Premium petcare player Pooch & Mutt has expanded its range of fish-based treats for dogs with a three-strong lineup.
Health & Digestion Fish Chews, Primal Fish Jerky and Superfoods Puppy Fish Jerky tapped “soaring demand for fish-based dog treats”, said the health-focused brand. It said it had sold nearly 250,000 packs of its fish chews since launching them in January 2023.
Health & Digestion Fish Chews (rsp: £4.99/2x45g) are 95% hand-rolled cod skin, naturally rich in collagen, protein and omega fatty acids. They feature added psyllium and prebiotics that promise healthy digestion, gut bacteria and nutrient absorption.
“The long-lasting format helps extend chew time and provides a healthier alternative to rawhide, while the fish-based recipe broadens appeal for dogs with sensitivities,” Pooch & Mutt said.
Primal Fish Jerky (rsp: £3.99/90g) are 85% fish, including salmon and trout – slow-dried over 24 hours “to lock in nutrients, flavour and texture”. They are grain-free and suitable for dogs aged 12 weeks and up.
Superfoods Puppy Fish Jerky (rsp: £3.99/80g) can be given to puppies from eight weeks old. They are also 85% fish, with added psyllium husk to help with digestion and cranberry to support urinary tract health and antioxidant intake.
The jerky was a “high-value training treat to help retain focus, reward good behaviour, and aid developing puppies”, according to Pooch & Mutt.
All three new products are available now from the brand’s website, Tesco, Sainsbury’s, Ocado, Amazon and selected pet retailers nationwide.
Fish was “an excellent option for many dogs, particularly those needing a leaner protein source or those who are more suited to alternative proteins than meat”, said Linda Simon, Pooch & Mutt’s resident vet.
“It’s naturally rich in omega fatty acids, which we know can help support skin, coat and overall wellbeing, while the collagen content can also play a useful role in supporting healthy joints, connective tissue and skin structure.”
January saw the fast-growing Pooch & Mutt unveil a major rebrand – its first since being acquired in summer 2023 by Vafo. The revamp positioned the brand as being “for all breeds and needs” of dogs, while new-look packs featured front-of-pack functional benefits and hero ingredients.
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