Premium organic petfood brand Lily’s Kitchen is launching an exclusive range into Tesco that will sell for 10% less than its original products.

The Lily’s by Lily’s sub-brand, which goes into 678 Tesco stores next week, comprises 19 lines for dogs and cats.

London-based Lily’s has doubled production and taken on new suppliers and manufacturing partners to produce the new lines. The recipes have been simplified, with meat content for the tins and trays reduced from 65% to 55% and the number of botanicals, such as plant extracts, cut from 14 to three to lower the price.

“There is some difference but it hasn’t been downgraded,” said founder Henrietta Morrison, adding the brand was committed to its premium and organic values.

Lily’s by Lily’s 12-strong Delightful Doggy Dinners range comprises two dry foods (rsp: £6.99/1kg), five tins (rsp: £1.99/400g) and five trays (rsp: 99p/100g). The Fussy Feline Feasts range comprises two dry foods (rsp: £3.99/300g) and five trays (rsp: 89p/100g).

Morrison said demand for Lily’s Kitchen had increased since it appeared on a Channel 5 programme about the petfood industry, adding there was a “huge gap” in the market. “Our mission is to get as many pets as possible on to a quality, natural diet,” she said.

The products will be sold brand-blocked on shelf, and Tesco is supporting the launch with gondola ends and branded FSDUs. Meanwhile, Waitrose is doubling the space given to the core Lily’s Kitchen range from this week.

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