The UK’s original premium natural pet food brand, Lily’s Kitchen has been confirmed as the UK’s fastest growing pet food brand with an annual sales increase of 34% according to Kantar.
Dashing ahead of the competition, Lily’s Kitchen has increased sales by 27% in the grocery channel alone – leaps and bounds ahead of the equivalent 2% sales growth in the pet food category.
Growth has been aided by the successful launch of new dog food varieties including Moroccan-inspired Lamb Tagine and Limited Edition Halloween themed Beef Ghoooulash which have seen record demand for new product launches and proves the strong appetite from loyal and new customers. 
The brand’s belief helping customers treat their pets as a key part of the family has never been more successful, with supplies of its Advent Calendar For Dogs selling out by the second week in November.
With more product on shelves than ever before, Lily’s Kitchen, which is the first certified B-Corp brand in the petfood sector has grown it’s overall distribution by 11% to over 3,800 stores, including an 18% growth in listings in the UK grocery sector in the year ending 3rd October 2020.
Having grown through positive word of mouth and recommendation since inception in 2009, the business is also reaping the rewards of its loyal customer following, successfully launching online subscription services which have seen its direct-to-consumer sales surge in 2020.
Continued international expansion and the signing of landmark distribution deals mean that the much-loved brand is available in over 3,000 stores in 30 countries outside of the UK through a range of vets, specialist retailers, major online market-places and big name supermarkets – up from just ten countries in 2018.
Lily’s Kitchen CEO, David Milner said: “Our tried and trusted formula of creating natural, healthy, proper pet food inspired by the latest food trends is appealing to more pet parents than ever before. To be the fastest growing brand in a growing category is a testament to the quality of our product – as proven by the record-setting success of our latest new product launches.
“The increase in pet ownership is well documented, but a major factor for us is our popularity amongst younger, more millennial-minded new pet parents, who want to treat their pets just as they would their children and for whom the health and wellbeing of their pets is a spending priority.
“The growth of direct sales has also been beyond expectation and the launch of subscriptions in the summer is proof of the brand loyalty we have built and our international success shows the simple fact that pet owners across the world are willing to pay a premium for healthy, proper pet food.”
For information on the core Lily’s Kitchen range and other products please visit www.lilyskitchen.co.uk
