Lily’s Kitchen launches new Natural Tray ranges for cats and dogs
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Lily’s Kitchen is extending its range with a new Natural Range of complete recipes for cats and dogs to complement its award-winning, organic line-up of nutritious food for pets.
The pioneering London-based brand known for leading innovation in a market long dominated by mass-produced pet food has created the range of 10 recipes to offer more choice within its popular single-serve tray format.
Unlike pet food pouches, trays are much easier to recycle and the 99p (150g) and 89p (100g) price points will provide an appealing access point for customers wishing to trial Lily’s Kitchen or who like to buy across many recipes for variety. The range of five dog food and five cat food recipes will be available later this month at Ocado, Tesco and independents, and provide an ideal single-serve, complete meal for cats and small to medium-sized dogs.
Until now, only Lily’s Kitchen’s 100% organic recipes have been available in the tray format but, recognising that not everyone wants to buy into organic ranges nor pay the extra for organic ingredients, the company has developed the new Natural Range to sit alongside its organic offer, delivering a more keenly priced range for discerning shoppers who still want a delicious, natural, freshly prepared and high quality meal for their pet.
Lily’s Kitchen has experienced huge year on year growth as increased focus on pet food ingredients drives consumers to seek out more honest, traceable and natural ingredients. The new Natural Range applies the same principles as the rest of the range; unique grain-free and meat meal-free recipes and 100% freshly prepared meat, fruits and vegetables, with no unnecessary additives or flavours, rendered meats, animal or vegetable derivatives, fillers or fibrous leftovers. The Natural Range recipes also contain selected herbs chosen for their special health benefits.
The Lily’s Kitchen Natural Range will be stocked in over 700 independent pet shops, health food shops and is available to all Lily’s Kitchen stockists from late August. The range will be supported with below the line advertising and direct mail from late summer. Supporting leaflets will be available for customers and stockists.
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