Frozen petfood startup Ted’s Bowl is making its debut this week, rolling out its entire portfolio to Ocado.
From Friday (23 February), the British brand will offer seven microwavable frozen meals (rsps: £4.49-£4.59/300g) suitable for puppies, adult dogs, senior dogs, kittens and adult cats.
All foods feature human-grade meat, fish, or poultry – at least 70% for dogs and 98% for cats – with added vitamins and minerals. Lines for dogs also include seasonal British fruit and vegetables. All seven meals are free of seeds, grains and other bulking ingredients.
Variants for dogs include Lamb with Garden Mint and Venison with Blackberries. The lineup of cats features the likes of Just Beef and Salmon with chicken. Each dish is packed in a fully recyclable container.
The fixed lineup is “the first real change in the petfood sector in decades”, says Ted’s Bowl.
This will provide convenience for health-conscious pet owners, the brand added. “Scratch-cooking petfood is not an option for most consumers because it takes time, skill, and knowledge to produce a well-balanced meal.”
The UK’s recent explosion in pet ownership has “brought about a new demographic of younger, urban pet owners”, says Ted’s Bowl co-founder Sara Pearson, who also founded raw petfood brand Hugs.
“As pet parents, they are knowledgeable about nutrition and understand that good, healthy food helps reduce 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.”
Ocado petfood buyer Meri La Bella added: “With the launch of the Ted’s Bowl range, our most important family pets can enjoy more choice and variety in what they eat too. The convenience of high-quality frozen ready meals that can be microwaved from the freezer is very appealing, and we think they are the next big thing in petfood.
