Waitrose has developed its own private-label pet-food range, with a view to obtaining a sizeable market share in the £1.6 billion-valued sector, TheDrum.com reports.
The nine-product range, named Mill Stream Farm, is divided into those better suited to younger pets and those of advanced ages.
A spokesperson for Equator, which designed the visual identity for the product range, said, “We wanted to give Mill Stream Farm a strong presence on shelf and to stand out as a quality, natural pet-food range. We’ve aimed to convey ideas of trust, care and ethical sourcing, as well as nutrition and great taste, from a mix of ingredients including chicken, salmon, vegetables and herbs.”
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
