Henrietta Morrison, managing director and founder of Lily's Kitchen, has defended the company's decision to launch a new range called Lily's exclusively in Tesco following criticism from independent pet retailers. "It’s about time we stood up for ourselves and stopped apologising here at Lily’s Kitchen," Henrietta told Pet Trade Xtra.

Here's what Henrietta had to say in full...

Our agreement with Tesco meant that we were not in a position to provide details of the new Lily’s by Lily’s Kitchen range until just before the in-store launch date. It is also important to reiterate that our original Lily’s Kitchen range is not on sale in Tesco.  We have created a separate, new range in order to keep the premium range with existing stockists. 

We also listened to our loyal customers, including retailers who have been with Lily’s Kitchen from the start, and took the decision not to expand into other multiples, such as Pets at Home. Expanding in this way would have been a logical business decision, both financially and also in terms of extending availability of great quality food for pets to a wider customer base. However we listened to their concerns and acted accordingly.

Independent stockists are important to us and we provide huge amounts of support to them, for example free samples, brochures, leaflets, posters as well as helping out with window and in store displays - we provide all this as part of the service we offer. Independent stockists make up 5% of our business (even without the new range) yet we focus most of our efforts on them. In fact, the creation of the separate Lily’s range shows just how much we care about our existing relationships.

Creating this separate range was not the easy option, however, we wanted to approach this opportunity in the right way, being respectful of our independent stockists by keeping the existing core range with them. We very much believe that it is possible to have our independent stockists and multiples working with us side by side all aligned to the same mission of providing the best possible food for pets. 

Our customers are hugely proud of what we have achieved and the difference we have made as indeed I am.  We acknowledge that there are some disgruntled individuals out there who are not happy with our success, but I believe they are in the minority and the majority of people understand and support what we are doing – offering consumers a real choice in the supermarket aisle.

We are proud to be leading this revolution in the aisles - it is a huge mark of respect that we have been asked to create this range and that we have done it without compromising on our ethos. We need to access those consumers who have never stepped inside a pet shop and who do not realise there is an alternative to big name, mass produced pet food. Creating better pet food and more interest in pet food will benefit everyone.

Lily’s Kitchen deserves to be acknowledged for being a successful British business - making a difference to pets’ lives.

• We have revitalised the pet food industry by generating lots of interest in natural pet food.
• We have sparked a national debate to encourage pet owners to look closely into what is in their pet’s food.
• We have worked with journalists to create dozens of articles on natural pet food which has benefitted the entire industry, not just our own company.
• We contribute to charities on almost a weekly basis and have recently been acknowledged by some of them as the ‘most generous’ pet food company in this regard.
• We are a loyal and committed company who has integrity at the heart of everything we do – how we treat our customers, our suppliers and our stockists.

Whilst we have created a separate range of food for a specific retailer, we feel Tesco pets deserve a choice beyond the big name, mass produced brands. We are offering consumers a choice to feed good food to their pets that is produced by a small, independent UK company and not by a global multinational.  

It’s about time we stood up for ourselves and stopped apologising here at Lily’s Kitchen. This is why we are one of the most highly respected companies on Feefo for customer service ratings because of the care and consideration we put into our food and meeting the needs of our customers - both stockists and pet owners.
 
Lily’s Kitchen is a tiny company doing a big thing. I am proud of how we have challenged the status quo, what we have achieved as a team and the difference we make to all the dogs and cats that eat our food. And I am proud to be creating innovative, cutting edge products and to be providing stockists with something wonderful to sell and to talk to their customers about. We are a team of people who go about our work with purpose, honesty and relentless enthusiasm. Our mission has always been, and remains to change the way pets eat. For good.

Premium pet brand Billy+Margot continues to increase its channels to market through a hat-trick of major deals which will boost product distribution in the UK and internationally.

In the UK the company has strengthened its relationship with Ocado, building on existing listings of the brand’s treats range to now include the recently launched full canned complete food range. This latest product line features five varieties, specifically developed to meet the nutritional needs of adult dogs, together with a dedicated Puppy Complete Food option.

As with all of Billy+Margot products, the canned complete food range has been specifically developed by the company’s founder Marie Sawle to provide a delicious food, which is packed with nutritious, pure, locally sourced ingredients and no artificial preservatives, colourants, taste enhancers or sweeteners. Through the deal with Ocado, dog owners across the country will now be able to have Billy+Margot delivered to their door.

