RSPCA bird feed flying off Tesco shelves

"Since its launch in summer 2012 the sales success of this range has been very impressive."
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A range of RSPCA-branded feed for wild and animals has "outperformed expectations", with strong sales from Tesco.

There are 18 lines in the range, which includes suet blocks, nibbles, feeders, energy balls, seed mixes, sunflower hearts and more. 

RSPCA's logo is prominently featured on all packaging for the feeds, which are produced under licence by SERT-MST Plc.

New stock will have more consumer friendly packaging and there will be a greater focus on the feed and donate aspect. 

The RSPCA’s licensing manager, Cathy Snow, said: “Since its launch in summer 2012 the sales success of this range in Tesco has been very impressive. This excellent customer response will not only boost awareness of our licensing campaign but play a major role in boosting the funds the RSPCA needs to continue helping animals.”

Tesco Buyer Lucy Craig commented: “Not only does the RSPCA wild animal and bird feed range look great and raise money for a very good cause with every pack sold but it is also a high quality product. And, judging from the sales so far, Tesco customers think so too. We are very happy with the performance of this range in our stores.”

Sabir Tayub, Managing Director of SERT-MST plc, added: “A carefully developed high quality range that supports a wonderful cause was always going to perform strongly at retail. However, the RSPCA range has outstripped even our expectations. We are delighted to have been given the opportunity to work with the RSPCA, and look forward to further successes in the future.”

The RSPCA is also looking at, or has already signed, deals in such areas as apparel, giftware, toys, housewares, stationery, publishing, pet food, wild animal food and pet accessories.

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