CVS Launches MiPetFood

13th June 2015

CVS has boosted its growing own brand MiPet portfolio with a range of premium life stage pet foods. MiPetFood has been developed to support CVS practices in increasing footfall and generating repeat sales of food products.  It has been created in consultation with CVS’ Clinical Advisory Committee and is being manufactured by a leading, British-based manufacturer of premium pet foods. The range includes:

Dogs: Puppy, Adult, Small Bite , Neutered and Senior

Cats: Kitten, Adult, Neutered and Senior.

CVS Director of Product and Buying Sara Armitage explained:
“MiPetFood is a high quality product range, benchmarked against other premium ranges and manufactured using the highest quality ingredients, all of which are laboratory-tested.   It is available in a range of bag sizes and we plan to add new lines to meet demand over time.

“We are excited about the launch of MiPetFood because we believe it gives our practices the opportunity to significantly build the revenue they earn from pet food by offering their clients an exclusive premium brand, which is more affordable than comparative brands.

“Offering our own products gives us more flexibility with promotions and marketing support and, as they can only buy the food at our practices, clients will have a reason to return regularly.

MiPetFood is being launched into number of CVS practices during August with full rollout across the group set to start in November 2015.

The MiPet range, offered to practices within the group and to members of its buying group, MiVetClub, already includes many nutraceutical and pharmaceutical products with waiting room retail products also being introduced in July 2015.

Key to its success is CVS’ ability to attract ambitious veterinary staff whilst continuing to invest in the development of their clinical skills and in research to drive the profession forward. It also provides the business support to ensure its diverse range of small animal, large animal and equine practices achieve their full potential.  CVS’ guiding principles include a commitment to excellence in all aspects of its work and a focus on building long-term relationships with its customers and suppliers. The company works in close partnership with the wider veterinary profession and industry colleagues.