In This Issue
Pets at Home to close all seven of its Barkers high street stores
Sainsbury’s extends pet range with new food launch
Pet food firms could do more to tackle plastic waste
£1.5m new investment at Inspired Pet Nutrition site
New technology firm gets funding for its pet product
UK pet food manufacturer raises the bar on traceability
HOWND offers savings on Valentine's Day orders
Pet food firm launches new franchise business
New tray format to appeal to smaller dogs
Fish4Dogs pledges support for Cinnamon Trust charity
News from around the stands at BETA International 2018
Get your own copy of Pet Trade Xtra
Skinner's appoints new Managing Director
Aquatics wholesaler gets set to close
Last chance to nominate for Ceva Animal Welfare Awards
Photizo lights up 35th Aviemore Sled Dog Rally
Xtra Dog to become sponsor of the Agilitynet Winners Out Certificate
Problem Indicator helps owners to find solutions to health problems
IPN strengthens commercial team
Veteran Charlie gets back in harness to win Gold
The best of the previous Pet Trade Xtra
High street pet store in danger of closure
Private equity firm invests in growing pet business
Pet firm named in Top 100 franchise list
Big success predicted for Little BigPaw in 2018
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Sainsbury’s extends pet range with new food launch
New products are the biggest investment the retailer has ever made in its pet food range


Sainsbury’s has announced that the launch of its new hypoallergenic pet food range is part of a wider investment in the pet aisles.


The new pet food as been created to cater for UK cats and dogs with food allergies or intolerances.T


he new Sainsbury’s range will be available in stores from the end of January 2018 and is the biggest investment the retailer has ever made in its pet food range.

The range, developed with pet nutrition experts, addresses the growing demand for pet food that is free from foods commonly known to cause intolerances or allergies in dogs and cats.


Sainsbury’s Hypoallergenic Range boasts recipes that are made without ingredients such as wheat, grain, dairy, eggs and soya. The retailer has also created a new range of pet treats made without added sugars, which can contribute to a number of health issues such as pet obesity and diabetes.

Meanwhile, Sainsbury’s core range of Complete Nutrition products continue to uphold the high standards customers expect and have all been made to recipes containing no wheat– often found in poorer quality pet foods.

Lucy Taylor, Product Developer for Pets at Sainsbury’s, said: “As our customers become more aware of the ingredients in the food they eat, we’ve also seen a shift in buying habits within the pet food market. Our development focus has been to offer a nutritionally-sound product range to satisfy the numerous pet dietary needs - something we’ve identified as increasingly important to pet owners.


“Responding to this emerging trend, we’ve removed artificial colours and flavours across our pet food ranges and introduced recipes made without grain, wheat and other common allergens. The work we’ve done in the pet aisle makes this type of specialist pet nutrition more accessible, offering products that are not only more widely available, but also more affordable.”

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