Supermarket chain Morrisons has removed muesli-based small animal food from its shelves and replaced it with six lines from Burgess Pet Care.
The new SKUs include Burgess Excel Nuggets with Mint for rabbits and guinea pigs (1.5kg), Burgess Hamster, Gerbil & Mouse (750g), two forage bars and Luscious Leaves, which are now stocked in hundreds of stores nationwide. The launch will be backed by an in-store media plan and future promotional activity.
The expansion of the Burgess Excel range in Morrisons is due to the supermarket’s decision to remove muesli-based small animal pet food from its shelves, in line with Burgess’ ‘Stamp out Selective Feeding’ initiative, according to Burgess Excel brand manager Annabel Coleman.
She said: “We couldn’t be happier that Morrisons has chosen to expand the Burgess Excel range across hundreds of its UK stores, coinciding with Excel’s 25th anniversary this year.
“Our nuggets have been specifically produced to prevent selective feeding and help to keep small pets happy and healthy. We are also incredibly pleased that Morrisons has taken the decision to remove Muesli-based products from its shelves, helping us and small animal owners to continue feeding our small animals correctly.”
