Scrumbles breaks into Asda stores

LONDON — All-natural pet food brand Scrumbles recently established a partnership with Asda, a British supermarket chain, through which the company’s gut-friendly pet food products will be available in 330 Asda stores across the United Kingdom.

Thirty-two of Scrumbles’ dry and wet food and treats for dogs and cats will be available through Asda. The brand is also available through Sainsbury’s, Tesco, Pets At Home, Amazon and Ocado. Total distribution for the brand spans grocery to independent retail to DTC.

“We’re super proud of this launch,” said Aneisha Soobroyen, founder and chief executive officer of Scrumbles. “I have many happy memories following my mum around Asda on our weekly big shop when I was growing up, so it’s even more special to land on these shelves.

“It feels like only yesterday [Scrumbles’ co-founder] Jack and I were packing orders out of our kitchen, and now we’re available in the top three Grocers in the United Kingdom, aiming to feed as many pets our gut-friendly recipes as possible,” Soobroyen added. “Our mission of course, is to disrupt the pet food industry with our kind-on-tums and -planet recipes, all whilst feeding our pets food and treats they absolutely adore and deserve. This is a major milestone for us, and we couldn’t be happier with the support from the team at Asda.”

Scrumbles raised £6 million (roughly $7.2 million USD at the time) in March from growth capital investors BGF, which the company planned to use to expand its senior team and omnichannel presence.

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