Lily’s Kitchen has revealed a brand new identity, recipes, flavours, pack designs and formats for its entire cat range.
Consisting of dry, wet, lifestage, organic and treat products, the completely new Lily’s Kitchen cats range replaces the entire existing range and the launch is accompanied by the biggest marketing campaign in the company’s eight-year history.
The recipes are packed full of high quality meat, are grain-free and made with absolutely no meat meal or fillers, only natural ingredients.
“Lily’s Kitchen has led the move towards natural, premium dog food and now we want to replicate this success in cat and be the market leader in natural, premium cat food,” says Henrietta Morrison, founder and CEO. “Whilst grocery accounts for 88% of all cat food sales, offerings for cat owners are a far cry from dog food, with few natural brands available for consumers to choose from. Given our pioneering expertise in this area and our concern for cat health, we had to do something about it and take the lead on taking the category forward. Our fantastic new cat range is ideally placed to deliver on this and by stocking the new range, grocery retailers are providing consumers with a choice to trade up to more premium cat food from a brand they can trust, ultimately driving incremental sales and growing the category.”
She adds: “Lily’s Kitchen offers grocery retailers a premium natural brand, which meets the needs of pet owners interested in proper food using high quality ingredients from an ethical and transparent brand. The new range of cat recipes will not only deliver this, but within the extensive new range (moving from 15 to 30 SKUs at launch) pet owners will have the choice of pack formats, sub-ranges and accessible RRPs providing entry point and trial options as well as multipacks and bigger packs demonstrating improved value for money.”
In line with the company’s ethical and sustainable principles, all of the dry food packaging is 100% compostable and includes a feature to make the bags re-sealable to maintain freshness. The wet food is in recyclable aluminium trays rather than in non-recyclable foil pouches.