Natural petfood challenger Applaws has expanded its wet food range with Fish Bone Broth for cats in two variants.
Fish Bone Broth with Tuna Fillet and Fish Bone Broth with Salmon (rsps: £1.49/85g & £5.49/4x85g) are billed as “100% natural complementary petfood for adult cats that contains nothing more than the ingredients listed”.
They include 78.5% to 83% fish bone broth, 15% real fish and hydrolysed tilapia skin – a source of collagen.
The new meal toppers were “designed to support hydration and overall feline wellness, meeting the needs of cats with a naturally low thirst drive while providing owners with a simple and functional way to enhance mealtimes”, said Applaws.
“Nearly half of UK cat owners (47%) prioritise natural ingredients when choosing treats or toppers, while 72% say they would buy toppers that both enhance flavour and deliver health benefits,” the brand added.
“Broths and soups are already among the fastest-growing topper formats, making this innovation a timely addition for retailers looking to meet evolving consumer expectations and drive incremental category growth.”
Fish Bone Broth is available now from Applaws and Pets at Home.
The brand’s “commitment to natural, functional nutrition continues to shape our innovation strategy”, said Audrey Mulhall, global brand director at Applaws owner MPM.
“The launch of our bone broths range represents the next exciting chapter of our growth journey and is a way to help our retail partners tap into consumer demand for products that combine taste, health and trust.”
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