Natural pet food brand True Instinct has announced that it is to rebrand as Nature’s Variety from early next year.

The relaunch comes following the purchase of the Natures Menu portfolio by Spanish dry pet food experts Affinity Petcare earlier this year and will mean the Nature’s Variety range will be aligned with its European counterparts.

Nature’s Variety will be available for retailers to order from mid-February onwards and will feature a broader range of the products than previously for dog and cat owners – including the Freeze Dried range, which launched in January 2020 following an investment of £2.8 million in freeze dried technology.

For retailers, Nature’s Variety has created a four-page trade booklet which will be issued as a guide to the brand transition and the expanded product range to be used from November onwards, until the official consumer launch in March 2021.

The brand has also created roundel stickers for existing True Instinct packaging to promote the transition to Nature’s Variety. There will be a new suite of point-of-sale materials communicating the new brand, available at the launch, including shelf talkers, display units and freezer graphics.

James Langan, managing director of Nature’s Variety, said: “As we transform into Nature’s Variety, we have refined our recipes to offer an even better variety of highest quality natural ingredients, which can be traced back to trusted suppliers, and we are keeping processing to a minimum to keep the goodness locked in.

“This new name shows what we truly stand for – quality, natural ingredients, and reflects the respect that pet owners have always had for their pets and the world around them. Retailers can rest assured that our core values and support will remain the same, and we’ll ensure they are well equipped for the transition.”

Mr Langan added: “This rebrand demonstrates our commitment to be clear and open about our ingredients, our sources, our processes and how we’re improving our impact on the planet, so pet owners can have peace of mind in their decision to feed natural pet food.

“We saw an incredible response from both retailers and customers when we launched True Instinct in 2018, and Nature’s Variety will continue to deliver the high quality complete and balanced food loved by all. It is a very exciting time for us, and we look forward to welcoming you on the journey ahead.”