Tesco Expands Natural Offering

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Tesco expands natural offering
10th December 2018

By Sandra Pearce

Tesco has put another natural brand on its shelves in response to the growing demand for natural pet foods.

The Chef's Selection range, available in chicken, lamb or turkey recipes, is made from fully traceable natural ingredients including sweet potato, coconut, goji berries, kale, turmeric, apple cider vinegar and chickpeas, known for their health-boosting properties.

Chef’s Selection is made by Northern Ireland pet food manufacturer Mackle Petfoods, in Dungannon, and has been rolled out to 300 stores around the UK, reports The Irish News.

Mackle has become known for its innovation in product development and is thought to be the first pet-food company to include cider vinegar in its ingredients.

MARKET TRENDS

Mackle sales manager Colin Ferguson said: “We’re constantly listening to our customers and act in response to feedback about dogs with digestive issues and skin allergies.

“We remain focused on market trends, encouraging our new product development team to take innovative concepts like the use of cider vinegar to see how they can be incorporated into products to deliver health advantages to pets.

“We’ve even developed a special Christmas dinner for dogs this year containing turkey and cranberry, so pets can take part in the festive season without the risk of upsetting their systems.”

Last year, Mackle Petfoods invested £3m in its manufacturing facility in the Moy, which has enabled it to more than double production of its Naturo natural grain-free brand, which is also sold in Tesco. Naturo was launched in 2011 and now produces 30m units a year, exporting to 14 countries, including continental Europe, Dubai and Iran.