Jollyes Pets have launched Optimum Pet Health, own label specialist pet food brand offering science-based pet nutrition without the usual hefty price tag.
Created to compete with some of the biggest and best-known brands in the pet food market, Optimum Pet Health has been designed around customer insights to make choosing the right specialist food simpler and more intuitive for pet parents.
Through Optimum Pet Health and its in-store support services, Jollyes Pets is aiming to help customers and breeders who often fall back to long-established brands, to make informed and thoughtful nutritional food choices that don’t break the bank.
Alongside the launch, every Jollyes Pets store is encouraging dog owners to make regular weight checks part of their pet care routine. Each store is equipped with dog-friendly scales, and all Jollyes staff are trained and can provide nutritional advice, help customers choose the right Optimum Pet Health diet for their dog and share practical tips for maintaining a healthy weight.
The new range features ‘OptiThrive’, a blend of carefully selected nutrients, vitamins and minerals, with every recipe tailored to support dogs’ individual health and wellbeing across both wet and dry food products, for different breed sizes and all key stages of their lives.
Recipes are vet approved and have undergone extensive taste testing to ensure they meet the expectations of even the most sensitive palates, Jollyes Pets said.
Developed with customer insight, the range has been designed to make choosing the right nutrition simple – clear health messaging, easy-to-shop packaging and in-store merchandising help pet owners quickly identify the most appropriate product for their dog, while specialist recipes, including urinary health options, are clearly differentiated on pack.
Products in the range include:
- Optimum Pet Health Adult Dry Complete 15kg – £48;
- Optimum Pet Health Adult Dry Complete Large Breed 15kg – £48;
- Optimum Pet Health Junior Dry Complete Weight Control 15kg – £52; and
- Optimum Pet Health Junior Dry Complete 15kg – £48.
Jollyes Pets said customers can save almost a third (29%) by choosing selected Optimum Pet Health products over comparable well-known brands and similar specialist own label ranges at other pet retailers.
Jollyes Pets’ chief marketing officer Sean McGinty said: “We know pet owners want the confidence that they’re feeding their dogs a nutritionally balanced diet, but they also want products that are easy to understand and offer excellent value.
“Optimum Pet Health has been developed with leading UK suppliers to deliver trusted, science-backed nutrition that supports dogs throughout their lives.”
Mr McGinty continued: “Nutrition and healthy weight go hand in hand. Many owners don’t realise their dog may be carrying excess weight, which is why every Jollyes Pets store has dog-friendly scales and trained colleagues on hand to offer practical feeding and nutrition advice.
“By helping customers regularly weigh their dogs and understand their dietary needs, we’re supporting healthier, happier pets.”
Later this year, Jollyes Pets will introduce the Optimum Pet Health cat range.
