Freshpet Dog Joy Turkey Bacon for Dogs

Chilled petfood brand Freshpet has unveiled fresh turkey bacon treats for dogs – a first for the UK, according to the US business.

Dog Joy Turkey Bacon for Dogs will be available in nearly 300 Tesco stores from the beginning of December (rsp: £3.99/85g). The strips of naturally wood-smoked meat will be Freshpet’s first treat to launch in the UK.

Claiming to look and smell like turkey bacon for humans, the new product is free from corn, wheat, rendered products, artificial flavourings, sweeteners and preservatives. It will be merchandised in the branded Freshpet chiller cabinet in the pet aisle, alongside the supplier’s meat-rich meals for dogs and cats.

The products rolled out early this year in Tesco branches nationwide following a successful 2016 trial, which began in a “handful” of stores in Norfolk and Suffolk and was later expanded to 50 outlets. A trial with Asda was extended in July from 13 stores to 78.

“Natural nutritious food shouldn’t just refer to meals, but to our pets’ treats too,” said Freshpet Europe’s MD, Cathal Walsh. By feeding their dog natural treats, owners could help prevent their animals “from becoming overexcited or badly behaved” he added.

Freshpet was founded in 2006 “to bring the power of fresh, real food to dogs and cats and revolutionise the way we feed pets”. In June, it appointed Hannah Edwards to the newly created role of senior marketing manager for its European operation, to “take the business to the next level”.