Ocado is launching a range of “fine dining” frozen ready meals for dogs and cats in a bid to appeal to health-conscious pet owners.
The online supermarket will to sell seven different types of microwavable frozen meals for kittens, puppies, and adult cats and dogs.
Hitting stores this week, the meals from Ted’s Bowl, which cost between £4.49 to £4.59, will include human-grade meat, fish or poultry, with a minimum of 98% for cats and 70% for dogs.
Available options from the retailer include lamb with garden mint and venison with blackberries for dogs, as well as beef and salmon with chicken for cats.
All of the grain-free ready meals contain added minerals and vitamins while those designed for dogs also contain seasonal British fruit and vegetables.
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Speaking to The Grocer, co-founder of Ted’s Bowl Sara Pearson claimed Britain’s recent rise in pet ownership had “given rise to a new demographic of younger, urban pet owners” who paid closer attention to the foods they fed their dogs and cats.
She added: “They are knowledgeable about nutrition and understand that good and wholesome food helps minimise health issues.
“They are also familiar with the concept of freshly cooked, premium ready meals. Ted’s Bowl is both fine dining and responsible dining for dogs and cats.”
Ocado pet food buyer Meri La Bella also said: “The convenience of quality frozen ready meals that can be cooked in the microwave straight from the freezer is very appealing, and we think they will be the next big thing in pet food.”
Earlier this month, Ocado Group saw two of its executive directors step down amid a “board refresh”.
Ocado Intelligent Automation CEO Mark Richardson and group general counsel Neill Abrams have exited the business as executive directors.
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