An award-winning Norfolk company has bitten off another large chunk of the international pet food market by expanding into five more European countries in the past three months.

Watton-based Natures Menu said it has seen a 41pc increase in exports sparked by a growing appetite for its natural pet food products as the 'health–food' craze transfers from people to their pooches.

The £23m turnover company, which won business of the year at last year's Eastern Daily Press business awards, has begun exporting into Spain, Portugal, Italy, Slovenia and Croatia in the last three months to April alone, with the strength of the pound against the euro not affecting the company.

This bucks the trend in a Confederation of British Industry report brought out last week, which showed the majority of UK firms had seen domestic orders increase but exports drop as a result of an unfavourable exchange rate for business.

Peter Roy, business development director of the firm, said the market for raw and natural pet food was growing rapidly.

'People can get hold of knowledge of what's in their food more easily these days, and know about health issues,' said Mr Roy. 'First they look for answers for themselves, then it's extended to their children, and the natural extension is to their pets - whatever they love.'

Cans, which allowed high salt, sugar and fat content to creep into foods, only became popular in the 1970s, but it had taken until more recently for people to demand a return to diets that would have been more recognisable 1,000 years ago, said Mr Roy.

'Despite the strong pound, we've not been hit in our exports,' said Mr Roy. 'We've targeted countries on the basis of pet ownership and levels of GDP, and it's worked.'

Through pet supply trade shows such as Interzoo, the firm supplies 3,000 pet stores in the UK, with about 400 in Norfolk, and 2,000 across the rest of Europe, along with depots in Glasgow, Leeds and Bristol.

Mr Roy said another factor in securing customers for the 152 staff now at the company was winning the Barclays Business of the Year 2014 award with the EDP.

'It gave us credibility. When you're sitting in an office in Zagreb talking about dog food, an award backed by names like Barclays helps,' said Mr Roy.

Despite what they were achieving in the pet food industry, worth £2.2bn, they were without any stiff competition at home, added Mr Roy.

'In East Anglia there's only us, which is surprising as the region has one of the highest levels of pet ownership in the country. There are some similar companies in Scandinavia and Germany - we've always been strong there,' he said.

Has your company seen increases or decreases in the export market? Contact business writer Jess Staufenberg on 01603772531 or email jessica.staufenberg@archant.co.uk