Sainsbury’s has announced a new three-year partnership with leading dog and cat charity Battersea, coinciding with a major expansion of its premium Nature’s Goodness dog food range. Due to the increasing demand for premium, customised pet nutrition, the portfolio has doubled in size from 11 to 23 product lines since September.
Within Sainsbury’s own-label pet food line, Nature’s Goodness has rapidly emerged as a top performer. The line, created in partnership with specialists in pet nutrition, offers hypoallergenic, grain-free recipes with a high meat content and carefully selected natural ingredients intended to provide dogs with a well-rounded diet that promotes overall health and wellness.
Pet owners now have more options across formats and life stages, thanks to the increased offering, which includes a larger selection of dry and wet dog food, as well as treat options. 100g multipack pouches and 150g trays have been added to the queue to accommodate smaller dogs and convenience-driven purchases. Sainsbury’s will contribute 10p from each pack sold with the Battersea emblem as part of its collaboration with the charity, which helps thousands of dogs and cats in the UK.
Redesigned packaging and marketing, such as a new “goodness in every bowl” slogan that emphasises the dishes’ nutritional competence as well as their health benefits for dogs, promote the extension.
Five dry dog food lines, Adult Chicken, Adult Lamb, Adult Small Dog, Adult Sensitive and Senior Dog, in 2 kg packs, are now part of the revamped Nature’s Goodness line, three of which are brand-new. Three 12 x 100g multipack pouch kinds for adult, senior, and puppy dogs, a 6 x 150g multipack, three new treat lines that will be introduced in January, and 150g chicken and beef aluminium trays are among the wet food additions.
Sainsbury‘s claims that the decision to grow Nature’s Goodness is a reflection of the premium dog food market’s ongoing expansion as well as rising consumer demand for goods that satisfy particular pet requirements while providing preferred formats.
“The premium dog food segment is performing well, and with Nature’s Goodness, we’ve created a range that delivers goodness in every bowl,” said Daniel Mortimer, Head of Buying – Pet at Sainsbury’s. “The partnership with Battersea is central to that mission, and we’re proud to feature our commitment to the charity on pack.”
The full Nature’s Goodness dog food range is now rolling out nationally across Sainsbury’s stores.
