Pooch & Mutt, the fast-growing healthy dogfood brand, has launched sister business Purr & Miaow – aimed at “conquering” the catfood market via the high street and direct-to-consumer.
The new brand comprises wet and dry meals for adult cats, promising high meat content, no grain, and no artificial colours, flavours or preservatives. Wet variants are Chicken Fillets, Chicken with Trout, Chicken with Beef and Chicken with Turkey, while the dry comes in Salmon & Herring and Duck & Turkey.
Purr & Miaow’s wet lines were “setting a new industry standard, as they’re completely sugar-free” said founder Guy Blaskey. While cats couldn’t taste sugar, some mainstream brands added it “in the form of caramel, simply to make the gravy look browner” he added. “This sugar can contribute to obesity-related diseases and negatively affect dental health. We think that pets deserve better.”
Single SKUs are set to roll into Pets at Home, while shoppers will be able to make larger orders via online subscription, with delivery every one to three months. Minimum order will be 36 pouches of wet, or 2x1.5kg bags of dry. A mixed subscription every seven or 14 weeks will also be available. Prices will start at £18.99.
The D2C model is the same as Pooch & Mutt’s. It was “built on the same principles as a meal box subscription, like Mindful Chef or Fresh Fitness Food” said Blaskey. “The idea is that everything is a lot easier for the customer. They can choose how many packs they want, which flavours and how often they are delivered. Plus, there’s an easy subscription management page, where customers can change, cancel or pause their subscriptions.”
Purr & Miaow arrives after a successful year for Pooch & Mutt, which saw its value rise by 28.7% in grocery to £1.4m as dog owners sought premium and healthier options [Nielsen 52 w/e 8 September 2018].