According to Andy Bury of Andy's Pet and Aquatic Supplies, Crown's products have been completely devalued in his two stores in the North-West of England.

"I have two pet supplies shops, one on the outskirts of Preston, which has been established for eight years, and the other on the outskirts of Chorley, opened just 10 months ago," said Andy, pictured above.

"I was pleased with Crown's decision to make positive moves to keep their products strictly specialist trade only, as I was getting more frustrated with local corner shops and smaller convenience stores stocking their products and selling them at ridiculously discounted prices.

"However, the job appears only half successful to me as there are obvious loopholes in their system which still allows unregistered corner/convenience stores to get hold of their products.

"I am experiencing a problem at my Chorley store where the local Talbot Express convenience store, which is only three doors away from my store, is selling James Wellbeloved at stupid prices – for example, 2kg Adult at £6.29 and 15kg at £39.99. Furthermore, I am extremely frustrated with continuously having to match internet prices.

"Crown's products have been completely devalued in my stores. I still have to pay their trade prices but very rarely can I sell out at their RRP.

"As a result new customers are steered well away and more profitable brands are promoted. I agree that most brands have the aforementioned issues but not to the extent of Crown's products.

"If Crown and other brands don't take steps to protect the RRPs of their products the loss in their value in our shops will have to eventually filter back to them."