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Tesco launches premium fresh food for pets

Tesco has upped the stakes for the UK’s pet owners by becoming the first UK supermarket to introduce a full range of fresh pet food.

FOOD & DRINK

Tesco launches premium fresh food for pets

Tesco has upped the stakes for the UK’s pet owners by becoming the first UK supermarket to introduce a full range of fresh pet food.

The supermarket said the move to launch the Freshpet range follows growing demand for luxury food treats for cats and dogs, particularly over Christmas.

During the festive season, Tesco saw a doubling in demand for luxury festive meals and foodie treats for cats and dogs such as pigs in blankets, three bird roasts and mince pies. The supermarket has also seen the demand for natural and organic pet food surge by more than 20%.

Tesco pet food buyer Paul Jones said: “We are seeing a real shift with customers looking for similar high quality food credentials for their pets, as they have for themselves.

“Our Freshpet food range is about offering customers a high quality alternative to everyday pet food.”

The range was trialled in a handful of stores last summer and is now being rolled out to 300 stores. Prices range between £3 and £13.50, depending on size of pack.

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