Two former British Airways employees have turned their part-time dog grooming salon in a converted garage into a thriving pet retailing business house in a new purpose built building in just five years…

 Martin Mawson and Lee Hollingworth have seen their Furst Class Lounge become a leading example of a high-quality professional dog grooming, retail and educational centre. 

 “Five years ago we were both working at the cutting edge of world class customer service as pursers for British Airways,” said Martin.

 “We noticed that a long-established industry serving millions of dogs in the UK was in need of a serious shake up, certainly in comparison to the US & China market!

 “So we decided to do something about it, and after 24 years in the aviation industry we chose to have a massive career change.”

 Lee added: “It wasn’t long before we were invited to give a seminar at the Kennel Club Building on 'The Business of Grooming' and came runner up in grooming business of the year in 2012 at The Pet Industry Federation Awards. Since then our feet haven’t left the ground.

 “With continued hard work and dedication to the industry we now run a very successful Salon Spa and Boutique stocking top names such as Mutts & Hounds, Oscar & Hooch, Dogs & Horses, Natural Instinct, Pure Pet Foods, and Crate Ideas, plus many other designer brands.”

 “The business is really taking off now and we are looking for more new and exciting products to add to our boutique range,” said Martin. “Naturally we will be visiting PATS again this year looking for new business opportunities.”

 Martin and Lee’s vision  took shape after receiving the appropriate animal care training and gaining qualifications. They soon outgrew their converted garage and relocated to new purpose built premises in Chesterfield, Derbyshire in November 2013. 

 “The future is very bright for future UK professional groomers who approach the industry in the right way,” said Martin. “We hope to be guiding many more new businesses forward in developing a quality UK grooming industry and reputation for animal care, in partnership with other industry leading organisations. We’ll also be offering job and apprenticeship opportunities at Furst Class Lounge.”

 To find out more about Furst Class Lounge click here

1. Lily's Kitchen defends decision to sell new range in Tesco

2. Retailers dismayed by Tesco deal

3. Pets at Home store loses woman's cat

4. Tesco puts new Lily's product amongst tins of curry

5. Public pressure forces Pets at Home to pull out of leasing garden centre

6. Pure Pet Food produce 'best pitch ever seen in Dragon's Den

7. Indepdendent pet shop thrives despite massive rent increases 

8. TV producers choose pet firms for prime-time viewing

9. Pets Corner boss goes undercover for Channel 4

10. Pets at Home board member in storm over garden centre

Gardman has studied the ever-growing petcare market and brought in experienced buyers with a wealth of industry knowledge to develop a winning range proposition, focused on best-selling products within the category.

Independent research shows that while the major players within the petcare market are still dominating shelf space, a larger number of independent brands are receiving increased distribution due to the trend for natural products. In response to these market developments and answering the needs of ever changing consumer behaviour, Gardman is proud to introduce its new premium proposition, The Ernest Charles Co.

Tim Goff, Category Director, came to Gardman from Pets at Home and so understands than nuances of the petcare market. 

He said: “With natural feeds and treats combined with high quality toys and accessories, The Ernest Charles Co. petcare range represents a compelling proposition that satisfies consumer preferences. The high quality range of natural foods and treats gives consumers tempting options that their dogs will love. Retailers will be able to trade up their customers and so boost sales and profits.”

In keeping with the quality and UK heritage of The Ernest Charles Co. brand, the new natural dog food range has been developed with nutritional experts, each product in the range being free from wheat, dairy products and artificial colours and flavours. Available in two formulations – hypoallergenic and sensitive – the feeds have been carefully designed to be gentle on a dog’s digestion and suitable for each life stage; puppy, adult and senior.  A range of naturally wholesome dog treats includes a selection of pig’s ears, tripe sticks, stuffed bones and pork rolls.

“Our goal is to drive your sales by providing a unique range of dog products that offers you and the consumer a greater depth of choice,” said Sarah Downing, Marketing Director of Gardman.  “Each will be positioned at key price points but without compromising on quality.”