In a second exciting UK deal, Billy+Margot has also secured listings with outdoor retailer Hawkshead who will be offering the brand’s Iced Treats from their flagship store in the Lake District. This outlet provides the company with an additional channel to expand their leisure market distribution. 

Further growth for Billy+Margot has also been secured internationally, with the company’s first international order providing the brand with distribution in Holland and listings within two of the country’s top retailers.

Commenting on this hat-trick of deals, Marie Sawle (left) said: “Each of these partnerships marks a major milestone for Billy+Margot, but collectively, this is a real game changer for our business. 

"We’ve worked really hard to create a high quality product range which meets the highest standards for nutrition and taste, and that’s now paying off as word-of-mouth from happy consumers is helping to create a real buzz about the brand. 

"Through increasing our channels to market we look forward to introducing Billy+Margot to even more dogs and their owners both at home and away.”

Westland Horticulture, which owns the successful Bucktons, Nature’s Feast and Peckish brands, will be showcasing a range of new products at PATS Harrogate in September.

The Bucktons brand continues to develop and invest in the pigeon, indoor bird and aviary category. The brand has been busy conducting ongoing research and a new website launch earlier this year, which provides easier navigation and helpful information. Bucktons remains a principle sponsor at key events such as the annual British Homing World Show of the Year in Blackpool and is a prominent name at such main events.

As part of the company’s continual development, Westland’s Nutritional Technologist, Lorron Bright strives to keep the company ahead in the market through product innovation and quality. Lorron says “Bucktons has been an important project for me this year and we’ve made a lot of strong progress. My role allows me to keep looking forward and I’m excited about opportunities for the future.”

Nature’s Feast has broadened its product range for the new season with the launch of new feeders, dining stations, wooden nestboxes and bird tables. Since the brands re-launch last year, Nature’s Feast has gone from strength to strength finding unique and innovative ways to not only provide ease of use but add durability to its products. These high quality features are showcased in some of its bird tables, with a unique opening lid design and metal rot resistant feet; fresh and exciting for the market, whilst remaining stylish and practical for the consumer.

The company’s Peckish brand continues with its significant amount of investment to attract new consumers to the market, the only brand investing in growing the category. As currently the only wild bird food company advertising through television, Peckish will once again promote the brand this winter, through a £1m TV, press and digital campaign. Not only does the brand heavily advertise to support its sale of products, it also has the Calvita nutritional element ensuring birds are provided with the nourishment they need.

Rachael Dickinson, Senior Brand Manager for Westland said “PATS is always marked firmly in our calendar as it’s an excellent opportunity to showcase our bird care brands. It’s a wonderful chance to speak to our customers and gain insight from those closest to our product. We wouldn’t miss it!”

To find Westland Horticulture, head for stand E21, or to book a meeting during the event, email Rgreenwood@westlandhorticulture.com

Having recently moving in to their new factory, The Innocent Pet Care Company has expanded its team to include some of the trade’s most renowned faces.

Founded last October by managing director Chloë Heaton, the business has delivered the successful launch of luxury brand, The Innocent Hound. 

On a mission to grow the business further, it has recently been joined by one of the country’s leading experts in animal nutrition, Ken Stirk. 

Ken’s experience in developing products to enhance the health and well-being of pets will be invaluable to The Innocent Pet Care Company as it expands its range of product offerings. With his technical knowledge, he will help steer the business to develop good quality treats, whilst staying true to its core values – sourcing British, sustainable meat and good quality, healthy ingredients.

To oversee the manufacturing of the products, Robert Smith, managing director of Yorkshire’s most highly regarded catering butcher, Sykes House Farm, has also taken a strategic role. His experience in running a multi-million pound operation gives The Innocent Pet Care Company the ability to manufacture products efficiently and to standards required for human food production.

 “It has been an incredibly exciting year for us with the new factory and the enhanced team. The experience and knowledge that Ken and Rob bring to the business puts us in a fantastic position to produce the best quality treats on the market.” says Chloë Heaton.

For more information email woof@theinnocenthound.co.uk or call 01765 641338.

Pictured (from left to right): Robert Smith, Chloë Heaton and Ken Stirk.

