Petfood brand James Wellbeloved has launched its first superfoods dog range. The dry food, available now for puppies and adult dogs, offers a blend of superfood ingredients in each product; Turkey with Kale and Quinoa, and Lamb with Sweet Potato and Chia Seeds.

Mars Petcare said almost a third (30%) of millennials, in particular, see natural benefits as a key element when making pet food purchases, representing an opportunity to recruit younger consumers into the brand.

Arthur Renault, Mars Petcare’s marketing portfolio director, said: “The new superfoods range from James Wellbeloved is the brand’s biggest innovation in 15 years. Offering a premium petcare proposition for both adult dogs and puppies, it supports retailers in encouraging trade up.

“Since the pandemic began, consumers have started spending more time with their pets, with 72% of dog owners saying they prefer the company of their dogs to humans, leading to an increased desire to treat their companions to the very best.”

Mr Renault added: “The ingredients in this dry food draw upon the super power of nature, with kale being a natural source of antioxidants, chia seeds containing omega 3, and the quinoa and sweet potato being a source of fibre.

“The importance of wellbeing among consumers is translating into the choices they are making for their pets, with 75% of pet owners reporting concerns over health, and it is becoming a key driver for purchase.”

The James Wellbeloved superfoods range is rolling out in stores now in 1.5kg and 10kg bags with recommended retail prices of £12.99 and £39.99 respectively. The launch will be supported by in-store and online POS, which highlight the key benefits of the product.