CVS launches new MiPet-branded premium pet food

CVS has expanded its growing MiPet portfolio with a premium life-stage range of pet foods.

Created in consultation with CVS' clinical advisory committee, the assortment includes food products for infant, adult, neutered and senior cats and dogs, as well as a small bite range specifically for dogs.

It is being manufactured by a leading UK-based manufacturer of premium pet foods and is being launched across a number of CVS practices during August, with a full rollout across the group set to start in November 2015.

Each product has been benchmarked against other premium ranges and manufactured using high-quality ingredients, with a range of bag sizes available. A number of additional lines will be made available over time to meet demand.

Sara Armitage, CVS' director of product and buying, said: "Offering our own products gives us more flexibility with promotions and marketing support and, as they can only buy the food at our practices, clients will have a reason to return regularly."

This comes after the firm launched a series of new grooming studios in practices across the UK last month.