Air-dried food brand The Innocent Hound has given its bestselling 70% Original Complete Food range a colourful new look, creating an even more eye-catching and impactful display for retailers.

Known for its vibrant use of colour across its range of award-winning treats and food, The Innocent Hound’s latest packaging refresh brings the same bold and recognisable identity to its 70% Original Recipes. The bright, vivid packaging has been designed to help shoppers easily discover air-dried food and make each recipe instantly recognisable on shelf.  

The updated range includes eight air-dried recipes – six complete food recipes for dogs, including firm favourites such as Lamb Casserole, Beef Stew, and Salmon Fishcakes, alongside two dual protein complete food recipes for cats: Salmon & Tuna and Duck & Venison.  

Each recipe is now available in a recyclable, resealable 1.5kg pouch, replacing the previous boxed format. The new format is easier to store at home, convenient for pet owners and creates a more impactful display in store, with the full range now aligned for maximum shelf appeal. 

The award-winning recipes are available in cases of four, allowing retailers to order by individual flavour, or choose a mixed case featuring four of the most popular recipes. This makes it the perfect way for retailers new to air-dried food to introduce the category to their customers. 

Chloe Heaton, Founder and MD of The Innocent Hound, says: “This is something we’ve wanted to do for a long time, and now we’ve found the right packaging to bring the whole range together. Having all our food and treat packaging aligned creates a really impactful display and helps shoppers discover and understand air-dried food more easily.

“It’s an exciting time for us as the range comes together, and we can’t wait to showcase the new look at upcoming trade shows, including PATS, and see it on shelves in stores soon.” 

The gently air-dried food range is an excellent choice for customers who like the idea and benefits of raw feeding but want the convenience of dry food. Made using high-quality British meats, the food retains flavour and nutrients through a gentle drying process, while offering the practicality of no refrigeration, freezer storage or preparation – making it ideal for everyday feeding, mixing with other diets or travelling. 

With the air-dried category continuing to grow, The Innocent Hound’s refreshed 70% Original Complete Food range offers retailers an exciting opportunity to introduce customers to a premium, convenient alternative to traditional dry food. 

To discover the full range and become a stockist, visit InnocentPetCare.co.uk and open a trade account.