When did you buy the pet shop?

We purchased the business in November 2010. It was an established but very traditional pet shop that relied heavily on the sale of mainstream brands and animals.

What state was it in when you took it over?

The condition of the shop was very poor. It was only 220sq feet in size and had no storage available. There had been very limited financial investment over the 30 years it had been open. We discovered that many of the products being sold were either out of date, badly damaged or were infested with insects.The business had also earned a bad reputation locally due to the cramped conditions in which animals were being housed, and the general untidiness of its presentation to customers.

How did you set about reversing its fortunes?

Despite the condition and reputation of the shop, we could see real potential in the business. It was clear to us that the town could benefit from a well ran shop that offered better quality products, exceptional customer service and put animal welfare above profits. We made an immediate decision to stop selling pets, in order to change the image and focus of the business. The interior and exterior were decorated, with new lighting fitted and new external signage erected to ensure anyone passing on the high street would see it had changed ownership. We also rearranged the internal layout to better present our products and allow people to move more freely inside the shop.

What have you changed over time?

Over a two year period we gradually removed all mainstream and supermarket brands and replaced these with high quality pet foods, treats and accessories from predominantly UK based companies. We have strong ethics and principles, and will delist products without hesitation if manufacturers or suppliers go back on their promises, deliver poor service or reduce the quality of their products.

Has it been a long road?

Absolutely! We spent five years in our original premises and throughout that time faced significant challenges with having no available storage, unreasonable landlords and shaking off the negative image of the business in the town. It is only since moving from the high street to Frodsham Railway Station in September 2015 that we have been able to operate our business in a way that makes us truly proud of what we have to offer.



What made you choose Frodsham Railway Station when you relocated?
We chose the station because there was simply no other alternative available. We'd been searching for six months in and around the town without success as our lease was coming to an end, and renewing this in our old premises was not an option. We even contemplated closing the business down if we couldn't find somewhere. But as soon as we viewed the vacant Stationmasters House we could see it had great potential for us to offer a completely different retail experience. What swung it was Network Rail's tenancy agreement; their terms are much more flexible than most archaic commercial leases that are written in favour of protecting the landlord's interests.

Was there a retail unit there before you moved in?
The building had been fully renovated by Network Rail only a few years ago and had been home to around three businesses before we came along.  Being new/startup businesess they struggled to make the location work for them and didn't last longer than a few months each. As an established business, for us it was a no brainer - we had a loyal customer base from our previous shop and we were confident they would follow us wherever we moved to in the town.

Is it a busy station on a main line?
Frodsham Railway Station is a local stop located on the main line between Manchester and Chester. It gets busy at the start and end of each day with commuters, but is much quieter during the daytime and at weekends.

Do you get lots of rail passengers coming into your shop?
We frequently get a few people coming in to have a look around whilst waiting for their train. Many comment positively on the layout and appearance of our premises, but we have a few that cannot help but remark on it being a strange location for a pet shop! As a lot of commuters travel from other towns to take advantage of the free parking in Frodsham, they are unaware of what we offer and how we operate. We intend to remedy this by erecting some temporary banners up on the external walls to raise awareness of our award to people passing through the station.

What sets you apart from the rest?

The independent pet trade is constantly evolving, and we try and stay on top of this – for example by being innovative in the products we source and the way we display them. When we moved premises we completely changed the look and feel of our shop as we wanted to create an exciting and different retail experience for our customers. Many of our ideas, designs and initiatives are now being adopted in other pet shops in the area.

What’s the secret of your success?

We don’t believe there are any secrets to success. A lot of it is just common sense and ensuring you maximise the potential of your business by understanding your market and customers. Not everything works in every location, and you cannot simply copy what another business does and expect it to work where you are. It’s about finding what does work well for you and developing your business around it. You have to be willing to try new things and accept that not everything you do will be successful.

What advice would you give someone with an ailing pet business?

