Pedigree Partnership to Extend Karnlea Reach

Karnlea Bone Broth has joined forces with Pedigree Wholesale to further extend opportunities for independent pet retailers to stock its products.

The partnership will boost value and efficiency to retailers who may want to ‘dip a toe into the water’ and add quantities to existing orders – saving on shipping costs and enabling bespoke orders for dispatch to individual stores.

The move reflects the keen interest in Karnlea Bone Broth since its launch earlier this year. The Belfast company was actively approached by Pedigree Wholesale – one of the UK’s top wholesalers within the independent pet retail sector – to distribute its products in the UK.

Retailers will now be able to order through Pedigree Wholesale or continue to order direct from Karnlea.

Karnlea’s founder Lara McCulloch said the partnership was a “massive opportunity” to extend awareness and accessibility of its products.

“Pedigree Wholesale is a well-established and trusted partner which is celebrating 50 years in the business. It manages more than 2,500 accounts and has proactive sales team which updates customers on new products and recommends ways to help independent retailers grow and flourish,” she said.

Pedigree Wholesale has numerous distribution centres across the UK for fast and efficient distribution. It also promotes new products through its four-weekly magazine ‘Pet People’ and allows customers to order 24/7 through its website

“We believe that these channels will help keep customers up-to-date with our new flavours and promotional offers and support us with seasonal requirements and event opportunities,” added Lara.

The relationship extends advocacy of Karnlea Bone Broth conveying its benefits in supporting gut, skin, coat and joint health in cats and dogs, and its use as a supplement, topper and treat.

Karnlea will also feature on Pedigree Wholesale’s stand at PATS Telford next month (September).

Amanda Clark, Food Buyer, at Pedigree Wholesale said: “We are very excited to become Karnlea’s UK wholesale partner. Packed from fresh and with high levels of protein, collagen and minerals, we consider it an ideal product for supporting cat and dog health.

“We have doubled our stock levels to support its popularity in its first month with us. It is proving extremely popular, especially with retailers which put raw and natural products at the heart of their offer to customers.”

Landmark Retail Partnership for Karnlea

Karnlea has notched up its 100th retail partner – only five months after launching the UK’s first ambient bone broth for cats and dogs.

The Belfast-based company has targeted independent retailers, tapping into the expertise of shop staff to convey the health benefits of the fresh-packed product.

Karnlea’s founder Lara McCullough believes that independent pet retailers are key to influencing, educating and informing pet owners.

“We put independents front and centre our marketing strategy,” she said. “Karnlea offers something totally new and we believe they are in the unique position as trusted retailers with expertly trained teams to convey our product’s benefits and help solve customers’ pet problems like skin, coat and digestive issues.” 

The key milestone was boosted by the acquisition of Just for Pets as a new customer in April. The company has 21 outlets across the UK with an emphasis on natural products and ingredients. 

Just for Pets Senior Merchandiser, Leanne Blunn, considers Karnlea the perfect fit for its stores.

“It’s great to be able to extend what we can offer our customers to assist the health and wellbeing of their pets,” she said. “With 100% natural ingredients, recyclable and sustainable packaging and off-the-shelf convenience, it made perfect sense for Just for Pets to showcase Karnlea to all customers, not just the one’s shopping in our raw department, so that more pets will benefit from it.”

Sammie Hunt, owner of Redpaw in Plymouth, called Karnlea Bone Broth a “must have” product.

“There are many reasons why pet owners should have bone broth in their cupboard: to hydrate their dog or cat on a hot day or before exercise, to supplement their diets and improve joint, skin and coat conditions and to provide a gentle food should their pet suffer from digestive issues or need to recuperate from sickness,” she said.

“I am really excited about being able to stock Karnlea,” she added “The quality of the ingredients and the level of nutrients make it an ideal standby and unlike similar products, it doesn’t need to be frozen.”

In addition to bricks and mortar establishments, Karnlea is also stocking online retailers, particularly those specialising in products that offer health benefits.

Enzo’s Pet Pantry has a focus on holistic and nutritional pet products. It launched after its owner Vaneeta Bassi investigated them for her own dog.

“As a pet owner of a dog with health issues I can personally vouch for the benefits of the product. Enzo suffers from allergies, IBD, pancreatitis and hip dysplasia and Karnlea Bone Broth is perfect for helping me in managing all of his ailments as it is great for his joints, gut, skin and coat. Previously there weren’t any suitable broth options available on the market so I would have to make it myself. Thanks to Karnlea, which uses the same ingredients that I would at home, I don’t need to do that anymore.

“Its versatility is amazing, it can be given as a liquid, jelly and frozen, all of which appeals to even the fussiest of eaters.  I’m grateful that I can now offer the same tried and tested benefits of Karnlea’s products to my customers,” she said.

For more information on becoming a Karnlea stockist contact