New characters are joining the pack at HiLife


Town & Country Petfoods is introducing a new look across their popular HiLife FEED ME! dry complete range, HiLife SPECIAL CARE Daily Dental Chews and HiLife CHEWS DAY! range for adult dogs.

The designs are fresh and colourful for maximum shelf appeal and feature illustrations of a smiling Labrador, a fluffy brown and white terrier and a playful boxer all enjoying life to the full.

Suzy Broughton, Product Manager, explains the reasons behind the change, “It really came about because of the success of our HiLife it’s only natural range. Nearly 2 years ago we updated its packaging with our cat and dog illustrations and sales have continued to rise with our natural pet food up 30% YOY*.

“Building on this success, we decided to do the same for other HiLife ranges. We understand it is a careful balance with established products like HiLife FEED ME! and it was important to deliver an instantly recognisable design to reassure existing customers there is no recipe change.

“We are delighted with the results. The new designs will definitely increase category stand out and continuity across the ranges will make it easy for shoppers to find HiLife products instore and online”.

The new HiLife pack designs are being rolled out over the coming months.

About Town & Country Petfoods

Town & Country Petfoods are owners of the popular HiLife brand of pet food for dogs and cats. The British company is based in Melton Mowbray, a market town in Leicestershire. The business continues to grow, reaching a retail sales value of over £40 million in 2020, that's around 80 million Town & Country dishes and treats served up every year to the nation’s cats and dogs.

Town & Country Petfoods is part of Assisi Pet Care Ltd, the company behind natural dog treat company Hollings.