Coya, a new brand of freeze-dried raw dog food, made its UK debut at the recent PATS show at Sandown Park.
Made in the UK using British vegetables and UK and EU sourced meat, the range includes food, treats and toppers. The deep freezing production process removes the water from the product, making it shelf stable at ambient temperatures.
The range comprises 20 products – three toppers, four treats and 13 skus of food across six flavours and a multipack. A £5.99 pack is enough for a daily feed for a 15kg dog.
Coya managing director Peter Roy told PBW News: “The UK raw market is worth £250m today, and for most people that means freezers. But there are challenges that come with that in terms of space and with the high cost of energy.
“In contrast, the raw market in the US is 50% freeze dried raw and, by making raw more convenient, we believe we can appeal to the lapsed raw feeder.”
Available from April 17, the brand will be focus on the pet speciality channel, available through Pedigree Wholesale or direct from the company. Retailers are advised to position the products near the freezers as a convenient alternative to frozen raw food.