Sainsbury’s Launches “Better For You” Pet Food

UK grocer Sainsbury’s is set to take on the £430million healthy and hypoallergenic pet food market with the launch of a new line of Hypoallergenic pet food. The range, part of a wider investment in the pet aisles, has been created to cater to UK cats and dogs with food allergies or intolerances – with owners having to rely on specialty retailers until now.

The new Sainsbury’s range will be available in stores at the end of January 2018 and is the biggest investment the retailer has ever made in its private brand pet food.

Developed with pet nutrition experts, the line addresses the growing demand for pet food that is free from foods commonly known to cause intolerances or allergies in dogs and cats. Sainsbury’s Hypoallergenic Range boasts recipes that are made without ingredients such as wheat, grain, dairy, eggs and soya. The retailer has also created a new range of pet treats made without added sugars, which can contribute to a number of health issues such as pet obesity and diabetes.

Lucy Taylor, Product Developer for Pets at Sainsbury’s said:

“As our customers become more aware of the ingredients in the food they eat, we’ve also seen a shift in buying habits within the pet food market. Our development focus has been to offer a nutritionally-sound product range to satisfy the numerous pet dietary needs – something we’ve identified as increasingly important to pet owners.

Responding to this emerging trend, we’ve removed artificial colors and flavors across our pet food ranges and introduced recipes made without grain, wheat and other common allergens. The work we’ve done in the pet aisle makes this type of specialist pet nutrition more accessible, offering products that are not only more widely available, but also more affordable.”

Meanwhile, Sainsbury’s core range of Complete Nutrition products continue to uphold the high standards customers expect and have all been made to recipes containing no wheat– often found in poorer quality pet foods.

Natural pet food now concerns well over a third of the UK’s total 1.3 billion USD spend within the pet specialty market, with grain-free accounting for 15%.  In the US, where consumer trends run ahead of UK behaviors, grain-free dog and cat food accounts for (34% of all pet food sales.

Creating a range that is without grains and other common allergens enables customers to feed their pets with confidence. The range will also make these healthier and natural pet food products – for the nation’s ‘clean-eating’ cats and dogs – available outside specialist pet retailers, and at prices more pet owners will be able to afford.


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.