Monday 15 July 2024
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Asda West Bridgford launches frozen pet food in UK supermarket first

Asda has become the first UK supermarket to launch a multi-partner frozen raw pet food proposition. Shoppers will now be able to select from a range of high-quality pet food for their dog or cat – all they need is a spare drawer in their freezer.

The supermarket has teamed up with several pet food partners, including Poppy’s Picnic, Wilsons Pet Food, Billy & Margot and Nurture Them Naturally. The new frozen bays have been implemented in six Asda stores.

Pet parents in Minworth, Queslett, West Bridgford, Gateshead, Eastlands and Caerphilly, will be able to pick up products such as Bubble & Squeak, Turkey Dinner, Pork & Beef Complete and Duck.

If customers are considering exploring raw food for the first time, Asda will also be stocking frozen ‘Power Balls’ from Poppy’s Picnic, perfectly portioned balls of meat which are ideal for embarking on a raw diet with their pet.

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As well as introducing the new frozen bay to its stores, Asda is also expanding its ambient ranges, including new partners YuMove, who offer joint supplements for dogs, and a selection of treats and rewards from leading pet food brands.

Strategic Pet Care Partnerships Lead at Asda, Chris Richards, said:

“The launch marks a significant innovation milestone in the evolution of ASDA Pet Care. As more customers look for high quality and nutritious alternatives for their pets, we’re delighted to be collaborating with our partners to offer an exciting range of frozen raw pet food. Along with YuMove, the UKs leading Pet supplement brand, usually only available to be purchased from specialist retailers.”

The new multi-partner freezer bay will stock frozen raw pet food starting from £1.95.

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