Asda has become the first UK supermarket to launch a multi-partner frozen raw pet food proposition.

The supermarket has teamed up with several pet food partners, including Poppy’s Picnic, Wilsons Pet Food, Billy & Margot and Nurture Them Naturally.

The new frozen bays have been implemented in six Asda stores.

Pet owners in Minworth, Queslett, West Bridgford, Gateshead, Eastlands and Caerphilly, will be able to pick up products such as Bubble & Squeak, Turkey Dinner, Pork & Beef Complete and Duck for their furry friends.

If customers are considering exploring raw food for the first time, Asda will also be stocking frozen ‘Power Balls’ from Poppy’s Picnic, perfectly portioned balls of meat which are ideal for embarking on a raw diet with their pet.  

As well as introducing the new frozen bay to its stores, Asda is also expanding its ambient ranges, including new partners YuMove, who offer joint supplements for dogs, and a selection of treats and rewards from leading pet food brands.

Strategic Pet Care Partnerships Lead at Asda, Chris Richards, said: “The launch marks a significant innovation milestone in the evolution of ASDA Pet Care. As more customers look for high quality and nutritious alternatives for their pets, we're delighted to be collaborating with our partners to offer an exciting range of frozen raw pet food. Along with YuMove, the UKs leading Pet supplement brand, usually only available to be purchased from specialist retailers.”

The new multi-partner freezer bay will stock frozen raw pet food starting from £1.95.