Supreme Petfoods' campaign to make higher fibre, no added sugar muesli even more accessible, has been extended to include a free gnaw bar, containing a whopping 20% crude fibre, with every purchase of Russel Rabbit 2.5kg*.

“For too long, the health of small pets has been compromised by low fibre, high sugar muesli mixes of dubious quality," says Claire Hamblion, Supreme’s Marketing Manager.

"Russel Rabbit has four specially developed high fibre components that are uniquely palatable – so there’s no need to add sweeteners that have no nutritional value – making it a great option for pet owners who feed muesli.”

Delivering a clear message about the potential for selective feeding and the need to always provide access to unlimited fresh hay, needs to be a consistent theme for all retailers.

Claire says there will always be a core of customers that will opt for muesli. “A retailer makes their living by offering the products that their customers want and desire.

"A recent paper published in the Veterinary Record put this into context, revealing that owners who attributed more human emotions to their rabbits preferred to feed a muesli mix diet.

"Buying decisions are made on the basis of a number of emotional and rational factors and understanding that can provide real insights into customer behaviour.”

To find out more, call Supreme on 0845 058 9697.

* On special packs, while stocks last