Petsupermarket.co.uk, an online retailer, recorded its busiest ever month following the launch of its Milburns brand of pet products.
Although this is the first time the retailer has marketed its own brand, Milburns petfood already sold out four times and sold four metric tons in its first month.
"This is the first time we have developed our own brand range, and we intend on offering pet owners an ever expanding range with a promise that our prices will stay frozen," the company said.
The online retailer's sales are currently at £7 million (US$9.1 million) and are expected to rise to £8.4 million (US$10.9 million) in 2011, according to the company.