The owner of UK brand Billy + Margot has been sold to an Asian consortium for one billion Australian dollars in a deal which will see the ‘Dragons’ Den’ company launch a range of premium dog food products.

Real Pet Food Company has ambitious plans to become one of the world's top five pet food companies from its current position of No.15 after the sale was announced.

The company has been acquired by a consortium comprising Chinese agribusiness company New Hope Group, Beijing private equity firm Hosen Capital and the Singapore Government-backed investment vehicle Temasek.

The firm, previously known as VIP Pet Foods until a name change in August 2015, operates from seven plants in Australia and two in New Zealand and it has made multiple acquisitions in the past two years including Billy + Margot. 

The Billy + Margot brand is being redeveloped and will be used as a main weapon in the company’s US and UK expansion plans.

The founder of Billy + Margot, Marie Jones (pictured with Margot above), said: “From its humble beginnings in 2012, Billy + Margot has had an extraordinary journey from BBC Dragons’ Den in the UK to the Australian acquisition in 2016.

“This latest announcement is another exciting development which will see Billy + Margot launch a range of super premium dog food products covering four key areas of pet food nutrition – dry, wet, chilled and raw. What started as a one product, UK based company, is now becoming a global brand, which is very exciting.”

The New Billy + Margot Brand will be showcased at Interzoo 2018, along with two other brands – Ivory Coat and Farmers Market – that Real Pet Food Company will be launching in to Europe next year.

Real Pet Food CEO David Grant said high-spending ‘millennials’ in North America and China, who are becoming cat and dog owners, were behind strong growth rates.

Real Pet Food Company generated revenue growth in ‘double digits’ and is on course to deliver sales of A$500 million in 2017-18.

VIP Pet Foods was originally established in 1994 by the Quinn family, and Quadrant bought the business in mid-2015 for $410 million. The overall business now employs 900 staff and produces 200,000 tonnes of pet food annually.

A five-year plan had been put in place to expand the operations. New Hope Group's Australasian chief executive Nick Dowling said: "The future of this business is in the northern hemisphere", adding that the Chinese consortium had extensive knowledge of the Chinese market, where a large proportion of pet food sales occurred online.”

Pets at Home chief executive Ian Kellett is stepping down and will be replaced by Peter Pritchard, the chief executive of the group’s retail division.

Kellett (right), who became chief executive last year after his 10-year tenure as chief financial officer, departs amid an 11% drop in profit before tax to £42 million in the six months to 12 October. 

Revenues, however, edged up 6% to £468 million. Its merchandise arm is growing steadily with same-store sales up 5.1% in the second quarter. It said the profit outlook for 2018 is in line with market expectations. 

Kellett, who is leaving to 'pursue his own personal business interests' will stand aside in May 2018.

Tony DeNunzio, Chairman, said: "I am pleased to announce Peter’s future succession as Group CEO. Ian and Peter will continue to work closely together over the next six months through which there will be an orderly handover process. Peter has steered the Retail business for a number of years and has been responsible for the launch of some highly successful initiatives, and I am confident he will provide strong leadership to the Group.

"I want to thank Ian for his long tenure at Pets at Home, having successfully lead multiple areas of the business in his roles as Chief Financial Officer, within Retail, and as Group CEO. On behalf of the Board, I wish him well as he takes a break from corporate life to pursue his personal business interests.”

Ian Kellett said: “Having spent the past twelve years with Pets at Home, I feel very fortunate to have worked in such a special business with some amazing people. I am proud to have been part of transforming the Group from its retail roots into the much wider services and omnichannel business it is today.

“The actions we have taken this year to reposition Retail pricing have landed well, and we have a clearly defined plan that will deliver further results. It is with this in mind that I feel able to move on and pursue my own personal business interests, which will provide me with a different type of challenge at this point in my career.”

Commenting on the trading report, Kellett said: "Our strategic progress and trading momentum have steadily improved through the first half of the financial year.

"In the Merchandise business, our like-for-like sales grew by 5.1% in the second quarter, driven by our pricing changes, omnichannel offer and product innovation.

"Our veterinary business is taking market share and hitting the revenue and profit growth levels expected from both the First Opinion practices and Specialist Referral centres. We see the potential for significant future profit growth in our Vet Group, where 75% of practices are yet to mature.