Gardman is launching the new The Ernest Charles Co. pet care range at Glee (14-16 September), stand number E30-G31. 

Brand USPs:

• UK heritage: The hypoallergenic feeds are sourced and made in the UK.
• Expertise: Through our own market knowledge and via nutritional experts.
• Style & Quality: Natural and high quality products at affordable prices.
• Range: Feeds, treats, toys, collars and leads, and bedding.

The Ernest Charles Co. dog feeds range includes:

• Turkey and Rice available for puppy, adult and senior dogs in 2kg and 12kg bags
• Salmon and Potato Adult in 2kg and 12kg bags
• Standard Chicken available for puppy, adult and senior dogs in 2.5kg and 12kg bags
• Standard Adult Beef in 2.5kg and 12kg bags

The Ernest Charles Co. range of luxury accessories includes a range of collars and leads, all designed for maximum comfort and durability; stylish beds and bedding with non-slip bases and natural feel toys.

Award-winning Kent garden centre Coolings has seen a 79% increase in sales of cat and dog pet products after visiting PATS Sandown to select products for their pet department. 

Shop manager Brian Archibald told Pet Trade Xtra that after trying a few pet products from Petface for the first time in 2013 it was clear that an expanded cat and dog offering should be one of the prime candidates for their expanded shop area.

“I’d been keeping an eye on what new products were available by reading Pet Trade Xtra every week, so I had a good idea as to the companies I wanted to talk to at PATS. It made good use of my time because I was able to seek out other products to stock.”

The result is a cat and dog pet sales area with brands such as Animology, Vario, Anco Naturals, Origen, Burns, Lily's Kitchen, Arden Grange, PetSafe, Kong, Oscar and Hooch, Harringtons, Beta, Hungry Hound, Natures Menu and Petface.

“The Natures Menu frozen range is one of the biggest surprises,” Brian explained, “Sales are strong, but because deliveries are only fortnightly I may have to consider taking on an extra freezer to ensure there is always enough stock available for customers.”

After six months trading from the new expanded area Brian now has plans to expand the offering further, but that will have to wait until further building improvements have taken place this winter.

For more information on Coolings visit www.coolings.co.uk

Burgess Pet Care is set to unveil major developments in their portfolio at PATS Harrogate following research conducted over the last 12 months.

The research aimed to gather market insights and focused on 3 major areas; the market, customers and pet owners. The results have culminated in a strategy for growth with strong investment plans for both the Burgess portfolio, and the trade.

So where will growth come from? Encouragingly, the market is starting to recover. 2014 feels more buoyant than 2013, but growth still needs support.  Pet ownership is flat year on year; however one area of strong growth is multi-pet households.  Research shows that nearly 40% of dog owners own another type of pet and 90% of small animal owners also have a dog, cat or another type of small animal.

When asked what support the market needs, the trade were very clear; new, fresh & innovative ideas, training, training and more training, effective deals, strong margins, in-store support and strong consumer awareness campaigns.

As for pet owners, we wanted to find out what they want from their pet food and indeed why they buy Burgess.  We spoke to 5,000 pet owners in focus groups and surveys, on & offline about what they want and what they think of us.  The results reaffirmed the strong features and benefits of the Burgess portfolio whilst highlighting some interesting opportunities.

Head of Sales and Marketing at Burgess Pet Care, Justin Heaton comments, “There have been tremendous changes in the market over the last 18-24 months and we are always striving to meet those changing demands. This research has guided us towards current strengths and new opportunities that our customers and consumers want us to focus on.

"It is an exciting time for Burgess as we believe we have a clear, simple plan to drive growth for our customers.  We hope to see you at PATS to share our exciting plans with you.”

Burgess Pet Care will be showcasing the results of the project, and the strategic plan for growth to the trade at PATS stand E9.  Come along and see how your business can benefit.

