Fast-growing petfood startup Edgard & Cooper has secured its first national grocery listing, rolling its Grain-Free Adult Dog Food range into 163 Sainsbury’s stores.
The listing comes more than three years after the Belgium-based brand made its UK debut. Its healthy products were designed to satisfy “new petfood dietary wishes, such as organic, grain-free and all-natural ingredients, as well as protein-rich, high quality offerings with novel protein sources” it said.
Edgard & Cooper’s Grain-Free Adult Dog Food lineup is meat and fish based, comprising wet and dry meals as well as treats. All recipes are hypoallergenic and have added fruit & veg.
Variants include Yummy Norwegian Salmon kibbles, Luscious Turkey paté, and Lamb & Beef Bites, with prices starting at 96p.
The dry food packaging is made from 100% biodegradable material – a mix of paper and bioplastic made from potatoes – and is printed with 100% water-based ink.
“It’s a big milestone for us to be launching our brand with Sainsbury’s in the UK,” said Edgard & Cooper co-founder Louis Chalabi. “It means we can now reach even more pet parents with our feelgood food.”
Sainsbury’s petcare buyer Nicole Tipping said the retailer was “thrilled to be able to offer a dry dogfood made with lots of fresh meat to our shoppers, in plant-based packaging”.
It comes with the petfood category worth £1,785.8m in UK grocery, having increased its value by 1.3% through shoppers’ growing preference for premium lines [Nielsen 52 w/e 7 September 2019].