Applaws, a pet food brand based in the United Kingdom, has expanded to the US pet food market and partnered with Law Print, a UK-based flexible packaging supplier, to develop new packaging for this market. Both companies are expanding in the US and Canada.

To cater to US consumers’ desire for premium, transparent and clean-label pet food, Law Print developed packaging that used window gussets and creative front-facing windows in the shape of each product’s main ingredient, such as chicken or fish. The packaging communicates trust and openness to the consumer, according to Law Print, and a pocket zipper closure mechanism provides a convenient way to open and close the package to preserve freshness.

“One of the biggest trends in food and pet food for 2018 is complete transparency, and brands are spotting the potential to demonstrate this through packaging,” said Luke Cummins, sales manager of Law Print. “Whether it be clearer information on processes, sourcing and ingredients or a shift to more sustainable materials, packaging can be a great tool to build trust with the consumer.”

Applaws is available in the US at many major retailers, including Pet Smart and Petco. After taking this first step into the US market, Law Print plans to work with more pet food manufacturers in the US.

Applaws is a natural pet food company that advertises the highest quality ingredients to deliver health and wellness to pets through nutrition. It is owned by Making Pet Food Matters (MPM), a UK-based pet food and product manufacturer.

Read more about products and brands shaking up the pet food and treat market.