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Cool new product from Norfolk pet food producer is a first for European market

PUBLISHED: 08:32 09 March 2018 | UPDATED: 13:21 09 March 2018

Natures Menu managing director, CraigTaylor, announces the company's new brand True Intinct at Crufts. Picture: Stewart Writtle

Natures Menu managing director, CraigTaylor, announces the company's new brand True Intinct at Crufts. Picture: Stewart Writtle

Stewart Writtle

A Norfolk pet food producer is blazing a trail in industry innovation with a “premium nutrition” product.

True Instinct, from Natures Menu, is Europe’s first pet food to be produced using freeze-drying technology, which enables it to bolster the product’s meat content by adding chunks of frozen raw meat and fish.

A £2.8m investment in new technology at the company’s Snetterton factory has enabled the innovation.

The new range, launched at Crufts on Thursday, includes raw and high-meat foods and freeze-dried treats for dogs, cats and puppies.

Natures Menu managing director Craig Taylor said the company’s pedigree in raw food production had set it in good stead for developing True Instinct.

“Not a lot of innovation goes on in pet food, so this is quite revolutionary,” he said.

“To see a company both investing heavily in Norfolk and using its people to generate new innovations is great.

“Freeze-drying is used in America and there are similar products out there but not quite to the quality that we are doing.”


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