Manufacturers

James Wellbeloved launches superfood range

The latest range features dual shaped kibbles which are reportedly ‘perceived as healthier by pet owners’

James Wellbeloved has announced the launch of its first superfoods dog range.

The latest range features dual shaped kibbles which are reportedly “perceived as healthier by pet owners”, whilst the group said its packaging contained “clear messaging communicating the natural and premium nature of the product”.

Arthur Renault, marketing portfolio director at Mars Petcare comments: “The newsuperfoods range from James WellbelovedTM is the brand’s biggest innovation in 15 years. Offering a premium petcare proposition for both adult dogs and puppies, it supports retailers in encouraging trade up. 

“Since the pandemic began, consumers have started spending more time with their pets, with 72% of dog owners saying they prefer the company of their dogs to humans, leading to an increased desire to treat their companions to the very best.” 

He added: “The ingredients in this dry food draw upon the super power of nature, with kale being a natural source of antioxidants, chia seeds containing omega 3, and the quinoa and sweet potato being a source of fibre. 

“The importance of wellbeing among consumers is translating into the choices they are making for their pets, with 75% of pet owners reporting concerns over health, and it is becoming a key driver for purchase.”

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