Pedigree is taking canine cuisine upmarket with a premium canned range called Simply Select Cuts.
It is backing the launch with £3m in marketing support, its biggest yet in the canned category. Kicking off next month, it will be based around the strapline 'He sees delicious, you see nutritious'.
The range contains meat, pasta shells, peas and carrots in gravy, formulated to provide the correct balance of protein, fat, carbohydrates, vitamins and minerals.
The five recipes include beef or lamb with vegetables & pasta, original or rabbit with carrots, and chicken, carrots & peas. Each 400g can has an rsp of 69p, while six-packs are priced at £3.99.