Marks & Spencer launches Paws & Pals pet food range

Marks & Spencer has launched Paws & Pals, a new own-brand pet food range for cats and dogs. The expansion into the pet food category is part of the retailer’s strategy to become a ‘true shopping list retailer’ by offering more weekly essentials.

The range includes 13 new products and 10 rebranded items, covering kibble, meal toppers, and treats. The products are designed with chef-inspired recipes using 100% real ingredients, high meat content, and added vitamins and minerals. Some recipes are also grain-free.

The launch follows research from M&S Food indicating that pet owners are increasingly scrutinizing ingredient quality. According to the company, 60% of customers are looking more closely at pet food ingredients, seeking the same nutritional standards they apply to their own food.