"We are confident we are taking the right actions to reposition our Merchandise business and having seen the results from our initial investments, we are accelerating our plans. There remains much to do and we will continue to evolve our strategy and adapt to customers' needs in what remains a competitive market place."

Incoming CEO,Peter Pritchard (above) joined Pets at Home in 2011 as Commercial Director and moved to the role of CEO of Retail in 2015.

Over this time, he has overseen the establishment of the sourcing office in China, the launch of the VIP club, the development of its omnichannel strategy, and more recently, the repositioning of its merchandise business.

The 2017 Pet Industry Federation Awards were announced on Tuesday at a thrilling awards dinner held at Whittlebury Hall Hotel, near Northampton, in front of hundreds of pet industry delegates. Among the winners were Bestpets, Marriages, Inspired Pet Nutrition and Natures Menu.

The event was organised by PIF, which this year celebrated its 70^th Anniversary with a special birthday themed awards dinner.

The PIF awards recognise entrepreneurial talent, commercial acumen and quality customer service in a range of businesses across the pet industry. The judges whittled down a record number of entries across thirteen categories, as part of the process to choose the overall winners.

The final honour to be presented was a Lifetime Achievement Award which went to  Richard Higgs of Trust Pet Products.

The full list of winners were:

Independent Pet Retailer

Winner: Unique Pets, Aylesbury

Finalists: Creature Comforts, Glasgow; Millies Wolfheart, Keighley; PetLondon, Marylebone, London; The Pet Experience, Weymouth; Trusty Pet Supplies, Derby.

Pet Retail Chain

Winner: Kennelgate, Hucknall Branch

Finalist: Pets Corner, Horsham branch

Wholesaler of the Year

Winner: Bestpets

Finalists: Pedigree Wholesale, Trust Pet Products, Vital.

Manufacturer of the Year

Winner: Marriages Specialist Foods

Finalists: HOWND, JR Pet Products, Naturediet, Pet Foods UK Ltd, Sea Treats.

Exporter of the Year

Winner: The First Class Pet Company

Finalists: Armitage Pet Care, Danish Design, Naturo Pet Foods, Pero (Foods) Ltd, Benevo.

Sustainability Award

Winner: Inspired Pet Nutrition

Finalists: Benevo; Wildwash.

Innovation Award

Winner: Natures Menu

Finalists: Bruces Doggy Daycare, HayPigs, Tailster,  Pet Remedy, Wildwash.

Kennel/Cattery Business

Winner: Chetwynd Firs Boarding Kennels & Cattery, Telford

Finalists: Quintessential Quarters, Stafford; Hedgerows Cattery, Alpington, Norwich; Lea Wood, Gainsborough; Chequer Trees, Heathfeld, E. Sussex; Lower Mill Boarding Kennels & Cattery, Pontesbury, Shropshire.

Pet Grooming Business

Winner: Shampooches of Harrogate

Finalists: The Muddy Paw, Northampton; Barkingham Park, Neath; The Doghouse, Eltham London; Poppy’s Parlour, Clacton on Sea, Essex; Canny Cuts, Shrewsbury.

Charity of the Year

Winner: The Burns Pet Nutrition Foundation

Pet Service Business – Doggy Daycare

Winner: Suffolk Canine Creche

Finalists: Bruces Doggy Daycare, Cobham; Claires Comfy Canines, Burnham; Happy Hounds, Winchester; K9 Cares, Hereford; Willow Tree Canine Daycare Ltd, Biggleswade.

Pet Service Business– Dog Walking & Home Boarding

Winner: Woof Walkies, Wrexham

Finalists: Bona-Fido, Warwickshire; Barking Mad, Middlesex; ChristchurchK9, Dorset; Creature Comforts, Cheshire; Holidays4Dogs, York.

Pet Service Business  – Other

Winner: Very Important Pets, London

Finalists: Agria Pet Insurance, Aylesbury; Amity Pet Care, Redhill; Friends for Pets, Cheddar, Somerset; Rhodes2Safety, Elloughton, E. Yorkshire.

