Retailer Pets at Home has launched a new own-brand dog food range inspired by home cooking.
Ruff’s Recipes includes wet and dry food, treats, snacks and toppers with the focus on popular British meals such as Chicken Casserole, Salmon Bake, Duck & Venison Game Stew and Lamb Hotpot. All products are made with real meat or fish, with added vegetables, herbs and botanicals.
The launch follows research by the retailer which suggested that 68% of dog owners are now adding superfoods from a human diet to their dog’s meals, with the average person spending £33 a month on human food for their pet.
The Ruff’s Recipes range includes wet meals in recyclable Tetra Pak cartons, as well as single-serve aluminium trays; grain-free dry food recipes made with no meat meal and at least 30% freshly prepared ingredients; biscuits and bakes made with ingredients such as oat flour, coconut oil and fruit and under the names Breakfast Bakes, Minty Moments and Sleepy Snacks; and snacks such as Butcher’s Bites and Barking Bangers, plus a Sunday Gravy topper.
Prices start from £1.39 for single-serve wet meals in aluminium trays, and the range is available nationwide in all 450-plus stores and online from today (March 11).
Anja Madsen, chief operating officer at Pets at Home, said: “An exciting shift is underway in pet nutrition, driven by the same food values transforming our own plates. Growing discussions around ultra-processed food, ingredient quality and transparency that shape our diets are now influencing what we serve our dogs and cats.
“What we feed our pets is an extension of care. Ruff’s Recipes was created for this new mindset – delivering home-inspired, nutritious meals in a way that fits everyday life, and brings joy to every bowlful.”
