SureFlap, the award-winning microchip-operated pet product specialist, has launched an innovative new SureFeed Microchip Pet Feeder, the first product in its range of ground-breaking new pet feeders.

Activated when the pet feeder identifies an authorised pet by its microchip or RFID collar tag, the SureFeed Microchip Pet Feeder will slide open automatically when approached by the animal and close when the pet has finished feeding.

The feeder will ensure that pets eat from their own bowl, making it ideal for pets on special diets and those that are on medication or on a weight management programme.

It will also stop other pets from stealing food. Indeed, the side guards and the folding lid create a barrier around the bowl when the feeder is open to shield food from other pets when the animal is eating.

In addition, the SureFeed bowl is available in four colours and features a unique integrated seal to help keep food fresher for longer and the house free of smells, flies and insects.The feeder is easy to clean and the mat and lid can be removed and washed.

“The SureFeed Microchip Pet Feeder provides owners with the versatility to feed their pets whatever their requirements, from those on special diets to animals in multi-pet households that have their food stolen,” says Dr Nick Hill, founder and managing director at SureFlap.

“The new SureFeed Microchip Pet Feeder is the first in a range of innovative pet feeders from SureFlap with additional products in the pipeline.”

For further information on the SureFeed Microchip Pet Feeder or the company's microchip operated pet products, including its innovative SureFlap microchip pet doors, visit http://www.sureflap.com, phone 01954 211664 or email enquiries@sureflap.co.uk.