Masterfoods is aiming to drive sales of its Pal dry dog foods range with a new on-pack promotion.

The food giant is offering pet owners the chance to receive a free toy dog with four purchases of 2.5kg packs.

The promotion will be in store from the middle of next month and will run while stocks last across all three dry varieties - Chicken, Beef and Lamb.

A spokeswoman said: “The promotion is a great incentive for Pal consumers to increase their loyalty. The collection of three toy dogs will have wide consumer appeal and is a great fit for the fun, family personality of the brand.

“We are sure it will be a huge success in driving sales.”