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Tesco Goes Upmarket With Fresh Pet-Food Range

Published on Mar 8 2017 9:15 AM in Private Label tagged: UK / Tesco / pet food / Freshpet

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.

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.

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