The phrase ‘dog’s breakfast’ has taken on a new, quite literal, meaning with the launch of the first breakfast cereal for pooches.

A dog food containing yoghurt, whole oats, bananas, apples, chicken and turkey is being rolled out from 25 February by organic premium petfood brand Lily’s Kitchen.

Company founder Henrietta Morrison claimed Breakfast Crunch (rsp: £7.49/800g) would add value to the category by encouraging dog owners that fed their pets once a day to introduce a second meal.

“A hearty breakfast is key to kick-starting the day, with many of us unable to cope in the morning without our bowl of cereal,” she said. “So why should our dogs be any different?” Morrison claimed Breakfast Crunch was the first petfood on the market to contain ingredients traditionally eaten by humans for breakfast.

Last July, Waitrose became the first of the major supermarkets to carry the brand when it rolled out Lily’s Kitchen dog food to 212 stores. The retailer has recently expanded the listing from 13 to 21 SKUs by taking on the brand’s cat food lines.

Also available from Ocado, Harrods, Whole Foods Market, Planet Organic and independent retailers, the four-year-old brand was now concentrating on consolidation rather than seeking further listings, said Morrison. She predicted the brand would grow by 75% in value this year on the back of its “biggest NPD push” to date.

The business is set to expand its range with a puppy food and cat treats this spring.

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