Fold Hill launched two Christmas gift boxes under its Ruffingtons premium treat brand: Best in Show, a selection-box format carrying Ruffingtons favorites at a £10 RRP, and 12 Days of Christmas, a dozen-treat festive gift at £15.
According to the company, both products extend the existing Ruffingtons lineup, which focuses on premium treats designed for gift-giving and shared moments with dogs.
The seasonal-bundle move and what it costs to build
Fold Hill showed both products at PATS and reported strong pre-orders, though the company did not give figures. According to Craig Coxhead, head of commercial at Fold Hill Pet, the response gave the company confidence in the range and the Christmas gifting opportunity.
Coxhead said Christmas is an important time for the company's retail customers, and that more shoppers are looking to bring their dogs into holiday celebrations. The selection box format simplifies the decision for buyers who aren't sure which individual product to pick, while the 12-day calendar offers a festive option structured around the traditional song.
What the launch does not report
The announcement gives no specifics on timing, distribution, or margin structure. We don't know what the retailer's cost is or how the bundle's margin compares to selling individual treats.
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Our read: the format is the product
This is a packaging play. Fold Hill is offering two formats designed for gift-giving, one a sampler and one structured around the traditional 12 Days of Christmas. What matters is whether the gift-box format earns its own footage or just splits existing sales across more SKUs.
The PATS timing and the pre-order emphasis suggest Fold Hill is working ahead of the holiday window, which is the right move if you're asking for incremental space rather than a straight substitution.
What changes on the shelf this week
If you already stock Ruffingtons and you're building your holiday assortment now, the decision is whether these two boxes earn their own space or whether you'd rather hand-build gift offerings from individual SKUs you already carry. The bundle saves labor; individual SKUs give you flexibility.
If you don't stock Ruffingtons yet, these seasonal formats are not the entry point. They're add-ons for accounts that already move the everyday line.
For buyers at accounts Fold Hill is already in, the company reported strong pre-orders, which means other stores have committed. If the boxes move, you'll see reorders and the format will likely return next year. If they sit, you've used footage you could have given to a different seasonal SKU.