James Wellbeloved has launched two new 'senior' foods, recognising the importance of distinctive nutrition for different ages and sizes of dogs. The company now offers a senior food specifically for small breed dogs, and has also introduced a grain-free senior food.

James Wellbeloved marketing manager Anne-Laure Jaouën says: “We are very enthusiastic about these products, which provide naturally healthy nutrition for the specific needs of senior dogs in the small breed and grain-free sectors.  This is another way in which the specialist pet trade can differentiate their businesses, and another way to demonstrate your expertise.”

Grain Free Senior is available in Turkey, Lamb and Fish variants in 1.5kg and 10kg bags, and the new line joins the well-established grain-free foods for adult dogs.

Grain Free Senior provides all the benefits of standard James Wellbeloved Senior products but without the grain, and includes added chondroitin, glucosamine and herbs to help maintain healthy joints, plus added taurine for heart support.  Increased levels of vitamins C and E help support the older dog’s immune system, and reduced sodium and phosphorus levels lessen the impact of kidney problems.  Grain Free Senior is available only to the specialist pet trade.

New ‘freshpack technology’ means that 1.5kg bags will now be gas-flushed, ensuring freshness for longer, while the 1.5kg and 10kg bags are all designed to be easy to open and re-seal. The new-look James Wellbeloved packaging, rolled out late last year, appears across all packs, creating a strong, vibrant and impactful in-store presence.

Small dogs represent big business for the specialist sector, with many living to over 15 years, and consuming a Senior food for half their lifetime. They have specific nutritional needs, linked to their higher energy requirements, and tendency to dental and urinary problems. James Wellbeloved Small Breed Senior helps to address these issues with higher oil and protein levels plus green tea and cranberry extracts.  Small Breed Senior is available in Turkey, Lamb, Duck and Fish variants in 1.5kg and 7.5kg formats.

James Wellbeloved are on stand E3.