With a number of strong drivers affecting the market, Vital said the decision was made as the products fit both with the natural category and with trends on humanisation of pets.
Nutriment developed its frozen pet food products with canine nutritionists and is a PFMA member company, meaning that their full range meets “stringent industry standards”.
Nutriment products are designed to be easily-digestible, containing high quality meat, vegetables and superfoods.
Sean Kelly, head of Supply Chain at Vital said: “Nutriment is known for their philosophy of creating Biologically Appropriate Raw Food (BARF), and the products are free from grains, fillers and artificial ingredients. This makes this pet food ideal for owners who are keen to feed natural, or interested in the ancestral feeding approach.
“If it’s been some time since you’ve checked out frozen, you’ll probably notice a big shift in focus towards premium products that are great for pet health, and also offer retailers plenty of scope to build trust with a repeat, loyal customer-base.”