Sainsbury’s launches luxury pet food range
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Sainsbury’s has announced the launch of the Delicious Collection, an own-brand range of luxurious and healthy meals for dogs and cats.
The retailer said the new range is made with good quality, real meat, served in a microwavable container.
Research by Sainsbury’s showed that 82% of the nation classed their pet as an important member of the family, with nearly a quarter saying they have celebrated their pet’s birthday (22%) and the same amount again admitting to having prioritised spending time with their pets over social events with family and friends (22%). 43% of people surveyed felt food of the best quality was a priority and Sainsbury’s said its Delicious Collection offers just that.
Michael du Sautoy, Sainsbury’s category manager for household and pet said: ‘’Sainsbury’s knows what an important part animals can play in our customers’ lives. For example, during last year’s cold spell, we saw wild bird feed sales rocket by 300% and the sales of dog blankets bought from petrol stations went up by 34%, as people wanted to keep their animals warm on long journeys.
“The new Delicious Collection pet food is another way of giving your pets some extra loving care. Offering quality, real meat with no additives or preservatives is a great way of helping ensure your pet is enjoying the best of everything.’’
Sainsbury’s said it has ensured the new Delicious Collection gives customers exactly what they want from their pet food including:
- User-friendly packaging with an easy to use pull lift container
- Serving portions of 400g, 150g and 85g making them suitable for serving up to small and large pets with no waste
- All dishes exclude common allergens such as soya, wheat and dairy
- Cat Mousse and Dog Pate meals are packed with 60% pure meat
- Dog Pate meals are from a single protein source, with brown rice to aid digestion
- Every dish is 100% gluten free with no added colours, flavours or preservatives
- Meals are enriched with essential vitamins & minerals that contribute to animal health
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