Whitebridge Pet Brands partners with Pedigree Wholesale

Whitebridge Pet Brands has announced a new long-term partnership with Pedigree Wholesale, as its exclusive UK distributor for the Schesir brand.

In 2023, Schesir is introducing a new complete and balanced nutritional programme for cats, in line with its natural and physiological needs that uses high-quality, natural, and minimally processed ingredients.

Pedigree Wholesale will initially launch the 100% complete and balanced Schesir wet cat food range at PATS Telford.

These are prey-inspired recipes high in protein that perfectly simulate the prey cats would hunt in the wild as they are made with Organ Meat.

Schesir has claimed these new recipes to be “rich” in moisture and provide all the hydration that cats need.

There are also further plans to introduce more of the Schesir range to Pedigree Wholesale later this year and in early 2024.

Launching in the next few months is the Schesir for Dogs ‘Taste the World’ range, which focuses on humanised meals for dogs.

These will be available in a range of Mediterranean and Asian recipes, including dishes such as Chicken with Carbonara and Thai Coconut Chicken.

In 1999, Schesir launched the first 100% natural and minimally processed wet cat food with flaked or shredded fresh pieces of fish or chicken in Italy at first, then across Europe.

Today, Schesir is distributed in over 50 countries worldwide. For the past 25 years, Schesir has been focusing on developing and providing nutrition for cats and dogs, with a selection of the “best” ingredients, as well as the “most palatable” recipes, free of artificial colourants and preservatives, and contributing to the well-being of pets.

Tatiana Suarez Parra, vice president Sales Europe, Whitebridge Pet Brands, said: “Pedigree Wholesale has a fantastic reputation within the UK trade, with numerous trade awards to back up that reputation.

“We can’t wait to start this exciting journey with Pedigree and already have a growing list of retailers waiting for it to begin, starting with the launch of our complete and balanced single-serve wet cat range at PATS Telford. We have a lot of innovation in the pipeline for both cat and dog categories, and feel Pedigree is the best partner to support us telling our story and introduce our minimally processed nutritional philosophy to UK retailers and consumers.”

Melanie Malin, head of buying, Pedigree Wholesale, added: “Schesir will be an asset to our cat food portfolio. By expanding our offering, we are helping to give our customers access to a true, high-quality cat food range, filling a gap in the market. We look forward to launching the range at PATS and our future with Whitebridge Pet Brands.”