In our What to Stock special, we feature the brands and products that you should be stocking this year. As well as listings, we are also profiling the biggest brands you should be working with. We start with leading small animal nutrition manufacturer and multi-award winning Supreme Petfoods...

Quality and innovation in small pet nutrition

When it comes to small pet nutrition, Supreme Petfoods stands out for its longstanding commitment to quality, species-specific diets, and dedication to achieving high standards. With over 30 years of experience, Supreme has become a trusted name in the industry, recognised for health-focused, innovative products that resonate with pet owners. The company’s diverse product portfolio and impressive track record make it a strong choice for retailers seeking quality brands that drive customer loyalty.

Leading the way in small pet nutrition

Supreme is passionate about small pets and places their health and wellbeing at the heart of its mission. As the first company to create high-quality specialist foods for small pets, Supreme believes that all pets deserve the best, no matter their size. This guiding principle has fostered a commitment to quality that remains central to the company today. Supreme’s foods are known for supporting health and wellbeing, with no compromise on palatability, helping pets live long, healthy lives.

The super-premium Selective Botanicals range naturally supports dental and digestive health for optimal wellbeing

- Incorporates Selective Botanicals Rabbit Food and Selective Botanicals Guinea Pig Food

- Premium ingredients: Timothy hay and botanical herbs, including mint, thyme, basil, parsley and dandelion

- Supports natural behaviours: diverse nugget shapes encourage foraging and instinctive feeding habits

- Prevents selective feeding

- Suitable for all breeds of rabbit and guinea pig

- Appeals to pet owners: aligns with the growing demand for herbal diets – 74% of small pet owners seek herbal ingredients, with over 80% prioritising Timothy hay and dandelion*

*Source: Supreme surveys 2024

Flagship brands

With Selective and Tiny Friends Farm, Supreme has two of the strongest performing small pet food brands. Selective single-component nuggets are made with science-based nutritional expertise, tailored to meet the unique dietary needs of small pets at all life stages. The range caters for: rabbits, guinea pigs, rats, hamsters, mice, chinchillas, ferrets, and degus, with each diet formulated with dental and digestive health as a key focus. The specialist nutrition doesn’t stop there. With age-specific formulations, grain-free options, and recovery diets, Selective offers tailored nutrition for every stage of life and lifestyle. 

The recent launch of Selective Naturals Botanicals Rabbit and Guinea Pig Food adds to the award-winning range. Incorporating Timothy hay and a blend of botanical herbs, Selective Botanicals encourages natural foraging behaviours and instinctive feeding habits.

Feed their natural instincts

Complementing Science Selective, Supreme’s
award-winning Tiny Friends Farm (TFF) range is designed to offer customers a trusted, value-driven brand that meets the needs of everyday family-oriented customers. The TFF range includes a comprehensive selection of food and treats as well as hay, bedding and hygiene products. With vibrant packaging featuring characters like Russel Rabbit and Gerty Guinea Pig, Tiny Friends Farm products stand out on the shelf, attracting pet owners who want the best for their small pets.

Significant milestone

Tiny Friends Farm has also seen exciting recent additions. Supreme’s three decades of expertise in pet nutrition now extend to the canine category, with a new range of dog treats, including Tiny Friends Farm Dolly Dog Tasty Bones, Dolly Dog Crunchy Cookies, Danny Doggy Donuts, and Danny Dog Yummy Sticks. Having made and sold dog treats under private labels for over 25 years, this move represents a natural progression. With the same commitment to quality that defines the Tiny Friends Farm reputation, the treats contain essential nutrients, from vitamin D3 to promote bone health to vitamin E to support healthy skin and coat.

Owners and retailers alike can rest assured that the Tiny Friends Farm dog range is produced in a separate facility from small pet diets and treats. Herbivorous food is prepared in a dedicated vegetarian environment, ensuring that Supreme’s small pet food for rabbits and other small herbivores remains meat-free.

Strong retailer partnerships

Supreme’s commitment doesn’t end at the factory doors. The company has an ethos of supporting retailers, recognising the vital role they play in educating owners about the impact of species-appropriate optimum nutrition on small pet health. The company strives to provide a level of service which reaches the same high standards as goes into producing their products. The website is designed for easy stockist navigation and Supreme offers a wide range of marketing materials to help drive education and enhance customer engagement. Retailers can create eye-catching in-store displays with the help of Supreme’s range of point-of sale materials, including:

- Free samples of Science Selective lifestage diets

- Nutrition and care guides 

- Shelf strips, wobblers and barkers

- Free-standing product display units

- MONP and loyalty schemes

Supreme’s Science Selective life stage diets are highly palatable. With great taste from natural ingredients, free samples can prove highly effective in starting rabbits and guinea pigs on a journey of optimum Food for Life. 

Supreme Petfoods’ unwavering dedication to quality and innovation has solidified its position as a leader in small pet nutrition. Through its flagship brands and expanding product lines, Supreme continues to set the standard for species-specific diets, natural ingredients, and customer-centric support, making it a trusted partner for retailers and pet parents alike.

Use free samples in your store to: 

- Start conversations with rabbit and guinea pig owners about nutrition and health

- Encourage the feeding of high-quality science-based nutrition

- Enable owners to ‘try before they buy’

- Build goodwill with customers

- Foster customer loyalty and repeat store visits

Become a stockist 

Find out more about Supreme at: supremepetfoods.com or email [email protected]