Lily's Kitchen anticipate media interest into pet food will continue in 2015 and are advising retailers to stock natural brands from trustworthy, responsible companies who have transparency and ethics at their core.

Henrietta Morrison, founder and CEO of Lily's Kitchen, says: "It will become more difficult to pass off poorer quality ingredients as something equal to their premium counterparts.  We very much welcome increased labelling regulation to help pet owners make an informed decision when choosing their food.

"Pet owners now more than ever are demanding better quality, natural, sustainably sourced pet food. 

"We hope that the millions of owners who have pets suffering from itchy skin, wind, greasy coats and loose stools recognise the difference a high quality natural quality diet can make.

"A final hope, Betty’s Tea Shop opens a store in Telford."