Lifetime Achievement Award

Winner: Richard Higgs, Trust Pet Products

The Awards took place against the backdrop of the Pet Industry Forum, which was packed with a fantastic line-up of a range business speakers whose presentations were often insightful and interactive. An outstanding array of talks covering packaging, retail theatre, exporting to the US and online security ensured that delegates took away top-level information and advice to help them develop their businesses.

PIF Chief Executive, Nigel Baker said: “The PIF awards showed that the UK pet industry is thriving.

“The record number of entries we received this year, the range of businesses; the innovative approach that so many companies are taking and the positive response to what the consumer is looking for, show that the pet industry in this country has got a lot to be optimistic about and is working hard to secure its future.

“Many congratulations to our worthy winners. Our judges had their work cut out to determine the winning businesses this year, from the exceptionally tough competition in each of the shortlists.”

Further details about the event can be found at www.petfederation.co.uk  

Devon-based natural pet food producer Forthglade has announced its support of the Woodland Trust, with an annual sponsorship which started this month.

The Woodland Trust started its work in 1972 in Devon and is now the UK’s largest woodland conservation charity.  It’s committed to protecting and restoring the UK’s ancient forests, protecting woodland wildlife and conserving woodlands for future generations to enjoy.

Since the Woodland Trust launched, over 38,000,000 trees have been planted, over 600 woods saved, and 22,500 hectares of ancient woodland are successfully under restoration.

“We’re passionate about promoting the health benefits of getting the whole family including our dogs, outdoors into the fresh air.  Our wonderful woodlands provide an idyllic setting for dog walks and an exciting space for our dogs to exercise. The Woodland Trust runs incredible projects to conserve our precious green spaces and we’re really pleased to offer our support,” said Gerard Lovell, Forthglade’s joint MD.

Forthglade will be supporting many of the charity’s programmes next year with social media projects and short educational films planned.

The Devonian dog lovers will also promote events aimed to encourage families and their four-legged friends into the great outdoors to make the most of the wonderful woodlands and the nature within it.

“It’s great working with companies such as Forthglade as sponsorships like theirs enables us to continue with our environmental projects.  This helps us make a real difference to the future of woods and trees, local communities, and our UK landscape. We’re thrilled Forthlade will be helping us promote projects that will be relevant, interesting and fun to dog owners and their families,” said Abi Kennie, Account Manager at the Woodland Trust.

Forthglade will also be promoting the Nature Detective programme for children, as well as encouraging youngsters to become ‘Citizen Scientists’.

Visit www.woodlandtrust.org.uk to learn more about the charity’s latest news and projects or www.forthglade.com to read more about their support.

The multi award winning manufacturer of Nexus, EazyPod and PURE has licensed distribution of the popular Bermuda pond product brand to Certikin for 2018.

Certikin International is Britain’s largest manufacturer and distributor of swimming pool equipment, and is no stranger to pond products, already distributing German pond equipment brand Heissner, along with water features and other pond and pool products to the UK market.

The two companies currently work together very successfully in the swimming pool market, and with Certikin taking on a new distribution site, the partnership is a good fit.

"We’ve had lots of interest from retailers keen to reinvest in Bermuda," said Evolution Aqua’s Sales Director Phil Jolly. "So it makes sense to team up with a large company like Certikin, who have the space and logistics to do the brand justice.”

Certikin’s Commercial Manager Steve Nelson is equally keen and optimistic: “We already work closely with Evolution Aqua in several areas of our business, and know the Bermuda brand is well respected. We also see huge potential to bring the brand back to the high status it reached in the water gardening industry a short while ago.”

Bermuda has enjoyed recent success with pre-formed ponds and watercourses, Blanketweed treatment, along with launching new and exciting treatments such has Sludge Bomb, containing Evolution Aqua’s Pure technology.

2018 will see the return of Bermuda pond pumps and filters, pond liner, and treatments.

Sales of Bermuda will be headed up by Bob Meacham, who has vast experience of the product range and brand, as well as the UK water garden market as a whole.

The ownership, marketing and promotion of Bermuda brand will remain with Evolution Aqua, while distribution will be fulfilled by Certikin.

Contact:

www.bermudawatergardens.com

bob@bermudawatergardens.com

Bob Meacham: 07780 666048

Luxury treat manufacturer The Innocent Pet Care Company has launched a range of premium treats for both rabbits and guinea pigs.

