The company says that based on its natural, hypo-allergenic, organic, healthy concepts - the new Fish Treats are designed to 'tick all the boxes' of today's health and environment-conscious consumer.

The latest 'wet' product for dogs and cats - a complementary Salmon Mousse made with 99% salmon, available in 100g pouches, has launched at Crufts.

Cod Cookies, Pollock Biscuits, Shrimp Biscuits, Skinny Strips, and new Bone-shaped fish skins , in a variety of sizes, are just some of the new treats being launched later in the year.

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