News Pet Food Brand Loosens Up



Pet food brand loosens up
20th July 2021

By Karen Pickwick

Edgard & Cooper says it has become the first pet food brand in the UK to trial dry pet food using an instore refill model in a specialist grocery store, in partnership with Better Food, Bristol.

“It’s clear the move to less packaging – or removing it completely – for the benefit of our planet is not slowing down,” a spokesman said. “Brands and retailers are testing and watching new business models unfold in a race to lead when it comes to showing that their environmental conscience is a shopper reality, not just words on a page.

“Until now, this movement had not reached pet food, perhaps surprising given the huge contribution pets have to our carbon footprint and waste product. This is only increasing as we see a further 3.2 million pets acquired during lockdown, taking the number of cats and dogs alone to an estimated whopping 24 million.”

Edgard and Cooper’s dry food packaging was already recyclable with paper waste and now the brand has gone ‘one step further’.

Pet lovers in Bristol can now visit Better Food’s St Werburgh’s and Clifton stores to fill up their own reusable containers with dog or cat food – without the packaging. The trial is set to run indefinitely in these two stores.

Aside from the benefits of less packaging, one of the best advantages of self-serve kibble is that pet owners can choose a quantity that works for them, depending on the number and size of pets in their household.

Kevin Hodder, buying manager at Better Foods, said: “We’re excited to be the first retailer in the UK to sell Edgard & Cooper as a refill option. Our customers love to find new ways to save packaging and waste and this fantastic addition to our range, from an ethical and environmentally conscious producer, is sure to be popular.”

If the trial is successful, Edgard & Cooper plans to develop to refill model further.