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Pedigree Wholesale has launched Pawtential Collagen Chews, a new range of collagen-based dog treats aimed at meeting growing consumer demand for functional pet products.
The range is positioned as an alternative to traditional rawhide chews and reflects what the wholesaler described as a wider trend towards pet humanisation, with owners increasingly prioritising dogs’ health, nutrition and overall wellbeing.
Pawtential Collagen Chews are made using hydrolysed collagen, which Pedigree Wholesale said is more digestible and gentler on dogs’ stomachs than rawhide.
The ingredient is associated with joint strength and flexibility, as well as benefits for skin, coat, dental health and digestion, making the chews suitable for puppies, adult dogs and senior dogs.
The company said the amino acids contained in collagen also support muscle repair and everyday vitality, positioning the product as suitable across all life stages.
The chews are available in four flavours, including beef, chicken, salmon and peanut butter, and come in four sizes, from extra small to large, allowing retailers to cater for different breeds and encourage repeat purchases.
Pedigree Wholesale said the range is exclusive to the wholesaler and is priced to offer retailers strong margins while providing an affordable, functional option for consumers.
