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  • Jul- 2025 -
    21 July
    FeaturesWhy provenance is the pet industry’s quiet superpower

    Why provenance is the pet industry’s quiet superpower

    These days, “natural” claims are on everything from supermarket chicken to shampoo. So how can pet food brands face the growing challenge of standing out to and building trust with discerning pet parents? One answer is provenance. Specifically, being proudly and transparently ‘Made in the UK’. While other industries like…

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  • 8 July
    BusinessInspired Pet Nutrition acquires French firm Sopral

    Inspired Pet Nutrition acquires French firm Sopral

    Inspired Pet Nutrition (IPN) has agreed terms to acquire Sopral, a prominent branded pet food platform serving the European market, with manufacturing operations based in France, for an undisclosed amount. Based in Pléchâtel, Brittany, France, Sopral is a manufacturer of branded premium dry petfood with a comprehensive range of nutritional…

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  • Jan- 2025 -
    13 January
    Pet OwnersOver 70% of pets are fed one type of food daily

    Over 70% of pets are fed one type of food daily

    Over 70% of Brits are feeding their pets just one type of food daily according to data from Harringtons. Owners are worried about changing their pets’ diet in case it causes potential side effects or impacts their happiness, such as causing an upset stomach (24%). Despite these worries, over a…

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  • 7 January
    RetailersIPN celebrates waste diversion milestone

    IPN celebrates waste diversion milestone

    Inspired Pet Nutrition (IPN), an independent pet food company (HQ Thirsk, UK), has achieved 100% diversion of food waste from landfills, in partnership with sustainable waste management company Waste Mission. The milestone marks a “critical step” in IPN’s ongoing commitment to environmental responsibility and innovation in waste management. IPN, known…

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  • Sep- 2024 -
    11 September
    RetailersWagg to launch limited-edition dessert flavoured dog treats

    Wagg to launch limited-edition dessert flavoured dog treats

    UK-based pet food brand Wagg has launched a new limited-edition range of dessert flavoured dog treats. It comes after its research found that nearly half (47%) of shoppers indulge in treats as a dessert for dogs.  The new Wagg Treats come in three flavours, namely Apple Pie, Carrot Cake and…

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  • Jul- 2024 -
    18 July
    ManufacturersIPN in talks to buy Butchers Pet Care

    IPN in talks to buy Butchers Pet Care

    UK-based Inspired Pet Nutrition is reportedly in talks to buy independent pet food brand Butchers Pet Care, according to Sky News. Sky News understands that private equity firm and owner of Inspired Pet Nutrition Capvest is making a bid to add Butchers to its already existing brands of Wagg and…

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  • Jan- 2024 -
    12 January
    RetailersIPN becomes £200m business in centenary year

    IPN becomes £200m business in centenary year

    Yorkshire-based pet food company Inspired Pet Nutrition (IPN) has become a £200m business in accounts made up to June 2023. Currently celebrating 100 years since its establishment in animal feed in 1923, the family-founded company is now expecting to become a £500m+ sales business within the next five years. IPN…

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  • Dec- 2022 -
    21 December
    RetailingTikTok Shop UK launches pet category 

    TikTok Shop UK launches pet category 

    TikTok has launched a pet category on its online shop for the first time, enabling users to  purchase pet care products from some of the world’s best-known pet brands directly through the app.  The range of brands now available on the platform includes big industry names like Mars Petcare and…

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  • Nov- 2022 -
    30 November
    ManufacturersHarringtons unveils new recipes and brand design

    Harringtons unveils new recipes and brand design

    Pet food brand Harringtons has announced a new recipe for its dog food alongside a new brand design. The company’s dry food will now contain freshly prepared meat ingredients, salmon oil for healthier coats, skin, joints and cardiovascular health. Harringstons also added homemade chicken gravy on the inside and outside…

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  • Sep- 2022 -
    7 September
    ManufacturersIPN partners with ​Leeds Beckett amid sustainability initiative

    IPN partners with ​Leeds Beckett amid sustainability initiative

    Inspired Pet Nutrition (IPN) has partnered with academic experts at Leeds Beckett University on a new project to audit and reduce the carbon emissions of its full supply chain. The partnership is a two-year Knowledge Transfer Partnership (KTP) programme which will use a Carbon Footprint Evaluation Model to ensure IPN…

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