The new premium range includes 18 formulas made with real meat. The food is served in a microwavable container so your pet can "finally enjoy a hot meal at the end the day, just like the rest of your family," the retailer says.
According to Michael du Sautoy, category manager for Household and Pet, said: "Sainsbury's knows what an important part animals can play in our customers' lives...The new Delicious Collection petfood is another way of giving your pets some extra loving care. Offering quality, real meat with no additives or preservatives is a great way of helping ensure your pet is enjoying the best of everything."
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.