Made in Yorkshire, these bite-sized nibbles have been gently air-dried to retain their nutrients, flavour and fibre.

The Innocent Rabbit’s Fragrant Herb Nibbles contain banana, carrot, coriander and fenugreek making them irresistible to bunnies.  With 16% fibre, they are the ideal treat to aid dental and digestive health.

The Innocent Guinea’s Herb Garden Nibbles are equally as tasty.  Packed with traditional British garden herbs such as parsley, sage, rosemary and thyme they also contain high levels of protected vitamin C and 18% fibre to support their health.

The two products are available in 60g pouches and RRP is £2.50. 

For more information please contact hello@innocentpetcare.co.uk

PATS Sandown is the place for pet retailers to see a host of new and international exhibitors as well as the industry’s big-name brands, all of which will be showcasing their 2018 launches over two action-packed days on March 20-21.

An impressive number of suppliers and manufacturers are appearing at the Sandown Park venue in Surrey for the first time. These include Bunty Pet Products, Cotswold RAW, Dogue, Finer by Nature, Healthy Hounds, Higher Nature, Interpet, Memory Bloom, The Furry Chef and Woolf UK. Maho Products from Italy will also be making its PATS debut.

It will be Finer by Nature’s first appearance at a PATS show and managing partner Gary Pitchford is looking forward to the prospect. He said: “We will be at PATS in 2018 as it’s the premier event of its kind. We’re excited by the great variety of visitors from across the UK and beyond. We’ll be showcasing our range of Legacy Grain Free Foods and our extensive range of natural treats, chews and supplements. 

The Furry Chef is a London-based fully-certified organic pet food brand and co-founder Julia Stadler said: “We will officially be on the market in January with four kinds of delicious dog biscuits and feel privileged to be able showcase our boxes of organic goodness in such a dynamic environment as PATS Sandown. With this platform, we hope to really introduce our brand, our values and our message to the world.”

Cotswold RAW appeared at PATS Telford in September and the company was delighted with the response from retailers to its range of dog food.

“PATS Telford ticked all our boxes so it was inevitable we’d add Sandown to our 2018 diary,” said Chris Brierley, co-founder of Cotswold RAW. “PATS stands tall as a significant gathering in Cotswold RAW’s ever expanding events calendar, providing the perfect setting to engage with our independent sector heartland, rub shoulders with fellow pet food pioneers and champion our core messages of nutritiously balanced BARF diets and the UK’s dynamic rural economy.”

Higher Nature is another company appearing at Sandown for the first time after a successful PATS debut appearance at Telford. Kristina Everest said: “We are exhibiting to increase awareness of Higher Nature Pets within the industry, and ultimately gain listings following on from our presence at Telford. PATS Sandown is the perfect place to achieve our goal and we will be showcasing our unique range of pet supplements, bringing a friendly but expert approach to the pet nutrition market.”

Exhibiting at Telford also convinced Memory Bloom to take a stand for the first time at Sandown as founder Johanna Buitelaar-Warden explained: “We’re a new brand and PATS enabled us to make contact with the trade and start building relationships with potential stockists. We are excited about attending PATS Sandown and the potential access it offers to new contacts in London and its surrounding areas.”

Organiser Annie Foord said: “It’s great to see so many new companies choosing to exhibit at PATS Sandown for the first time. Together with our valued regular exhibitors, they are sure to make the two-day show one to remember.”

As well as seeing an unrivalled array of new pet products and speaking to top suppliers and manufacturers, visitors to PATS Sandown will also be able to listen to talks from prominent industry figures.

Parking is free at Sandown Park, and everyone will receive free tea and coffee, and a free show catalogue.

PATS Sandown in March is the only place to see the whole pet industry and all the latest products under one roof, and is designed to cater for both pet retailers and garden centres.

A full list of the exhibitors can be found at www.patshow.co.uk where visitors can register for free entry to the show.

Burgess Pet Care has been recognised for its impressive export portfolio after the Yorkshire-based pet food manufacturer and supplier won the award for ‘Exporter of the Year’ at the Hull Daily Mail Business Awards 2017.