Tickets for the awards ceremony and party night are available from PetQuip’s trade association manager, Pat Flynn on telephone (+44) 07778 313623 or e-mail:  pat@petquip.com; or from the PetQuip secretariat on 01959 565995 or e-mail:  info@petquip.com

Natural pet grooming company Butch & Bess has been nominated for a prestigious pet industry award, with the winner set to be announced at PATS Harrogate on Sunday September 14.

Butch & Bess - which manufactures conditioning shampoos, daily coat sprays, pet perfumes, coat detanglers, along with pet bed and car deodorisers - has had a selection of its products shortlisted for the ‘PetQuip Pet Product Innovation of the Year’ accolade.

Two of its ready-to-use conditioning shampoos, Stinker Belle and The Perfect Calm, as well as its Butch Leather coat spray have been selected for consideration.

“All of our conditioning shampoos are alcohol-free and have easy-rinse formulas. Using natural ingredients - such as hydrolysed wheat protein, oat kernel extract, argan oil, and aloe vera - they condition and hydrate the coat, leaving a wonderful glossy sheen,” explains Jo Amit, co-founder of Butch & Bess.

“Our range of shampoos, which are safe to use on cats too, consists of five scents created by using a unique blend of essential oils. The scents include: The Perfect Calm, Stinker Belle, Sun Shiny Hair Day and Maybe Bebé Puppy Conditioning Shampoo.”

Butch Leather is the company’s top selling grooming product and is targeted towards owners of male dogs. Its fragrance has been likened to a man’s cologne by both consumers and grooming professionals. It contains deodorising eucalyptus and antibacterial cedarwood, which helps naturally repel fleas.

“We’ve always had very positive feedback about Butch Leather from our customers, so it’s fantastic to have our coat spray nominated for this award. Fingers crossed we can go on and win it,” adds Jo Amit.

Butch & Bess will also be launching a new point of sale display for retailers, groomers and vet surgeries at PATS Harrogate.

Containing a range of 33 products, the starter pack, worth £318 at retail value, will be available to pet businesses for just £80, offering trade professionals a significant 70% gross margin.

“Artfully designed, our new and refillable display consists of 12 500ml conditioning shampoos, nine 50ml pet perfumes, six 250ml daily coat sprays, three 250ml detanglers sprays, and three 250ml pet bed and car deodorisers,” explains Mark Hirschel, co-founder of Butch & Bess.

“At normal trade prices these products cost £168, therefore retailers save more than 50%. Anyone interested in purchasing a POS display can order directly from Butch & Bess at Stand D21 in PATS Hall B.”

Visit www.butchandbess.com for further information about Butch & Bess products. Alternatively, call 020 3004 5255.

Pets at Home has announced that its Rugby store on Elliotts Field Retail Park will cease trading permanently on Sunday, September 7.

The retailer has however confirmed it is planning to open a new store in the Warwickshire town next year.

The decision has been taken by the company after the landlord confirmed changes to the make-up of the park. The store opened its doors in Rugby for the first time in 1996. Staff are being transferred to other nearby stores.

Sam Morgan-Smith, area manager for Pets at Home, said: “The decision was certainly not made lightly but unfortunately, the landlord’s new vision for the park does not see a place for Pets at Home. It is therefore with regret that we have to close this store next week.

“We are keen to ensure local pet owners don’t miss out on Pets at Home’s unique product range and customer service, so we are delighted that plans are underway for a new store in Rugby. We encourage our loyal customers to visit our other stores or shop online for all their pet needs, until the new store opens its doors next year.”

Retailers are now able to trial the full range of luxury dog treats from The Innocent Hound in a limited edition case. 

Pedigree Wholesale are exclusively selling The Innocent Hound’s Mixed Case which contains two packs of each of their products. Understanding the challenges that retailers have with juggling storage, shelf-space and cash, Pedigree felt that offering a taster box would encourage them to stock these highly sought after dog treats.

