DTC dogfood specialist Tails.com has expanded its Inner Vitality range for retail with a four-strong selection of meal toppers.
Available now exclusively to Sainsbury’s, the Tails.com Toppers lineup comprises freeze-dried and bone broth options suitable for dogs from eight weeks old. Each line had been “carefully curated to enhance palatability and texture, with each recipe fortified with supporting ingredients that focus on key concerns among UK dog owners”, Tails.com said.
Mobility & Joint Rustic Beef and Digestion & Gut Juicy Chicken bone broths come in a resealable 250ml sachet – enough for around six meals. The two dried sprinkles, Skin & Coat Savoury Fish and Immunity & Care Vibrant Veggies, are in a 50g carton for about 10 meals. All carry an rsp of £4.
The beef broth is enhanced with glucosamine, methylsulfonylmethane and hyaluronic acid to support flexible joints, and with turmeric and nettle as a source of antioxidants.
The chicken broth contains probiotics and postbiotics to support healthy digestive function and gut maintenance, alongside L-glutamine for a healthy gut lining to promote healthy digestion and gut health.
Both broths are made from organic bones. They are a natural source of gelatin and provide less than 0.5% fat.
Tails.com’s new fish sprinkles is 95% fish. Salmon, cod and linseed provide omega-3 and omega-6 to support skin and coat, alongside botanicals as a source of vitamins and minerals.
The immunity sprinkles uses only plant-based ingredients, making it suitable for dogs that may be sensitive to animal proteins. Swede and beetroot aim to support healthy digestion, with nettles and berries as a source of antioxidants, while brewer’s yeast provides a natural source of vitamin B for immunity support.
“More dog owners are looking for simple ways to support their pet’s health while making mealtimes more enjoyable, so we’ve worked in partnership with Sainsbury’s to create a complementary range that does exactly that,” said Dan Benson, head of retail at Tails.com.
The brand was “committed to making mealtimes better through thoughtful innovation that’s driven by consumer insight and supported by our nutritional expertise”, he added.
Nicole Tipping, pet buyer at Sainsbury’s, said: “We love bringing exclusive and exciting new products to our customers. We’re really excited to partner with Tails.com to launch Inner Vitality Toppers, allowing customers to enhance mealtimes in a way that dogs will find both delicious and beneficial.”
The NPD joins the Nestlé brand’s Inner Vitality range for retail. It made its debut in February 2022 as the expansive Nourish & Protect lineup, switching to its current name some months later.
The latest launch follows Tails.com’s addition in May of Premium Wet Food, a 10-strong range of single-source protein tray meals for dogs.
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