The award follows the recent appointment of Andrew Cressey as Export Manager. Andrew cites the strength of their export business as the high quality of the ingredients they use, the company’s strong heritage, and the fact that animal welfare is at heart of its activity.

Andrew says: “It’s fantastic that the team’s hard work has been acknowledged and we couldn’t be happier with the award. My aim over the next year is to significantly increase the presence of Burgess globally and I look forward to working alongside our excellent operations team as we grow this part of the business to deliver on that aim.”

Held at the KCOM stadium in Hull, the awards honour outstanding contributions from businesses based throughout the region across a wide range of sectors, many of whom operate nationally, demonstrating the vibrant business landscape of the East Yorkshire region.

Burgess Pet Care continues to expand into new and exciting territories, having recently signed agreements with major distributors in Denmark, New Zealand, Nigeria, South Korea and more. Their export business has developed significantly in recent years, with the company now exporting to more than 30 countries.

Many of the high-quality ingredients used to make the Burgess Pet Care ranges are sourced from local farmers. Their Burgess Excel long-stem feeding hay is grown a short tractor drive away from their mill in Yorkshire and is exported around the world.

Burgess Pet Care’s small animal food range caters for the needs of dogs, cats, ferrets, rats, rabbits, guinea pigs, gerbils, hamsters and chinchillas. The growing strength of the Burgess Excel range and its strength in the export market has recently seen Burgess Pet Care repackage their ferret, chinchilla and rat ranges under the Excel brand, with an official relaunch at the National Pet Show.

Peter Lancaster explains: “Excel is a well-known and well-respected brand in the small animal sector and the unification of these products under the Excel name will help us connect with more small animal owners in tandem with our growing international profile. Small animals have very specific nutritional needs and we hope that more owners, both nationally and internationally will benefit from easier access to a trusted pet food that meets the nutritional needs of their pets.”

Burgess Pet Care has recently made a number of key appointments following another successful year. As the main patron of Rabbit Awareness Week, an entire week dedicated to raising awareness around the welfare needs of rabbits, they look forward to releasing more information on the 2018 campaign early next year.

The Grain Free dog food sector continues to perform well in the UK, and James Welbeloved is adding a new option with the launch of Grain Free Wet pouches for dogs, an extension to the success of the company’s Grain Free dry foods.

Almost 48 % of UK dog owners feed both wet and dry foods to their pets, and 38% of owners have shown an interest in gluten free or Grain Free pet foods. 17% have also indicated their willingness to pay higher prices for grain free options.

Alison Sudbury, James Welbeloved marketing director, says: “The ‘humanisation’ of pet nutrition is well-documented, and the growth of Grain Free pet foods is part of that.

"There is clearly a need for some sensitive pets to have a Grain Free diet, and by expanding our Grain Free option into Wet pouches we are making sure that all owners now have the choice to feed both wet and dry Grain Free food.

"James Welbeloved Grain Free Wet pouches are made to the same exacting standards we apply to all our products.”

Available in Turkey or Lamb with Vegetables, and in Puppy/Junior, Adult and Senior dog options,  James Welbeloved Grain Free Wet pouches are suitable for feeding alone or as a tasty topper to the company’s Grain Free kibble range.  If used for mixed feeding, the company recommends checking feeding guidelines on pack.

Presented in a chunks in gravy format in 100g sachets, James Welbeloved Grain Free Wet can be sold as single sachets or outers of 12. The company’s Grain Free option also includes wet food for cats, dry foods for dogs and cats, and dog treats.

For more information, contact your James Wellbeloved business manager, visit www.wellbeloved.com, or call 0845 300 4890.

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Ceva Animal Health has bolstered its FELIWAY and ADAPTIL  team with the creation of new roles and the addition of new personnel.

Andrew Fullerton MRCVS has joined Ceva as behaviour technical manager to support the FELIWAY and ADAPTIL team by creating technical support tools, hosting CPD events and training courses and offering general technical support, as required.  Andrew qualified from Bristol University in 2007 and went into small animal practice with Watkins and Tasker in North Somerset.  He then carried out locum work in London before taking up the role at Ceva.

