The company said as the meat treats segment saw a 32% growth in value in 2018, Pedigree wanted to offer consumers a product from a “trusted brand” to enhance bonding between pet and owner.
The Pedigree Wrap is made with 40% chicken and ‘safe chopped’ beef rawhide with no added artificial flavours or colourants.
Carmen De Vos, Pedigree senior brand manager dog care and treats, said: “As our relationship with our pets becomes more emotional, owners want to have more special moments of bonding and connection. Our new product, Pedigree Wrap gives dogs a differentiated experience that starts with an irresistibly chewy chicken wrap followed by a delicious munchy stick.”
The Pedigree Wrap is available across the UK and its RRP is £2.50.