Natures Menu raises bar in dry nutrition category with launch of True Instinct
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- Europe’s leading expert in raw reveals new brand at PATS Telford 2017
- First pet food brand in the UK to invest in innovative freeze-dried technology following £2.8million investment
- Complete & balanced gluten and grain-free range will include freeze-dried Raw Boost, High Meat fillets and Raw Bites
Natures Menu, the UK’s number one and Europe’s leading expert in raw, has today announced the launch of a new brand, True Instinct.
This latest addition to the Natures Menu portfolio, which will be available to pre-order by specialist retailers at PATS from today, will 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.
 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.
Next in the range, True Instinct High Meat Fillets is the brand’s wet food offering, made up of premium steam-cooked shredded meat and fish fillets. The Adult Dog and Adult Small Breed Dog varieties contain 80 per cent deboned human grade meat, with the Adult Cat variety containing 90 per cent deboned human grade meat and fish.
Finally, True Instinct Raw Bites falls under the frozen raw category, bringing Natures Menu’s raw expertise to the forefront. As with all products in the range, each variety of Raw Bites contains at least 80 per cent deboned meat with no artificial colours, flavours or preservatives and includes a wide range of superfood ingredients. The product will be available in Adult Dog, Adult Small Breed Dog, Puppy and Adult Cat varieties.
 Craig Taylor, Managing Director of Natures Menu, said: “The launch of True Instinct comes after a £2.8millon investment and more than two years of research and product development, and we couldn’t be happier with the result. We recognised the dry nutrition category was an area to break into and set new standards using our raw expertise, and we are now the first pet food company in the UK to invest in a freeze-dried range.
“Raw feeding has shown to have numerous health benefits for pets but we understand the convenience aspect of dry food can be more appealing for certain pet owners. With True Instinct and Raw Boost in particular, we’ve created the ultimate high-meat protein product with the power and taste of raw in every bite and we truly believe it will revolutionise the way people feed their pets and drive incremental growth in both the raw and dry categories.”
The True Instinct range will be available to purchase at specialist pet stores and online at www.naturesmenu.co.uk/trueinstinct
Peter Roy, Business Development Director at Natures Menu, added: “Over the last five years PATS has been an excellent show for business to business trade for Natures Menu, placing over 100 freezers with retailers at each show. When deciding when to launch our new brand to the UK market it was a natural decision to launch at PATS due to the exposure and the quality of the footfall we experience. With all the exciting new product and brand development we can showcase, we’re sure this year’s PATS will be better than ever for us and we can’t wait for the attending Pet Specialist stores to hear about what the future holds for us here at Natures Menu.”
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.
Full breakdown of the True Instinct product range:
Raw Boost Varieties
Adult Dog
Free range Chicken available in 400g sample pack, 1.5kg and 5 kg bags
Turkey with Duck available in 1.5kg and 5kg bags
Salmon with Tuna available in 1.5kg and 5kg bags
Puppy
Free range Chicken available in 1.5kg bags
Adult Cat
Free range Chicken available in 300g sample pack and 1.5kg bag
Turkey with Duck available in 1.5kg bag
Salmon with Tuna available in 1.5kg bag
Freeze Dried Treat Varieties (all 40g)
Adult Dog - Free range Chicken, Turkey and White Fish with Salmon
Adult Cat - Free range Chicken and White Fish with Salmon
High Meat Varieties
Adult Dog (300g) - Free range chicken, grass-fed Beef, Tender Turkey and Scandinavian Salmon
Adult Small Dog Breed (150g) - Free range chicken, grass-fed Beef, Tender Turkey and Scandinavian Salmon
Adult Cat (70g) - Free range chicken, grass-fed Beef, Tender Turkey and Scandinavian Salmon
(Multipacks are also available in all varieties of the High Meat)
Raw Bites
Adult Dog (1.2kg) – Free range Chicken, Beef, Lamb and Turkey, Turkey with Salmon and Duck and Turkey
Adult Small Breed Dog (500g) – Free range Chicken, Beef and Duck and Turkey
Puppy (500g) – Free range Chicken and Lamb
Adult Cat (500g) – Free range Chicken and Turkey with Salmon
Retailers wanting to find out more information about the new True Instinct range can visit Natures Menu at stand A36 at PATS Telford, email trade@naturesmenu.co.uk or phone 0800 0183770. By registering for a trade account, retailers can gain access to hassle-free online ordering, great value freezer deals and point of sale, plus free training and the option to become a qualified Raw Advisor.
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