The mixed case contains 6 packs of semi-moist treats – x2 venison sausage with chopped apple, x2 venison chipolatas with chopped apple, and x2 sliced venison sausage. These luxury hypoallergenic treats are made in Yorkshire and contain 80% British venison.  RRP £4.49.

Anthony Draycott, Senior Buyer at Pedigree commented: “Following a number of requests to stock The Innocent Hound treats we are now listing the full range of their products. In addition we are very pleased to be able to offer a limited number of mixed cases to our customers.”

The mixed case is now available to order from Pedigree Wholesale along with the 3 standard SKUs in cases of 6.  

Contact Pedigree Wholesale 0115 982 3900 or email sales@petproducts.co.uk

Natures Menu is offering visitors to PATS Harrogate the chance to win a freezer full of stock...

"We're inviting retailers on to our stand to meet the team and enter our PATS Harrogate exclusive competition," said Emily Cannon, from Natures Menu.

"We'll be offering them the chance to win a Natures Menu freezer full of stock."

The Big Dog Bed Company is searching for pet retailers to sell its stylish and practical dog beds in the UK, after building up sales online and at country shows for the past 18 months.

The company will be exhibiting at PATS Harrogate to help it expand and to increase sales to trade. PATS will be the first trade show at which the Big Dog Bed Company has exhibited.

With the introduction of products for the veterinary and physiotherapy market and a new small bed range, director Dru Ross feels it is important to raise the company’s profile. "PATS provides the ideal platform to achieve this," said Dru.

The Big Dog Bed Company aims to provide the best sleeping environment for the dog whether at home, in kennels, at the vets, or on holiday.

"The highest quality components and clever construction are combined to provide beds that are robust, but good looking and very practical. Waterproof upholstery fabric that is also antibacterial, urine and stain resistant, breathable and antifungal is used for the covers, which are removable for machine washing," said Dru.

Odour is minimised by excluding moisture from the cushion and the antibacterial nature of the fabric. Foam cushions are resistant to dust mite, bed bugs and similar infestation. Over 60 colours can be chosen from across six fabric types. A made to measure service is available in addition to a range of beds styles suitable for home, kennel and clinical environments.

"Big Dog Bed Company came into being both because there was a general lack of good quality, large dog beds and also to bring style into the world of dog beds," added Dru.

"The thought was that if you have taken the time to design a lovely kitchen or have colour coordinated your living room, it should be possible to find a dog bed to match.

"The support given to larger breeds by the majority of beds on the market is often not sufficient, nor do beds retain their shape. Hence, the quality of the bed components was a key aspect of the design process for the Big Dog Bed Company. Bed construction and components were tested for two years before being brought to the market.

Big Dog Bed Company will design and make own label beds for other retailers. It will be showing all its existing styles of dog bed and launching four new products at PATS.

For more information visit www.bigdogbedcompany

The Pet Show 2014, held at Stoneleigh Park in Warwickshire at the beginning of August, enjoyed its best year yet with a record number of visitors attending - a 25% increase compared to last year’s event.

The show, which starred TV vet Marc Abraham and busker turned author James Bowen, saw more than 21,052 people pour through Stoneleigh Park’s doors over the two-day event.

What’s more, a post-event survey revealed 84% of exhibitors rated the show ‘excellent’ or ‘very good’ over five key areas, including atmosphere and achieving key goals.

Carly Jackson, Operations Director of The Pet Show 2014, said: “We are thrilled to achieve such a huge boost in visitor numbers – which is no mean feat when you take into account the numbers that attended The Pet Show 2013.

“It is testament to the quality of the attractions and exhibitors that so many people had such a wonderful family day out.”

As well as star names, The Pet Show 2014 played host to The Lamb National, dog agility trials and demonstrations from the military dogs of the Defence Animal Centre.

