Rodent specialist with international ambitions

Last autumn Supreme launched a high-fibre extruded food: “Science Selective”.
The success story of this independently minded company began with the development of the familiar “Russell Rabbit” brand. Now Supreme Petfoods produces food, treats and accessories for seven main types of small animals and claims to be the UK’s leading supplier of small animal products. Over a million rodents and small animals are fed on Supreme Petfoods products, which are also marketed in France, Germany, the Benelux states, Austria, Norway, Finland, Italy, Switzerland, Denmark and the USA.   
The company realised at an early stage that guinea pigs, hamsters, rabbits and other small animals have different nutritional requirements. In the years that followed, Supreme Petfoods introduced an entire range of innovations into the market. The company says it was the first manufacturer to develop high-fibre diets for rabbits. Other interesting innovations in the sector include the use of alfalfa for small animals and the development of a junior food.  
Supreme Petfoods has gained a high level of product recognition through the use of its branded cartoon characters on its packs. The company also has an international marketing team, which ensures that its products are supported by a variety of promotional methods, including its eye-catching point-of-sale material and popular consumer activities. One example of this is its partnering with Warner Bros for the launch of “Stuart Little 2” on video last year. A competition was run, giving away exclusive “Stuart Little 2” merchandise, and resulted in 180,000 website hits in the Netherlands alone  
The premium rodent food range of Supreme Petfoods includes “Russel Junior”, “Gerty Guinea Pig”, “Harry Hamster”, “Gerri Gerbil”, “Reggie Rat”, “Charlie Chinchilla” and “Frankie Ferret”. Each small animal product is a complete food, so it contains all the essential vitamins, minerals and nutrients that each individual animal needs in its diet to keep it fit and healthy. Presented as a mix, the foods encourage foraging behaviour, to appeal to an animal’s natural instincts.
The premium range for rodents. Each small animal product is a complete food.
A further innovation by Supreme Petfoods is the “Calypso” bird range, which it launched last year in the UK, Belgium and Holland. “Calypso” is a comprehensive range of both wild and domestic bird foods, formulated to provide essential nutrients to complement a varied diet for both companion and wild birds…