Purely Fish has celebrated its second anniversary as an international pet food brand, with a range of 100% natural treats, wet food, toppers and raw food for cats and dog, all made from fish!

Purely Fish was created in 2017 by its subsidiary, Ideal Foods. Ideal Foods is an international seafood trading and export company, selling fish and shellfish for human consumption to more than 40 countries.

Sustainability is very important to Ideal Foods and the company strives to use all parts of the fish to reduce wastage, by identifying and selling into multiple markets. 

By creating a pet food brand, the company was able to open up a new market for which they were able to use additional parts of the fish in the production of a range of healthy pet food and treats, packed full of the natural goodness of fish. 

Since its inception in 2017, Purely Fish has grown quickly, both across the UK and internationally.  Purely Fish products are now sold by more than 60 stockists across the UK including a combination of independent stockists and also the larger retail chains such as Pets Corner and TK Maxx.  Purely Fish is also exported to many countries around the world including Hong Kong, Taiwan, Singapore, Germany, Malaysia and Poland.

Karen Scott, Head of Business Development at Purely Fish, comments: “Purely Fish has experienced encouraging growth in its first two years.  For a developing brand in a crowded industry, I am very proud that Purely Fish has been able to hold its own alongside far bigger pet food brands.

“Convincing the consumer to try Purely Fish over their regular brand of pet food has been one of our biggest challenges.

“Being able to offer British made, premium and natural products at affordable prices have been important factors in our success so far.  We are now looking to grow our range by introducing new products to the market place that will help us to stand out from the rest.”