Forthglade has spent over 50 years crafting natural, nourishing meals and treats for dogs, grounded in the belief that good food strengthens the bond between pets and their people. Building on the success of their refreshed identity by Kingdom & Sparrow, Forthglade sought an opportunity to increase category relevance, bring added emotional resonance to mealtimes, and appeal to a new segment of lifestyle-conscious dog owners.

The British Classics range was conceived as a strategic brand extension: a series of recipes inspired by iconic British Sunday dinners, designed to celebrate the shared rituals that bring people and their pets together. The extension aimed to humanise the offering, introduce culturally rich storytelling, and reinforce the brand’s Devon-grown heritage.

The purpose was twofold: expand the portfolio into a more emotive, premium narrative space, and strengthen consumer affinity by mirroring the meals families already enjoy at home, thus deepening the perception of quality, care, and connection.

Rooted in Forthglade’s established reputation for natural nutrition, British Classics extends the brand into a uniquely British cultural territory comforting, familiar, and nostalgic. The range taps into the rising trend of pet food humanisation, where owners look for meals that mirror their own eating habits and values.

By drawing on classic Sunday dinner dishes, using recognisable British cues, and weaving them into the brand’s existing design language, the extension remains authentically Forthglade while appealing to both existing loyal customers and new, lifestyle-driven pet owners. This relevance is culturally timely and future-focused, speaking to modern consumers who desire both provenance and emotional storytelling in the products they choose for their pets.

The British Classics range pushes Forthglade’s creative expression into new, characterful territory. Kingdom & Sparrow developed a series of bespoke illustrations that capture the warmth of British mealtime traditions, steaming plates, cosy moments, and hearty ingredients, reimagined from a dog’s point of view. Recipe names such as ‘Chicken Sunday Lunch’, ‘Lamb Shepherd’s Pie’, ‘Hearty Turkey Stew’ embrace the humanised concept with playful familiarity, elevating the everyday feeding moment into something both charming and meaningful.

The use of British-flag-inspired colours, heritage textures, and whimsical details adds creative richness while still feeling cohesive within the established brand ecosystem. This inventive translation of human mealtime cues into pet food storytelling is what sets the range apart. These innovations create tangible value: stronger shelf standout, increased emotional engagement, and a distinctive new space for the brand within the market. The execution delivers clarity, charm, and visual appetite appeal, key drivers in the pet food aisle.

Pet owners increasingly seek ways to show care through meaningful, shared rituals. British Classics supports this positive societal shift by reframing pet feeding as a moment of connection rather than a chore. By celebrating wholesome, comforting British meals, the range encourages owners to choose nutritious, natural options that reflect the values and traditions they cherish. This promotes better pet health, mindful consumption, and a more emotionally rewarding relationship between pets and their people.

The British Classics range is a confident, culturally resonant extension of the Forthglade brand, one that embraces humanisation, celebrates British heritage, and creatively expands the identity into a richer storytelling space. Through bespoke illustration, strategic naming, and thoughtful adaptation of core brand elements, we have crafted a range that feels both distinctly new and unmistakably Forthglade. It opens new avenues for growth, deepens emotional engagement, and elevates mealtimes into moments of shared comfort and connection.