petfood pro 4/2021

Ingredients
Lockdown’s Peanut Butter
Pet Frenzy!
How the market for peanut butter for dogs is evolving
customers. Our new peanut butter line is
now fully operational and is busy bringing
smooth and crunchy peanut butter to
both humans and hounds, always made
with only natural ingredients.”
One of Petrow Food Group’s customers,
UK-based Paw Originals, has also recently
launched the first-ever almond butter for
dogs, alongside the successful launch of
peanut butter last year. Its owner, Carla
Jane, created the company after noticing
the poor quality of peanut butter being
sold specifically for dogs.
The COVID-19 pandemic, specifically
the lockdown, brought many changes
to many markets, and in the pet food
industry we have seen significant shifts
in behavior around pet food choices. As
more of us worldwide became proud
pet owners in the last two years, so too
did more of us share our love for peanut
butter and protein-rich nut butter with
our pups.
The market for peanut butter treats
for dogs has increased dramatically –
and many believe that the trend is driving
the demand for healthier options in the
pet food supply and treat sectors.
UK-based specialist ingredients supplier
and manufacturer Petrow Food Group
launched its 100% natural peanut butter
line in October 2020. Within 12 months,
Petrow has seen this market become
one of the hot sectors across its UK and
European markets.
The peanut butter line is operational at
Petrow Food Group’s Perivale plant in
North London, filling smooth and crunchy
peanut butter into both glass and plastic
jars and larger tub formats. Tree nut
butters including almond, cashew and
pistachio are produced at Petrow Food
Group's main site in Cambridgeshire,
which is a peanut-free factory.
“We have seen the demand for more
natural, healthy and organic doggie
treats grow hugely, with interest from
independents and entrepreneurial
setups. More recently, we have had
enquiries from big brand players who
are investing in the sector,” says Simon
Furniss, Commercial Manager for
Petrow Food Group. “It is a great way to
administer medication as peanut butter
tastes so good to dogs, so they can’t
detect that hidden pill! It also works as
a great distraction during washing and
grooming, and of course a tool to help
with dog training.”
“At Petrow Food Group, we are continuing
to see this trend dramatically spreading
across our UK and European-wide
“Most peanut butters for dogs contain
ingredients that are harmful to pets. We
wanted to produce a healthier product
and so started looking for a manufacturer
to help us," explains Carla. “Petrow Food
Group approached us with an offer
to produce a peanut butter with no
ingredients added that are harmful to
dogs. We asked Petrow to keep it simple,
and they formulated a product for us that
is the best quality for dogs – 100% natural
with no palm oils. Paw Originals peanut
butter is just pure nuts, pasted. Nothing
else. The only oil present is from the nuts
themselves.
“Because it is a pure peanut butter, it is
runny and sticky – just how dogs and
their owners like it – perfect for licky mats
and dog toys.”
The Paw Originals 100% Natural Peanut
Butter, manufactured and filled by
Petrow Food Group in North London, was
launched in early 2020 on Amazon and
in pet stores in the UK in 350gm jars and
one-kilo tubs. The peanut butter is free
from Xylitol, salts, sugars and solidifiers,
as well as vegetable oils.
“Our peanut butter for dogs is already
a best seller on Amazon, driven by the
current demand for healthier dog food
and more recently for raw dog food,”
explains Carla. “The rise in dog treats
has been dramatic with a lot more dog
owners and an increase in spending for
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Technology & Marketing