Morrisons is expanding its pet-food and accessories category with 90 new products, while launching a seasonal Christmas range in UK stores and online. The supermarket announced the changes on 22 October 2026.

The wider category refresh introduces brands including Boost and Thrive and updates in-aisle signs to make it easier for shoppers to navigate pet products. The Christmas offer covers pet treats, toys, advent calendars and clothing, with entry prices from £1.50.

Examples include dog advent calendars priced at £5, festive dog treats from £2 and novelty toys in the £3.50 to £4.50 range. Cat owners are also targeted with seasonal calendars, treat tins and toys.

The timing matters for grocery suppliers because pets have become part of the seasonal gifting basket. Morrisons is using limited-period products to bring shoppers into the category while broadening year-round choice. For buyers, the opportunity extends beyond festive merchandise to brand listings, shelf efficiency and repeat purchasing.

The retailer is tying the offer to its More Card loyalty programme. It said customers can save £2 when spending £20 on pet products between 26 October and 1 November. A separate promotion rewards qualifying Morrisons pet insurance purchases with points.

Andy Whiteman, a product developer at Morrisons, said the range is designed to offer festive treats for pets at accessible prices.

The initiative adds a seasonal dimension to Morrisons’ wider store and range investment as UK supermarkets compete for discretionary purchases beyond everyday food shopping. Recent GTN coverage of Morrisons’ technology leadership provides another view of the retailer’s changing operations.

The Christmas products are available now, with the loyalty saving due to run for one week from Monday 26 October.