The programme is watched by 18% of the UK’s adult population and aims to raise awareness of joint health, bringing the role of pet supplements to the attention of millions of pet owners.
The series starts on 31 October and runs for eight weeks, with an hour-long Christmas special. It’s predicted that over the series, in excess of 20 million people will see Lintbells’ message which highlights the benefits of a joint supplement for pets and owners.
The demand for pet supplements worldwide is anticipated to continue to grow at around 5% year-on-year. Dog owners, who watch the TV series, are most likely to give supplements as this represents the biggest sector of the supplements market.
Lintbells brand manager, Gemma Cunningham, said: “Being on prime-time TV is a fantastic opportunity for the YuMove brand and we’re even happier that we have the chance to help more pet owners to care for their pet’s joints.
“This year we developed Mobility Matters support materials specifically for the trade, following the success of the initiative in the veterinary channel. This will help retailers to better support customers who have dogs with stiff joints.
“Combined with an increase in awareness, there’s a lot of potential here to establish expert credentials, and improve pet welfare.”
She added: “This is a group of people who love dogs just as much as we do and we hope that this sponsorship will help them think about their pet’s mobility and not just accept stiff joints as part of ageing.”