The festive period represents a huge opportunity for the pet treat category, enabling retailers to excite owners and non-owners alike who are looking to treat the pets in their lives.

Christmas lines in 2013 were worth over £4.5 million and Mars Petcare continued to drive growth in the sector through its brands including Pedigree, Whiskas and Dreamies.

This year, Mars Petcare is unveiling two new products and bringing back some festive favourites for the nation’s pets to enjoy this Christmas.

New products:

• The Pedigree Cracker is a new addition to the Christmas range and is an ideal gift for this time of year, offering a variety of dogs’ favourite treats.
• For cats, Dreamies Super-Mix is a new, limited-edition collection of the most popular Dreamies flavours.

Returning festive products:

• The limited-edition design for Dreamies Turkey is back to make the most of the seasonal opportunity and fill cat owners with festive cheer.
• The Pedigree® Christmas Stocking, with its popular pack format, interactive toy and an exciting range of treats, represents great value for money. The Pedigree Christmas Stocking comes in easy to merchandise shelf-ready packaging to optimise in-store presence.  
• This year sees the return of the Pedigree Limited Edition range, with seasonal designs for Christmas. Pedigree Jumbone and Pedigree Schmackos will both be available in a festive turkey variety.
• A festive feline favourite is also returning in the form of the Whiskas Christmas Stocking. Its proven packaging format, interactive treat ball and treats will be available in a choice of pre-filled clip-strips, or easy to merchandise shelf-ready cases to optimise in-store presence.

David Minton, Customer Marketing & Category Leadership Director, Mars Petcare UK, said: “As well as treating themselves, people want to give their pets something special during the Christmas period, so the festive season offers retailers a huge opportunity to strengthen sales in the Care and Treat category.

"Owners will be looking beyond their usual products and will want to treat their pets to premium products to mark this special occasion. There is also a chance for retailers to attract new customers and non-pet owners, who account for a third of seasonal treats purchased during this time. They come to the category looking to give something special to a friend or family member’s dog or cat.”  

Retailers are advised to stock up early, to ensure that shopper demands are met in store, and they should also look to provide their customers with an engaging in-store experience. Mars Petcare’s Christmas display units are designed to give retailers a range of stock loading options to help maximise Christmas opportunities. Secondary displays can also help retailers to drive further sales, and this is particularly true during the seasonal period.

Mars Petcare’s Christmas range will be available to order from 31^st August 2014, and include:

• Pedigree Cracker – RSP £5
• Pedigree Limited Editions – RSPs are in line with standard packs and can be included in multi-buy activities
• Pedigree Stocking – RSP £3.99
• Dreamies Super-Mix – RSP £3
• Dreamies Turkey Limited Edition – RSP is in line with standard packs and can be included in multi-buy activities
• Whiskas Christmas Stocking – RSP £3.99

Danish Design will be launching the new Woodland Bedding Range at the PATS Show in Harrogate. These iconic and quirky prints, inspired by the British countryside, are made with 100% cotton fabric. 

The range consists of:

Boxing Hares – A unique boxing hares' design, with a rich russet background and eye catching blue boxing hares.

Owl – This rustic print features owl pairs, with a subtle willow colour background with contrasting navy design.

Stag – An iconic woodland creature printed on midnight blue background, reflecting the colours of the forest night.

Available in Deluxe Slumber Bed, Slumber Bed, Deep Duvets, and Luxury Quilted Mattresses.

All orders placed with Danish Design Pet Products Limited at the PATS show in Harrogate on Sunday 14^th & Monday 15^th September 2014 will be entitled to a 10% discount.

She said the existing buildings were protected but that she hoped that adverse publicity would force the owner, The Prince's Trust, to change its mind.

"The area is very beautiful and a pet supermarket belongs on a trading estate rather than a residential part of London. People have written to the Prince of Wales. He’s a conservationist so how can he allow this to go through?"

A representative of The Prince’s Trust representative said: "We are going through a rigorous tender process to select the most suitable buyer, which is being managed independently by surveying company, Colliers International.

"We are continuing to look at all options for future of the site, which is likely to be taken on by another tenant. As a charity, The Prince’s Trust is required to focus on its core activity of supporting disadvantaged young people into jobs and training. With this in mind, we are currently looking at selling the lease of the garden centre in order to raise funds to invest in support of more young people."

