Already available in almost 400 stores, the Naturo 400 gram tray will now be stocked in an additional 130 stores, while the Naturo variety pack canned food will be launched into 350 stores, a first for the retailer.
This latest announcement builds on the growing presence of the Naturo brand in the UK, which generated multi-million pound sales in 2018. The market growth in the UK is reflective of changing attitudes to maintaining the health and wellbeing of pets, with many pet owners switching from other brands to natural food.
Since Naturo was launched in 2013, the range has increased from four varieties to 33 and the Co Tyrone-based team expects to announce the introduction of a dry food product in 2019 as well as a specialist puppy range.
Asda launched Naturo in selected stores in May 2018 and now stocks eight products, including ‘Grain Free’ Trays and variety packs.
Laura Rafferty, marketing manager for Naturo, said: “In the eight months since ASDA began stocking Naturo, our relationship has gone from strength to strength. The growth in natural pet food sales is a response to several market and societal factors including the ‘humanisation’ of pets by their owners, the desire to feed pets with high quality premium food and an interest in pet ‘wellness’.
“As well as using only high quality ingredients in all our food and treat ranges, Naturo also caters for pets with allergy and digestion issues through our grain-free products.”
Emma Swan, buying manager for Asda NI, added: “The successful expansion of the Naturo range across Asda’s store network demonstrates our commitment as a retailer to stock the very best Northern Ireland products on shelves throughout the UK.
“As a result of our excellent working relationship with Mackle Pet Foods, we are now able to offer pet lovers who shop with us an even greater variety when it comes to a high-quality product offering – which delivers on taste, health and innovation for their four-legged friends.”