Jollyes Pets has announced the launch of its own label specialist pet food brand Optimum Pet Health, offering science-based pet nutrition without the usual hefty price tag.
Created to compete with some of the biggest and best-known brands in the pet food market, Optimum Pet Health has been designed around customer insights to make choosing the right specialist food simpler and more intuitive for pet parents.
The launch comes when vets are recommending high-priced specialist nutritional pet food to tackle a significant rise in pet obesity.
According to the PDSA Animal Wellbeing Report 2025[, around half of all pets are overweight or obese.
And the UK Pet Food Obesity report recently cited that around half of all dogs and over four-in-ten cats were overweight. The same report also highlights that almost three-quarters of vets believed pet obesity rates had risen[3] noticeably over the past 10 years, but almost eight in ten owners (77 per cent) of owners thought their pet was the right size and weight[4].
Carrying excess weight can increase the risk of a range of health conditions and impact a pet’s quality of life, yet many owners are unaware their pet is carrying unhealthy extra weight.
Through Optimum Pet Health and its in-store support services, Jollyes is aiming to help customers and breeders who often fall back to long-established brands, to make informed and thoughtful nutritional food choices that don’t break the bank.
Alongside the launch, every Jollyes Pets store is encouraging dog owners to make regular weight checks part of their pet care routine.
Each store is equipped with dog-friendly scales, and all Jollyes colleagues are specially trained and can provide nutritional advice, help customers choose the right Optimum Pet Health diet for their dog and share practical tips for maintaining a healthy weight.
Product Range Overview
The new range features ‘OptiThrive’, a blend of carefully selected nutrients, vitamins and minerals, with every recipe tailored to support dogs' individual health and wellbeing across both wet and dry food products, for different breed sizes and all key stages of their lives.
Recipes are vet approved and have undergone extensive taste testing to ensure they meet the expectations of even the most sensitive palates.
Developed with customer insight, the range has been designed to make choosing the right nutrition simple - clear health messaging, easy-to-shop packaging and in-store merchandising help pet owners quickly identify the most appropriate product for their dog, while specialist recipes, including urinary health options, are clearly differentiated on pack.
Products in the range include:
- Optimum Pet Health Adult Dry Complete 15kg £48.00
- Optimum Pet Health Adult Dry Complete Large Breed 15kg £48.00
- Optimum Pet Health Junior Dry Complete Weight Control 15kg £52.00
- Optimum Pet Health Junior Dry Complete 15kg £48.00
Customers can save almost a third (29 per cent) by choosing selected Optimum Pet Health products over comparable well-known brands and similar specialist own label ranges at other pet retailers.
Jollyes’ chief marketing officer Sean McGinty said:
"We know pet owners want the confidence that they're feeding their dogs a nutritionally balanced diet, but they also want products that are easy to understand and offer excellent value.
“Optimum Pet Health has been developed with leading UK suppliers to deliver trusted, science-backed nutrition that supports dogs throughout their lives.
"Nutrition and healthy weight go hand in hand. Many owners don't realise their dog may be carrying excess weight, which is why every Jollyes store has dog-friendly scales and trained colleagues on hand to offer practical feeding and nutrition advice.
“By helping customers regularly weigh their dogs and understand their dietary needs, we're supporting healthier, happier pets."
This product launch further strengthens Jollyes' commitment to supporting responsible pet ownership by combining quality nutrition with expert in-store guidance.
Later this year will see the introduction of the OPH cat range.
