The Norfolk, U.K.-based raw pet food manufacturer Natures Menu has secured planning permission to develop a 10-acre site into a brand new purpose built production facility to keep up with the growing demand for its raw complete pet foods.

Natures Menu, leading experts in raw and natural feeding, will make a considerable investment in new production lines, equipment and storage facilities at the new site to make sure that Natures Menu stays ahead of the demand for all of its products, which are seeing sales increases of more than 30% year on year in specialist pet channels in the U.K. and Europe.

Craig Taylor, managing director for Natures Menu said: “We are delighted to gain local support for this exciting project which will help us to develop the existing product capacity and bring new technologies to the specialist pet channels in the years to come. Demand for raw complete meals continues to grow and our expert vet team are now seeing increasing confidence from consumers and veterinary colleagues to recommend Natures Menu as the professional choice for raw feeding."

The investment of nearly GBP7 million (US$10 million) in Natures Menu comes shortly after it announced its joint collaboration with Affinity Pet care in Spain, owned by Agrolimen, which jointly owns a consideration in US brand Natures Variety.