UK premium natural pet food brand Lily’s Kitchen has been confirmed as the UK’s fastest growing pet food brand with an annual sales increase of 34%, according to Kantar Worldwide Panel.
The brand has increased sales by 27% in the grocery channel alone – well ahead of the equivalent 2% sales growth in the pet food category.
Growth has been aided by the launch of new dog food varieties including Moroccan-inspired Lamb Tagine and Limited Edition Halloween-themed Beef Ghoooulash, which have seen record demand for new product launches.
The brand’s ethos of treating pets as a key part of the family is also bringing dividends, with supplies of its Advent Calendar For Dogs selling out by the second week in November.
SUBSCRIPTION
Lily’s Kitchen, which is the first certified B-Corp brand in the petfood sector, has grown its overall distribution by 11% to more than 3,800 stores, including an 18% growth in listings in the UK grocery sector in the year ending October 3, 2020.
The business also launched online subscription services, which have seen its direct-to-consumer sales surge in 2020.
Continued international expansion and the signing of landmark distribution deals mean that the brand is available in more than 3,000 stores in 30 countries outside the UK through a range of vets, specialist retailers, major online market-places and big name supermarkets – up from just 10 countries in 2018.
Lily’s Kitchen CEO David Milner said: “Our tried and trusted formula of creating natural, healthy, proper pet food inspired by the latest food trends is appealing to more pet parents than ever before. To be the fastest growing brand in a growing category is a testament to the quality of our product – as proven by the record-setting success of our latest new product launches.
“The increase in pet ownership is well documented, but a major factor for us is our popularity amongst younger, more millennial-minded new pet parents, who want to treat their pets just as they would their children and for whom the health and wellbeing of their pets is a spending priority.
“The growth of direct sales has also been beyond expectation and the launch of subscriptions in the summer is proof of the brand loyalty we have built and our international success shows the simple fact that pet owners across the world are willing to pay a premium for healthy, proper pet food.”
Lily’s Kitchen became part of Nestlé Purina PetCare in April 2020, after having grossed over £85m in retail sales but continues to operate as a standalone business.
