John and Holly

Naturo, the premium natural pet food range developed by Co Tyrone Mackle Petfoods, is the only Northern Ireland company selected by Tesco to feature in its 2019 Incubator programme.

Each year since the programme was launched in 2017, Tesco selects a small number of entrepreneurial brands to help grow to their full potential through an exclusive partnership with the retailer.  Previous participants include Fevertree and Brewdog, both of whom are now household names. Naturo is the only pet food manufacturer among the nine participating brands who will receive advice and guidance from Tesco throughout the next year on effective marketing, access to customer insight and mentoring from members of the Tesco product team.

John and Holly

Elaine Hall, Sales Director at Mackle Petfoods, said, “This is a hugely exciting development for us.  We are already so proud of Naturo and the market share it has achieved since we launched in 2010 and to be selected as a Tesco Incubator partner will help us to optimise our efforts and improve the reach of the range even more.

“The whole team is excited about taking part in the programme and the alumni show that we’re in good company”.

Andrew Yaxley, Tesco’s Group Chief Product Officer said: “Our Incubator Programme is a really important part of the work we’ve done in recent years to build closer, long-term partnerships with our suppliers. There are so many brilliant brands out there and we’re proud to partner with some of those we believe are at the forefront of the latest consumer trends. By working in partnership, we can provide customers with fantastic, innovative products, and continue to help suppliers of all shapes and sizes develop and grow with us.”

‘Naturo’ is made with 100% natural ingredients, locally sourced and fully traceable with up to 60% meat content. The range contains premium meat products such as turkey, chicken and lamb and ingredients including broccoli, brown rice and carrots, provide sources of fibre and carbohydrates.  ‘Naturo’ contains no artificial colours, flavours or preservatives and every stage, from sourcing raw materials to delivery to customers, is audited externally by the British Retail Consortium (BRC).

Since Naturo was launched the range has increased in size from four varieties to 29.  The range is available in 150g and 400g trays and 390g cans and variety six-packs, in both standard wet dog and grain free varieties, online and in major retailers and pet stores.

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