The Trust bought two-thirds of the lease for Fulham Palace Garden Centre from the London Borough of Hammersmith & Fulham for more than £500,000 last year.

British Airways is aiming to become everyone's pet airline by introducing an in-flight entertainment channel featuring cute cats and dogs.

Entitled Paws & Relax, the channel is being launched on BA's long-haul flights next month.

BA's in-flight entertainment manager Richard D'Cruze said: "It might sound barking, but there's lots of research to suggest that watching pets can enhance overall wellbeing."

The new channel will include cartoons, as well as cats and dogs at play.

Wagg Foods, which will be showcasing its full ranges at PATS Harrogate, has lined up some great offers for visitors to the September show...

Throughout the event, the sales team will be on hand to answer any questions about the Wagg and Harringtons products and all independent retail outlets that visit the stand will have the chance to take advantage of special show offers and will also receive a free case of Harringtons Chicken Rolls Dog Treats with a retail value of over £15.  

This year’s show offers include;

• Buy 2 cases of Harringtons Cat pouches 425g, Get 1 case of Harringtons Kitten pouches 425g FREE (Worth £8.45 @ RRP)
• Buy any 3 cases of Wagg’prrrs, Get 1 case of Wagg Kit Nips FREE (Worth £12.00 @ RRP)
• Buy any 3 cases of Harringtons Dog Treats, Get 1 case of Harringtons Cat Treats FREE (Worth £23.88 @ RRP)

Wagg Foods pride themselves on producing quality, affordable pet foods and treats free from artificial colours and flavours. Further information about the Wagg and Harringtons ranges can be found at www.waggfoods.com and www.harringtonspetfood.com

Pets at Home has launched its first official single in aid of national charity Support Adoption For Pets following the success of the song in a recent ad campaign by the retailer.

The cover version of the Wannadies’ ‘You & Me Song’ first appeared in the ‘My Pet Moments’ ad campaign, which captured the special relationships owners have with their pets through clips submitted by pet owners across the UK. 

Following requests from the public the single will now be available to download or purchase in Pets at Home stores across the UK, with all profits going to Support Adoption For Pets. 

Scott Jefferson, marketing director at Pets at Home, said: “We’ve really been overwhelmed by the positive reaction people had to the campaign and the song in particular. The combination of the emotive track and the poignant images really touched people and helped to bring to life happy and sometimes not-so-happy times that come with pet ownership. We’ve even had a few requests from people hoping to use the track for their wedding!”

‘You & Me’ was released on 4 August and is available to download for 79p on iTunes, as well as CD versions available from all Pets at Home stores nationally, priced at £1.

To listen to the song and watch the video click here

A new YouGov report reveals why Pet Insurance companies may struggle to appeal to different sectors of society. Less affluent pet owners perceive cover to be too expensive, whereas the better off often pay for operations and treatment out of their own pocket.

The most recent research, which compares to a similar 2012 study, shows that the main factors limiting the uptake of pet insurance are poor value for money and the high cost of premiums. These factors are more important than in 2012. Almost four in ten (39%) of pet owners without insurance said it was not good value for money, and was the main reason for not taking out cover. This compares with 31% in 2012. Over a quarter (26%) said they could not afford the premiums.

The words that uninsured pet owners most associate with pet insurance are ‘expensive’ (68%) and ‘waste of money’ (30%). Even 57% of those with insurance deem it expensive. However, pet insurance policy holders also believe that such insurance gives ‘peace of mind’ (78%) and is ‘essential’ (49%).

There is also an increased propensity to self-finance vet bills over the last two years. Almost one in five (19%) say they can afford to pay for any treatment out of their own pockets, up 4 percentage points from 2012. 13% also say they save money each month in case they need to pay bills. The above suggests that self-financing of veterinary bills had become easier over the past two years, a fact that might be explained by the improving economic picture in the UK.

James McCoy, Research Director, YouGov Reports said: "Although social grade is important to being able to afford to take out pet insurance, our research suggests that those at different ends of the financial spectrum share the opinion that cover is not necessarily always a sound financial option.

"More affluent pet owners find insurance poor value because they can afford to pay for treatment up front; for less affluent pet owners, while pet insurance is perceived as offering good value for money, the cost of premiums is prohibitive, leading some to save money instead."

