Grace's Guide

British Industrial History

Grace's Guide is the leading source of historical information on industry and manufacturing in Britain. This web publication contains 148,485 pages of information and 233,925 images on early companies, their products and the people who designed and built them.

John Morrell and Co

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October 1954.

of Bardney, Lincolnshire

The company, a subsidiary of United Brands Company (USA), produces a range of canned dog foods under the brand names 'Butch', 'Red Heart' and 'Gala'.

It also produces canned fruit and vegetables and a number of other food products. Production of pet foods is at a factory at Bardney, Lincolnshire.

Morrell's pet food business started before the Second World War, and in the early post-war period 'Red Heart' and Pedigree Petfoods' 'Chappie' were the brand leaders in canned dog food. The company's products subsequently lost market share as a result of Pedigree Petfoods' heavy investment in plant and marketing, but since 1970 sales have improved.

Between 1970 and 1974 the company's sales of canned dog food increased considerably in volume terms, attributable, in the main, to the success of its new product 'Butch', which competes at the low price end of the market and is little advertised.

See Also


Sources of Information

  • [1] Competition Commission