Joe Inglis, founder of the Campaign for Real Pet Food, launched his own range of dry petfoods and pet supplements called Vet’s Kitchen.
The supplement line includes an "Active Joints" chicken sauce recipe in 300 ml squeeze bottles and two more sauce-supplements that will be launched in November. Concentrated dry dog food recipes include Puppy; Adult Chicken & Brown Rice, Adult Salmon & Potato and Senior and Light. Dry cat food recipes include Adult Chicken & Brown Rice and Adult Salmon & Rice.
“The development of the range has been based on extensive consumer and market analysis, which identified four key trends in the pet food market – a trend to dry, a trend to superpremium, a trend to natural and a trend to additional supplementation for specific health conditions – which led to our core consumer proposition,” said Inglis, former Blue Peter veterinarian and presenter on The One Show on BBC 1 channel.