DORSET-based pet retailer PamPurredPets has launched a new section in each of its 45 branches promoting healthier eating for dogs.

It says dogs’ digestive systems have not evolved far from that of their wolf ancestors.

Founder and MD Steve Fowler said new technology enabled processing plants to produce meat, fish and fruit and vegetable-based pellets, avoiding grain and other things which are harder for a dog to digest.

Mr Fowler, a lifelong dog owner, said: “We are now able to promote healthier food options that support the stomach’s vital metabolic processes. As with human food, it’s important that we remember that what a dog enjoys is not always the best for its long term health. The new sections in our stores will help dog owners follow the trend to feed their own ‘wolf’ a better diet.”