Pet Food UK, which has achieved remarkable success with its Barking Heads and Meowing Heads brands, is now seeking to dominate the premium end of the market with its new AATU products, described as being the Aston Martin of the natural food sector.

Newly appointed marketing director Matt Phillips outlined the company's plans at Zoomark recently.

“Barking Heads Meowing Heads are now an established brand and we will continue to develop this family-aimed product but under the newly branded Pet Food (UK) banner we are now able to fully launch the AATU range, a premium brand for discerning pet lovers," said Matt.

AATU is the first brand from Pet Food UK to contain its unique Super 8 ingredients – a range of eight vegetables, eight fruits, eight herbs, eight botanicals and spices.

Combined with 80% meat, which is preservative free, and uniquely no grain, gluten or potato, the AATU foods are handcrafted in small batches, naturally made without artificial colours, preservatives, flavours or GM ingredients.

Packaged in high end, quality bags which open and fasten with easy lock Velcro, there are three flavours to choose from initially – chicken, duck and salmon. RRPs start at £15 (1.5kg), £34 (5kg) and £60 (10kg).

Paul Hunter (pictured), Pet Food UK director and the man in the hot seat for product development, said: “AATU is the Aston Martin of the natural food market and is for professional people who care about their pets. We also take pride in the fact that we manufacture in the UK using British ingredients."

Artisan Bakes, a new treat range which benefits from the inclusion of chick pea and Saracen flour, was also launched at Zoomark. The treats are oven baked in wood burning ovens and are the second product in the range to include the Super 8 mix. They are available in turkey, salmon/sardine and duck flavours.

Call Pet Food (UK) Ltd on 01442 212392 or visit www.petfoodukltd.com for more information.