We have always had a focus on natural nutrition - we've always been championing that area.
We find that people are more concerned about the quality of the food they buy for their animals than for themselves. They will buy value products for themselves but top quality for their pets.
People who have petfood in their basket are more valuable to retailers - petfood is one of the top 12 categories in grocery by value.
In main food there are only really three big players and own label. But there's more scope for smaller brands in dry food and in main.
High quality new product development is one of our major challenges - we already make an all-meat product and the quality is very high.
In terms of palatability, it is about how we can take it to the next level. We can change the format but Butcher's has always had an all-meat proposition.