Laughing Dog pet food

Petfood brand Laughing Dog has secured its first major supermarket listing.

From next month, two of the brand’s Wonderfully Wheat Free recipes – chicken and lamb - will be rolled into 200 Sainsbury’s stores (rsp: £7.59/2kg).

Some stores would stock an extended range, including products from the brand’s Gloriously Grain Free menu, said the supplier.

The listing came on the back of the trend for free-from dogfoods, said general manager Brian Allen. “The dogfood category is undergoing a complete change as consumers are increasingly aware of the ingredients in their pet’s food.”

The listing follows a revamp of Laughing Dog in early March.