Burgess Pet Care, one of the UK’s leading independent pet food manufacturers, is delighted to announce that it has secured a major listing for its Burgess Sensitive Adult and Senior range.
Already available in multiple online and independent pet shops across the UK, Burgess Sensitive 2kg bags in Lamb, Salmon, and Senior landed on Morrisons’ shelves from 8 August, initially across 195 stores nationwide.
The Burgess Sensitive range sits perfectly between the mid-tier and super-premium tiers of Grocery dry dog food. It offers super-premium nutrition at a price point that is affordable to dog owners facing cost-of-living pressures.
Burgess has invested significantly in its Sensitive range, which was developed following consumer demand and independent research confirming that the word ‘Sensitive’ resonates with dog owners and shoppers. In fact, 77% of dog owners describe their dog as ‘Sensitive’ (Burgess Panel data). The digestive health of pets is important to owners too, with three out of four pet owners agreeing that digestive health is essential to their overall health (Mintel 2019).
Peter Lancaster, head of marketing at Burgess Pet Care, said: “89% of dog owners have experienced picking up their dog’s runny poo (Burgess Panel data), which is an experience they would rather not repeat! We have heard directly from customers, many of whom have taken the time to get in touch to let us know that Burgess Sensitive is really effective in mitigating this problem and helping to improve overall gut health. It’s been great to see just how popular the range is at events like Crufts, where the figures reflected the need for alternatives that a carefully crafted with the health of pets in mind.”
Stephanie Milner, Buying Manager at Morrisons, said: “We are seeing more and more ‘free from’ options throughout our food ranges for humans, so it stands to reason that we would see this echoed within the pet food categories. Shoppers take the health of their pets seriously, and so do we, so we are delighted to have teamed up with Burgess to offer the Sensitive range to our customers.”
The key benefits of the range include:
- All recipes are made without wheat, maize, beef, eggs, soya, and dairy – some of the common ingredients that dogs can be intolerant to. They are rice-based and formulated to be gentle on dogs’ tummies.
- Probiotics and Yucca helps to form solid poos.
- Formulated to support skin and coat health so that dogs also look great on the outside.
Peter Lancaster added: “Since our rebrand two years ago, Burgess Sensitive has delivered 20% growth in a competitive category in the pet food sector. This has continued this year and through our partnership with Morrisons, we are confident that the brand will continue to thrive and help dog owners feed a balanced, nutritional diet that is made without many of the main ingredients that cause intolerances in dogs.”
