Leading Worcestershire-based pet food manufacturer Albion Meat Products, which recently celebrated its 30th year in business, has given the pet trade a sneak preview of its new packaging for its premium range of BARF diet products.

Along with a new company logo, the firm’s premium range will now be called Canine Country Bowl and will incorporate the strap line 'Natural food that puts a spring in their step'.

The packaging features images of different breeds of pedigree dogs taken by leading dog photographer, Nick Ridley. Each variety has a different colour, making it easy for the customer to identify it in the freezer.

Albion Meat Products is one of the pioneers of the Biologically Appropriate Raw Food diet in the UK.

The company was founded by Catherine Donegan, the daughter of a Birmingham meat supplier, who started the business at the age of 18 by delivering meat products for dog owners from the back of her car around the Midlands.

The business expanded quite rapidly and the product range was expanded to include butcher’s pet mince. It opened a manufacturing plant based in Birmingham and moved its sales and delivery service to Pershore where Catherine lived. Her husband Gary is also now a partner in the firm.

All the meat in Albion’s products is sourced locally where possible and is of human grade quality. They offer five core ranges as well as selection of bones. For those who do not want to make up their own recipes they also offer a complete food called Meaty Feast. The Chunky and Free Flow ranges are also shortly to be re-packaged under the Canine Country Bowl umbrella and these will be available later on in the year.

The new packaging will be available from May.

“We are absolutely delighted with our new packaging," said Catherine. "We felt it was time that our ranges were given a facelift. By giving them a new brand name and stronger packaging we feel that our products have more pick me up and buy appeal in the freezer with a name and image that people can remember.”