Mackle Petfoods, the Northern Ireland-based owner of the multi-ward winning brands Naturo, Brandy and Cat Club, has taken its business to a new level by developing its first ever freeze-dried food for pets.
‘Norsh’ is a freeze-dried snack for both cats and dogs and features two ranges, Salmon Skin Twirls and Chicken with Fruit and Vegetables.
The new brand is part of Mackle’s overall growth strategy to explore new and emerging trends and markets globally. In the US alone, the freeze-dried market for pet foods accounts for nearly $100m in sales annually.
Norsh is made from 100% natural foods including sustainably-farmed Scottish salmon, chicken, superfoods blueberries and sweet potato, carrots, peas, dried kelp and rosemary extract.
Sarah McFarland, product & business development manager for Norsh, said: “Norsh is a perfect healthy treat which can be provided as a snack or added to an existing pet food as a mixer. It is suitable for raw feeding (can be used immediately) without the need for freezing or refrigeration.
“We source only the highest quality sustainable Scottish salmon skins and locally source our chicken. The vegetables we use are harvested and frozen at their peak, retaining maximum nutrition for the treats, and ultimately benefitting the pets, it really is the best of both worlds for pets.”
‘RELISHING THE CHALLENGE’
Sarah, who set up the entire Nors’ business at Mackle Petfoods, added: “As a product development manager I am normally used to creating new ideas, however having been handed this project in its entirety in the last year, I have managed to set up the business within all of its legal requirements, create a brand, develop the manufacturing process, source all ingredients and machinery, and make sure the product meets all legally required standards.
“Now I am working to secure sales, so I am well out of my comfort zone as a food engineer, however I am really relishing the challenge and am excited about the potential for Norsh and this process for petfood.”
Norsh comes in compostable, resealable pouches. The two ranges are grain free and free from all artificial colours, preservatives and flavouring. The product will be distributed in Ireland by Heather Lee and in the UK by Kennelpak and retails at £3 a pouch.
Family -owned and managed Mackle Petfoods was founded in Co Armagh in 1972 by John Mackle (senior). Now managed by his son, John, the company exports into 13 global markets and produces more than 70 million cans and 30 million trays annually. The company employs 203 staff across its Moy and Moygashel production sites.
