Ocado launches ‘fine dining’ frozen food for range pets

Ocado is to offer a ‘fine dining’ frozen food range for pets in a bid to appeal to more “younger, urban, mindful owners”.

Pet food brand Ted’s Bowl range is set to roll out on the online retailer this week, and will feature seven types of microwavable frozen meals, reported The Grocer.

Containing human-grade meat, fish or poultry at a minimum of 70% for dogs and 98% for cats, the range is suitable for adult pets as well as puppies and kittens.

Ted’s Bowl co-founder Sara Pearson said a surge in pet ownership had “given rise to a new demographic of younger, urban pet owners”.

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“They are knowledgeable about nutrition and understand that good and wholesome food helps minimise health issues. They are also familiar with the concept of freshly cooked, premium-ready meals. Ted’s Bowl is both fine dining and responsible dining for dogs and cats.”

“Scratch-cooking pet food is not an option for most consumers as it takes time, skill, and knowledge to produce properly balanced meals.”

Ocado pet food buyer Meri La Bella added: “With the launch of the Ted’s Bowl range, our all-important family pets can enjoy even more choice and diversity in what they eat too. The convenience of quality frozen ready meals that can be cooked in the microwave straight from the freezer is very appealing, and we think they will be the next big thing in pet food.”

The new range is available in Ocado from 23 Friday for £4.49-£4.59/300g.