Whitefurze Ltd, one of the UK’s leading manufacturers of plastic consumer products, has stepped in with a donation to help charity, The Society for Abandoned Animals.

After being contacted by the charity last month, Whitefurze donated cat litter trays to help the organsation on their way to completing their cat rehoming project.

The Stretford based charity are renovating and expanding their facility with the aim of increasing the number of abandoned cats they are able to rescue and rehome.

Laura Messegner, Fundraiser for the charity explains: "The total cost of the build is £117,000, we have already raised £77,000 towards this thanks to individual donations. The cat litter trays will go a long way to help us achieving our goal of completing the project".

Whitefurze Key Accounts Manager Lauren Gifford visited the site in July to hand over the donation: "I was happy to help with this good cause. The donation will allow the charity to help even more unwanted pets". 

Pet retailers can now let owners produce their own tags for their animals thanks to an ingenious machine from Playnation Ltd.

The company, which will be exhibiting at PATS Harrogate, supply two machines – a small staff-operated counter top machine that allows retailers to engrave a custom tag in a couple of minutes plus a self-service ‘automatic’ engraver.

Playnation will also be exhibiting a unique collection of tags from Italian company 'My Family', including 'Pet tag Breeds' with over 100 cat and dog breeds available.

Playnation is the market leader in retail engraving machines in the UK.

For more information visit www.playnation.co.uk

Baggee Ltd are releasing  a new range of Mr Men bag dispensers, comprising of Mr. Happy, Mr. Noisy, Mr. Bump and Little Miss Naughty. They will be showcased at PATS Harrogate next month.

This colourful collection will come in branded shelf displays holding 12 units .

They will also have their own Mr. Men branded dog bags that come in blister packs of 4 colour matched rolls of 20 bags and packaged in similar colour schemes to the dispensers creating a vibrant display.

Designed to function like the original Baggee bag dispensers, the units have apertures in their backs (Mr. Noisy’s is his mouth!), bags are simply stuffed inside and stay there without the need for a lid, then conveniently pull out one at a time when needed.

The units have a keychain attachment to clip easily to leads or keys and are made of a strong flexible medical grade material that is light in weight.

The UK’s Number 1* normal nutrition specialist brand is proud to announce the launch of the new BETA Breed Specific Range.  As dog breed groups have similar characteristics and needs, BETA Breed Specific products offer high quality and Complete Dry Dog nutrition tailored for the 4 most popular breed families – Spaniels, Shepherds and Setters, Terriers and Retrievers.

The Advanced Nutrition category is currently the only segment of the market offering tailored nutrition for a variety of different breed types.  Pet owners believe their dogs are special and those shopping for Normal Nutrition brands in the Specialist channel are likely to be looking for tailored, quality nutrition too.  PURINA, with its 85 years of expertise in dog nutrition and behaviour has carefully developed the Breed Group Specific range offering tailored nutrition for specific breed groups.

It is important for consumers to understand how each recipe is tailored to the individual needs of the different breed types and the new pack format allows simple communication of the benefits for each breed.  There is also a strong visual link on front of pack to the breeds they are developed for and the imagery used.

Here is a summary of how each recipe has been specifically formulated for each breed type:

• Spaniels are lively by nature which means they need a food that will sustain their energy needs throughout the day.  BETA Spaniels is specially formulated with high levels of protein and fat to help them maintain their extremely active nature and vitality for life.  Also suitable for hunting dogs.
• Shepherds and Setters are natural born explorers but they can be more prone to sensitive digestion.  BETA Shepherds and Setters is specially formulated with ingredients that are easy on dog’s intestines and contains all the right nutrients to help keep muscle mass in peak condition.
• Terriers are always on the lookout for adventure and love a good run around in the hope of finding it.  BETA Terriers formula is a balanced mix of nutrients designed to replenish energy, help maintain muscle mass and help keep bones strong and healthy.
• Retrievers love playtime – and they also love mealtimes.  BETA Retrievers is a specially balanced formula with all the nutrients needed for a healthy, active life but with reduced fat levels compared with BETA Adult to help keep optimal body condition.

For more information please contact your PURINA Business Development Manager or visit www.purina-beta.co.uk

*Reg. Trademark of Société des Produits Nestlé S.A.

*IRI value share – Total pet specialist w/e 9^th Nov 2013 (excluding PAH)