Today’s pet owners are scrutinising ingredients more than ever and seeking out top quality pet food, so at the annual Product of the Year awards it was no surprise to see two leading pet care products walk away with the coveted accolade. The awards, which this year saw winners being selected by 10,399 shoppers surveyed by Kantar TNS across 51 categories, are the world’s largest annual consumer voted survey and each year identify the Britain’s best-loved products. With nearly half the UK’s population owning a pet , the growing trend for natural diets has been translated from human food to pet categories, making the winner of the Dog Food category, Harringtons Wet Dog Food, the preferred choice of shoppers.

Dan Reeves, Harringtons Marketing Manager at Inspired Pet Nutrition, said: “There’s been a notable shift in the last few years with pet owners seeking out natural dog food that is easily accessible in their local shops. We’ve created an exciting range of natural wet food products, packed full of premium ingredients, free from artificial flavours or colours as well as being palm oil free. We’re very proud and humbled to see the popularity of our Harringtons Wet Dog Food recognised by the consumers who voted for this year’s Product of the Year awards.”

As ingredients become increasingly recognisable to what humans eat, so pet treats are not exempt from this growing trend. The Product of the Year 2019 Dog Treat category saw vitamin and mineral enriched Wagg Peanut Butter Cookies voted category winner, further emphasising consumers wanting to reward their pets with a fun treat.

Mike Nolan, CEO of Product of the Year, commented: “We’re pleased to see more natural pet product winners than ever before, proving the industry is introducing diverse ingredients to better the health of our much-loved pets. Product of the Year champions innovation and it’s encouraging to see brands keeping up with consumer demand for the availability of natural pet food.”

Both products are made at IPN subsidiary The Real Petfood Company in North Wales. A £14 million investment programme has enabled the company to bring the manufacture of the wet food range in-house. It is now being manufactured at the rate of 1 million units per month with sales up nearly 20% at £4.8 million, as this sector of the market expands rapidly.

For further information on Inspired Pet Nutrition visit or call: 01845 578111

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