Vital Pet Group has been appointed as the exclusive UK wholesale distributor for Real Simplicity, an all-new premium cat food and treats range that champions sustainability, transparency and complete nutrition.
Real Simplicity has been introduced to the UK by Pet Brands; the UK brand owner, while Vital will take the lead in bringing the range to independent retailers nationwide. This collaboration combines Pet Brands’ expertise in sourcing and brand building with Vital’s unmatched distribution network in the UK pet trade.
A range with premium credentials
Real Simplicity has been developed to deliver high-quality, responsibly sourced nutrition with clear labelling and no unnecessary fillers. The launch collection includes:
- Complete & Balanced Kibble – protein-rich recipes with added freeze-dried protein bites
- Complete & Balanced Pâté – smooth and highly palatable meals
- Creamy Protein Treats – hydrating, protein-dense lickable snacks
- Freeze-Dried Treat Bites – single-protein, minimally processed treats
Each recipe has been carefully formulated to meet cats’ nutritional needs while aligning with modern pet owners’ demand for sustainable sourcing and transparency.
Premium cat nutrition on the rise
The UK pet food market was worth £4.1 billion in 2024 (UK Pet Food Association), with cats representing one of the fastest-growing segments. The UK cat food market is projected to reach £2.75 billion in 2025, growing at a 2.2% CAGR through 2030(Mordor Intelligence). This growth is being driven by a surge in cat ownership and consumer demand for premium, health-led nutrition.
Launch at PATS 2025
Real Simplicity will officially debut at PATS 2025, where independent retailers will be the first to preview the full product portfolio. The brand will be showcased at Stand F10.
"We’re excited to add Real Simplicity to our exclusive wholesale portfolio. This brand perfectly reflects the growing demand for premium, sustainable and transparent cat nutrition in the UK market," said Peter Brame, Group Trading Director at Vital Pet Group.
"The launch of Real Simplicity represents a real step forward for the premium cat food category in the UK. With Pet Brands bringing the range into the market and Vital Pet Group ensuring it reaches independents nationwide, we’re able to combine our strengths to deliver a brand that truly champions transparency, sustainability and high-quality nutrition for cats," said Amy Spratt, Group Head of Marketing.
