- M&S launches Paws & Pals, a new own-brand pet food range featuring 13 new lines across kibble, treats and toppers for cats and dogs.
- M&S Food research shows that 60% of customers are looking more closely at what is in their pet’s food. The range uses 100% natural ingredients and high meat content, grain-free recipes developed inhouse by chefs with added vitamins and minerals to support pet wellbeing.
- Grocery makes up half of the pet food market, with customers preferring to purchase as part of their weekly shop.
- M&S Food is aiming to double its market share in the Pet category as part of its strategy to become a true shopping list retailer, helping customers purchase more of their weekly essentials with M&S.
- Developed by the M&S Food team, the range brings the retailer's trusted quality and innovation into the growing pet food category.
Today, Marks & Spencer is launching Paws & Pals, a new own-brand pet food range designed to bring the quality, trust and innovation customers expect from M&S to one of the UK's most-loved family members: pets.
The launch marks M&S' entry into the pet food category under a dedicated M&S brand and is another step in the retailer's transformation to become a true shopping list retailer.
Pets are an important part of family life for millions of customers. Around 31% of UK households own a dog, while 25% own a cat, making them the nation's most popular pets*. By expanding into pet food, the retailer is giving customers another reason to choose M&S for a greater share of their weekly essentials, while broadening its offer beyond traditional grocery categories.
Building on last year's branded reset, the transformed range introduces 13 new lines across treats, kibble and toppers under the new Paws & Pals brand. Developed with quality and nutrition at its heart, the range features 100% real ingredients with high meat content, grain-free recipes, and added vitamins and minerals, creating meals and treats that pet owners can feel confident feeding their dogs.
M&S Food research indicates that 60% of customers are looking more closely at what is in their pet’s food and they are looking for the same ingredient quality, transparency and nutritional standards in pet food as they do in the food they buy for themselves. Paws & Pals has been designed with customers’ needs in mind, combining carefully developed recipes with the trusted quality credentials that customers associate with M&S Food.
Alex Freudmann, Managing Director, M&S Food, said:
"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. Pets are part of the family for millions of households, and pet food is a natural extension of our Food business.
We've developed Paws & Pals with the same focus on quality that sits behind every M&S Food product. 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. Every recipe has been developed to give customers confidence that they're feeding their pets food made with quality ingredients they can trust.”
The Paws & Pals range is available in M&S Foodhalls from today.
ENDS
Notes to Editors
- Paws & Pals is M&S' new own-brand pet food range.
- The range includes 13 new lines across treats and kibble.
- Products are made with 100% real ingredients.
- Recipes are grain-free and include added vitamins and minerals.
- Existing Boost pet products have been incorporated into the Paws & Pals brand.
- Around 31% of UK households own a dog and 25% of UK households own a cat. Source: YouGov Profiles Data April 2026, Mintel Pet Report 2025, World Panel Data 52 w/e March 2026, Vypr n = 500 April 2026​