TasFoods is capitalising on people’s insatiable love for their pets by launching a premium pet treat brand, Isle & Sky. Australia’s pet food market is worth around $3 billion with at a compound annual growth rate (CAGR) of 2.7 per cent.
TasFoods CEO Scott Hadley said the company had undergone a “major strategic reset” over the past 18 months, and Isle & Sky would establish its Adjacent Expansion pillar of growth and expand the company’s Mainland markets growth.
“We are very proud of our new Isle & Sky Planet Friendly Pet Nutrition. Launching with a range of pet treats including Chicken Necks, Wings and Neck bites, the offering is unique insofar that it is 100 per cent Tasmanian, human grade, 100 per cent waste neutral product, chlorine free and vet approved.
“We have leveraged our core capabilities at Nichols Poultry to expand to this adjacent, high growth category to fuel growth in both Australia and beyond once our model is proven ambition,” Hadley said.
The Nichols Poultry business is a well-known range of premium Tasmanian chicken products for consumers. Now it will also provide the same protein and clean food credentials in pet treats, as consumers’ continued humanisation of their furry friends drives demand for premium quality pet nutrition.
Hadley said the brand also had strong sustainability and social impact benefits, stemming from initiatives already in place at Nichols.
“Nichols Poultry production already has several sustainability initiatives in place including renewable power generation through our on-site wind turbine and removing chlorine in the processing of our chicken. In developing the Isle & Sky range we are further reducing our environmental footprint by using the waste cuts such as chicken necks and wing tips that would ordinarily go to waste.
“Moreover, we are proud to be partnering with Devonfield Enterprises, a NDIS provider, in part of our hands-on manufacturing process, providing highly valued employment,” Hadley said.
Isle & Sky has secured national ranging with Petbarn, which has more than 200 stores, and is working with the retailer on another pet treat range.
TasFoods has also signed a distribution deal with Eastern Distributors, Australia’s largest wholesaler of pet products to the independent pet retail channel, servicing more than 1400 stores.
In August, TasFoods sold Betta Milk and Meander Valley Dairy to Bega for $11 million. The deal includes the brands, Betta Milk plant and equipment, and a perpetual, royalty free licence to use the Pyengana Dairy brand in Australia.
TasFoods will retain the land and buildings at Betta Milk’s Burnie site, leasing the site to Bega. It will also retain the lease attached to Meander Valley, subleasing the Launceston site to Bega.
Earlier this year, TasFoods announced it had signed a deal to be the exclusive distributor of The Juice Guys products in Tasmania. TasFoods’ distribution and logistics capabilities are anchored by its Betta Milk business. It already partners with Sanitarium’s The Alternative Dairy Co to distribute its range.
In March, it announced an agreement to sell and distribute milk from The Udder Way, a dairy company using an 18-litre reusable keg, designed and manufactured in Tasmania. The keg eliminates the need to manufacture 7000 two litre single-use plastic bottles in its lifetime.
