Q-Petfood makes frozen fresh meat suitable for small and medium-sized dogs and cats

In the Netherlands, Q-Petfood offers a wide range of frozen fresh meat products for dogs under the Smuldier brand. With a market share of 14% by value, the brand is the market leader in the supermarket dog food segment. However, the majority of this turnover has traditionally been generated by owners of large dogs. This is perhaps understandable because, until recently, Smuldier products were only available in 400 g packs.

Extensive research into deeper consumer insights revealed a growing interest in feeding fresh meat to dogs of all sizes, plus signs of rising demand for fresh meat for cats.

However, the study also found that a number of dog owners – and particularly pet parents of medium-sized and small dogs – regarded the ‘hassle’ of defrosting overly large portions and the subsequent difficulty of portioning as a barrier to switching to frozen fresh meat.

Groundbreaking innovation

Q-Petfood seized the opportunity to fill this gap in the market. In early 2023, the company launched several innovative concepts based around small frozen loose chunks of fresh meat. The chunks are between 0.5 and 1.5 centimeters in size and weigh on average less than 1 gram each. Therefore, the chunks can be easily shaken out of the packaging and defrosted in no time.

Additionally, the pellets retain their shape once defrosted. They are extremely suitable as food for medium-sized and small dogs, as a snack, or to flavor dry kibble for larger dogs.

The groundbreaking nature of this development is confirmed by subsequent research, which has shown that 50% of purchasers of the new concepts are new buyers of frozen pet food. The same study reveals that 80% of buyers are owners of medium-sized and small dogs.

Going international

Besides being present in Dutch supermarkets, Q-Petfood also introduced the new products in the nation’s ‘garden & pet’ retail channel. But the ambitions extend beyond the Netherlands alone; the company also sees great opportunities for this concept abroad.

In the context of these international plans, the company will introduce the Petfoodie brand on the market in early 2024. All existing Q-Petfood products, including the new concepts, will be available to international retailers under this new brand.

Petfoodie will be presented widely at Interzoo in 2024. However, anyone who would like more information before then is encouraged to contact Q-Petfood directly.