Inspired Pet Nutrition (IPN), the UK’s largest independent dry pet food producer, is grabbing a slice of the wet dog food sector with a new range under the Wagg brand. Last September Wagg, the branded dry dog food market leader, unveiled new packaging as part of a £500,000 re-launch. This is its first venture into wet food, where growth is being driven by the plastic tray format, with overall branded annual sales more than doubling in the past two years. The four flavours in the new range are salmon, chicken, beef and turkey.
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