Air-dried food specialists The Innocent Hound is unveiling From the British Countryside – a premium new collection of three single-protein, grain-free complete food recipes crafted with 85% fresh British meat or sustainably caught fish.

Inspired by the landscape’s dogs love most, the collection includes three carefully crafted recipes:

• From the Woodland – British venison, a lean and highly digestible protein, paired with blackberries, mushrooms, nettles, and hawthorn berries.
• From the Meadow – British Lamb, rich in amino acids and easy to digest, blended with rosehips, dandelion leaf, chamomile, and peppermint.
• From the Coast – Atlantic Salmon, combined with kelp, dill, and spinach, for a taste of the sea.

Each recipe is naturally enhanced with raw British honey, offering added nutritional benefits.

The launch also introduces new-look packaging. Each 1kg resealable bag is designed in bold, eye-catching colours to stand out on shelves and maximise retail visibility.

"We know there is increasing demand from pet owners for foods that are both natural and high in protein, mirroring their own approach to health and wellbeing. Building on the success of our 70% complete food range, From the British Countryside offers recipes with even higher protein content, British provenance, and bold new packaging designed to stand out on a shelf. This collection reflects our passion for creating nutritious, convenient meals that celebrate British provenance while supporting dogs’ health and wellbeing," said Chloe Heaton, Founder of The Innocent Hound.

The new range will be unveiled at PATS, stand F90, with an exclusive launch bundle available, including the complete From the British Countryside collection.

RRP & Availability

• Available from: Friday 26 September
• Format: 1kg resealable bags
• RRP: £32.00 (Salmon & Lamb) | £42.00 (Venison).
• Retailers: Order via The Innocent Hound Trade Website - innocentpetcare.co.uk