# Quality-Driven Private Pet Brands M&S Paws & Pals Includes 13 Lines for Cats and Dogs By Michael Hemsworth | Published 2026-08-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/paws-pals References: [kamcity](https://www.kamcity.com/namnews/uk-and-ireland/supermarkets/ms-launches-pet-food-range/)  The M&S Paws & Pals private label pet food brand has been introduced by the retailer as an extensive range of own-brand products that customers can pick up during their regular shopping. The brand includes a total of 13 lines that spans [kibble, toppers and treats](https://www.trendhunter.com/trends/functional-kibble-for-dogs) for cats and dogs, and puts a focus on real ingredients including a high meat content as well as grain-free recipes. The products are also fortified with vitamin and minerals to support impressive nutritional support from every angle of a pet's nutrition. Managing Director of M&S Food Alex Freudmann commented on the M&S Paws & Pals private label pet food brand saying, "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.” ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 55% | Activity: 55% | Freshness: 91% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Pets](https://www.trendhunter.com/pets) ## Key Themes ### Why This Trend Is Growing - **Premium Private-label Pet Food:** Retailers are extending trusted grocery quality cues into pet aisles, creating space for differentiated own-brand lines that compete with specialist pet nutrition brands. - **Ingredient-led Pet Nutrition:** Real meat, grain-free recipes and added nutrients reflect a growing preference for transparent formulas that make everyday pet food feel more purposeful and health-focused. - **Convenient Pet Care Shopping:** Bundling pet food into routine grocery trips highlights the potential for mainstream retailers to capture loyalty through accessible, one-stop pet care assortments. ### Industries Being Reshaped - **Pet Food:** The category is being reshaped by premiumized formulations and wellness positioning that blur the line between functional nutrition and mass-market pet meals. - **Grocery Retail:** Own-brand pet ranges give supermarkets a way to deepen household basket spend while applying established food-quality standards to adjacent consumer needs. - **Private Label:** Quality-driven product development is elevating store brands beyond value pricing, allowing retailers to build credibility in specialized lifestyle categories. ## Related on Trend Hunter - [Nutrient-Dense Own-Brand Pet Foods](https://www.trendhunter.com/trends/ruffs-recipes.md) - [Family-Focused Frozen Lines](https://www.trendhunter.com/trends/frozen-dessert-offering.md) - [Small Dog-Specific Food Brands](https://www.trendhunter.com/trends/smaller-dog-breeds.md) - [Charitable Pet Food Partnerships](https://www.trendhunter.com/trends/sainsburys-and-battersea-dogs-and-cats-home.md) - [Functional Pet Food Toppers](https://www.trendhunter.com/trends/tailscom.md) - [Pet-Focused Re-Branding Initiatives](https://www.trendhunter.com/trends/my-perfect-pet.md) - [Pet-Friendly Mince Pies](https://www.trendhunter.com/trends/dog-mince-pies.md) - [Wintery Pet Product Ranges](https://www.trendhunter.com/trends/lilys-kitchen.md) - [Pet-Focused Nutrition Lineups](https://www.trendhunter.com/trends/ancestral-natural-pet-food.md)