We've visited lots of independent pet shops over the years and the majority that are in decline offer zero point of difference for customers. Many are still trying to survive by competing in an endless price war with discounters, who will ultimately win each and every time. If your business is struggling to stay afloat, be brave and make a step change in what you do and how you do it. Speak to other successful independents for ideas - they are not your enemy - the enemy are the large pet chains, supermarkets and online retailers, and the big corporates who are supplying them with the same products you sell but at massively discounted prices. Getting involved with community-focused events such as sponsoring local dog walks, and teaming up with other independent retailers to promote town-wide initiatives can help to indirectly promote your business and increase sales. Being open, honest and transparent in how you operate is really important as people favour businesses with strong ethics and principles and are more likely to remain loyal to them. We recommend shops ask themselves why they sell what they sell... we asked ourselves that very question years ago and have never looked back. Remember: the most dangerous words in retail are “we’ve always done it that way”.

What does the award mean to you?

We entered the PetQuip awards in 2016 and won “Highly Commended” which we were delighted with. We decided not to enter this year but were genuinely surprised to hear that some of our suppliers had recommended us for the award; this was a real honour for us and meant a great deal to us personally. We are incredibly proud to have won Gold in the category in 2017 against some serious competition from other long-established and innovative businesses across the UK.

Antos were delighted to pick up the award for the Best New Product in the dog food and treats category at the PATS Telford show.

The new Yak Snack was deemed by a broad consensus of the judges to be the stand out winner due to it being so unique.

The Yak Snack dog chews are from the Himalayas and made from yak milk although the lactose has been removed from the product. They are smoked for 28 days and are completely natural, low in fat, gluten free and rich in calcium and protein.

Antoon Murphy, managing director at Antos Limited remarks: “We are delighted to pick up such a prestigious award at PATS Telford. The Yak Snack is a great addition to our family of brands.

"We now have around 200 different dog snacks. There was an incredible amount of interest in the Yak Snack at the show and the phones have hardly stopped ringing since. We have even had quite a few buyers from abroad looking to place orders. It looks like we’ll soon be sending out orders to the Netherlands, Sweden, Denmark and Germany.

"People love the fact that this product is long lasting, highly palatable and completely natural. They are also interested in the story of the Yak Snack. The fact that local farmers in the Himalayas get a fair price for the yak milk that is used to make these products.

"Retailers were also quite excited about the counter top display stands which make for a great display at the tills.”

Natures Menu, the UK’s number one and Europe’s leading expert in raw, is celebrating its most successful PATS to date following the launch of a new brand, True Instinct. 

PATS Telford saw hundreds of visitors to the Natures Menu stand over both Sunday and Monday, and with competitive offers on stand, over 180 True Instinct orders were secured with specialist pet retailers from across the UK. In addition to this success, Natures Menu was also awarded Silver in the PetQuip Awards for Exporter of the Year and Business of the Year.

True Instinct specialises in a complete and balanced range of grain and gluten free, natural raw and raw-inspired products. Its brand new range will offer highly nutritional, complete & balanced frozen raw, innovative freeze-dried raw and high meat fillets for both cats and dogs. True Instinct will offer every meal across the formats in a variety of premium quality deboned meats, with vegetables, high quality botanicals and superfoods and no artificial colours flavours or preservatives.  The range will be available for Adult Dog, Small Adult Breeds, Puppy and Adult Cat across a number of variants.

Raw Boost is a particularly exciting development and a first for the UK pet market. Combining Natures Menu’s expertise in raw with the convenience of dry, the brand-new concept Raw Boost is the result of a partnership with dry food experts Affinity Petcare. Combining a high meat bite with a freeze dried raw meat nugget the product offers the benefits of raw meat ingredients surrounded by a wholesome blend of meat, fresh vegetables and botanicals.

Peter Roy, Business Development Director at Natures Menu, said: “This year’s PATS was without a doubt the most successful to date for us at Natures Menu, and even more exciting with the launch of True Instinct. We had some excellent feedback from retailers and we look forward to working closely with them on this new brand going forwards – there’ll continue to be great value deals on offer as well as free training and advice.”

