Pet food brand Nature’s Variety has announced it will now be sold through Amazon and has offered a 25% discount to consumers switching to the online retailer.

Under the heading ‘WE ARE MOVING!’, the popular brand from the Natures Menu stable advertises: “Find your pet’s favourites on Amazon and save on your first order.”

The range of products was originally launched in January 2020 by Natures Menu under the True Instinct brand following an investment of £2.8m in freeze dried technology. The brand changed names later that year following the purchase of the Natures Menu portfolio by Spanish dry pet food experts Affinity Petcare.

New, bold orange packaging was designed to catch the eyes of retailers and customers alike and to provide clear signposting to the brand instore and online.

But now the brand’s owners feel that the Amazon channel is the best path for it to go down, tempting pet owners to switch with the money-off first order deal.

Pet Trade Xtra approached Nature’s Variety for a comment but there hasn’t been a response at present.