Pets at Home launches premium own label wild bird food range

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New own label bird food

New own label bird food

Pets at Home has launched a premium own label range of wild bird food called ‘A little bird told me…’.

The brand, which goes on shelf this week, was designed by design agency, Stocks Taylor Benson; and is the latest in a line of so-called venture brands from the retailer.

The launch of ‘A little bird told me…’ follows on from the success of Pets at Home’s premium natural standalone brands in other categories including Wainwright’s (for dogs), Purely (for cats) and Woodlands (for small pets). 

According to the company, the range is premium in terms of a thoroughly researched mix formulation, while offering customers value for money through a lower price point than similar branded goods.

The new brand will initially launch with a range of wild bird foods, but the design solution is versatile enough to work across future extensions such as wild bird treats and accessories, Pets at Home said.

Claire Gavin, head of innovation and private brands at Pets at Home, said: “With our ambition to offer the best wild bird product range on the market, ‘A little bird told me…’ takes wild birds back to nature, providing great food with natural look and feel packaging. The tone of voice is informative but conversational, with a touch of wit – just what we were looking for.” 

The new wild bird food range will be stocked exclusively in more than 290 Pets at Home stores from this week. It is available in 1kg packs and includes: Ravishing Robin Food, Fantastic Finch Food, Scrumptious Crumble Food and Super Crunchy Suet Food.