DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5

Tesco Goes Upmarket With Fresh Pet-Food Range

By Steve Wynne-Jones
Share this article
Tesco Goes Upmarket With Fresh Pet-Food Range

Tesco has launched a high-quality fresh pet-food range, Freshpet, following a sales uplift in gourmet products for cats and dogs.

High-quality dog and cat food, from natural to organic pet food, has seen a 20% increase in sales in the past year, with more than two million products sold, Tesco said.

The launch of Freshpet also follows a 100% rise in demand for luxury festive treats for pets, including pigs in blankets, three-bird roasts and mince pies, in the run-up to Christmas.

“We are seeing a real shift, with customers looking for similar high-quality food credentials for their pets, as they have for themselves," said Tesco pet-food buyer Paul Jones. "Our Freshpet food range is about offering customers a high-quality alternative to everyday pet food.”

The Freshpet range was initially trialled in 300 stores across the retailer's estate, and, following a positive response, it will be launched across the UK.

ADVERTISEMENT

There are a total of ten products in the Freshpet range at Tesco, including Chicken, Vegetable and Brown Rice Dog Food; Chicken, Spinach and Potato Dog Food; and Chicken, Beef and Vegetable Cat Food. Prices range from £3.50 to £13.50.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.

Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.