We’re Proud to unveil AATU’s bold new look – premium packaging that highlights the purity, performance, and raw-inspired nutrition your customers love. Same expertly crafted recipes, now with even more standout on shelf.
AATU, our pioneering pet nutrition brand known for its expertly crafted, high-protein 80/20 dog food, is proud to announce a full brand relaunch - including premium new packaging designed to elevate shelf standout and communicate the purity and performance inside every bag.
Dry food remains the powerhouse of the pet food market – worth a staggering £615m in RSV, that's 18 times more than the raw and fresh category (£34m).. Yet, raw continues to capture shopper interest, now used by 13% of dog owners and growing fast at +34% year-on-year, compared to just +3% in total main meal growth. For independent retailers, this creates a unique opportunity: AATU offers the best of both– tapping into the booming raw and fresh trend without the hassle of freezer space or complex logistics.
AATU’s raw-inspired, grain-free dry range overcomes the key barriers – offering the purity and appeal of raw, in a convenient kibble format. It’s the smart, scalable way to meet growing demand, all while harnessing the power and practicality of dry.
AATU has mastered advanced nutrition techniques that deliver highly nutritious, convenient meals that satisfy dogs’ natural instincts. Each AATU recipe is crafted and gently cooked using the brand’s signature Low and Slow™ method, a slow-cooking technique at just 120 ° that locks in nutrients and honours pets’ natural feeding instincts.
AATU’s new packaging responds directly to shifting consumer values. With 96% of pet shoppers willing to pay more for brands they perceive as transparent*, the updated design makes key benefits instantly visible: 80%+ meat or fish, zero grains or fillers, a coating made from raw ingredients, 2.5kg of raw ingredients in every 1kg of food, and naturally gut-friendly recipes.
“Our goal has always been to nourish pets with food that supports strength, vitality, and lifelong wellbeing,” says Sascha Macchi, Head of Marketing at AATU. “This relaunch not only modernises our brand but gives retailers a powerful way to tap into emerging shopper needs - without the usual barriers of raw.”
Our AATU range can be ordered through the Pawfessionals site, where you will find full product information and images.
