It's a move into the canine category
New product news from Supreme...
Supreme Petfoods, a leading figure in small pet nutrition, is venturing into the canine category with the introduction of Dolly Dog Tasty Bones, Dolly Dog Crunchy Cookies, Danny Doggy Donuts and Danny Dog Yummy Sticks, to its award-winning Tiny Friends Farm range. This strategic move, driven by the company’s robust growth and three decades of small pet nutritional expertise, marks a significant milestone for Supreme.
Recent market research underscores Tiny Friends Farm’s standing as one of the most recognised brands among small pet owners. 53 percent of these individuals also own a dog, and there is significant opportunity to gain the loyalty of these multi-species owners with a brand they already know and trust.
Claire Hamblion, Marketing Director at Supreme Petfoods, explains the company’s strategic move, saying, “Pet owners use Tiny Friends Farm as their main small pet food for its price, availability and quality, but mostly because their pets love the food. With an 83 percent positive buzz about the brand, expanding into the dog category is a natural progression. Small pet owners are ‘pet people’ and we are delighted to offer their canine companions the same exceptional quality and value that their small pets have enjoyed.”
With over 25 years of expertise in manufacturing and selling branded treats from their own bakery, Supreme has been successfully making two of the dog treat recipes featured in the new Tiny Friends Farm range for over two decades. Having previously been sold under private label, the enduring popularity of these recipes highlights existing marketplace demand for both the brand and the formulations. Claire emphasises the company’s dedication to the range extension, stating, “We will be putting all our efforts in to making Tiny Friends Farm as successful in the dog category as it is in small pet.”
Made with the same commitment to quality that has defined the Tiny Friends Farm reputation, the new treats are packed with tasty natural ingredients and gently oven-baked for maximum flavour. Danny Dog Doggy Donuts and Dolly Dog Tasty Bones are formulated with chicken, and Danny Dog Yummy Sticks feature a blend of chicken and garden vegetables. Dolly Dog Crunchy Cookies offer a plant-based option with peanut butter. The treats also contain essential nutrients to support health, from vitamin D3 to promote bone health to vitamin E to support healthy skin and coat. All Supreme’s new meaty dog treats are manufactured in a separate facility to Supreme’s small pet food, to ensure all their foods for pet rabbits and other small herbivores remain meat-free.
To enhance emotional engagement, the dog treat packaging showcases the new Tiny Friends Farm characters, Danny Dog and Dolly Dog, aligning with the rest of the range. The packaging has been designed with in-store displays in mind and retailers looking to stock the treats can benefit from a comprehensive range of point-of-sale material to support sales.
Tiny Friends Farm Danny Dog Yummy Sticks and Dolly Dog Cruncy Cookies come in a 200-gram pack size with a recommended retail price of £1.39, Dolly Dog Tasty Bones come in a 160-gram pack with RRP £1.59, and Danny Dog Doggy Donuts come in a 200-gram pack size with RRP £1.59.