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Cornish brand launches new fish-based pet treats

New brand, Purely Fish, has entered the dog treat market. Launched within the last six months, it produces pet treats created from fish ‘fit for human consumption’.

Made from natural ingredients, Purely Fish dog treats are rich in Omega 3, gluten free, hypoallergenic and low in calories. In the UK, Purely Fish’s treats are available on its own website, and assorted stores including 25 independent pet stores and farm shops across the South West.

Karen Scott, business development manager commented: “The provenance of food products including pet food has become a primary buying choice for consumers. With many pet treat brands being produced overseas, our British customers like that they are buying a UK produced pet treat and this has been a major contributor to our early successes.”

“We’re looking forward to introducing Purely Fish to the UK Pet Trade at PATS Telford, where we will be showcasing our range of dog treats and launching some new products.”

Sales director, Jeanette Turpin added: “We’re excited for the future of our Purely Fish range, following the international launch of our retail packaging at Pet Fair Asia in Shanghai, last month. The response has been outstanding and we have already taken orders from Hong Kong, Singapore and Taiwan.

Purely Fish was created by Ideal Foods Ltd, a company with 25 years of experience in the fish trade and export business. It identified that other than fish fillets/portions from white fish and salmon being used to supply the UK consumer, the majority of the remainder of the fish was generally being wasted.

Ideal Foods wanted to use ‘all of the fish’ and therefore in 2007 set about finding markets. The business now successfully exports these products worldwide for human consumption including salmon heads to the Far East, salmon trimmings and frames to Eastern Europe.

Launching Purely Fish enabled the company to to enter a new market. Karen Scott continued: “Our story is very simple. As a company of pet owners, we are incredibly proud that our pet treats are produced in our home county of Cornwall, within a family run business and made from a product with so many health benefits.”

For more information you can go to or contact Karen Scott on 01579 346777.

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