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Amazon introduces new private label pet food

Amazon is increasing its private label involvement in the pet food market with its Lifelong brand.

Amazon means business. The online juggernaut has brought out Lifelong, another own brand of dry and moist food for dogs and cats. The dry food Lifelong Complete is available for medium and large dog breeds as a 15 or 10 kg pack or as a 5 kg sample pack. For small dog breeds and for cats, the dry food comes in 10 or 9 kg packs and as a 3 kg sample pack. Two flavours are currently offered, Salmon & Rice and Chicken & Rice.

Lifelong Complete moist food for dogs and cats is available in a packet containing 96 portions or as a sample pack with 24 pouches. Each pack contains four different flavours. For cats it comes as a fish, meat and mixed selection in jelly or sauce, with beef, game, chicken, poultry, hake, turkey, salmon, duck, cod, whiting or trout. The dog food is available as a meat selection in sauce or jelly, with beef & vegetables, chicken & vegetables, poultry & lamb and beef & chicken or beef, chicken, turkey and lamb.

A 10 kg bag for cats and the 15 kg bag for dogs each cost less than 30 euros.

|17 January 2019


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