Jollyes Pets has launched its first dedicated value range, Simply Jollyes.

According to the business, the offer is the lowest-priced own-label pet range in the UK, “covering essential pet food and accessories designed to help households manage the cost of pet ownership without any quality compromise”.

In late 2025 the RSPCA’s annual kindness index reported that 34% of pet owners had changed their behaviour in the last year, including 10% buying pet food less often or changing to a cheaper brand.

The RSPCA also reported pet abandonment and neglect cases were at a five-year high due to the economic pressures on family budgets.

Jollyes CEO designate Adam Dury said: “Our new Simply Jollyes range gives customers a straightforward, affordable choice for everyday pet care, without compromising on quality or stretching household budgets.

“What makes Jollyes special is we offer value and service under one roof.

“Now more than ever, shopping at a specialist pet retailer doesn’t have to come with a premium, customers can care for their pets on the tightest of budgets.”

The offering includes 22 products across food and non-food essentials for dogs, cats, small pets and wild birds.

Pack sizes and price points have been specifically designed to support cost-conscious shoppers and make pet care “accessible to every household,” Jollyes said.

The new range was unveiled at the firm’s Blackpool store and will roll out to all 118 Jollyes stores across the UK this month.

The company is set to open another three new locations in February, with store launches in Ponders End, Hartlepool and Whitehaven.

The new openings follow eight store launches over the past three months.

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