Tails launches new dog meal toppers
Direct-to-consumer dog food brand Tails.com has introduced a new line of meal toppers at Sainsbury’s, offering pet owners a way to improve their dogs’ health without changing their entire diet.
Four new options, all priced at £4
The Inner Vitality Toppers range features two bone broths and two freeze-dried sprinkles, each targeting specific health needs. The Mobility & Joint Rustic Beef and Digestion & Gut Juicy Chicken broths come in 250ml resealable sachets, enough for about six meals. The Skin & Coat Savoury Fish and Immunity & Care Lively Veggies sprinkles are sold in 50g cartons, providing roughly 10 meals.
All products are suitable for dogs from eight weeks old. The company states each recipe was carefully curated to enhance palatability and texture, with each fortified with supporting ingredients that focus on key concerns among UK dog owners.
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Ingredients in the new toppers
The Rustic Beef broth includes glucosamine, methylsulfonylmethane, and hyaluronic acid to support flexible joints, alongside turmeric and nettle as a source of antioxidants. The Juicy Chicken broth contains probiotics and postbiotics to support healthy digestive function and gut maintenance, as well as L-glutamine for a healthy gut lining.
The Savoury Fish sprinkles is 95% fish—salmon, cod, and linseed—providing omega-3 and omega-6 to support skin and coat, alongside botanicals as a source of vitamins and minerals. The Immunity & Care Lively Veggies sprinkles uses only plant-based ingredients, making it suitable for dogs that may be sensitive to animal proteins. Swede and beetroot aim to support healthy digestion, with nettles and berries as a source of antioxidants, while brewer’s yeast provides a natural source of vitamin B for immunity support.
Many pet owners lack the time or money to overhaul their dog’s diet for small health improvements.
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Retailer and brand responses
Dan Benson, head of retail at Tails.com, said: “More dog owners are looking for simple ways to support their pet’s health while making mealtimes more enjoyable, so we’ve worked in partnership with Sainsbury’s to create a complementary range that does exactly that.” He added that the brand was “committed to making mealtimes better through thoughtful innovation that’s driven by consumer insight and supported by our nutritional expertise”.
Nicole Tipping, pet buyer at Sainsbury’s, said: “We love bringing exclusive and exciting new products to our customers. We’re really excited to partner with Tails.com to launch Inner Vitality Toppers, allowing customers to enhance mealtimes in a way that dogs will find both delicious and beneficial.”
The toppers are now available exclusively at Sainsbury’s. The launch follows Tails.com’s addition in May of Premium Wet Food, a 10-strong range of single-source protein tray meals for dogs. The Inner Vitality range for retail originally debuted in February 2022 as the Nourish & Protect lineup before being renamed later that year.
