UK premium natural pet food brand Lily’s Kitchen has been confirmed as the UK’s fastest growing pet food brand with an annual sales increase of 34%, according to Kantar Worldwide Panel.
The brand has increased sales by 27% in the grocery channel alone – well ahead of the equivalent 2% sales growth in the pet food category.
Growth has been aided by the launch of new dog food varieties including Moroccan-inspired Lamb Tagine and Limited Edition Halloween-themed Beef Ghoooulash, which have seen record demand for new product launches.
The brand’s ethos of treating pets as a key part of the family is also bringing dividends, with supplies of its Advent Calendar For Dogs selling out by the second week in November.
Lily’s Kitchen, which is the first certified B-Corp brand in the petfood sector, has grown its overall distribution by 11% to more than 3,800 stores, including an 18% growth in listings in the UK grocery sector in the year ending October 3, 2020.