Abigail King has joined the FELIWAY and ADAPTIL team as product manager, having worked on Ceva’s over the counter range which includes LOGIC, HEPTICARE and FELIWAY Cystease for the last three years.  Abigail graduated with a marketing degree from Plymouth University in 2011 and has extensive experience in the retail sector having worked in the animal health industry for five years.  She owns a Miniature Schnauzer called Teddy, who is a regular in Ceva’s head office. 

Her new role will see Abigail planning marketing campaigns for FELIWAY and ADAPTIL and day-to-day project management.  She will be supporting Ceva’s brand manager, Claire Russell, who will now take on a more strategic marketing position with responsibility for managing and implementing marketing activities through research, strategic planning and implementation.

Ryan Hurley has joined Ceva to take up the new role of digital marketing executive, focusing on building the social media profile of FELIWAY and ADAPTIL across platforms including Facebook and Twitter.  Ryan graduated with a lighting design degree from Rose Bruford University and has three years’ marketing experience.  He is the owner of a hyperactive Cocker Spaniel called Mia.

Tanya Leslie MRCVS, marketing and technical manager for the companion animal business unit at Ceva Animal Health, comments: “Our new team brings together considerable experience and expertise in both marketing and the animal health sector which will help build awareness of both FELIWAY and ADAPTIL amongst veterinary professionals, retailers and consumers.”

For further information on FELIWAY or ADAPTIL visit www.feliway.com/uk or www.adaptil.com/uk.

Pictured, from left to right: Ryan Hurley and Andrew Fullerton (back) and Abigail King and Claire Russell (front) with their dogs, Teddy and Dexter.

US pet food brand Freshpet claims to have launched the UK’s first fresh and refrigerated turkey bacon treats for dogs that will be available in supermarkets. Dog Joy Turkey Bacon for Dogs goes on sale in nearly 300 Tesco stores nationwide at the beginning of December.

These strips of naturally wood-smoked turkey bacon look and smell like human turkey bacon and will be Freshpet’s first treat to launch in the UK.  

Dog Joy Turkey Bacon treats are free from corn, wheat, soy by-products and fillers. They offer a good source of natural protein, are hypoallergenic and contain NO rendered meats, artificial flavourings, sweeteners or preservatives. 

Another ‘pet food first’ for the supermarket giant Tesco in the UK, Dog Joy Turkey Bacon will be available in the Freshpet chiller cabinet in the pet aisle, sitting alongside its already popular batched cooked, chilled fresh food for pets which launched earlier this year.

It’s been ten years since fresh pet food hit supermarket fridges in the US with the launch of Freshpet, a brand on a mission to bring ‘the power of fresh, real food to dogs and cats’ and revolutionise the way we feed pets. Its range of fresh, natural, less-processed and wholesome pet food is now one of the fastest growing pet food companies in North America.

In the UK, less processed, healthier  pet treats are also a growing trend and, according to a 2016 Mintel report, two fifths of British pet owners have expressed an interest in feeding their pets fresh pet food and treats that contain none of the nasties of more processed foods currently available.

Freshpet Europe’s MD, Cathal Walsh, said: “At Freshpet, we believe that natural nutritious food shouldn’t just refer to meals, but to our pets’ treats too.  By feeding dogs natural treats, pet owners can help prevent their dog from becoming over excited or badly behaved.

“We started ten years ago in the US, with a single-minded mission to bring the power of fresh, real food to our pets. Since launching in the UK earlier this year, the response has been overwhelmingly positive so we’re very excited to be expanding our range in the UK with this new product."

At its Freshpet Kitchens, these natural ingredients and everyday essentials are thoughtfully prepared and cooked in small batches at lower temperatures to preserve key nutrients. Freshpet refrigerated foods are kept cool from the moment they are made until they arrive at Freshpet Fridges in UK supermarkets.

The range has been developed by vets, scientists and nutritionists and includes meals for both dogs and cats in nine tempting recipes and now it’s first complementary  treat for dogs.

The final weeks of 2017 will see Royal Canin communicating with dog owners through high impact advertising in the weekend supplements of The Times, Sunday Times, and Guardian, as well as an extensive digital campaign.

The campaign will be supported by a series of sponsored print and online articles promoting responsible pet ownership alongside Royal Canin’s tailored nutrition message, delivered in partnership with the Daily Telegraph.

