Premium range has scored highly on taste and recipes during feeding trails

Lancashire-based Pets Choice has proudly announced seven new product developments and an eye catching rebrand for its Webbox Naturals range.

The range has undergone a full rebrand to make it feel fresh, fun and modern, helping it to boldly stand out on shelves, in a predominantly beige category.

Featuring bright colours and new designs, the packaging includes call-outs that shoppers look for as a key priority, for example ‘gentle on tummies’. Additionally, the brightly coloured range was designed following detailed semiotic research, which looks at subliminal cues for shoppers.

Research into ‘humanisation’ trends found that pack claims which mimic human diet trends such as grain free, sugar free, all-natural ingredients, ingredient provenance, number of ingredients, have surged in popularity in recent years.

Alongside the rebrand launch, the premium cat and dog food brand has launched a selection of new formats and flavours, in response to the new pet food diet trends and preferences.

Webbox Naturals’ Dry Cat will now be available in a 700g pack size, and the recipe includes added wholegrains for slow release energy, as well as 30% more chicken than the previous recipe. The range now includes Chicken with Duck and Wholegrains as well as Chicken with Salmon and Wholegrains.

The range of Webbox Naturals 400g wet dog trays have been expanded with new recipes including Chicken with Sweet Potato, Green Beans and Red Pepper, Beef and Chicken with Potato, Swede and Carrot and Lamb and Chicken with Sweet Potato, Peas and Mint.

All new recipes contain 65% meat as a minimum and have been designed in response to market research that found that shoppers are increasingly looking to purchase pet food that appeals to them too.

Pets also agree that the new range is worth wagging tails about – independent feeding trials instructed by the business revealed a huge preference for its new recipes.

Webbox is also launching Puppy and Senior offerings within their 150g Pate range following its research which shows that specialist food for different life stages are important to consumers, with dog senior and cat senior growing at 9% and 7% respectively year on year.

Not only is this the result of better message communication from manufacturers and a continuation of the emerging humanisation trend, but experts at Webbox believe that the popularity of smaller dogs – who are ‘senior’ for longer – may also be fueling this subsector growth.

The Senior 150g Pate includes added prebiotic, designed to be gentle on older tummies, as well as calcium to support teeth and bones and glucose for joint health, while the Puppy 150g Pate is designed to promote healthy growth.

Senior brand manager Camille Ashforth says: “We’re always looking for ways to improve our products. In order to do this, we make sure we understand exactly what our customers and their pets are looking for, whether that be a fresh design, tasty new recipes or high-quality, nutritious ingredients.

“As a retailer with over 135 years’ experience, we want to be at the forefront of industry developments and research by continuing to invest in innovative high-quality pet products that appeal to a broad range of customers, whatever their budget.

“As well as our new product developments, we’re looking forward to shaking up the naturals category with our new rebrand.”

Pets Choice boasts twelve animal and pet food brands which are stocked in stores across the UK including all leading supermarkets and specialist pet retailers.

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