Petcare challenger brand Scrumbles has grown its Gut Friendly range with wet catfood in recyclable pouches.
The pouches are mono-plastic pouches – “designed to address growing consumer concerns over single-use petfood packaging”, said the brand. They can be recycled at soft plastic recycling points across the UK. From 2027, they will be kerbside recyclable under the government’s streamlined recycling rules.
The meals feature high meat content and no added sugar, while being fortified with prebiotics to support digestive health. Variants are Chicken, Duck, Turkey, Salmon, Tuna and Cod (rsp: £7/8x85g). All are available in jelly, while the meat lines are also available in gravy.
The new Gut Friendly Cat Food lineup is available now from Scrumbles, Tesco and Sainsbury’s. Listings with Asda, Waitrose and Pets at Home are set to follow in coming months.
The launch – backed by a multichannel campaign – was “part of Scrumbles’ wider push into making sustainable gut-friendly pet nutrition more accessible”, said the brand, which is poised to add a selection of Gut Friendly pouched pâté meals for cats.
“There’s a lot of debate among cat parents about which texture is best,” said Scrumbles co-founder Aneisha Soobroyen. “Some cats go mad for gravy, others are strictly jelly or pâté fans. We wanted to offer something for everyone, while celebrating gut health.”
Standard catfood pouches were “notoriously difficult to recycle”, she added. “But cats and their owners love the convenience of pouches, so knew we had to innovate. We’re really excited to offer a more eco-friendly choice and help move the dial on sustainability in petfood.”
Scrumbles’ NPD comes in an eventful summer for the petcare category. Last week saw the appointment of Mars Pet Nutrition of Nick Foster as general manager and the first retail listings for DTC catfood challenger Untamed.
In July, Inspired Pet Nutrition agreed to buy Sopral, a French manufacturer of premium dry petfood, while Pure Pet Food announced its annual revenue doubled last year to £21.9m. Wholesale petfood supplier and distributor Kennelpak was placed into administration, resulting in 51 job losses.
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