152 exhibitors also attended the show, and sponsors included Webbox, Goodwyns, Burgess Excel, and Zoflora. The main sponsors of The Pet Show 2014 was Confused.com

Sammy-Lea Samways, Head of Pet Insurance at Confused.com, said: “We were really pleased to be sponsors of The Pet Show 2014, and once again it was an incredible event.

“We loved meeting new and existing Confused.com customers face-to-face, and getting to know them and their pets.

“The show offered a packed schedule of excellent entertainment, and also featured many great exhibitors and experts making the event a great source of advice for pet owners.”

Plans are already underway for The Pet Show 2015, which will take place at Stoneleigh Park on August 1 and 2, 2015. 

To keep up with the latest Pet Show news, and check out pictures from this year’s event, head to www.thepetshow.co.uk

The Canny Company has launched the new Canny Magloc, a simple ‘point and click’ device that connects a dog lead using only one hand.

Ideal for people who suffer from arthritis or find it difficult to attach a standard trigger clip, the Canny Magloc uses magnets to attract the lead to the dog’s collar then a strong locking mechanism secures the two ends in place. Point it at a dog's collar and it connects automatically. To release, pinch the two black tabs and the dog is off lead immediately.

The Canny Magloc mechanism is made from 30% glass-reinforced nylon and a strong tungsten-steel clip completes the secure connection, meaning the device will withstand up to 65kg of pressure. To avoid confusion however, the packaging states a lower figure of 40kg which is equivalent to the weight of a typical German Shepherd adult male.

The Canny Magloc retails for £9.95. For more information, visit the website www.cannyco.com, contact the Canny Company on 01630 620462 or email info@cannyco.com. 

The tried-and-tested CLASSIC line  from flexi has been relaunched as a new high-tech range with stylish design and ergonomic handle...

The most exciting feature: the practical multi box and the LED lighting system with spot and rear reflector recently introduced for the VARIO system can now be attached to the NEW CLASSIC. Together with the innovative, quick response braking system, the NEW CLASSIC ensures the highest standard of safety and comfort on your daily walks.

The modern NEW CLASSIC leads come in belt and cord models in sizes XS, S, M and M-L each available in red, blue or black.

See all the flexi range at PATS Harrogate. For more information visit www.flexilead.com

Johnson’s has launched its new veterinary strength Fipronil Spot -on for cats to kill fleas and ticks. 

It contains the active ingredient Fipronil, which is the same active as the market leader and which currently should only be sold by Veterinary Surgeons and pet stores with S.Q.P. qualified staff.

However, Johnson’s new Fipronil Spot-on has been granted AVM/GSL status and is therefore authorised for general sale by all pet stores and other similar GSL/OTC outlets. 

Fipronil Spot-on kills fleas and ticks and is fast acting, showing immediate effect against fleas and each vial gives persistant activity for up to 5 weeks. Ticks will start to be killed between 24 and 48 hours and when dead ,will drop off or can easily be removed. The product is suitable for cats and kittens from 8 weeks of age and with a minimum body weight of 1 kg.

Two sizes, being 1 and 3 treatment packs, will be ready for sale in-store shortly and will be available in a counter/shelf display tray, together with point of sale material including shelf talkers, shelf wobblers, product information leaflets and promotional pens, supported by consumer advertising in pet magazines and other publications.

For further details and information call 0121 378 1684 or email info@johnsons-vet.com                               

Mines for Pets (UK) Ltd have started to distribute a selection of dog toys from the FAT CAT range. Six toys are now available and all are fun, colourful, innovative and well made.

Originating in the US, these FAT CAT dog toys are humorous including a cat, dog raccoon, chipmunk, caterpillar, pig, snake and even a trout design. All the new toys are a good chunky size making for excellent value for money. FAT CAT range is ideally positioned for the Christmas or gift market.