With over 35 years’ experience in feeding raw, and endorsement from a team of professional vets, Natures Menu are proud to be pioneers and innovators of Europe’s natural, raw and raw inspired pet food category. True Instinct® pet food ranges have been designed and formulated, using high quality natural ingredients, boasting the highest nutritional value to deliver a superior, responsibly sourced, wholesome, complete and balanced diet for pets.

The True Instinct range will be available to purchase at specialist pet stores and online at www.naturesmenu.co.uk/trueinstinct  from December 2017.

Fresh from scooping the best new product award for the small animals category in the PATS Telford showcase, newcomers HayPigs!® are already looking forward to exciting times ahead.

"We're really chuffed to have won this award in our first year of trading," says Rik Cridland, MD and self-proclaimed Ringmaster.

"PATS Telford was a wonderful experience and we are really appreciative of the warm welcome we received from the pet trade community. It feels like we are part of one big family already! Thank you to everyone who has supported us to date, it really means a lot. It's been an exhausting experience, but so worth it! We look forward to the exciting journey ahead and can't wait to show you what else we've got planned for HayPigs!®"

HayPigs!® mix of product innovation, quirkiness and good humour, caught the judges' eye after they entered four of their six circus themed launch products into the showcase.

Their winning product, the HayPigs!® Piggy Weightlifter™, is said to be the world's first, horizontal, pet friendly, vegetable kebab maker. It provides guinea pigs and other small animals with an enriching food challenge while also entertaining their owners.

"The judges were unanimous in their choice of this winning product," said the panel "They felt a fun circus range for small animals was a great addition to the market. The winning product from the range was a novel idea and will provide hours of enjoyment."

All HayPigs!® products have been designed for and tested by their resident rescue guinea pigs known as the HayPigs!HayPigs!®. But this fabulous set is not just for guinea pigs and can be enjoyed by a variety of small animals, as indicated on their packaging and website.

While the brand has already proved popular in UK, HayPigs!® have also made sales across the globe from Germany, France and the US to Canada, Japan and Australia.

"We really have gone all out to make the HayPigs!® Guinea Pig Circus™ a luxury product range for small furries," says Rik.

"We hope owners will delight in the whole experience, from receiving and un-packaging their products to enjoying the interaction and play of using them.

"At the end of the day, it's about encouraging people to spend more time with their pets, enriching the lives of small furries and enhancing their own wellbeing, it's a win win really!"

Helen, co-founder and Chief Pig Tamer, adds: "What we think is nice about this collection, is it's very giftable, making it a perfect present for Christmas or a special occasion. We have plans to add to the range, so it gives customers the opportunity to collect a themed set that not only looks great, but it also really practical, functional and fun."

If you're looking to put on a show this Christmas and would like an eye-catching range for your shop window or display, check out www.haypigs.com and email enquiries@haypigs.com for more details. Rik and Helen would be delighted to hear from you! Wheek! Wheek! Wheek!

Versele-Laga are proud to receive the award at PATS Telford 2017 for ‘Best New Bird Product’ for their New and Exclusive Goldenfeast range of bird feeds.

Versele-Laga is a family run company with over 80 years of experience, recognised internationally as experts in animal nutrition. Our passion is in producing feeds of the highest standard for ALL performance animals and pets. We supply over 75 countries worldwide with a product portfolio of over 2000 products; including feeds, snacks, treats and health supplements.

Versele-Laga is delighted to introduce Goldenfeast to the UK Pet Trade Market.

Goldenfeast is a range of Super Premium bird foods which are produced using the most exclusive and exotic ingredients of the very highest standard to offer you beloved pet bird the Ultimate in Culinary Experience

The Goldenfeast story

Goldenfeast bird food blends are designed to create sound nutrition through diversity. Our formulas do this by using over 250 of the highest quality, wholesome and exotic ingredients to create the perfect mix in the Goldenfeast range.

