Wilsons moves into the fresh category

Wilsons Pet Food has launched a new range of fresh meals for dogs.

Wilsons Fresh is designed to offer the nutritional benefits of fresh food with the convenience of cupboard storage.

The range includes eight recipes, featuring single-protein options beef, lamb, chicken, and turkey, as well as dual-protein blends including venison and duck and fish and beef. Each meal is made with 61-74% fresh meat and steam-cooked at low temperatures to preserve flavour and nutrients.

The ingredients include wholefoods, superfoods, vitamins, minerals plus prebiotics and probiotics, and products can be used as a topper or mixer, as well as a complete meal. Once opened, the meals stay fresh for up to four days in a refrigerator.

In addition, customers can choose grain-free and wheat-free varieties, and the range also features two puppy-specific recipes.

Craig Wallace, Managing Director at Wilsons, said: “We believe this is a step on from the mainstream options, but again at great value for the high quality, and comparable in price to a tin of premium dog food.

“By creating meals that are pantry fresh, we’re giving pet owners and stockists the convenience of fresh, nutritious food without the need for freezer space, providing healthier options to help dogs thrive.”

The freshly-prepared meals, which are suitable for dogs aged two months and over, are supplied in 380g pouches retailing from £3.60.