The new FAT CAT dog toys are made from canvass with plush material in one toy. There are 3 ‘yanking’ toys called Classic Incredible Strapping Flip-Flop Yankers which is 15-inches long, Sooper Dooper Flip-Flop Yankers 18-inches long and the Incredible Yankers Trout 14-inches long. The smaller Yanker is sold in either a cartoon dog or cat design and the larger in a raccoon or chipmunk design. These toys held up under nearly 1/2 tonne of serious tugging. So that’s a strong toy!

Water Bottle Cruncher is a clever toy 8-inch long that covers a plastic bottle. This toy is available in either a caterpillar or snake version. Bright colours and fun, a Velcro opening means you can replace the water bottle over and over again. It is well known that dogs love the crackling noise of empty water bottles.

Also new to Mines for Pets is the Gruntley’s Mini toy. This is a fun plush and canvass pig design toy that grunts like a pig when pressed at the tummy. Gruntley’s have lovely designs and bright colours, they are suitable for small to medium dogs and great for puppies.

The sixth FAT CAT toy is the Freeze ‘n’ Chew Freezable. This innovative toy is soaked in fresh water, stuffed into the handy zip-sealed bag provided and popped in the freezer for about an hour. The frozen toy is then ready for cooling dogs in hot weather and for soothing teething puppies.

Mines for Pets (UK) Ltd are a company previously known for distributing the Chuckit range, but have more recently added JW Pets to its list. Other brands are also being added including products from HUGS Pet Products and FAT CAT.

Products can be viewed at the company’s website www.minesforpets.co.uk. For a price list and terms of trading call 01243 265378.

The BioSafe range of dog toys, available exclusively from Rosewood Pet Products, is all about a safer, fresher and more hygienic toy range for both pet and owner.

BioSafe germ smart dog toys are BioCote protected which makes them completely unique and unlike any other dog toy currently available. Each component is treated with this BioCote technology creating a unique, safer toy whilst providing lots of fun and promoting mental stimulation.

BioCote is an antimicrobial technology which means that it prevents the growth and survival of microbes including bacteria, mould and fungi. It therefore protects a product by binding with microbes contaminating its surface and reduces the level of these microbes leading to improved hygiene and reductions in staining, odours and premature degradation of materials.

BioCote Technology:

• Is proven effective against a wide range of bacteria and fungi & the H1N1 virus.
• Reduces microbes by up to 99.99%.
• Significant reductions in microbes shown within 15 minutes.
• Up to 99.5% reduction in microbes in just 2 hours.
• Works continuously for the expected lifetime of the product!”

The facts really speak for themselves! If you want to offer your customers something completely unique and unrivalled then this is the range for you! Aside from the unique selling point of BioCote protection these toys have been designed to look like our favourite fruits and have their own individual features and benefits so there’s something for every pet and owner out there. 

BioSafe toys are tough and durable; the range includes 10 toys all offering various features and benefits including interaction, tugging, mental stimulation, squeakers, no squeakers and treat toys. Two toys can also be filled with water and placed in the freezer for teething and summertime play. All toys float which adds a further dimension to play-time! 

The packaging is important and includes all of the key selling points as well as the added benefits within the range. Raised icons on the packaging clearly communicate the features and benefits of each product. Merchandised together this range looks great at store level and conveys a very strong, clear message to customers.

These products are exclusively available in the UK from Rosewood Pet Products. Retailers can contact us on 01952 883408 for more details or go online at www.rosewoodpet.com 

A new range of calming and training products from Medipet, a brand owned by  Paragon PE Ltd and James and Steel Ltd, will be showcased at PATS Harrogate next month.

Paragon PE Ltd is a manufacturing business based in the North-West of England and works closely with leading distribution company James and Steel Ltd

"We manufacture a range of products for the pet sector and supply own label customers. We offer formulating services to our customers to enable them to bring new products to market on minimum order runs," said managing director Paul Ward.

"Medipet is a comprehensive range of Pet Grooming products incorporating natural flea repellent shampoos, sprays and mousses which are safe for dogs, cats and small animals.

