Sainsbury’s is launching a new hypoallergenic petfood range as part of its biggest investment in the aisle to date.
Available in-store from the end of January, the new range caters for cats and dogs with food allergies or intolerances in an area that has previously been the remit of specialist pet retailers.
Sainsbury’s hypoallergenic range includes recipes without wheat, grain, dairy, eggs and soya. It has also created healthier pet treats made without added sugar.
This latest offering builds on Sainsbury’s core range of Complete Nutrition wheat-free petfood products.
“As our customers become more aware of the ingredients in the food they eat, we’ve also seen a shift in buying habits within the petfood market,” said Sainsbury’s pet products developer Lucy Taylor. “Our development focus has been to offer a nutritionally sound product range to satisfy the numerous pet dietary needs - something we’ve identified as increasingly important to pet owners.
“Responding to this emerging trend, we’ve removed artificial colours and flavours across our petfood ranges and introduced recipes made without grain, wheat and other common allergens. The work we’ve done in the pet aisle makes this type of specialist pet nutrition more accessible, offering products that are not only more widely available, but also more affordable.”
The healthy and hypoallergenic petfood market is currently worth £430m.
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