Butcher's Pet Care launch 'Superior' range

Backed by a £2.3m support programme, the new range reflects consumer demand for luxury pet food and gourmet recipes for our dogs.

Uniquely, the new Butcher's Superior range is made with real meat pieces, a feature which builds upon Butcher's natural nutrition credentials.

The first ever cross-category launch also comes a year after the company's ground-breaking move into life stage and organic products.

Due to unveil a major consumer awareness campaign this autumn, Butcher's Superior will launch 1200g and 400g cans, 150g foil trays and pouches nationwide.

Flavours include: Fresh Fillets of Chicken with Mediterranean Gravy, Fresh Lamb, Beef and Fine Vegetables and Fresh Chicken, Duck and Select Vegetables.

Says Sarah Alexander, Head of Marketing at Butcher's “The premiumisation of the pet food marketplace has been apparent for some time and Superior adds still more choice to our existing range.

We have always placed a huge emphasis on natural nutrition in our products and feel that the new range will appeal to an emerging breed of pet owner who naturally upgrades to luxury choices in the supermarket.”

Humanised appealing gourmet recipes

Butcher's Superior

Chunks in Gravy Range:

- Fresh Country Game and Ham Medley

- Fresh Fillets of Chicken with Mediterranean Gravy

- Fresh Lamb, Beef and Fine Vegetables



Chunks in Jelly Range:

- Braised Beef and Fresh Chicken

- Fresh Chicken, Duck and Select Vegetables

- Fresh Turkey, Game and Garden Vegetables



Butcher's Choice Superior



Alutray:



- Made with Fresh Lamb and Turkey Selection

- Made with Fresh Country Game and Duck Casserole

- Made with Fresh Fillets of Chicken in Mixed Pepper Medley

- Made with Fresh Beef, Chicken and Garden Vegetables



Pouch

- Made with Fresh Savoury Pork and Game

- Made with Fresh Tender Lamb, Turkey and Vegetable Medley

- Made with Fresh Duck, Chicken and Garden Vegetables

- Made with Fresh Chicken and Beef Casserole