Nineteen 87, the new brand from Inspired Pet Nutrition, came up with a novel way to encourage dog owners to try their super tasty baked range. They parked a red Routemaster bus inside the halls at Crufts.

Maria Hills, Brand Manager of Nineteen 87, told Pet Trade Xtra: “We had an event last December – a doggy friendly bus tour of London where we teamed up with Brigit’s Bakery to serve afternoon tea to the owners and our baked range to their pets. There is no afternoon tea at Crufts unfortunately, but we still have the Routemaster Bus and our baked range on offer to entice people over.

"The range, created by Graham Wheeler, is all baked in his bakery at St Asaph, North Wales,” explained Maria. 

“It’s called Nineteen 87 because it uses Graham’s 30 years’ experience in manufacturing pet food.  He used to work for the bigger brands, but he decided there was something he could do that was more natural, more fresh and that's where Nineteen 87 was born. 

“The prepared food goes onto baking trays in a long continuous oven so it slowly bakes the ingredients and there is no need for fat coating afterwards, it just locks in the goodness.  It tastes really good.  I have actually tried it myself as it has human grade ingredients that are super tasty.

"It’s nice to offer something that is quite nutritious for dogs. It’s different to extrusion, which is perfectly fine, but I guess it’s like a baked potato versus a micro-waved one. The one that's in the oven tastes better and has good texture.

"Nineteen 87 is currently on sale in Pets at Home, Ocado and Petshop.co.uk and we are at PATS next week looking to work with independent retailers for the next phase.”

Nineteen 87 joins Wagg and Harringtons in the IPN range of brands.

With our garden centre retailing hat on we can see great opportunities to add a dimension to garden centre afternoon teas.  As Santa Paws worked so well last Christmas, perhaps doggy friendly garden centres could start offering a doggy afternoon tea using this idea and the Nineteen 87 products?

Do let us know if you think this is a good idea.  We’d love to come along and feature the first Garden Paws Afternoon Tea event!  E-mail trevor.pfeiffer@tgcmc.co.uk