Sainsbury’s has announced a three-year partnership with dog and cat charity, Battersea, marking the extension of the retailer’s premium Nature’s Goodness dog food range, which has doubled from 11 lines to 23 since September.
Nature’s Goodness has proved a popular addition to Sainsbury’s’ own label pet food category. Developed with pet nutrition experts, the range offers pet owners grain-free, hypoallergenic recipes, crafted with carefully selected natural ingredients and high meat content to provide a complete and balanced diet for dogs’ overall health and wellbeing.
Sainsbury’s has extended the Nature’s Goodness range to include both dry and wet dog food as well as treat options, offering greater variety in dry food and convenient formats for smaller dogs, including 100g multipack pouches and 150g trays. The partnership with Battersea means 10p from every pack sold featuring the Battersea logo will be donated to the charity, helping to continue vital work caring for thousands of dogs and cats across the UK.
Accompanied by new marketing and packaging, including the new ‘goodness in every bowl’ strapline, which articulates both the expertly developed recipes and the dog health benefits of the premium meals, the Sainsbury’s Nature’s Goodness range now includes five dry dog food lines, including three new ones, all in 2kg packs: Adult Chicken, Adult Lamb, Adult Small Dog, Adult Sensitive, and Senior Dog. Three alu tray lines have also been added, with 150g Chicken and Beef variants, along with a 6 x 150g multipack. There are also three multi-pack 12 x 100g dog food pouches in three varieties; Adult, Senior and Puppy and 3 new treats lines which are launching in January.
Sainsbury’s’ decision to extend Nature’s Goodness reflects both the success of the range, and the continuing trend towards premium dog food options, with a tailored approach to answering both the needs of specific pets, and the format preferences of pets and their owners. The Battersea partnership sees the retailer working with the charity to make life better for dogs, cats, and the owners who adore them.
Daniel Mortimer, Head of Buying – Pet at Sainsbury’s, said, “The premium dog food segment is performing well, and with Nature’s Goodness, we’ve created a range that delivers goodness in every bowl. Our recipes combine nutrition, quality, and variety with pet owners’ love for their pets – and their desire to help dogs in need. The partnership with Battersea is central to that mission, and we’re proud to feature our commitment to the charity on pack.”
The full Nature’s Goodness dog food range is now rolling out nationally.
Please visit:
https://www.sainsburys.co.uk/gol-ui/product/sainsburys-natures-goodness-adult-dog-terrine-with-beef-vegetables-395g
https://rpfco.com/collections/natures-goodness