Premium UK raw dog food brand Benyfit Natural has announced a shift in strategy in a bid to strengthen its direct relationships with independent retailers. As part of the move, the brand has ended its partnership with Pedigree Wholesale. 

Founded in 2014, Benyfit Natural has grown from a small operation to a leading name in the raw pet food industry. The company prides itself on producing 100% natural, premium nutrition for dogs, with human-grade meat and ethically sourced ingredients, with a focus and commitment on sustainability across the entire supply chain. Benyfit Natural has become a trusted brand among pet owners and retailers alike.

As part of this shift in strategy, Benyfit Natural is focusing on strengthening its direct relationships with independent retailers, offering a more personalised service and streamlined supply chain. 

The decision to end the partnership with Pedigree Wholesale allows Benyfit Natural to have greater control over its distribution, customer interactions and overall service.

To support its independent retail partners, Benyfit Natural is introducing several new trade initiatives alongside this announcement:

• Free Trade Delivery: All independent trade partners will now receive free delivery from 12th May 2025
• Discounts for New and Existing Retailers: New trade customers can take advantage of first order discounts. Existing trade partners can save on May orders by opting into their Bank Holiday trade promotion, with further volume & range promotions launching in Summer 2025.
• In-Store Support: Benyfit Natural launch new point-of-sale materials, digital assets, product training guides, raw food training guides, freezer deals & re-wrapping service.
• Dedicated Customer Service: A dedicated support team will be available to support new partners with training, product guidance and customer service.
• A Refreshed Brand Identity: Benyfit Natural has launched a refresh of their brand & packaging for the first time in almost a decade, to improve visibility in store and provide clarity on brand positioning.

Greg Van Praagh, Head of UK & Europe at Benyfit Natural, said: “We are hugely grateful to the team at Pedigree Wholesale for the support we’ve had over the years, and we’re excited for this next step for our business. We’ve taken on feedback and recognise the importance of product availability and customer service to business owners in the pet industry. We are confident that this change alongside new initiatives to support trade will allow us to better service our customers, manage our distribution network and allow more dogs to enjoy for Benyfit Natural.”

Benyfit Natural remains committed to delivering high-quality products that meet the nutritional needs of dogs. The company continues to prioritise quality & sustainability, using recyclable packaging made from Prevented Ocean Plastics, and sourcing British ingredients responsibly. By focusing on direct relationships with independent retailers, Benyfit Natural aims to foster a community of partners who share its values and dedication to quality & nutrition.