Iams has launched the new Naturally range of nutritious pet food made with naturally sourced ingredients.

Iams Naturally emerges into the market after consumer studies identified that consumers are increasingly aware of the ingredients in food and demand higher quality ingredients in their pet’s food. The range offers highly digestible and naturally sourced ingredients rich in nutrients.

Ingredients include sustainably sourced fish to promote a healthy skin and coat, natural lamb, rice and vegetables to aid healthy digestion and natural sources of protein to develop strong lean muscles, while all products free from artificial flavourings.

Celine Gustin, senior marketing manager of Iams UK, said: “At Iams we are passionate about providing pets with the highest quality nutrition, and owners with the peace of mind that they are doing the best for their pets. That’s why we continually review our offering and continue to develop innovative products which respond to consumer needs. With the new Iams Naturally range, pet owners can feel confident they are providing their pets with a high quality food. With the range’s careful selection of naturally-sourced and highly digestible ingredients, pets can absorb the essential nutrients they need to be strong and healthy, and owners can feel reassured through the visible benefits provided.”

A range of marketing materials are available to retailers, including FSDUs, posters, animated banners, trade and consumer advertising, and an online video for use on catch-up TV and YouTube.

Iams Naturally is available in dry and wet varieties for cats, and dry for dogs. The Naturally Dry food range for dogs and cats is made with naturally sourced and highly digestible New Zealand lamb, as well as delicious North Atlantic salmon (rrp £3.99 for dog dry 800g).

The cat dry food also includes a fruit and vegetable blend to provide a natural source of fibre, there is also IAMS Naturally wet range (rrp £0.59 for single cat wet pouches), (rrp £1.99 for cat dry 270g). The range boasts naturally sourced New Zealand lamb, as well as North Atlantic salmon, ocean cod and wild tuna flavours which also include fish and sunflower oils for a healthy skin and coat.