M&S launches new Paws & Pals food and treats range for dogs and cats

The new Paws & Pals collection from M&S

M&S has expanded its food aisles to four-legged family members with the launch of a new own-brand range of food, meal toppers and treats for adult dogs and cats.

The new Paws & Pals collection is available in M&S Foodhalls now, with prices ranging from £3 for treats to £14 for bags of dry food.

The launch brings 13 new products to shelves alongside 10 existing favourites being rebranded under Paws & Pals, as the retailer targets growing interest among pet owners in the ingredients and nutritional content of the food they buy for their animals.

Pet owners paying closer attention to ingredients

Research carried out by M&S among 930 members of its customer community in August found 60% regarded ingredient quality as very important when buying for their pets, while 59% said they were paying more attention to ingredients than they did five years ago.

The survey also found 62% of pet owners said they would cut their own spending before spending less on their pet — an indication of just how firmly dogs and cats have become part of household spending priorities.

An M&S spokesperson said:

“We know pets are a big part of the family, and our latest research shows just how much customers prioritise them, with 62% of owners saying they would cut spending on themselves before spending less on their pet.

“With Paws & Pals, we’re bringing trusted M&S Food quality and care to the pet aisle, making us a one-stop destination for delicious food, toppers and treats for every member of the family, paws included.”

What is in the new Paws & Pals range?

For dogs, the range includes Crunchy Beef & Vegetable Bites and Crunchy Chicken & Vegetable Bites, both priced at £14 for 1kg.

M&S describes the grain-free foods as high in protein, combining beef or chicken with freeze-dried mixed vegetables.

A Chicken Meal Topper, made from freeze-dried chicken, costs £4 for 40g and is designed to be added to a dog’s existing food.

Dog treats include Air Dried Tripe Strips at £6 for 150g, Air Dried Pig’s Ear Strips and Air Dried Beef Skin at £6 for 200g, along with £3 packs of Beef Casserole Bites and Chicken with Vegetable Bites.

The air-dried products are made from 100% meat, while the freeze-dried Beef Casserole Bites contain 90% beef and the Chicken with Vegetable Bites contain 90% chicken.

New options for cats

Cat owners can choose from Crunchy Salmon Bites Dry Cat Food and Crunchy Chicken Dinner Bites Dry Cat Food, each priced at £14 for an 800g bag.

The salmon variety is grain-free and contains omega-3, while both products are enriched with vitamins and minerals.

There is also a £4 Chicken Meal Topper for cats, made from freeze-dried chicken.

Treat options include Fish Supper Bites and Chicken Dinner Bites, both costing £3 for 30g. M&S says the freeze-dried treats contain antioxidants, no artificial flavours or colours and no added sugar.

Full launch range and prices

The 13 new Paws & Pals products are:

• Crunchy Beef & Vegetable Bites Dog Food — £14, 1kg

• Crunchy Chicken & Vegetable Bites Dog Food — £14, 1kg

• Crunchy Salmon Bites Dry Cat Food — £14, 800g

• Crunchy Chicken Dinner Bites Dry Cat Food — £14, 800g

• Chicken Meal Topper Dog — £4, 40g

• Chicken Meal Topper Cat — £4, 40g

• Air Dried Tripe Strips Dog Treats — £6, 150g

• Air Dried Pig’s Ear Strips Dog Treats — £6, 200g

• Air Dried Beef Skin Dog Treats — £6, 200g

• Beef Casserole Bites Dog Treats — £3, 30g

• Chicken with Vegetable Bites Dog Treats — £3, 30g

• Fish Supper Bites Cat Treats — £3, 30g

• Chicken Dinner Bites Cat Treats — £3, 30g

M&S says the recipes use real ingredients with high meat content and added vitamins and minerals, with the range developed specifically for adult dogs and cats.

Paws & Pals is available in M&S Foodhalls now, although the retailer advises that prices may vary in selected stores.

M&S says the launch is not the end of its plans for the pet aisle, with further Paws & Pals products expected to arrive in 2028.