Coles supermarkets has launched an affordable new range of premium pet food range – and is currently offering specials of up to 50 per cent off across the pet aisle.
Formulated with pet nutritionists, the Elevate range has been scientifically developed to cater to a wide variety of dietary requirements and health concerns for dogs and cats.
The arrival of Elevate comes as Coles slashes the price of over 200 pet products by up to 50 cent over the next four weeks.
Customers can save on selected Pedigree, Optimum, My Dog, Supercoat, and Woofin’ Good dog food, as well as up to 30 per cent off selected Fussy Cat, Dine Daily and Fancy Feast cat food.
The entire Elevate pet food range will also be reduced by 30 per cent as an introductory offer for customers.
“There’s no doubt that Australians are tending to their pets more than ever after a year which saw a surge in pet owners and increased demand for pet supplies from Coles,”Coles general manager for non-food Jonathan Torr said.
“Research showed pet owners are spending $3.6 billion on dog and cat food per year – so it’s clear we deeply care about what we’re feeding our furry friends.
“In fact, the top two things our customers are looking for when purchasing pet food at Coles is health followed by budget.
“That’s how Elevate came into fruition. We worked closely with pet nutritionists to develop a range that featured vital nutrients and health benefits typically found in top brands without compromising on price. With Elevate, customers can actually save up to 40-45 per cent per kilo compared to comparable products found at specialty stores.”
The Elevate formula features fresh or raw animal proteins, grains, fruit and veg, and products that are fortified with seven targeted nutrients – prebiotics, fish oil, antioxidants, fibre, taurine amino acids, glucosamine and L-carnitine to support gut health, skin and coat health, strengthen immune system and overall wellness.
Scott Williams – a pet nutritionist, Treasurer of the Pet Food Industry Association of Australia and a member of the Australian Pet Food Standards Working Group – helped to develop the Elevate pet food range.
“Elevate products are strictly different in ingredients and claims from entry-level pet foods and offer more for the animals with targeted nutrition that pet parents can individualise,” Mr Williams said.
“Food safety was paramount in everything we made for Elevate. We tested all ingredients to understand their nutritional properties and meet the requirements set by the American Association of Feed Control Officials.
“There are many parameters that are checked every hour of production and more after production to validate the recipe, packaging compliance and the shelf life applied to the products so customers can trust their pets are consuming great quality ingredients with trusted results.”
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