Marks & Spencer is expanding into the pet care aisle with the nationwide rollout of Paws & Pals, its first dedicated own-brand pet food range, arriving in M&S Foodhalls today.
The move marks a key milestone in the retailer’s strategy to transform into a full “shopping list retailer,” encouraging customers to complete more of their weekly grocery essentials in a single trip.
With an estimated 31% of UK households owning a dog and 25% owning a cat, M&S is targeting the booming premium pet nutrition market. Internal research from M&S Food revealed that 60% of shoppers now closely scrutinise pet food labels, demanding the same ingredient transparency, nutritional standards, and quality they expect in their own meals.
The initial launch introduces 13 products across dog kibble, meal toppers, and treats, made from 100% real ingredients, with high meat content and formulated without artificial fillers and fortified with essential vitamins and minerals.
“We’re focused on becoming a true shopping list retailer, making it easier for customers to do more of their weekly shop with M&S,” said Alex Freudmann, Managing Director of M&S Food. “Pets are part of the family for millions of households, and pet food is a natural extension of our Food business. Using 100% real ingredients, grain-free recipes, and carefully selected nutrients, we’ve created a range that’s both nutritionally balanced and delicious for pets.”
The launch builds on last year’s branded grocery reset across M&S Foodhalls, positioning the high-street retailer to capture a larger slice of the multi-billion-pound UK pet market. The complete Paws & Pals lineup is available on M&S shelves starting today
