Pet owners are being urged to focus on acts of kindness towards their animals and the environment with a new natural food range.

Research reveals that 96 per cent of pet owners claim it’s important that ingredients included in their pet food of choice is kind to both pets and the planet.

Nature’s Variety will lead a new era of natural nutrition in pet food, focusing on high-quality ingredients, innovation, and traceability, Products have been developed following a £2.8 million investment in technology at its Norfolk factory.

Eye-catching packaging includes clear and concise information to ensure pet owners are fully aware of the ingredients and processes that have gone into making their pets’ meals.

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The range features highly nutritional, complete and balanced products in a variety of premium quality deboned meats, with vegetables, botanicals and superfoods and no artificial colours, flavours or preservatives.

James Langan, managing director of Nature’s Variety, said: “As we launch Nature’s Variety, the recipes offer a variety of highest quality natural ingredients, which can be traced back to trusted suppliers, and we are keeping processing to a minimum to keep the goodness locked in.

“Kindness is not just about how we treat our beloved pets, but what we feed them too.

"This new range demonstrates our commitment to be clear and open about our ingredients, our sources, our processes and how we’re improving our impact on the planet, so pet owners can have peace of mind in their decision to feed natural pet food.”