Westland claim £2m Peckish sales increase

Westland Horticulture have estimated it has gained £2m in sales in wild bird care as it launches 2017 ranges.

The autumn 2016 collection includes Natural Balance eight seed blend in a 12.75kg pack, Complete Suet Cakes 10-Pack, Diamond Suet Cake Feeder, Click Top Feeders, Squirrel Proof Lattice Feeders and Small Bird Feeder.
Also new are Blue Tit Nest Box and Robin Nest Box.
Senior brand manager Rachael Dickinson said: "Our soaring retail sales are no accident. They are the result of a successful NPD strategy, coupled with consistent advertising support.
"We’re confident this latest collection of NPD will complement our existing best-sellers and grow the birdcare category even further, appealing to newcomers and seasoned users alike."
Westland says its Peckish Complete Easy Feeder has been best seller, according to GfK.
It estimates the £2m sales growth from GfK Wild Bird Care Panelmarket Report – February 2016, EPOS Retail Sales Panel, Qlikview.

Westland will also launcg under the Nature’s Feast brand will be launching a new collection of food, treats and hay for rabbits, hamsters and guinea pigs.

This is an area which represents a £72m marketing opportunity year on year, says the Pet Food Manufacturing Association (PFMA), which estimates the UK wild bird food market at £210m. Westland believes it has identified a gap in the market, with 43 per cent of shoppers buying both mixed food and pellets 'indpendent research'), as they perceive nuggets alone to be boring and processed.

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