The campaign will communicate the benefits of Royal Canin’s breed-specific dog food to owners, directing them into the Specialist Pet Trade for expert advice and purchase.

Three different advertisements will run in sequence, using the Labrador, Cocker Spaniel and Great Dane breeds to illustrate the diversity of Royal Canin’s range of tailored breed nutrition.

The campaign will also promote Royal Canin’s partnership with Guide Dogs, highlighting that £1 from every bag of Breed Health Nutrition sold in participating stores over the campaign period, will be donated to the charity.

May Philpott, Royal Canin retail marketing and category director, says: “We are constantly seeking to drive pet owners into the specialist sector, and by targeting top quality publications at the weekend we are buying into a time when consumers are open to messages about nutrition, service and expertise for their pets.”

The campaign, which runs between October and December 2017, will reach over 1.9 million UK adults and provide Royal Canin with more than 5 million opportunities to share its message with pet owners.

For more information about Royal Canin products and services, contact your Royal Canin business manager, visit www.royalcanin.co.uk or call 0845 606 9980.

Tetra has refreshed its pond range with a new packaging design offering clear and modern labelling to help communicate product uses and benefits more easily for fishkeepers.

The update follows a global survey which revealed how consumers interact with product packaging, providing valuable insight into the refresh.

As a result, Tetra has made the purchasing decision easier than ever for new and experienced fishkeepers by giving products a clear description, appealing visuals, simple icons to highlight key features, and a summary of benefits.

Tetra's pond range also follows the simplicity of its KOI Beauty nutrition, which provides high quality ingredients for nutritionally balanced feeding including, vitamins and Omega-3 fatty acids for a healthy immune system, and shrimps and cartenoids for vivid fish.

Ashleigh Foster, Aquatics Marketing Manager at Tetra comments: "We're really excited to launch our new fresh packaging which helps to improve consumer experience by clearly communicating key product uses and benefits. Having tested the new concept with our target audience we were very happy to hear they feel the products look appealing and premium, with the wording and colours making it easier to identify Tetra's trusted range of solutions."

Tetra's new packaging will be introduced gradually with minimal changes to product names or EAN codes.

Tetra's AquaSafe and TetraMin already feature the new design with all other indoor ranges to follow from 2018. In addition to the launch, Tetra has also been certified with the International Featured Standard (IFS) by the TÜV SÜD, which aims to ensure quality, transparency and efficiency during the supply chain process.

This follows several months spent integrating and implementing the IFS's approximately 300 requirements into existing processes of which feed safety, and the quality of processes and products were a core focus.

With IFS requirements being far stricter than those for ISO certification and an increasing number of retailers requiring suppliers to carry this stamp of approval, Tetra is delighted to have been certified.

For more information about Tetra, visit www.tetra-fish.co.uk or join in the conversation with Tetra UK on Facebook.

News that Pets at Home had opened a store within a Tesco Extra in Durham raised concerns among independent retailers that it could be the first of many throughout the country. But Pet Trade Xtra has learned that the pet retailer will evaluate the performance of the Durham trial before launching similar stores elsewhere in the UK.

Pet Trade Xtra reported last week that independent pet shops were concerned that products that had never appeared in Tesco were now on the shelves inside the supermarket.

“This is a worry for pet shops which have relied on lines not in the supermarket to draw customer into their shops,” said a retailer in the North-East.

According to Pets at Home, all staff at the new store receive extensive training on pet care and pet knowledge which is endorsed by City & Guilds, providing a stamp of approval that demonstrates the value of its training. Colleagues at the Durham store are dedicated to providing the highest levels of customer service, and are trained to offer great pet care tips and product knowledge.

The store includes a pet pharmacy, which will provide a large range of health care products including supplements, first aid, dental care and flea and worms treatments.

The new store opening hours are 8am-10pm Monday-Saturday and 10am-4pm on Sundays.

Award-winning product, Pawsecco Wine For Dogs and Cats from Woof & Brew, has been a massive hit with pet owners this year, and is now set to become a Christmas bestseller.

Pawsecco, which won a New Product Award at PATS Sandown in March, is a big talking point on social media with owners tweeting about the popularity of the product.

And Pawsecco, and its fellow Wood & Brew product Bottom Sniffer beer for dogs, appeared on this week's The Apprentice on prime-time BBC1.

