Today’s Group has launched an own label pet food range, Today’s Select For Pets, offering 30% POR for retailers.

The launch kicks off with two dog food variants, chicken and beef, pricemarked £1.15 for 1200g and four smaller cat and dog food variants – chicken, beef and fish – pricemarked 55p for 400g.

Today’s Group trading controller for own label Hilary Nithsdale said: “Consumers are still buying heavily into own brand, particularly as people start to realise that own-label lines have improved in quality and are helping them to make great savings.

“Petcare in particular is a growing category and we are giving our retailers a credible, attractive alternative to branded lines, helping them to compete head to head with the multiple retailers.”

To support the launch, Today’s retailers will have access to posters, shelf talkers and fact cards. “To help further, the 400g-can outer trays are branded with the Today’s logo and can be merchandised straight onto retailers’ shelves, helping to create great standout,” said Nithsdale.

 The new Select for Pets range will be available for retailers from 20 April.