True Instinct has announced that it is set to rebrand as Nature’s Variety.
The relaunch follows the purchase of the Natures Menu portfolio by Spanish dry pet food group Affinity Petcare earlier this year, and will see the Nature’s Variety range aligned with its European counterparts.
Nature’s Variety said its upcoming offerings will focus on “high-quality ingredients, innovation, and traceability”.
The range will be available for retailers to order from mid-February onwards and will feature an “even broader range” of products, including the Freeze Dried range which launched in January 2020 following an investment of £2.8m in freeze dried technology.
The relaunch will see the introduction of new “bold” orange packaging, which the brand said will “provide clear signposting to the brand instore and online”. The packaging will also display “clear and concise” information to “ensure pet owners are fully aware of the ingredients and processes that have gone into making their pets’ meals”.
The expanded range features products that use a variety of premium quality deboned meats, as well as vegetables, botanicals and superfoods and no artificial colours, flavours or preservatives.
The range will be available for adult dogs, small adult breeds, puppies, adult cats and kittens across a number of variants.
Nature’s Variety has created a 4pp trade booklet for retailers which will be issued as a guide to the brand transition and the expanded product range to be used from November onwards, until the official consumer launch in March 2021.
It has also created roundel stickers for existing True Instinct packaging to promote the transition to Nature’s Variety. There will also be a new suite of POS, communicating the new brand, available at the launch.
James Langan, managing director of Nature’s Variety, said: “As we transform into Nature’s Variety, we have refined our recipes to offer an even better variety of highest quality natural ingredients, which can be traced back to trusted suppliers, and we are keeping processing to a minimum to keep the goodness locked in.
“This new name shows what we truly stand for – quality, natural ingredients, and reflects the respect that pet owners have always had for their pets and the world around them. Retailers can rest assured that our core values and support will remain the same, and we’ll ensure they are well equipped for the transition.”
He added: “This rebrand demonstrates our commitment to be clear and open about our ingredients, our sources, our processes and how we’re improving our impact on the planet, so pet owners can have peace of mind in their decision to feed natural pet food.
“We saw an incredible response from both retailers and customers when we launched True Instinct in 2018, and Nature’s Variety will continue to deliver the high quality complete and balanced food loved by all. It is a very exciting time for us and we look forward to welcoming you on the journey ahead.”