Steve Bennett, co-founder of Woof & Brew, told Pet Trade Xtra, the company was delighted with the response to Pawsecco, and its sales performance had exceeded expectations.

“We will have dispatched more than 250,000 bottles in the build up to Christmas,” said Steve.

So who came up with the branding for the product, especially the name?

“My business partner Lisa Morton is the brains behind the name and the branding,” added Steve.

Sales of Pawsecco, which is available in White and Rosé, are now running neck and neck with the Woof & Brew’s other big seller - Bottom Sniffer. The company is producing a special Valentine's pack, which is Pawsecco and Truffles.

So what’s next on the Woof & Brew hit list? “We have some very exciting new products coming out in January - watch this space,” said Steve.

Here are some tweets that caught our eye…

Natures Menu has officially opened the doors of its new multimillion pound factory in Snetterton, Norfolk. Over 200 staff are now employed at state of the art facility.

The company, previously based in Watton, has invested over £12.5million in the 11,000 sqm factory and is currently the largest investment in raw pet food production in Europe.

The factory, which has been two years in the making, has been built to create further capacity for Natures Menu’s existing portfolio as well as the operational capability to deliver new and innovative products with Natures Menu’s new brand, True Instinct, due to launch to consumers in 2018.

Built, designed and kitted out by firms across East Anglia, the development of the factory has made the most of local expertise. Ipswich-based SEH French worked on the construction of the building, Wisbech Electrical managed the electrical set up and Starfrost Refrigeration from Lowestoft provided the refrigeration and freezing technology.

The opening of the factory also follows Natures Menu’s most successful year to date, with a sales increase of almost 20 per cent to £30.5million in the year to March 31 2017.

Natures Menu’s new brand, True Instinct, will also see the company venture into the dry nutrition category for the first time, following a £2.8million investment in freeze-dried technology.  Its aim is to raise the bar in the category, offering a premium product which is unique and innovative above all other products in the market.

Craig Taylor, Managing Director and Owner of Natures Menu, said: “We’re delighted to have opened our doors to the new factory – all of our staff are now successfully relocated into the new offices and our production is well underway on the factory floor. This is an exciting move in our 35-year history and with further investment into new technology and product development we expect to go from strength to strength in the coming years.

“Demand for natural and wholesome food for pets is on the rise and the UK is the largest pet food market in Europe with pet food sales exceeding £2.6billion, with the natural pet food market being the leading growth sector. We estimate that the market is growing by 15 per cent year on year so it really is a vital time for us, to invest and satisfy demand for better quality natural foods for the dogs and cats we love."

Simon Girling, Managing Director from SEH French, one of East Anglia’s leading construction firms, said: “This project represents a truly collaborative effort. Throughout the construction phase we worked closely with Natures Menu, the designers and the supply chain to develop an impressive state-of-the-art facility which could be handed over and commissioned swiftly, ensuring a smooth transition from the old premises and minimising production downtime.”

For more than three decades, Natures Menu has been creating 100% real, wholesome food for pets that's packed full of naturally nourishing ingredients.

Natures Menu raw dog and cat food is made from prime meat cuts and fish, blended vegetables, fruits, brown rice and botanicals in most recipes, and it prides itself on its use of local British suppliers as its raw material source wherever possible.

Developed with their own team of vets and produced to the highest standard, its selection of raw and raw inspired meals spans a wide selection of raw meaty chews to natural treats, cans and pouches, aims to satisfy the nutritional needs of pets and provide them with a healthy diet that's packed full of pure, natural goodness.

For more information on Natures Menu visit www.naturesmenu.co.uk

Pets at Home has unveiled its online Christmas advert. The festive advert sees pets, who all belong to staff members, up to mischief in a store overnight.

The advert, shot in Trafford, Manchester, features seven dogs, three guinea pigs, a cat and a hamster.

Scott Jefferson, Pets at Home marketing director, said: “I know the pets featured, their owners and the film crew had a fantastic time filming the advert. The pets involved were absolute naturals in front of the cameras and they all received an early Christmas present for their superb acting.” 

You can view the Pets at Home Christmas Advert here https://www.youtube.com/watch?v=Hh0F-9ocwtI