High street giant M&S is entering the pet food market with the introduction of its own brand kibble, treats and toppers.

The own-brand pet food range, features 13 lines, designed to “bring the quality, trust and innovation customers expect from M&S” to the UK’s beloved pets.

Around 31 per cent of households own a dog, while 25 per cent own a cat, making them the nation’s most popular pets, according to a YouGov study. By expanding into pet food, the retailer is giving customers another reason to choose M&S for a greater share of their weekly essentials, while broadening its offer beyond traditional grocery categories.

Alex Freudmann, managing sirector, M&S Food, said: “We’re focused on becoming a true shopping list retailer, making it easier for customers to do more of their weekly shop with M&S. Pets are part of the family for millions of households, and pet food is a natural extension of our Food business.

“Every recipe has been developed to give customers confidence that they’re feeding their pets food made with quality ingredients they can trust.”

M&S Food research indicates that 60 per cent of customers are looking more closely at what is in their pet’s food. They are now looking for the same ingredient quality, transparency and nutritional standards in pet food as they do in the food they buy for themselves.

Therefore, the range features 100 per cent real ingredients with high meat content, grain-free recipes, and added vitamins and minerals, creating meals and treats that pet owners can feel confident feeding their dogs.

Paws & Pals has been designed with customers’ needs in mind, combining carefully developed recipes with the trusted quality credentials that customers associate with M&S Food.

The Paws & Pals range is available in M&S Foodhalls from 20 August.

Click here to sign up to Retail Gazette‘s free daily email newsletter