Being free from synthetic vitamins, colourants and additives, Goldenfeast mixes are produced using only natural ingredients which through the attractive appearance and enticing smell of these finely curated ingredients – your exotic pet bird is immediately interested in trying our blends for the first time and the palatability is exceptional.

Goldenfeast blends have been designed to activate the avian senses, help stimulate intellectual engagement and to contribute to an overall better quality of life for your exotic pet.

Whether it's cracking open a Macadamia nut, or discovering a cinnamon stick, grasping it with their claw as they nibble away, our blends help keep your bird engaged. Diversity in your exotic bird's diet is crucial. This is the best way not just for providing sound nutrition but because it is the source for creating a healthy, happy and mentally stimulated pet for the long life it deserves.

Our full range of feeds caters for all exotic birds including African Greys, Amazons, Canaries, Cockatiels, Cockatoos, Conures, Eclectus, Finches, Lories & Lorikeets, Lovebirds, Mackaws, Parakeets, and Parrotlets.

For further information and to receive the very informative product brochure for Goldenfeast, please contact your Versele-Laga sales representative or contact:

Garry Johnson, Area Sales Manager

Tel: 07867455954

garry.johnson@verla.be

Goldenfeast is available throughout the UK to the Pet Trade via Garden Feathers Ltd, – specialists in all avian products:

Garden Feathers Ltd, 10 Hutton Street, Boldon Colliery, NE35 9LW.

Tel: 0191 5277025

www.gardenfeathers.co.uk

info@gardenfeathers.co.uk

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• Lily’s Kitchen recipes only ever contain freshly prepared meat and offal, fruit and vegetables, with no unnecessary additives.  
• Nearly all of Lily’s Kitchen packaging is recyclable and the dry food bags and treat boxes are compostable too.
• Lily’s Kitchen use 100% renewable British energy in both of its office sites
• Water or vegetable based inks are used for printing the majority of packaging and brochures, to help minimise environmental impact from waste and toxicity.
• Lily’s Kitchen does not produce its food in foil pouches, despite many requests from retailers, as these do not breakdown and generally go straight into landfill. Instead, Lily’s Kitchen uses aluminium trays which can be recycled once the stickers are removed.
• Lily’s Kitchen’s carbon footprint is around 40% lower than the industry average.
• They give a huge number of nutritious meals to cats and dogs in need, to over 100 animal rescue centers as part of their ongoing Dinner’s On Us Campaign and have donated £5k to the UK’s leading vet charity PDSA who provides free pet care to the pets of people in need.  This donation will keep 3 PDSA hospitals running for a day and further financial support is planned for the future
• 10% of its employees volunteered for the Grenfell Tower relief efforts in July 2017 and the company also donated food for displaced pets.
• On International Good Deeds Day, members of the Lily’s team pulled together to spend lunchtimes sewing 50 dog coats for street dogs and donated them to the wonderful Street Dogs Matter charity who then distributed them to homeless dogs around London.
• In 2016, their total products sold came with 434.26 tonnes of packaging. Through compliance with UK packaging regulations, they offset this by fees which went directly to UK recycling and environmental programmes and schemes.
• 100% of Lily’s Kitchen’s significant suppliers (including packaging suppliers) take part in their annual sustainability survey where they gain information on their measurement of energy and water usage, emissions, waste and recycling.

George Bramble, an eco-entrepreneur and Toby Massey a qualified engineer came together in 2009 to combine creativity with innovative eco materials, making quirky and unique environmentally friendly pet products. Beco’s first soft toy range made from 100% recycled plastic bottles was developed in 2012 and have since been internationally recognised by some of the industry’s most prestigious awards.

The range is now available in over 60 markets across the globe, sales on Beco Toys have exceeded £1 million in last 12 months. Every character is named after a member of the team at HQ. Including Michelle the Monkey, the lead designer and Aretha the Alligator, Beco’s international account manager.

Now Beco Pets are spreading their wings and drawing inspiration from our friends across the pond. They will be welcoming Chad the Chipmonk, Brenda the Beaver, Randy the Racoon and Marty the Moose to the family.

