BSB Products brought Carnilove Active Salmon to the UK, adding a salmon-first formula to the brand's existing range. Fresh salmon makes up 26% of the first ingredient slot, supplemented by more salmon protein, in a formulation that splits 70% animal material to 30% fruit and vegetable content.
The formula and what it excludes
The ingredient deck brings together pumpkin, legumes, apples, blueberries, cranberries, ginger, and sea buckthorn, alongside chicory root, brewer's yeast, and yucca. Grain, potato, and chicken are absent from the formulation.
Colin Rodger, director at BSB Products, called the recipe "a popular choice for UK dog lovers" and pointed retailers toward it as a salmon option for their dog food range.
Vafo manufactures Carnilove, and BSB Products holds exclusive UK import and distribution rights for the brand's dog and cat food and treats.
The three pack sizes and where they land on price
Carnilove Active Salmon comes in 12kg bags at £76.95 RRP, 4kg at £30.95 RRP, and 1.5kg at £13.45 RRP. The three-size structure gives a buyer flexibility on shelf depth without committing to a single format, and the 1.5kg entry point lowers the trial barrier for a customer testing the protein.
Our read: the incremental-SKU ask for stores already carrying the brand
This is a line extension, not a new brand pitch. If you already stock Carnilove, the decision is whether a salmon recipe fills a gap in your existing assortment or duplicates a protein you're already running in another premium brand. The differentiation comes down to BSB's existing relationship with your store and whether the price point works in your market.
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If you don't carry Carnilove, a single SKU doesn't change the line card math. A buyer deciding whether to bring it in will weigh whether the salmon positioning and the three-size structure give you something your current premium salmon offerings don't.
What changes on the shelf this quarter
For stores carrying Carnilove, the Active Salmon SKU is live now. The three pack sizes let you test with the 1.5kg and scale up if it moves, or anchor with the 12kg if your customer base skews toward bulk buyers. If the salmon recipe pulls customers from your other premium proteins rather than bringing in new buyers, the incremental shelf space costs you margin. If it brings in a customer who wasn't buying Carnilove before, it's doing the job a line extension is supposed to do.