Wilsons Pet Food has rolled out a full rebrand across its range of natural meals and treats for dogs.

The Scottish manufacturer will fully unveil its new look at PATS, which starts this weekend, where it will also announce over thirty new products launching over the coming months.

Craig Wallace, managing director of Wilsons Pet Food, said: “The team had been counting down for our big unveil, PATS provides the ideal platform to share big news with the trade.

“With the brand-new look and substantial expansion of current ranges, this marks a significant new chapter for Wilsons and our team – it’s a really exciting time for the business.”

The rebrand and new product development have been a combined investment of over £300k for the brand. Aside from the development of Wilsons’ own factories, this is the pet food company’s most significant investment to date.

“It felt like the right time for a change,” said Mr Wallace. “We are proud of our Scottish roots and feel lucky to live and work in the environment that we do; it’s a dog owner’s dream! But we are here to feed every type of dog a natural and nutritious meal, whether they hike up hills or get walked through a city; we’re here for each and every dog and the rebrand helps promote this.”

The rebrand features bold, bright colours for more standout between ranges. New packaging carries clear and concise product information to ensure pet owners see the ingredients and health benefits quickly and highlight the premium quality of the products and ranges as a whole.

There’s also a brand-new face for the brand, aptly named Wilson.

Mr Wallace said: “The cross-breed dog we chose to feature on-pack really resonated with us. We felt the expression perfectly captured the anticipation of feeding time and the bond between dog and owner at this time. Big eyes full of excitement and anticipation, patiently waiting for dinner to be served!”

With the focus remaining on both the quality of ingredients and gentle processing used to retain essential nutrients, Wilsons continues to lead the way in cold pressed manufacturing.

Currently offering nine delicious cold pressed recipes in its Premium range, with a new salmon and chicken meal for puppies added.

The Working Dog range has increased to five recipes with the addition of two new meals; a lamb and a fish option. Wilson’s treats and supplements offer has also increased, with seventeen tasty new treats due to launch over the next few months and a range of new functional supplements to follow.

Wilsons’ website has also been revamped as part of the rebrand. It further highlights its commitment to using quality ingredients, gently processed, ensuring recipes retain essential nutrients and flavour.

The website, just launched, features a new section for the trade, simplifying online ordering and offering exclusive discounts throughout the year.

The rebrand has also helped support Wilson’s commitment to sustainability by ensuring all treat bags produced are fully recyclable and that the amount of packaging used within its cold pressed range has been substantially reduced, now saving over 11 tonnes of cardboard a year.