NOW YOUR DOG CAN JOIN IN THE HEALTHY EATING CRAZE

Luxury pet food sales hit an estimated £430m last year

High-end wet food sales rose by 7pc for dogs and 8pc for cats

A record number of organic and additive-free products launched in 2017

They include premium meat cuts, and vegetables or fruit such as carrots and blueberries

Gourmet brand Lily’s Kitchen, left, saw annual sales rise 36pc to £19.8m

Mars spent £3m marketing a new superfood range for pets

DEMAND for additive-free and organic pet food has rocketed as the healthy eating craze spreads to animals.

The health food market for pets is now worth £430m a year, according to Sainsbury’s, with animal lovers willing to spend more cash than ever on gourmet meals.

Research group Euromonitor found that a record number of natural, raw, organic and additive-free meals were launched for pets last year.

And the market is continuing to get bigger, with sales of high-end cat food up 8pc last year and premium

dog food up 7pc. Mars – which owns Whiskas – has launched a new superfood range for cats and dogs called Perfect Fit, with vitamins and nutrients designed to keep them lean, boost their immune systems and support a healthy coat.

One of the most successful players is Lily’s Kitchen, which was set up by Henrietta Morrison after she decided her terrier Lily’s mass-produced food was making the dog ill. It mixes premium cuts of meat and fish with fruit, vegetables and botanicals, with 24 cans of dog food costing around £50.