North Yorkshire brand taking on the industry giants in the pet food world. Yorkshire based pet brand, Harringtons, is now the fastest growing wet cat food brand in the UK market, according to the latest data collected by IRI*
Latest news from Harringtons.
Launched in 2008, Harringtons has gone from strength to strength, quickly becoming the fastest growing dry dog food brand by volume and value, with over 4.5 million households purchasing per year. With such great success in the dry dog food sector, Harringtons leveled up to take on the cat food world and have continued to grow within this sector.
Following the launch of their new wet cat food range in May 2021, Harringtons is now the fastest growing cat food brand*. Recent research shows that after sampling their new wet cat food product with over 4,000 cat food shoppers, 80% reported either loving or liking it**, highlighting one of the many reasons for the brands continued and increasing success. In the last 52 weeks alone, over half a million cat food shoppers (576,000) have bought the Harringtons brand, trading up from brands such as Felix and Whiskas****.
Located within North Yorkshire, Harringtons is a brand of long established FMCG pet food manufacturer, Inspired Pet Nutrition. Harringtons identified the three key essential purchase factors for owners as being, taste, natural and meatiness resulting in them using completely natural ingredients and freshly prepared meat to ensure shoppers get a tasty, meaty product, which cats naturally love and that’s accessible to all.
Harringtons has contributed a huge £¾m of growth to the Wet Cat category, by bringing new shoppers****. Mintel research shows***, that natural food will remain a key driver of total pet market growth for the next five years by continuing to drive premiumisation, with value sales estimated to increase by an impressive 17%.
Focusing on ensuring natural, delicious flavours at affordable price points, Harringtons wet range is available in packs of both 12 and 40, with the larger size showing greater appeal to shoppers looking to stock up. Harrington’s offer both wet and dry options to appeal to the market as research shows that 85% of spend comes from cat food shoppers who purchase both*****.
Chris Wragg, Group Director at Inspired Pet Nutrition commented: “It is fantastic to see the recent data, which shows that we are the fastest growing wet cat brand, especially given the competition from some huge brands and organisations in the category.
“The success of the brand is down to the unbeatable combination of premium specialist natural nutrition, made affordable and accessible to everyone. By making ‘natural for all’ we are making it easier for more and more consumers to switch to natural goodness, every day.”
Since penetration growth has accelerated even further within the last 12 weeks, it shows that shoppers are trailing the new range. Therefore, Harringtons are expanding its range fast and will be launching two brand- new multi packs this June, a 12x Mixed in Jelly and a 12x Poultry in Gravy.
*IRI- All Outlets GB- Value % Cha- 26wk 29. Jan. 2022
** Try It Product Discovery Club | October 2021
*** Mintel Pet Food UK 2021 Report
**** Kantar World Panel | Total Cat Food | 52 w/e 20 Feb 2022
*****Dry & Wet Cat | Kantar Worldpanel | Total Market | 52 w/e April 2021