Melton-based pet food company recognised in national Top Products Survey


Melton Mowbray-based pet food brand, HiLife celebrates as its range of natural dog and cat food is named Top Launch for the Petcare category, by The Grocer in its Top Products Survey.

The HiLife It’s only natural range was selected for this top spot by The Grocer’s editorial team for being on trend and “good enough to eat”. The publication’s Top Products Survey is produced annually and is a highly influential list for businesses supplying the grocery industry.

Owned by Town and Country Petfoods, HiLife has occupied offices on Asfordby Road in Melton for more than 30 years. The brand’s premier range takes inspiration from the market town’s rich culinary heritage, using only natural ingredients such as meat, fish and garden vegetables. With health conscious pet parents in mind, each of the hand-prepared dishes contains no artificial colours, flavours or preservatives – meeting the growing demand for natural pet food made with high quality ingredients and attention to provenance.

Prior to the launch of HiLife It’s only natural, the team undertook substantial research with consumer groups to understand the meaning of ‘natural’ to cat and dog owners. The brand used this insight to identify customer priorities and create products that would stand out on the digital shelf and in stores.

Commenting on the win, Tony Parkinson, Managing Director at HiLife said: “The petcare industry is highly competitive. As one of the smaller players within the market, we have to work harder and smarter to maintain our position. Our products have to deliver results for stockists and most importantly for our customers. We are proud to have been recognised by The Grocer for our launch of HiLife It’s only natural.

“For more than three decades, HiLife has put its passion for producing high quality and premium pet food at the heart of its business. As a brand we aim to bring a stream of new and unique petfoods to market that retailers can be confident meet the changing needs of today’s discerning consumer.

“This acknowledgment from The Grocer is a real pat on the back for the whole team and a fantastic way to see out an incredible year of business.”

HiLife It’s only natural ranges for cats and dogs is available now in supermarkets, independent pet stores and online.

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