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Pooch and Mutt has expanded its product portfolio with the launch of Health and Digestion Fish Chews and Fish Jerky.
The release follows a period of significant growth for the company’s fish-based lines, with sales in the category increasing by more than 1,000% since January 2023.
The new fish chews are made from 95% hand-rolled cod skin, upcycled from the human food industry.
The product includes added psyllium and prebiotics to support gut health and is positioned as a grain-free alternative to rawhide. The brand has sold nearly 250,000 fish chews since the format was first introduced.
The company has also released two varieties of fish jerky containing 85% sprats, salmon and trout.
The Primal Fish Jerky is designed for adult dogs and puppies from 12 weeks, while the Superfoods Puppy Fish Jerky includes cranberry for urinary tract health and is suitable for puppies from eight weeks.
The products are part of a wider ‘For All Breeds and Needs’ brand refresh, which includes updated colour-coded packaging to improve navigation for customers.
The new treats are available through the company’s website and at retailers including Tesco, Sainsbury’s and Amazon.
Linda Simon, resident vet at Pooch and Mutt, said: “Fish can be an excellent option for many dogs, particularly those needing a leaner protein source or those who are more suited to alternative proteins than meat. It’s naturally rich in omega fatty acids, which we know can help support skin, coat and overall wellbeing.”
Simon added: “The collagen content can also play a useful role in supporting healthy joints, connective tissue, and skin structure. As always, treats should be introduced gradually and fed according to guidance.”