"We do not use Permethrin,a common synthetic chemical, to control fleas as this product is highly toxic to cats and has been known to kill them. Many products on the market use Permethrin but due it’s toxicity many retailers are sourcing alternatives.

"Medipet uses only 100% natural Margosa Extract to repel biting & sucking insects.This highly effective extract is cold pressed neem oil from the Neem tree which is native to the Indian subcontinent.

"The Medipet range is constantly evolving. We are currently developing a natural flea killing powder (pesticide free) which is safe for dogs, cats, birds & small animals, due to launch later this year."

Look out for Medipet’s new range of calming and training products launching at PATS.

See Medipet range at www.medi-pet.co.uk

The Animate Company will be displaying their new and exclusive walkingMate range at PATS Harrogate.

Following months of development work, the company recently launched the range at the Interzoo exhibition in Nuremberg. Several orders were taken at the show and three new distributors were also appointed to cover Sweden, Finland and Holland.

Included in the walkingMate range are a selection of nylon ‘neoprene padded’ buckle collars and leads which are proving to be very popular. There is also an extensive range of LED Collars, Harnesses and light-up Bands which are sure to be an invaluable safety aid during the dark winter months.

As usual, the company will also be showing their full range of very popular waterproof coats along with their Christmas range of Jumpers and Toys.  Dog beds, including duvets, blankets and veterinary bedding will also be on display and special show discounts will be available for all orders placed on the day.

Animate is a family run business established over 18 years ago and based in West Yorkshire. The recent acquisition of Outhwaite Pets consolidates their position as one of the UK’s leading suppliers of dog coats, beds, leads and toys to the pet trade.

The UK’s Number 1* normal nutrition specialist brand is proud to announce the launch of the new BETA Breed Specific Range.  As dog breed groups have similar characteristics and needs, BETA Breed Specific products offer high quality and Complete Dry Dog nutrition tailored for the 4 most popular breed families – Spaniels, Shepherds and Setters, Terriers and Retrievers.

The Advanced Nutrition category is currently the only segment of the market offering tailored nutrition for a variety of different breed types.  Pet owners believe their dogs are special and those shopping for Normal Nutrition brands in the Specialist channel are likely to be looking for tailored, quality nutrition too.  PURINA, with its 85 years of expertise in dog nutrition and behaviour has carefully developed the Breed Group Specific range offering tailored nutrition for specific breed groups.

It is important for consumers to understand how each recipe is tailored to the individual needs of the different breed types and the new pack format allows simple communication of the benefits for each breed.  There is also a strong visual link on front of pack to the breeds they are developed for and the imagery used.

Here is a summary of how each recipe has been specifically formulated for each breed type:

• Spaniels are lively by nature which means they need a food that will sustain their energy needs throughout the day.  BETA Spaniels is specially formulated with high levels of protein and fat to help them maintain their extremely active nature and vitality for life.  Also suitable for hunting dogs.
• Shepherds and Setters are natural born explorers but they can be more prone to sensitive digestion.  BETA Shepherds and Setters is specially formulated with ingredients that are easy on dog’s intestines and contains all the right nutrients to help keep muscle mass in peak condition.
• Terriers are always on the lookout for adventure and love a good run around in the hope of finding it.  BETA Terriers formula is a balanced mix of nutrients designed to replenish energy, help maintain muscle mass and help keep bones strong and healthy.
• Retrievers love playtime – and they also love mealtimes.  BETA Retrievers is a specially balanced formula with all the nutrients needed for a healthy, active life but with reduced fat levels compared with BETA Adult to help keep optimal body condition.

For more information please contact your PURINA Business Development Manager or visit www.purina-beta.co.uk

*Reg. Trademark of Société des Produits Nestlé S.A.

*IRI value share – Total pet specialist w/e 9^th Nov 2013 (excluding PAH)