Mars Petcare launches ‘clean eating’ pet food brand

Mars Petcare UK has launched Nutro, a new premium pet food brand which uses its “feed clean” philosophy, to bring the clean eating trend to cats and dogs.

Nutro’s Wild Frontier line claims 70 percent of its ingredients are sourced from animals and the range is said to be high in protein, grain-free and made with non-GMO ingredients.

Nutro has attempted to respond to the growing consumer demand for clean, natural products in all aspects of their lives – including for their pets. The brand’s ethos is that pet food should be “simple, purposeful and trustworthy”.

The Nutro Wild Frontier range, which includes 18 SKUs across cat dry, dog dry and dog wet food, will be available for pet specialists stores to order from 10 September.

Jo Ladbrook, natural portfolio director, said: “Clean eating is the number one human food trend; over 52 percent of consumers believe that foods with fewer ingredients are more healthy. This trend extends into the pet food category. With a growing demand for more natural products, we are projecting that it is a trend that will drive two thirds of the UK Petcare category growth to 2020.

Pet owners are increasingly choosing foods that mirror their own desire for more natural foods and Nutro approaches this challenge with its “Feed Clean” philosophy of natural, simple, purposeful and trustworthy ingredients. Through this approach we will be able to bring further premiumisation to drive category growth.”

She added: “We have already seen huge success in the US where Nutro is one of the leading natural brands and the clean eating movement is in growth, so we’re really looking forward to seeing its growth here in the UK.”

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