Marks & Spencer (M&S) has officially entered the pet food market with the launch of Paws & Pals, a new own‑brand range comprising 13 products across kibble, treats and toppers for dogs and cats. The move forms part of the retailer’s wider strategy to strengthen its position as a true shopping‑list retailer, expanding its offer in essential weekly‑shop categories and increasing its share of the growing pet food segment.
Developed by the M&S Food team, the range focuses on 100% natural ingredients, grain‑free recipes, high meat content and added vitamins and minerals to support pet wellbeing. According to M&S Food research, 60% of customers are paying closer attention to what is in their pet’s food, seeking the same transparency, ingredient quality and nutritional standards that they expect from the food they buy for themselves.
Pet food within the grocery channel accounts for around half of the total category, driven by customers who prefer to purchase pet products as part of their regular weekly shop. With Paws & Pals, M&S aims to double its market share in the pet category, leveraging the brand’s reputation for quality and innovation.
Alex Freudmann, Managing Director of M&S Food, emphasised that the new range has been developed with the same commitment to quality that underpins all M&S Food products. The recipes are designed to be both nutritionally balanced and appealing to pets, giving owners confidence in the ingredients they are choosing.
The Paws & Pals range is now available in M&S Foodhalls across the UK.
