Award-winning experts in natural pet food True Instinct is today announcing it is to rebrand as Nature’s Variety.

The relaunch comes following the purchase of the Natures Menu portfolio by Spanish dry pet food experts Affinity Petcare earlier this year and will mean the Nature’s Variety range will be aligned with its European counterparts. Nature’s Variety will lead a new era of natural nutrition in pet food, focusing on high-quality ingredients, innovation, and traceability. 

Nature’s Variety will be available for retailers to order from mid-February onwards and will feature an even broader range of the products loved by True Instinct dog and cat owners – including the innovative Freeze Dried range which launched in January 2020 following an investment of £2.8m in freeze dried technology. 

Nature’s Variety has worked to refine the recipes loved by its customers, while continuing to use the highest quality ingredients from trusted suppliers. The new bold orange packaging will catch the eyes of retailers and customers alike and will provide clear signposting to the brand instore and online. The packaging will display clear and concise information to ensure pet owners are fully aware of the ingredients and processes that have gone into making their pets’ meals.

The expanded range features highly nutritional, complete & balanced products in a variety of premium quality deboned meats, with vegetables, botanicals and superfoods and no artificial colours, flavours or preservatives. The range will be available for Adult Dog, Small Adult Breeds, Puppy, Adult Cat and Kitten across a number of variants. The much-loved Raw Boost range, which features Freeze Dried pieces, will also be rebranded as Meat Boost, to further highlight the quality meat ingredients in the product. 

For retailers, Nature’s Variety has created a 4pp trade booklet which will be issued as a guide to the brand transition and the expanded product range to be used from November onwards, until the official consumer launch in March 2021. The brand has also created roundel stickers for existing True Instinct packaging to promote the transition to Nature’s Variety. There will be a new suite of POS, communicating the new brand, available at the launch, including shelf talkers, FSDUs and freezer graphics. 

James Langan, Managing Director of Nature’s Variety, said: “As we transform into Nature’s Variety, we have refined our recipes to offer an even better 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. 

“This new name shows what we truly stand for - quality, natural ingredients, and reflects the respect that pet owners have always had for their pets and the world around them. Retailers can rest assured that our core values and support will remain the same, and we’ll ensure they are well equipped for the transition.

“This rebrand 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. 

“We saw an incredible response from both retailers and customers when we launched True Instinct in 2018, and Nature’s Variety will continue to deliver the high quality complete and balanced food loved by all. It is a very exciting time for us and we look forward to welcoming you on the journey ahead.” 

Communications to customers on the transition will begin in November on the True Instinct website and social channels, with the view to officially launch in March 2021.