stockists this month from the UK's leading farm to bowl pet food manufacturer, Fold Hill. 

With a portfolio of clients already secured for the brand, Fold Hill is utilising its extensive knowledge of the industry to fill a gap in the market and introduce luxury giving to the pet sector. Ruffingtons joins the Fold Hill family based on research that a growing number of dog owners are wanting to show their beloved pets love through treats and presents. 

Featuring a range of ‘edible art’ style treats such as marble snaps and truffles, Ruffingtons was born out of ‘humanising pets and the acknowledgment that sometimes words just aren’t enough to express how much consumers love their dog. 

With around 57% of households owning a pet, and the pet food sector being worth £7.2bn annually, there is a clear space in the market for luxury pet gifting.

The product range includes a total of 7 SKUs, featuring: 

• Marble Snaps (RRP £7.00)
• Terrier Truffles (RRP £7.00)
• 4-pack Cupcakes (RRP £4.00)
• 9-pack Cupcakes (RRP £7.00)
• Dog Doughnuts (RRP £5.00)
• Biscuit Paws (RRP £5.00)
• Dog Eclairs (RRP £5.00)

The company has ambitious goals of providing over 10 million dogs with a unique gifting experience. It is currently available for consumer to purchase via the website, but plans to secure in-store and foodservice listings are underway. 

Ben Mankertz, Managing Director at Ruffingtons, said: “We have invested heavily into launching the Ruffingtons brand as we know that, over the past few years, the desire to treat and spend money on pets amongst users has risen exponentially. There is a gap in the market for artisan baked treats available at POS in cafes, dog-friendly restaurants and so on. We hope Ruffingtons will bridge it.

“A lot of time has been spent with the Ruffingtons team from identifying our core consumers, right through to finalising our packaging and how the brand looks when it is presented by stockists. Everything has to feel special, with the golden thread of luxury running throughout.

We’re excited to see how Ruffingtons performs as we head into the key gifting period of the year – and how it is received by our stockists and consumers thereafter as the brand continues to grow.” 

The brand debuted its range at the Pet and Aquatics Trade Show (PATS).

Ruffingtons is hand crafted in rural Lincolnshire by Fold Hill which already operates several high-performing brands, as well as offering a white labelling service.

Ruffingtons is set to be available in several stockists across the UK and online. Potential stockists including retail stores, delis, pet shops, garden centres, cafes, pubs, and dog-friendly restaurants are urged to get in touch with the team regarding becoming a partner at info@ruffingtons.co.uk.