Natural dog treat brand NAW has topped off its first 12 months of trading by securing a 10-product listing in 309 Sainsbury’s stores.
Since launching in 2023, the challenger brand has seen uptake across major specialist, wholesale, online and independent retailers.
The brand noted that as demand for natural dog treats continues to increase, NAW’s 10-SKU rollout into Sainsbury’s signals a shift in the competitive dog treat category.
Simon Brown, NAW’s CEO, said: “Dog owners are more health conscious than ever before, high-quality, unprocessed natural food is as important for them as it is for their pets. We saw a gap for a value-led and relatable natural treat brand, particularly in the grocery space, the Sainsbury’s launch is confirmation we were right”.
NAW, which stands for ‘no animal wasted’, grabbed Sainsbury’s attention with their value-led ethos, which takes a positive stance for both pet and planetary health. The brand repurposes animal offcuts that would otherwise be thrown away and uses an airdrying throughout processing. NAW’s treats reduce animal waste whilst maintaining vital nutritional richness.
Nicole Tipping, Senior Buyer Sainsbury’s, commented: “NAW is an eye-catching brand with a great Ethos behind it. At Sainsbury’s, in Pet Food, we’re always looking to add a point of difference vs others in the market, and to offer a high-quality product range that we know customers will love to buy for their pets. We’re really excited to be supporting NAW this year”.
The 10-SKU range entering Sainsbury’s features products across five proteins, including from NAW’s signature Buffalo offering. Alongside other natural beef, lamb and chicken treats, NAW will be introducing all-new fish cubes as part of the launch.
