Jollyes Pets, the UK’s fast-growing pet retailer, has today (Tuesday 3 Feb) begun rolling out Simply Jollyes, the lowest-priced own-label pet range in the UK, covering essential pet food and accessories designed to help households manage the cost of pet ownership without any quality compromise.
Proud of its growing reputation as the only specialist pet discounter in the UK, the launch of its first value brand, available in store and online comes as pet parents continue to face cost-of-living challenges that eat into household budgets.
At the end of 2025, accountancy firm KPMG released data[1] that said almost three-in-five (58 per cent) of people thought the UK economy was getting worse and almost half (49 per cent) said they were cutting discretionary spend.
What’s more, that economic uncertainty is having an impact on pet ownership. In late 2025 the RSPCA’s annual kindness index[2] reporting that one-in-three (34 per cent) of pet owners have changed their behaviour in the last 12 months including one-in-ten (10 per cent) buying pet food less often or changing to a cheaper brand.
The RSPCA also reported pet abandonment and neglect cases were at a five-year high because of these economic pressures on family budgets[3].
With Simply Jollyes, shoppers who typically rely on limited range discounters, will have a compelling new choice.
The new own-brand range combines an unbeatable price with the service and reassurance of a specialist pet retailer.
Developed to be market-leading on price without any quality compromise, Simply Jollyes has been created to help make trusted pet care more accessible for every budget.
The range features 22 key products across food and non-food essentials for dogs, cats, small pets and wild birds, with pack sizes and price points specifically designed to support cost-conscious customers and make pet care accessible to every household.
Products include:
Dog
- Simply Jollyes Dog Chicken in Gravy (6 x400g Tins) £2.98
- Simply Jollyes Dog Chicken Loaf (6 x400g Tins) £2.98
- Simply Jollyes Dog Biscuit Selection (800g) £1.28
- Simply Jollyes Large Pet Bowl £1.08
- Simply Jollyes Small Pet Bowl 75p
- Simply Jollyes Dog Collar Lead Set £3.27
- Simply Jollyes Pillow Mattress £6.43
- Simply Jollyes Puppy Training Pads (15pk) £1.74
Cat
- Simply Jollyes Dry Cat Food (2.5kg) £3.35
- Simply Jollyes Lightweight Cat Litter (10L) £2.17
- Simply Jollyes Cat Litter Tray £1.48
- Simply Jollyes Cat Litter Liners 72p
Bird/Small Pet
- Simply Jollyes Wild Bird Seet (12.55kg) £6.48
- Simply Jollyes Suet Pellet (1.5kg) £1.98
- Simply Wood Shavings £1.07
Launching the range, Adam Dury, CEO designate at Jollyes, said: “Our new Simply Jollyes range gives customers a straightforward, affordable choice for everyday pet care, without compromising on quality or stretching household budgets.
“What makes Jollyes special is we offer value and service under one roof.
“Now more than ever, shopping at a specialist pet retailer doesn’t have to come with a premium – customers can care for their pets on the tightest of budgets.
“We know price will matter more than ever this year and we’re determined to provide customers with all the options they need to look after the pets they love.”
Store expansion
The ‘Simply Jollyes’ range was first unveiled at its new Blackpool store, which opened on Saturday 24 March, and will roll out to all its 118 stores across this UK this month.
To bring its low prices to more of the UK, Jollyes will open another three new locations in February with store launches in Ponders End, Hartlepool and Whitehaven.
The new openings follow eight store launches over the past three months and reflect Jollyes’ strategy of bringing affordable pet care, broader range and expertise closer to local communities.
Each new store is expected to create around eight local jobs, with recruitment underway at https://careers.jollyes.co.uk/.
Over the past three years Jollyes has almost doubled the number of stores across the UK, becoming a clear challenger brand in the UK pet retail market.
It was named as one of The Sunday Times’ best big companies to work for in 2024, and in 2025 won the Retail Week Award for Head Office Heroes following its highly successful raw frozen food roll out.
