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.