Fold Hill, a UK-based farm-to-bowl pet food manufacturer, has introduced Ruffingtons, a dog treat brand now available online and soon in select stockists.
The brand, which offers an array of “edible art” treats such as marble snaps and truffles, taps into a rising trend among pet owners who increasingly wish to express affection for their dogs through treats and gifts.
Ruffingtons is designed to cater to a growing demand in the luxury pet sector, where more owners want to elevate their pet care routines with premium options. With the pet food sector valued at £7.2 billion annually and approximately 57% of households owning pets, the brand seeks to provide an upscale alternative to traditional dog treats.
Fold Hill’s goal is to reach over 10 million dogs with Ruffingtons’ unique gifting experience, which reflects a humanising trend in the pet industry. Currently available through the Ruffingtons website, Fold Hill is actively working to secure in-store and foodservice partnerships to make Ruffingtons accessible in cafes, pet-friendly restaurants, delis, and other consumer-friendly spaces.
Targeting Premium Pet Gifting Market
The debut of Ruffingtons at the Pet and Aquatics Trade Show (PATS), held at the Telford International Centre from 29th September to 1st October, introduced the brand’s artisanal approach to treat-making to the UK’s pet retail industry. The brand’s entry into the market highlights a shift in pet ownership culture, where consumers seek to provide pets with products that reflect both quality and aesthetic appeal.
Ben Mankertz, Managing Director of Ruffingtons, noted the significant investment that Fold Hill has made in establishing Ruffingtons. “Over the past few years, the desire to treat and spend money on pets has risen exponentially. We’ve identified a gap in the market for artisan baked treats that are available at points of sale in cafes, dog-friendly restaurants, and more. We hope Ruffingtons will bridge it,” he said.
Mankertz added that the brand’s development involved careful consideration of Ruffingtons’ target consumers, packaging, and overall brand presentation to ensure a luxury experience. “Everything has to feel special, with the golden thread of luxury running throughout,” he explained.
