In This Issue
Private equity firm sells off remaining stake in Pets at Home
Pets at Home faces £2million bill over store closures
Pet retailer bucks online shopping trend
Pet food firms hit back at raw food claims
Exciting plans for the UK’s National Pet Trade Event
Putting an end to puppy farming in the UK
Leading UK firms heading for Gobal Pet Expo in March
Don’t make owning more than one cat a ‘cat’astrophe
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Ex-Commercial Director at Vital becomes Fish4Dogs Sales Director
Pet expert raises 'pre-pup' issue as Ant McPartlin's custody row over dog is revealed
Mars hires new sales director
Prestigious award for WildWash at international trade event
AmPet Products wins Innovation & Excellence Award
The best of the previous Pet Trade Xtra
Pets at Home to close all seven of its Barkers high street stores
Sainsbury’s extends pet range with new food launch
Pet food firm launches new franchise business
£1.5m new investment at Inspired Pet Nutrition site
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Sainsbury’s extends pet range with new food launch


Sainsbury’s has announced that the launch of its new hypoallergenic pet food range is part of a wider investment in the pet aisles.


The new pet food as been created to cater for UK cats and dogs with food allergies or intolerances.T


he new Sainsbury’s range will be available in stores from the end of January 2018 and is the biggest investment the retailer has ever made in its pet food range.

The range, developed with pet nutrition experts, addresses the growing demand for pet food that is free from foods commonly known to cause intolerances or allergies in dogs and cats.


Sainsbury’s Hypoallergenic Range boasts recipes that are made without ingredients such as wheat, grain, dairy, eggs and soya. The retailer has also created a new range of pet treats made without added sugars, which can contribute to a number of health issues such as pet obesity and diabetes.

Meanwhile, Sainsbury’s core range of Complete Nutrition products continue to uphold the high standards customers expect and have all been made to recipes containing no wheat– often found in poorer quality pet foods.

Lucy Taylor, Product Developer for Pets at Sainsbury’s, said: “As our customers become more aware of the ingredients in the food they eat, we’ve also seen a shift in buying habits within the pet food market. Our development focus has been to offer a nutritionally-sound product range to satisfy the numerous pet dietary needs - something we’ve identified as increasingly important to pet owners.


“Responding to this emerging trend, we’ve removed artificial colours and flavours across our pet food ranges and introduced recipes made without grain, wheat and other common allergens. The work we’ve done in the pet aisle makes this type of specialist pet nutrition more accessible, offering products that are not only more widely available, but also more affordable.”

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