Coles launches own-brand premium pet food range

Supermarket chain Coles has launched a new premium pet food range called ‘Elevate’, recognizing Australians’ growing pet ownership.

Coles said the new range, which features 19 products, was scientifically developed to cater to dietary requirements and health concerns, from digestive support for dogs to hairball and urinary care for cats.

“We worked closely with pet nutritionists to develop a range that featured vital nutrients and health benefits typically found in top brands without compromising on price,” said Jonathan Torr, GM at Coles.

Pet nutritionist, treasurer of the Pet Food Industry Association of Australia, and a member of the Australian Pet Food Standards Working Group, Scott Williams also helped to develop Elevate.

“Food safety was paramount in everything we made for Elevate,” Williams said. “We tested all ingredients to understand their nutritional properties and meet the requirements set by the American Association of Feed Control Officials”.

According to Coles, more than two-thirds of Australian households own a pet and the number is growing substantially each year. The supermarket also recorded more than 80 percent of pet owners purchasing pet food from its stores, showing the rising demand to this sector.

“Research showed pet owners are spending $3.6 billion on dog and cat food per year,” Torr said. “In fact, the top two things our customers are looking for when purchasing pet food at Coles is health followed by budget.”