Olli is rolling out initially to Tesco stores this month and will be doing battle in the dry food arena with Procter & Gamble’s Iams brand and with Nestlé Purina’s Purina Dry and Whiskas Dry. Packaged in resealable tubs, Olli boasts natural ingredients without artificial colourings or preservatives.
Butcher’s, which owns the Classic Cat Food wet brand, said the launch followed extensive research into what cat owners wanted from a dry food brand, including their cats’ preferred
flavours. As a result, fresh chicken with duck and liver and fresh salmon with herring and shrimp will be the first to debut under the new banner and will be supported by point of sale and in-store promotions.
Rsp for the 400g tubs will be £1.69, putting the brand in the super premium sector, said the company.
A phased roll out to other supermarkets and convenience stores is planned throughout the rest of the year.