September 23, 2017

Lily’s Kitchen partner with PDSA and KidZania UK

pet food
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The British producer of naturally nutritious, proper food for pets, Lily’s Kitchen, has joined forces with the UK’s leading veterinary charity PDSA to launch an exciting new activity at KidZania UK in Westfield, London where kids learn how to keep pets happy and healthy.

The new joint-branded Pet Wellbeing Centre at KidZania has been created to educate the next generation of pet owners about animal welfare in a fun and engaging way.

The UK is a nation of pet lovers, but research has revealed that 85% of children have never heard about the five animal welfare needs (environment, diet, behaviour, companionship and health) and just 26% have been taught how to care for pets at school.

The Pet Wellbeing Centre includes role-play situations where children learn about the five welfare needs, including good pet nutrition.

They can examine real-life animal x-rays and even ‘perform surgery’ on a poorly pet.

The activity joins the wide range of 60 careers at KidZania, the ‘indoor city run by kids’, designed to both entertain and educate children, including being a pilot, paramedic, TV presenter or firefighter.

The Pet Wellbeing Centre has been introduced following a survey of children visiting KidZania revealed that 79% wanted to see a veterinary activity within the city.

It will be run by a pet wellbeing team, ensuring visitors are aware of the five welfare needs and how they can meet them.

In the UK 51% of households own a pet. There are over 5.2 million cat, dog and rabbit owners who have done no research before buying their pet, so educating families about pet welfare is a key priority. In fact, 70% of children think that people should take a test before taking on a pet.

UK pet food brand Lily’s Kitchen will focus on providing information on pet nutrition and how a balanced diet is key to a happy, healthy pet.

Obesity remains one of the top concerns for vets regarding dog welfare – 35% stated that, if not tackled it would be among the biggest welfare issue over the next ten years.

Current scientific literatures suggests that around 40% of dogs and cats are now overweight or obese in the UK so, the activity will help educate kids from an early age.

PDSA, the UK’s leading veterinary charity will educate visitors about the five animal welfare needs and give children a “real-life pet surgery” experience.

Henrietta Morrison, founder and CEO of Lily’s Kitchen says: “Pets are a part of the family, yet when it comes to mealtimes we are woefully unaware of what goes into the food we are feeding them and what constitutes a healthy diet for our pets.

“What KidZania offers us is the opportunity to teach children and parents about the importance of a good diet for their cats and dogs in the most exciting and interactive environment.”

Nicola Martin, PDSA Head of Pet Health and Welfare says: “We know that for many owners they are not ‘just pets’, but treasured companions and a part of the family. However, our PDSA Animal Wellbeing (PAW) Report shows that many owners don’t fully understand what their pets need for a healthy, happy life.

She continued: “This is leading to serious pet welfare issues such as obesity, loneliness and problem behaviour. Our partnership with Lily’s Kitchen and KidZania will allow us to educate the pet owners of tomorrow on the five animal welfare needs and promote the importance of preventive care for pets.”

Eddie Kemlsey, CEO KidZania UK says: “We are thrilled to be launching this new veterinary activity for kids. So many of our young visitors have pets they love and we want to educate them on how best to care for them, but in a fun and engaging way.”



About Lily’s Kitchen
Lily’s Kitchen started life nine years ago and has revolutionised the way that cats and dogs eat, since founder, Henrietta Morrison, discovered how her homemade, natural meals cleared up her dog, Lily’s, chronic itchy skin.  The brand has since attracted thousands of fans who wax lyrical about its nourishing and natural alternatives to the mass-produced, highly processed products that dominate supermarket shelves and that are often packed with the lowest grade quality ingredients.
Lily’s Kitchen is now the UK’s fastest growing pet food brand, as featured in the Virgin Fast Track 100 for the third year running in November 2016. It became the first-ever pet food company to be awarded a Queen’s Award for Enterprise: Innovation, honoured by Her Majesty The Queen in her prestigious annual business awards, the UK’s highest accolade for business success, for its dedication to transforming the quality of the lives of pets through innovative, natural, healthy food.
Born out of a desire to do the best for the UK’s pets, Lily’s Kitchen products are unique in the world.  This leader in natural and organic pet foods is the first British producer of nutritionally complete, grain-free and meat meal-free recipes and it uses freshly prepared meat and fish along with vibrant fruits and vegetables in its recipes – no unnecessary additives or flavours, rendered meats, or cheap fillers.
The range is currently available nationwide in Waitrose, Tesco, Pets At Home and Ocado as well as in Wholefoods, Daylesford Organic, vet surgeries, organic health food shops and pet shops.  It is also available online from
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