SALES of a pet food range have broken through the £4million barrier just 20 months after its launch, Blackburn-based manufacturer Pets Choice has revealed.

The company – whose headquarters are at Whitebirk Industrial Estate – has seen more than 1.5 million units of Webbox Natural have been scanned through supermarket tills since May 2016.

The range is made from 100 per cent natural ingredients and is now a mainstay on the shelves at Asda, Morrisons, Sainsbury’s, Tesco and Waitrose.

Pets Choice says Webbox Natural enjoyed sales circa £300,000 in January 2018, up 272% on year-earlier figures. The retail sales value of the brand now sits at £4.2million.

Tony Raeburn, CEO of Pets Choice, said: “These figures show the increasing popularity of natural food choices in the market.

“Owners want to ensure their pets receive a balanced diet from the best sources, so that they have all the vitamins and nutrients they need for a healthy and happy life.

“The consumer is becoming more and more aware of where the food on their own plates is coming from. Therefore it makes sense that they should have the same concerns about the food in their pets’ bowls.”

Webbox Natural was launched in 2016 and is also available through delivery firm Ocado.

Some of the most popular items for dogs include the Natural 400g Tray range, the Natural Dog Alu Tray selection and Webbox Natural Dry chicken with brown rice.

Strong performers in the cat range include the Natural Cat Pouches and the Natural Heart-shaped Alu Trays, available in three flavours – salmon in jelly, duck in jelly and chicken in gravy.

Mr Raeburn added: “The natural pet food market is growing all the time and we feel we are well positioned to take advantage of its popularity.

“We have seen significant growth with the brand since its launch and shoppers are buying into the exciting product range, which includes new innovation.

“Our focus is to ensure the continued growth of Webbox Natural, which will allow us to continue to invest in new products.”