LONDON — The Pet Food Manufacturers’ Association, the United Kingdom’s pet food industry association, unveiled a rebrand on Nov. 8. The association will now be known as UK Pet Food.

According to UK Pet Food, the rebrand better reflects the purpose of its organization. Under the new name, the association will continue to serve the industry and represent the growing interests of its members.

“Creating a new brand identity has been an important journey for us,” said Michael Bellingham, chief executive of UK Pet Food. “We value more than 50 years of history, but equally we pride ourselves on being a forward-thinking organization, embracing change and driving it forward. We were keen for our brand to capture this feeling and better reflect who we are and what we are about. Our modern name and bright new look demonstrates our evolution, embracing new members and planning for the next 50 years.”

Along with a new name, the rebrand includes a new yellow core logo, which is intended to reflect the association’s dedication to help advance the industry. UK Pet Food also unveiled a suite of pet-specific logos to better represent different species, as well as the varying sectors within the association.

The rebrand includes new species-specific logosSource: UK Pet Food

“It has been a busy year coordinating our new look alongside a new website, which you can find at,” Bellingham said. “Our focus with the website was to simplify navigation to make it easier for users to find our expert-written material on pet food and nutrition. The design incorporates our new colors and ensures we are projected as the forward-thinking organization that we are. Along with our website we have a new communications platform for engaging with our members — this will significantly enhance the service we provide and the member experience.”

UK Pet Food currently has more than 100 members, representing 90% of the United Kingdom’s pet nutrition manufacturers. The association has recently expanded its membership to include various affiliate organizations in the pet space to help facilitate further networking, collaboration and training for its members. As well as business opportunities, UK Pet Food also provides its members, and even pet owners, with information on dry, wet, raw pet nutrition products.

Read more news from associations and agencies in the pet food sector.