An extension to their current soft toy range, Chad and the gang are all made from 100% recycled plastic bottles and double stitched for extra strength. They are all stuffing free, brightly coloured and come with a fun squeaker to keep our four legged friends occupied.

With more than 480 billion plastic drinking bottles sold in 2016, 91% are not recycled and 8,000,000 tonnes of waste plastic pours into our oceans every year. Toby tells us ‘never has it been more important to recycle in every way that we can. Our oceans, the animals which inhabit them and the global climate depend on it’. He goes on to explain ‘the non-porous plastic helps the longevity and durability of the toy, it doesn’t retain water or pick up scents as quickly as porous alternatives’. These benefits tie in with his mission for every product to be ‘better for your pet and better for the environment’.

George and Toby wanted to expand the themes of the Beco family as a nod to modern society. George elaborates ‘the UK is built up of so many nationalities and cultures, that is what makes our country so amazing. We want our Beco family range to represent a modern Britain.’ He goes on to say ‘we are not stopping at the US, watch this space as fun characters from across the globe start joining the Beco range’.

All of Beco’s quirky and fun innovations are designed and developed at the London HQ by their young and trendy team of designers. They currently offer one of the only natural and ethically sourced foods in the UK market alongside bamboo bowls, hemp rope toys and natural rubber chew toys.

The build-up to launch has taken 12 long moths of research, development, design and product testing by Beco’s biggest fans and office dogs, Tarka and Rupert.

The new range was launched at PATS Telford with some exciting show offers.

Antos, Group 55, HayPigs!, Kong, Pedigree, Symply, The Innocent Hound and Versele-Laga were the winners of the PATS Telford 2017 New Product Awards which were presented at the PetQuip Awards after the first day of a successful show.

The awards were chosen by a team of expert pet retail judges, who arrived at the show before 9.30am on Sunday, September 24, in order to make their choices from a record number of more than 250 new products entered.

Their decisions took into account a number of guideline criteria such as product innovation, design, quality, packaging and value for money.

The judges agreed that the New Product Showcase had produced a high calibre of entries with a tremendous amount of innovation. They were pleased to see such a wide range of products, and felt the majority of items on display showed some great innovation.

Here is a full list of the winners together with the judges’ comments:

CAT FOOD AND TREATS

Winner

Symply Pet Foods with Canagan Light Senior/Sterilised for Cat Food

The judges felt this product was an excellent addition to a successful range. With clear packaging and a good price point, this product encourages continuity for the cat owner to remain with the range as their pet gets older.

CAT ACCESSORY AND GIFT PRODUCT

Winner

KONG Company with the Cat Laser Teaser

The judges chose this winning product for being fun and interactive They believe they will prove popular with both the owner and the pet. It also has a great price point.

DOG FOOD AND TREATS

Winner

Antos with Yak Snack range

The judges felt this pet snack is different to anything that’s currently in the UK market. With a great price, good packing with strong labeling, this treat will also prove to be long lasting.

DOG ACCESSORY AND GIFT PRODUCT

Winner

Pedigree Wholesale with Chuckit Breathe Right Ball

The judges picked out a toy that will complement a very successful range. Keeping the strong branding of a well-known name, as well as its distinctive orange colour and design, this new product is set to fly off the shelves.

BIRD PRODUCT

Winner

Versele-Laga with Goldenfeast

The judges said this super premium bird food looks good enough to eat. The packaging has distinctive packaging with a grab handle, which makes handling and pouring easy. Versatile and reusable, it comes with refill packs.

SMALL ANIMAL PRODUCT

Winner

HayPigs! With their Piggy Weightlifter – Vegetable Kebab Maker

The judges were unanimous in their choice of this winning product. They felt a fun circus range for small animals was a great addition to the market. The winning product from the range was a novel idea and will provide hours of enjoyment.

