According to an announcement by the e-commerce on Feb. 21, direct-to-consumer pet food subscription service has launched its first dog food line called Nourish & Protect, that will be available at 108 Sainsbury supermarkets all across the country.

The new dog food was developped by veterinarians and nutrition experts supporting the animals weight, health and immunity. As an extra special for its customers, offers a digital service where pet owners get individual portion guidance as well as a personalized measuring scoop.

“Owners are increasingly aware of the role that nutrition plays in keeping their dogs happy and healthy for longer and we’re thrilled to be working with Sainsbury’s and the Future Brands team to make innovative new products available,” said James Davidson, co-founder and chief executive officer,

The new food line consists of dry kibble and wet products for dogs of different age and weight. The kibble is made out of Chicken & Rice and Salmon & Sweet Potato varieties while wet food contains Chicken and Chicken & Cod varieties. Additionally, both types include vitamin B, beta glucans, para-probiotics and a good microflora.

‘’At Sainsbury’s we are passionate about helping our customers eat better, and the same goes for their pets,” said Nicole Tipping, buyer at Sainsbury’s. “We’re excited to partner with who, from their inception, have pioneered new ways of feeding dogs. We love the Nourish & Protect range, which has been developed with Sainsbury’s customers in mind, and we’re really excited to hear what they – and their four-legged friends- think.”

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