LEEDS, UNITED KINGDOM — Asda Stores Ltd., a British supermarket chain, announced that it has partnered with a number of pet food brands to introduce frozen raw pet food products to its assortment of offerings.

According to Asda, frozen raw pet food formats have grown in popularity with British pet parents, with these consumers specifically seeking highly nutritious formulas made with locally sourced ingredients.

The retail chain has partnered with Poppy's Picnic, Wilsons Pet Food, Billy & Margot and Nurture Them Naturally, marking the brands' first entrance into supermarkets, according to Asda. The company has implemented frozen bays to store the pet food at six of its stores located in Caerphilly, Eastlands, Gateshead, Minworth, Queslett and West Bridgeford.

The retail chain is also expanding its pet supplement and treat offerings through a new partnership with YuMove, a pet supplement company, and other leading pet food and treat brands.

"The launch marks a significant innovation milestone in the evolution of ASDA Pet Care," said Chris Richards, strategic pet care partnerships lead at Asda. "As more customers look for high quality and nutritious alternatives for their pets, we're delighted to be collaborating with our partners to offer an exciting range of frozen raw pet food. Along with YuMove, the United Kingdom's leading pet supplement brand, usually only available to be purchased from specialist retailers."

Asda's new pet food bays will stock frozen raw pet food starting at £1.95 (US$2.39).