RICHMOND, UK — On Feb. 21,, an e-commerce, direct-to-consumer pet nutrition subscription service, announced it has released its first in-store dog food line: Nourish & Protect. The new functional formulas will be available at 108 Sainsbury supermarkets across the United Kingdom.

Designed by veterinarians and nutrition experts, Nourish & Protect targets key dog concerns: weight, gut health and immunity in dogs. The food has been paired with a digital service that gives portion guidance and a personalized measuring scoop to support different dogs’ needs.

“Owners are increasingly aware of the role that nutrition plays in keeping their dogs happy and healthy for longer and we’re thrilled to be working with Sainsbury’s and the Future Brands team to make innovative new products available,” said James Davidson, co-founder and chief executive officer,

According to the company, it has fed hundreds of thousands of dogs throughout the United Kingdom and Europe since its founding in 2014.’s Nourish & Protect line features 22 wet and dry foods to deliver more personalized nutrition.

Nourish & Protect includes a dry kibble and wet range with specific formulas based on a dog’s age and weight. The kibble formulas include Chicken & Rice and Salmon & Sweet Potato varieties, while the wet formulas include Chicken and Chicken & Cod varieties. All formulas contain vitamin B, beta glucans, para-probiotics and gut microflora to support a dog’s metabolism and health.

‘’At Sainsbury's we are passionate about helping our customers eat better, and the same goes for their pets,” said Nicole Tipping, buyer at Sainsbury’s. “We're excited to partner with who, from their inception, have pioneered new ways of feeding dogs. We love the Nourish & Protect range, which has been developed with Sainsbury’s customers in mind, and we're really excited to hear what they – and their four-legged friends- think.”

Read more about new pet food and treat products.