Image l-r: Rob Ward, General Manager at Green Pantry, and Tom Mottram, National Accounts Manager at Burgess Pet Care
Burgess Pet Care has launched a white label pet food proposition for independent retailers, enabling the Yorkshire-based company to strengthen relationships with independent retailers, reach more value-conscious shoppers, and generate additional sales volume.
The new range, which includes a 12.5kg value dry dog food and a 10kg value dry cat food, has been developed specifically for the direct retailer channel, including larger independent pet shops and agricultural stores. Retailers will be able to add their own logo to the products, creating an own-brand proposition for their customers.
The range has been developed in response to Burgess’ insight from independent retailers that many are seeking a more affordable white label pet food option, with existing offers in the market sitting at a less accessible price point.
The proposition is designed to complement Burgess’ existing branded products, whilst helping independent retailers compete with own label food already available in the market. It also forms part of the company’s plans to grow its direct retailer network.
Suzanne Moyes, Deputy Managing Director and in-house vet at Burgess Pet Care, said:
“Independent retailers are incredibly important to the pet care market, and we know that offering customers genuine value for money continues to be a key priority.
“Our new white label range has been developed to give retailers another way to meet that need, whilst helping them protect margin, strengthen customer loyalty and build a distinctive proposition of their own."
Burgess Pet Care research found that 77% of shoppers want to support independent retail, with value for money highlighted as one of the key drivers. The new proposition aims to help retailers respond to this demand by offering competitively priced products
that support margin growth and encourage customers to return to their store.
The new range was unveiled at the Pet & Aquatic Trade Show (PATS) 2026, where retailers could join the prospect list and place orders.
Find out more here.