PET CARE PRODUCT

Winner

The Innocent Hound with Vamoosh

The judges believe this product has fantastic market potential because it tackles a common problem. There is nothing like this currently in the market and it has an excellent price point.

GROOMING PRODUCT

Winner

Group 55 with Feline Fresh

The judges felt this product filled a gap for cat owners, adding a wipe specifically for cats. It is another great addition to a popular range. It also has a fantastic smell.

See all the winners at PATS Telford today.  The show is open until 4pm.  See you here.

www.patshow.co.uk/visiting

Pedigree Wholesale, Pet Revolution, and HOWND were crowned winners at the PetQuip Awards in Telford last night.

The awards were presented at a glitzy party after the first day of PATS Telford.

HOWND won two awards – Marketing Project of the Year and Pet Product of the Year (Accessories), and Mark Hirschel said: "Tonight's achievements are beyond our wildest expectations. It is a tremendous feeling when all your hard work and perseverance pays off. We have been through a lot over the past few years but these awards more than make up for the tough times. I still can't believe what's happened."

Pedigree Whoelsale were voted Business of the Year before the company's founder Terry Brown was given a Lifetime Achievement Award. Son Steve said it had been a marvellous night for the Brown family, who had attended to pay tribute to Terry.

"We kept it a secret from my father," said Steve. "He had no idea he was going to receive this award but it is well deserved. He did a fabulous job in launching the company and setting the value, which I have carried forward in the business. For the company to win Business of the Year followed by my feather picking up such a prestigious award is absolutely amazing."

Terry Brown himself commented:"I had no idea I was going to receive a Lifetime Achievement Award. I just thought it was great for the whole family to be together on such a fantastic occasion and see the company win Business of the Year, and then getting my own award was such a shock. I've been fortunate to enjoy every minute I've been involved in the pet industry."

Jaimie Gleave, of Paws & Claws pet shop, which was voted joint UK Pet Retailer of the Year, commented: "This honour means everything to us. For us it is recognition for seven year of hard work transforming an ailing pet shop into a thriving business."
 
Binatone won gold in the Pet Product of the Year (Health & Technical)  category  for its Scout Traks GPS system, and Joel Lucy said: "It's great to see the pet trade recognising the new technology side of the business. I'm overwhelmed to have received this award on behalf of Binatone."

The PetQuip Awards 2017

WINNERS

Business of the Year

Gold – Pedigree Wholesale

Silver – Natures Menu

Highly Commended - Forthglade

Exporter of the Year

Gold – Pet Revolution

Silver - Natures Menu

Highly Commended – Armitage Pet Care

Marketing Project of the Year

Gold – HOWND – Bring your dog to work day

Silver – Cotswold Raw

Highly Commended – The Dog Treat Company

Pet Product of the Year – 3 categories

Food & Treats

Gold - Verity & Voss (Oggi’s  Birthday & Christmas Gift Boxes)

Silver – Beco Pet (Free roaming wild boar with broccoli & pumpkin ethical food for dogs)

Highly Commended – Burgess (Excel long stem feeding hay)

Accessories

Gold – HOWND (All seasons natural skin, nose and paw balms)

Silver – Phoenox Textiles (pet mats range – new designs)

Highly Commended – Accapi (Ruffwear Front Range Harness)

Health & Technical

Gold – Binatone  (Scout Traks GPS system)

Silver – Pet Revolution (Natural flea & bug repellent)

International Pet Retailer/Distributor/Wholesaler of the Year

Gold – blue gray, s.r.o  (Petpark)

UK Pet Retailer of the Year

Gold – joint winners

Paws & Claws, Frodsham, Cheshire

Pet London, Wigmore Street, London

Silver – Pets Pantry, Warrington, Cheshire

Highly Commended – The Wandering Dog, Cullercoats, Tyne & Wear

Lifetime Achievement

Terry Brown

The study set out to validate a previous study (Meredith et al., 2015; Prebble et al., 2014; Prebble et al., 2015) on the subject of diet presentation and its effects on weight, feed intake and dental health, which had a profound impact on the industry because of a general lack of research into pet rabbit nutrition.

