Tails.com launches its first in-store dog nutrition range

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Tails.com, the pet nutrition service, has launched its first in-store range, Nourish and Protect.

The new offering is available in 108 of Sainsbury’s flagship supermarkets as part of its Future Brands programme.

Tailored by age, breed size and health need, tails said it has been designed by veterinary and nutrition experts and targets key concerns for UK dog owners: weight, good health and immunity.

The range is paired with a digital service that provides a portion guide and tails “bespoke” measuring scoop personalized for each dog to support effective weight management.

Each recipe has been “crafted” to support specific health needs, for example, the puppy kibble recipes include salmon oil to support cognitive development. All recipes contain vitamin B and beta glucans to support the body’s natural defenses and para probiotics to help maintain a healthy metabolism and gut microflora.

Nicole Tipping, buyer at Sainsbury’s, said: “At Sainsbury’s we are passionate about helping our customers eat better, and the same goes for their pets. We’re excited to partner with tails.com who, from their inception, have pioneered new ways of feeding dogs.

“We love the tails.com Nourish and Protect range, which has been developed with Sainsbury’s customers in mind, and we’re really excited to hear what they – and their four-legged friends- think.”

James Davidson, CEO and co-founder of tails.com, added: “Owners are increasingly aware of the role that nutrition plays in keeping their dogs happy and healthy for longer and we’re thrilled to be working with Sainsbury’s and the Future Brands team to make innovative new products available.

“tails.com has grown rapidly across the UK and Europe in the past eight years, and we’re very much an entrepreneurial pet technology company at heart. I’m personally very proud to see the expertise and insight we’ve gained on dog health and nutrition from our tails.com subscription service brought to bear to create the tails.com Nourish & Protect range for people to access in-store.”