Denmark's Salling Group has announced that it has commenced stocking chilled pet food in its Bilka and føtex stores, following research that indicates Danes are spending more on their pets than ever before.
The range of 12 different varieties of dog and cat foods been developed by Freshpet, which previously rolled out its range into selected Tesco stores in the UK.
Salling Group said that it is introducing the range to 20 stores on a trial basis, with a view to a potential further rollout at the end of the summer.
The Freshpet range of products is said to be rich in minerals and vegetables, no preservatives and is free of corn, wheat, soybeans and additives.
"[Fresh pet food] is a huge trend in both the United States and the UK," said Line Ekander, pet food category manager at Salling Group. "In Denmark, the dog owners often buy only dry food for their dogs.
"With the growing market for Freshpet we have seen abroad, we believe it's the right time to introduce it to our customers and their pets. Pet owners are increasingly seeking better quality, less processed and more natural choices for their pets, which reflects their owners' own changing lifestyles."
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.