Pooch & Mutt’s Tasty Turkey chews came out on top in the Pet Food & Treats category of The Grocer New Product Awards 2018.

The Grocer magazine is the UK’s leading grocery publication with coverage across the whole FMCG sector.

Blazing the trail in new product innovation, the New Product Awards recognise the latest in product development across the grocery sector. This year’s awards faced a rigorous judging process, from both shoppers and a panel of experts.

With over 200 entries in total, 129 products were selected for consideration across 28 categories. Each product was tested with a minimum sample of 50 shoppers from 6 sampling points across Great Britain, before moving on to for evaluation by the expert panel.

Noting the simple and minimal packaging, shoppers thought that Pooch & Mutt’s Tasty Turkey chews gave a “good substantial chew” and liked that it was easy to break down for smaller dogs. Almost half of the testers agreed that it was better than similar products on the market.

The experts were equally impressed, commenting on the chew’s “clean ingredients”, claiming the snack looked like “something you could eat yourself”. They also said that an enthusiastic dog could “get through it in no time”.

Competition in the Pet Food & Treats category included high-quality entries, with Lily’s Kitchen being awarded a highly commended prize.

Pooch & Mutt has seen huge growth both across the UK and internationally this year. The award-winning chews launched in 2017 with an aggressive marketing campaign exposing some of the ingredients used in the pet food industry.

The success of the campaign cemented the brand’s leading position in the pet food revolution, leading to further success with two new product launches in 2018.

January saw the launch of Pooch & Mutt’s Superfood range; a dry food for dogs of all sizes and life stages, followed by their wet food cartons in July. Enforcing the brand’s commitment to sustainably sourced, quality food; the wet food cartons push the boundaries of pet food packaging - easy to use and 100% recyclable, they are widely recyclable with a carbon footprint that is 80% lower a can.

Commenting on the award, founder Guy Blaskey said: “We are very proud to this year’s award. We receive positive feedback from our customers daily and winning the New Product Award confirms that we are helping dogs lead happier, healthier lives.

"This year has been particularly significant for growth at Pooch & Mutt and it is amazing to be recognised as a leader of innovation in the pet category from such a respected industry publication.”

Free-from wheat, corn, soya, artificial flavours or colours, Pooch & Mutt junk-free chews are cold formed to preserve the natural flavours and nutrients from their high-quality ingredients.

Retailing at £1.89 for a pack of 2 chews, the range is available from www.poochandmutt.co.uk.