PIF’s year long independent study has taken place at two separate colleges and set out to assess the impact of two diet presentations (muesli vs nuggets) on weight, body condition score and the dental health of pet rabbits.

The rabbits were not kept in laboratory conditions, but in outdoor pens to simulate how a rabbit may be kept in an outside home environment. The rabbits were allowed free access to hay and water and were provided with driftwood logs as a non-nutritional chew.

The dental health was assessed by a specialist veterinarian at the beginning, middle and at the end of the study. Dental assessments looked at malocclusion, elongation, slanting wear, ridging, fractures of incisors; direction, elongation, step/wave mouth, missing teeth and gingival health of cheek teeth, as well as facial indicators of dental health.

Nigel Baker, CEO of PIF said: “We are pleased to be looking further into rabbit nutrition and welfare. Many of our members sell rabbits as pets or sell rabbit food to pet owners, and it is important that we can convey the correct advice to them and their customers on how rabbits should be fed.

"Both muesli and nugget diets are readily available and the trade association has set out to bring clarity to this subject through academic research. Further research studies are being planned by PIF to aid knowledge into how we look after the welfare of our pets.”

Tickets for the Pet Industry Forum are available from www.petfederation.co.uk or by telephoning 01234 273933.

CSJ’s cameraman was on the spot to capture films of the individual handlers’ entire runs at the North Wales Singles Championship 2017 Double Gather.

Finalist Gethin Jones with Maddie has had a busy few months including being a contestant in CSJ’s ‘A Way With Dogs’ film series (his run can be seen at https://www.csjk9.com/a-way-with-dogs.asp) and being in the winning Wales Team in the recent One Man And His Dog competition with an outstanding run in Brace as featured on Countryfile.

Get all the links for the North Wales Championship runs on CSJ’s You Tube channel at https://www.csjk9.com/news/watch-films-of-the-individual-_p1618.html and see results and handler interviews on CSJs blo…it couldn’t be easier!

The new additions will complement Vet’s Kitchen’s already successful dry food range. The first two varieties in the range include Grain Free Lamb with Sweet Potato and Chicken with Wholegrain Rice, both complemented by delicious garden vegetables.

Both super tasty dinners have been expertly formulated by vets to offer the optimum proportions of protein, carbohydrates, fats and fibre. Each meal boasts a high meat content and uses fresh, natural ingredients carefully selected to offer a perfect balance in every meal. For those dogs with specific medical conditions or just in need of watching their waistline, the chicken meal offers a lighter option with 35% less fat.

Each recipe has been formulated by Vet’s Kitchen’s team of vets, veterinary nurses and nutritional advisors, alongside the latest research, to give owners complete peace of mind. Both meals are slow cooked to perfection for great taste – something Vet’s Kitchen’s pack hero, Welsh terrier George, can attest to as he taste-tested the food live at Crufts this year, and couldn’t get enough.

See George in action here:

https://www.pscp.tv/Vets_Kitchen/1yNxaPPOVlgJj?autoplay&t=13

Product Features:

• Formulated by in-house pet nutritional advisors and veterinary surgeons
• Added ‘Vet know-how’
• Chicken and lamb varieties
• Grain free variety – lamb
• 60% fresh meat content
• Chicken meal offers 35% less fat
• Highly digestible single sources of protein
• Nutritious vegetables packed full of vitamins, natural antioxidants and balanced fibre
• Natural prebiotics, including chicory and brewer’s yeast, to aid digestion
• Rapeseed and seaweed for Omega 3s
• Glucosamine and chondroitin to promote healthy joints
• Hypoallergenic, formulated without soya, wheat or dairy

The new wet food meals are available in 395g trays direct from the Vet’s Kitchen website. RRP is £2.19.

Wherever possible, all Vet’s Kitchen products are made using local, sustainable, and high quality ingredients, manufactured and packed in the UK. For further information, visit: www.vetskitchen.co.uk