UK: Waitrose releases Mill Stream Farm pet food brand

Waitrose is introducing a new private label dried pet food range under the name Mill Stream Farm in a bid to tap into the demand for natural pet food products.

The Mill Stream Farm range, launched in the UK, is composed of nine cat and dog food varieties, sub segmented for younger and older pets and presented in different size formats. Flavours in the range include turkey and chicken, while the brand concept focuses on the use of natural ingredients sourced from Norfolk and features rustic visual cues to support the visual identity.

Howard Wright, creative director at Equator – the firm behind the visual concept – commented: “We wanted to give Mill Stream Farm a strong presence on shelf and to stand out as a quality natural pet food range so we’ve aimed to convey ideas of trust, care and ethical sourcing as well as nutrition and great taste from a mix of ingredients including chicken, salmon, vegetables and herbs”.

Source: Food And Beverage News / Waitrose