Inspired Pet Nutrition, the UK’s largest independent producer of dry pet food, is set to grab a slice of the UK’s fast growing wet dog food sector with the launch of a range under the Wagg brand.
Wagg is already the branded market leader by volume in the dry dog sector with a 24% market share and last September unveiled new packaging as part of a major £500,000 re-launch.
This will be its first venture into the wet food sector where growth is being driven by the plastic tray format with overall branded annual sales more than doubling to over £24 million in the past two years.
There are four flavours in the new range – salmon, chicken, beef and turkey – available in 390gm trays.
The trays will be an addition to the VAT-free Wagg Worker range.
The first three flavours will be on shelf in Morrisons with an rsp of 90p. Further listings in the multiples are planned along with a roll-out to retail channels in the pet trade.
Chris Wragg, marketing director at IPN, said: “This exciting new range is a result of both innovation and manufacturing expertise, combined with probably the most well-invested pet food business in the UK.
"Some £14 million has been invested in new facilities in North Wales and the launch expands the Wagg proposition of ‘no nonsense, great quality and value’ into the fast growing tray sector of the wet market.”