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A "Brand New Story

Pets at Home are taking charge of the un-organised ‘small animal’ category, where no brand dominates. Consumers can find greater resonance with our new brand than a Pets at Home own label.

We have created a cast of characters about whom we are writing engaging stories that you’ll find online, on pack and in store. All the products are very natural and come from our fictional Woodlands.

Overall sales in the category have increased even though the new brand is a premium choice.