AN East Lancashire pet food manufacturer has seen sales of its cat treats soar, giving it a share of almost 11 per cent of the booming cat treat market.

Webbox, made by Pet’s Choice Ltd, is now the second favourite cat treat brand in the UK, according to new figures.

Established in the 1980s, Webbox is one of the fastest-growing UK pet food brands with an annual turnover of £40million.

The last 12 months has seen sales and volume growth that has given it a share of almost 11 per cent of the booming cat treats market, putting it ahead of Nestlé Purina.

Two of its products are in the top 10 selling cat treats list: Lick-e-lix and Tasty Cats Delight Sticks, which are now the fourth best-selling cat treat, increasing their market share by 3.4 per cent in the last year.

Tony Raeburn, chief executive at Webbox, based on Gladstone Street, Blackburn, employing 160 staff, said: “Our strategy was first and foremost to focus on the palatability of cat treats over the last few years, which is evident in the popularity of these products.

“However, health benefits have become increasingly important to cat owners and we have responded to this very effectively with award-winning product innovation.”

Market research indicates that half of all pet owners actually select treats with added health benefits and the company has focused on researching specific requirements of consumers, delivering bespoke solutions in its treat range. The award-winning Lick-e-Lix treats help owners to disguise medication in their creamy, yoghurt-like texture, and also contain essential vitamins and minerals, such as salmon with Omega 3 & 6 and Chicken with Zinc.

The biscuit cat treats are made with 25 per cent fresh meat or fish and provide added beneficial ingredients to help with common feline health complaints, such as digestion, skin and coat and immune boost.

Tony said: “The cat treats arena grew over 12 per cent last year, so is a key focus for us. We have some very exciting new products to launch in the next few months as we strive to gain market share from the leading brand and own label.”