Asda, one of the UK’s Big Four supermarkets, has become the first to embrace the growing frozen raw pet food market.

The supermarket, which is currently on a mission to increase market share, is launching a frozen raw food selection in collaboration with leading brands from the sector, including Poppy’s Picnic, Wilsons Pet Food, Billy & Margot, and Nurture Them Naturally.

As a result, customers will now be able to select from a variety of high-quality frozen food for their dog or cat, including Poppy’s Picnic’s ‘Power Balls,’ portioned balls of raw meat that “are ideal for anyone embarking on a raw diet.”

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Strategic partnerships lead Chris Richards said: “The launch marks a significant innovation milestone in the evolution of our Pet Care”

“As more customers look for high-quality and nutritious alternatives for their pets, we’re delighted to be collaborating with our partners to offer an exciting range of frozen raw pet food.”

The supermarket is also expanding its ambient pet care ranges, with the addition of new partner YuMove, which provides joint supplements for dogs as well as a selection of treats and rewards from leading brands.

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It is usually only available from specialist retailers as the UK’s leading animal supplement brand.

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Select stores, including Minworth, Queslett, West Bridgford, Gateshead, Eastlands, and Caerphilly, will carry the ranges.

Source: Grocery Gazette

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