Tails.com, the tailor-made pet nutrition service, has today launched its in-store range, Inner Vitality, into Waitrose and Morrisons. A selection of the range will be available in Waitrose and Morrisons supermarkets nationwide, complementing its availability in Sainsbury’s since 2022.
Tailored by age, breed, size and health need, the capsule range of 22 wet and dry food products has been designed by veterinary and nutrition experts. Inner Vitality targets key concerns for UK dog owners: weight, gut health and immunity. The range is paired with a digital service which provides a portion guide and Tails.com bespoke measuring scoop personalised for each dog to support effective weight management.
Since the launch of Inner Vitality in 2022, the range has grown to a retail sales value of £2.7m.
Jamie Brown, head of retail sales at Tails.com, said: “Our initial launch into Sainsbury’s has fuelled the range’s growth of 13%, growing ahead of the category. We’re thrilled to now be working with Waitrose and Morrisons to bring our advanced nutrition to even more pet owners across the UK.
The expansion of Inner Vitality marks an exciting milestone for our retail journey and we look forward to an exciting year for Tails.com as we expand our presence further in 2025”
Oliver O’Mara, pet buyer for Waitrose, said: “We know our customers are always looking for ways to treat their dogs, and we’re really excited to add Tails.com products to our already wide-ranging pet assortment.
With a range of different flavours to choose from salmon to duck treats, there’s sure to be something for all our customers’ four-legged family members.”
Steph Milner, buying manager at Morrisons, commented: “We’re thrilled to expand our premium nutrition range with the launch of a select number of new products in our dry dog food line up, offering our customers the opportunity to pick up even more premium pet brands with their shop and more choice for our ‘paw-fect’ pooches!”
To find out more about Tails.com Inner Vitality, please visit innervitality.tails.com
