Cool accents across the range

Jollyes began in 1971 as a small shop in Enfield and has since grown into one of the leading pet food supermarkets with over 100 stores across the UK and a market-leading position in Northern Ireland. With this size, the change in product range is a statement for the industry: rabbits, guinea pigs, birds and other pets – you won’t find any live pets at Jollyes anymore. The reason? A significant change in product range. Over a period of 12 months, so that breeders could adjust, the British supermarket chain removed small pets from all its stores. The space gained is being used for raw frozen food, offered in a shop-in-shop concept. The Raw Store carries brands such as Nature’s Menu, Naked Dog and Durham, as well as Jollyes’ own Lifestag range and the new affordable Raw & Simple range.

From Perth to Plymouth, Newry to Norwich, Jollyes customers can find everything they need for their pets, from pet food and toys to a wide range of accessories. “We know that the sale of live animals in pet shops has provoked strong reactions for many years. And of course we know how much our colleagues have cared for them. But while we will of course continue to sell everything responsible owners need for their pets, removing these animals has given us the opportunity to expand our range of frozen raw products, which are becoming increasingly popular with dog owners”, says Jollyes managing director Joe Wykes, explaining the far-reaching decision.

Starting in Northern Ireland, where Jollyes is the market leader with 16 stores, Jollyes has now also set up expanded frozen food sections for raw dog food in the rest of the UK, meaning that 90 stores can now offer their customers the full range.

As the fastest growing category in the pet food market, dog owners now have more options than ever to introduce their pets to a frozen and raw diet, according to the pet retailer. As a nutritious and healthy diet for dogs, raw food is growing in popularity as an alternative to traditional wet and dry foods.

The Jollyes range includes high quality proteins and fatty acids, vitamins, minerals and nutrients. The ground bones contained in the raw food are free from sugar and starch, helping to clean and protect teeth and gums.

Jollyes’ staff are fully trained and each store has an expert on hand to give customers expert…