Supreme extends high-performing Naturals Treats range in light of phenomenal growth | Companion Consultancy

Supreme extends high-performing Naturals Treats range in light of phenomenal growth

Supreme Petfoods is adding two new products to its Selective Naturals Treats range, leveraging strong consumer trends for natural and high-quality products. The two new treats, Berry Loops and Orchard Loops, will join Supreme’s range of healthy high-fibre treats rich in natural ingredients. Designed for rabbits, guinea pigs and chinchillas, the new products promise to be popular with pet owners as the Selective Naturals Treats range continues to see rapid commercial growth.

Both new products combine nutritious Timothy hay with fruit flavours: Berry Loops contain cranberry, and Orchard Loops are based on apple. These fruit flavours are appealing to small pets, while the Timothy hay boosts the fibre content to support digestive and dental health. Alongside these natural ingredients, the treats contain no added sugar and no artificial colours, reflecting customer demand for natural and healthy products.

Claire Hamblion, Supreme Marketing Manager, explains that these are strong trends in the pet food market. “Over recent years we’ve seen rising demand for natural products, with many owners seeking out diets and treats containing wild or foraged ingredients,” she says. “Alongside this, we’re seeing people becoming more health-conscious about their small pets and many owners are now willing to pay a premium for healthy products. With our focus on natural ingredients and our ‘no sugar’ message, our Selective Naturals range resonates with these values and we’ve been pleased to see a dramatic growth in sales over the last five years.”

The Selective Naturals Treats range has experienced a phenomenal sales increase since its launch in 2016, reaching 70% year-on-year growth between 2019 and 2020. With the addition of Berry Loops and Orchard Loops, Supreme is set to build on this success. “We’re pleased to add to our range to give people an even greater choice of healthy and natural treats for their pets,” says Claire. “Many purchasers, especially millennials, are highly engaged in choosing their pet products and will appreciate a greater variety of treats to choose between, so retailers will benefit from stocking an extended range.”

While the new treats are designed for rabbits, guinea pigs and chinchillas, the full Selective Naturals range also caters for degus, hamsters, rats, mice and gerbils. The small ‘Loops’ treats are ideal for handfeeding and provide an opportunity for owners to interact and bond with their pets. Retailers looking to stock the full selection can utilise new point of sale material to showcase the extended range. Berry Loops and Orchard Loops have a RRP of £2.99 and are available from all good pet product wholesalers.

To find out more, contact Supreme Petfoods on