DTC petfood player Tails.com has launched Premium Wet Food, a 10-strong range of single-source protein tray meals for dogs.
The posh lineup comprises five recipes, each in two pack sizes. All contain 65% chicken, turkey, lamb, beef or duck. They are grain-free and feature a variety of fruit & veg. They are also fortified by ‘superfoods’ and botanicals such as prebiotic chicory root powder to support gut health, green-lipped mussel to help keep joints healthy, and salmon oil to nourish skin for a shiny coat.
The recipes include Juicy Chicken with Butternut Squash & Kale, Rustic Beef with Pumpkin & Broccoli, Succulent Turkey with Apple & Swede and Aromatic Lamb with Parsnip & Courgette – all of which are suitable for dogs from eight weeks old. The final variant is Tender Duck with Sweet Potato & Cranberry, for adult dogs only.
Premium Wet Food is priced at 95p/150g and £1.65/300g tray. The range replaces Tails.com’s existing Optimum Care selection and forms part of a wider relaunch for the Nestlé-owned brand, including an expanded focus on supporting puppies with more tailored nutritional options.
New Tails.com subscribers will be able order Premium Wet Food from late June, while transitions for established customers will take place throughout June.
The new range “raises the bar for what wet food can achieve”, said Tracey Britton, head of range innovation at Tails.com. “Every recipe has been carefully designed to deliver both quality and meaningful nutritional benefit.”
The launch was “a direct response to what our customers have been telling us: they want more choice, greater transparency and recipes that support their dog’s wellbeing”, she added. “Whether it’s through single-source proteins or the addition of superfoods, we’re here to have the back of every dog owner by making expert nutrition simple and accessible.”
Last month, Tails.com reformulated its Classic Wet Food selection of dogs’ meals to enhance nutritional value while maintaining palatability. The savoury recipes include Cottage Pie with Beef & Carrots, Fisherman’s Pie with Salmon, Potato & Peas, and Garden Terrine with Chicken & Green Beans – all designed to accommodate a wide variety of canine preferences.
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