Co-op ups the ante on its petfood range

The Co-operative Group is relaunching its own-label petfood range and increasing the amount of space it gives to the category.

Rolling out to stores now, the range has been expanded with 11 new lines – including a salmon, tuna & shrimp dry catfood, a beef, rice & vegetable dry puppy food and a 12-can multipack of mixed canned cat food. The range also has new packaging, with The Co-op putting details of its pet insurance scheme on pack for the first time.

As part of The Co-op’s plans to grow its share of the petfood market, it is “significantly” increasing shelf space to accommodate the range in all store formats.

“Our new range puts us in a strong position to grow the category,” said The Co-op petfood buyer Nicci Townley. “Featuring The Co-op’s pet insurance on the packaging demonstrates our unique position in the marketplace.”