Luxury dog food fills a gap in the market

Butcher’s is launching a ‘Superior’ range made with real meat pieces, to satisfy demand for luxury petfood and gourmet recipes for dogs.

Butcher’s Superior will launch 1200g and 400g cans, 150g foil trays and pouches nationwide. The flavours include Fresh Fillets of Chicken with Mediterranean Gravy, Fresh Lamb, Beef and Fine Vegetables and Fresh Chicken, Duck and Select Vegetables.

Butcher’s head of marketing Sarah Alexander said: “The premiumisation of the petfood marketplace has been apparent for some time and Superior adds choice to our range. The new range will appeal to an emerging breed of pet owner who naturally upgrades to luxury choices.”

The new range is backed by a pound;2.3m support programme.

Contact: 01788 825 872

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