Part of a wider investment in the retailer's pet aisles, the range has been developed for cats and dogs with food allergies or intolerances.
With pet owners having to rely on specialist retailers for such products until now, the new Sainsbury’s range will be available in stores from the end of January. It is the biggest investment the retailer has ever made in its pet food range.
Developed with pet nutrition experts, the range includes recipes that are made without ingredients such as wheat, grain, dairy, eggs and soya. The retailer has also created a new range of pet treats made without added sugars.
Lucy Taylor, product developer for pets at Sainsbury’s, said: “As our customers become more aware of the ingredients in the food they eat, we’ve also seen a shift in buying habits within the pet food market. Our development focus has been to offer a nutritionally-sound product range to satisfy the numerous pet dietary needs - something we’ve identified as increasingly important to pet owners."
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