Published on 8th Oct 2026
NEW: Fidelis Fresh Menu - Fresh-Style Feeding Without the Freezer
As more pet owners look for premium, high-meat and fresh-style feeding options for their dogs, specialist pet retailers are ideally placed to help customers navigate the growing choice available.
Fidelis Fresh Menu offers something a little different: the appeal and appearance of freshly prepared food, but without the need for freezer or chilled display space in store.
Available to independent pet retailers exclusively through Pedigree Wholesale, the range provides an eye-catching new addition to the premium dog food fixture, with nine recipes supplied in distinctive 400g glass jars.
Fresh-style food with added convenience
Fidelis Fresh Menu is made using fresh meat and offal alongside vegetables, fruit, oils and selected functional ingredients. The recipes are gently steam-cooked to create a soft, home-cooked style meal before being packed into glass jars.
The sealed jars are then heat-treated for food safety and shelf stability, meaning they can be stored at room temperature before opening. For retailers, that creates an opportunity to tap into the fresh-feeding category without investing in additional freezer space.
The glass packaging also helps Fidelis stand apart on shelf from traditional tins, trays and pouches, giving retailers a premium format that's easy for customers to recognise.
Nine recipes give customers plenty of choice
Variety is one of the strengths of the Fidelis Fresh Menu range, with nine recipes spanning familiar favourites and alternative proteins.
The range includes Beef, Chicken, Chicken & Rice, Duck, Goat, Lamb, Rabbit & Brown Rice, Salmon and Turkey, giving retailers the opportunity to create a strong protein-led display and offer customers plenty of choice.
For specialist retailers, this breadth of range also creates an opportunity for staff to do what they do best – talk to customers, understand what they are looking for and help them choose an appropriate recipe for their dog.
Made by a family-owned pet food manufacturer
Behind Fidelis is a family-owned pet food business with its own production facilities in Germany and Poland and more than 160 people employed across the group.
Alongside Fresh Menu, the business produces natural treats and chews as well as manufacturing products for other pet food brands across European and international markets.
That manufacturing background gives Fidelis direct involvement in the production and quality of its food, rather than simply sourcing a finished product from a third-party manufacturer.
A fresh opportunity for the independent pet trade
Fidelis Fresh Menu has been designed to sit within the premium fresh and premium wet food category rather than alongside entry-level canned food.
For retailers already offering frozen fresh food, it can provide a complementary option for customers who like the idea of fresh-style feeding but don't want the inconvenience of thawing food or finding additional freezer storage at home.
For stores without a freezer, meanwhile, it opens up an opportunity to introduce customers to a fresh-style proposition using existing shelf space. The distinctive glass jars also give the range strong visual differentiation on the fixture. Once opened, jars should be refrigerated and used within 3–4 days.
In-Store Staff Guide
Fidelis provides a quick-reference handbook for pet shop teams to help customers choose, feed and transition onto Fidelis Fresh Menu. Click on the image below to view and download your free copy.
Fidelis premium dog food is available exclusively to independent pet retailers through Pedigree Wholesale, one of the UK's leading pet wholesale suppliers. Stock the range and give your customers a fresh NEW choice for their dog's bowl.
Stock the Fidelis Range
Fidelis Chicken With Rice Fresh Menu Complete 400g
SKU: 274339
Packsize: Cse 6
RRP
£4.29
