Jollyes launches Simply Jollyes value pet brand

Jollyes has launched a new own-label range, Simply Jollyes, intended to be the lowest-priced pet brand in the UK market. 

The roll-out began today (10 February 2026) and includes 22 products across food and accessories for dogs, cats, small animals, and wild birds.

The launch follows 2025 data from the RSPCA indicating that 34% of pet owners have changed their purchasing behaviour due to financial constraints, with 10% switching to cheaper brands. 

The new range includes items such as a six-pack of dog food for £2.98, a 2.5kg bag of dry cat food for £3.35, and bird seed for £6.48.

The brand was first introduced at the company’s new Blackpool site, which opened on 24 January 2026. 

The retailer operates 118 stores nationwide and plans to open three further locations in February in Ponders End, Hartlepool, and Whitehaven.

Each new store opening is expected to create approximately eight jobs. The company, which has nearly doubled its estate over the past three years, remains a competitor to larger pet retail chains and was recently included in the Sunday Times’ list of best large companies to work for.

Adam Dury, chief executive designate at Jollyes said: “Our new Simply Jollyes range gives customers a straightforward, affordable choice for everyday pet care, without compromising on quality or stretching household budgets. What makes Jollyes special is we offer value and service under one roof.

“Now more than ever, shopping at a specialist pet retailer doesn’t have to come with a premium – customers can care for their pets on the tightest of budgets. We know price will matter more than ever this year and we’re determined to provide customers with all the options they need to look after the pets they love.”