Whitebridge Pet Brands has announced a long-term partnership for Pedigree Wholesale to be the exclusive UK distributor for the Schesir brand.

Since 1999, Schesir has been a pioneer in launching the first 100% natural and minimally processed wet cat food with flaked or shredded fresh pieces of fish or chicken in Italy at first, then across Europe. Today, Schesir is distributed in over 50 countries worldwide. For the past 25 years, Schesir has been focusing on developing and providing nutrition for cats and dogs, with a selection of the best ingredients, as well as the most palatable recipes, free of artificial colourants and preservatives, and contributing to the well-being of pets.

Schesir believes that natural ingredients are the most nutritious, and minimal processing is the best way to protect the integrity and the nutritional value of these ingredients. The products actually stand out today as “natural quality you can see and smell,” which pets crave.

At Schesir, we are committed to putting cats and their needs first. In 2023, Schesir is introducing a new complete and balanced nutritional programme for cats, in line with their natural and physiological needs that uses high-quality, natural, and minimally processed ingredients. This means targeted nutrition, formulations for life stages and special dietary requirements, a variety of new textures and flavours and a refreshed identity to make it easier to find the ideal option for every cat.

Tatiana Suarez Parra, Vice President Sales Europe, Whitebridge Pet Brands, said, “Pedigree Wholesale has a fantastic reputation within the UK trade, with numerous trade awards to back up that reputation. We can’t wait to start this exciting journey with Pedigree and already have a growing list of retailers waiting for it to begin, starting with the launch of our complete and balanced single-serve wet cat range at PATS Telford. We have a lot of innovation in the pipeline for both cat and dog categories, and feel Pedigree is the best partner to support us telling our story and introduce our minimally processed nutritional philosophy to UK retailers and consumers.”

Pedigree Wholesale will initially launch the 100% complete and balanced Schesir wet cat food range at PATS Telford. These are prey-inspired recipes high in protein that perfectly simulate the prey cats would hunt in the wild as they are made with Organ Meat. With minimally processed natural ingredients, these recipes are rich in moisture and provide all the hydration that cats need.

There are also further plans to introduce more of the Schesir range to Pedigree Wholesale later this year and in early 2024. Launching in the next few months is the Schesir for Dogs ‘Taste the World’ range, which focuses on humanised meals for dogs. These will be available in a range of Mediterranean and Asian recipes, including dishes such as Chicken with Carbonara and Thai Coconut Chicken, giving the Pet Trade something very different to offer their customers whilst appealing to the increasing humanisation trend in pet food.

Melanie Malin, Head of Buying, Pedigree Wholesale, said, “Schesir will be an asset to our cat food portfolio. By expanding our offering, we are helping to give our customers access to a true, high-quality cat food range, filling a gap in the market. We look forward to launching the range at PATS and our future with Whitebridge Pet Brands.”

Schesir is launching to the UK at PATS Telford, where you can meet the Whitebridge team at stand P18-P20, or speak to your Pedigree Wholesale representative at stand D10 for the exclusive new stockist promotions.

About Whitebridge Pet Brands
Whitebridge Pet Brands (USA) merged with Schesir, an Italian brand based in Genoa, part of Agras Delic S.p.A in April 2022. Since 1999, Schesir has been a pioneer in launching the first 100% natural and minimally processed wet cat food with flaked or shredded fresh pieces of fish or chicken in Italy at first, then across Europe. Today, Schesir is distributed in over 50 countries worldwide.