Burns Pet Food Relaunch

Burns Pet Nutrition, an iconic British pet food brand, is embracing an exciting new chapter under the ownership of Assisi Pet Care with a refreshed packaging range.

Following its acquisition in December 2023, the much-loved brand embarked on an exciting relaunch, combining over 30 years of heritage with a renewed identity and vision for the future.

With an established relationship with Burns’ new co-packer, Law Print was perfectly placed to bring the entire dry pet food packaging range back together under one trusted supply partnership.

What did we do?

Materials & Manufacturing Expertise

Format Optimisation

Pre-and Post-Press Quality Management

Print & Colour Management

Supply Chain Logistics

A Trusted Name in Natural Pet Nutrition

Founded in 1993 by veterinary surgeon John Burns, Burns Pet Nutrition has built a strong reputation as a trusted British pet food brand, championing natural, wholesome ingredients and a simple, healthy approach to pet nutrition.

With a loyal customer base and a long-standing commitment to pet health and wellbeing, Burns has become a familiar name in the UK pet food market, offering quality nutrition for dogs, cats and small animals.

In December 2023, Burns Pet Nutrition was acquired by Assisi Pet Care, marking an important milestone in the brand’s history and the retirement of its founder, John Burns, after three decades of dedication to improving pet nutrition.

The acquisition opened an exciting new chapter for Burns, combining its established heritage and trusted reputation with the opportunities presented by being part of a larger pet care group.

A Fresh Identity for a New Chapter

Following the acquisition, Burns embarked on a packaging relaunch to reflect its next phase of development while maintaining the brand recognition and values that customers have trusted for more than 30 years.

The refreshed designs provided an opportunity to bring greater consistency across the dry pet food range, strengthening its visual identity and shelf appeal while ensuring the packaging remained practical, protective and recyclable.

For Law Print, the project represented an opportunity to build on an established relationship with Burns and once again consolidate the brand’s dry pet food packaging requirements under one trusted supplier.

One Range, Different Formats, One Packaging Partner

Working closely with Assisi Pet Care and the newly appointed co-packer, Law Print supported the transition to the redesigned packaging range, ensuring that the different bag formats met both the brand’s requirements and the practical needs of the packing operation.

The project involved three key pack sizes:

2kg: Reintroduced into Law Print’s supply portfolio using recyclable PE/PE laminated packaging, providing a flexible solution for the smaller retail format
6kg: Retained in recyclable woven packaging, offering strength and durability for the larger dry pet food format
12kg: Continued in recyclable woven packaging, providing the robust construction required for heavier packs

By combining expertise in different packaging materials and formats, Law Print was able to provide a coordinated solution across the range, without compromising on functionality, print quality or recyclability.

Crucially, all three pack sizes are now supplied by Law Print, bringing the entire dry pet food packaging portfolio back together under a single packaging partner.

Collaboration That Makes Transitions Easier

A change of ownership, a new co-packing arrangement and a packaging redesign all introduce additional considerations for an established pet food brand.

Successful transitions depend on more than simply supplying new bags. They require effective communication, technical understanding, reliable production planning and close coordination between everyone involved.

Throughout the Burns relaunch, Law Print worked alongside Assisi Pet Care and the new co-packer to support the introduction of the redesigned packaging, align specifications with packing requirements and maintain consistency across the different materials and sizes.

Law Print’s existing knowledge of the Burns range, combined with its flexible packaging expertise and established supply capabilities, helped provide continuity during a period of significant change.

The result is a refreshed, coordinated packaging range supported by a simplified supply structure and a collaborative partnership between brand owner, co-packer and packaging supplier.

Bringing It All Together: The Value of One Packaging Partner

The Burns Pet Nutrition relaunch demonstrates how the right packaging partnership can support a brand through change while creating opportunities for greater efficiency and consistency.

By bringing the 2kg PE/PE bags together with the existing 6kg and 12kg woven formats, Law Print has once again become the single packaging supply partner for the Burns dry pet food range.

From packaging specification and material selection to artwork coordination, print management, production and supply planning, Law Print offers the expertise and support needed to manage complex packaging portfolios across multiple formats.

One brand. Three pack sizes. Two packaging constructions. One trusted supplier.

Whether you’re refreshing an established brand, moving to a new co-packer or looking to consolidate your packaging suppliers, Law Print can help simplify the process with practical solutions, technical expertise and a collaborative approach.

The Burns relaunch was a project we were particularly passionate about at Law Print, having played a key role in developing and supplying packaging for this prestigious pet food brand over many years. With a deep understanding of the brand’s heritage, we worked closely with the Burns marketing and design teams to bring their creative vision to life through packaging. The result is a premium packaging range that reflects the brand’s exciting new identity while remaining true to the values and ethos that have made Burns such a respected name in pet food.

Gavin Rathbone

Sales Director

Good packaging protects your product, great packaging protects your brand.

Contact our team today to see how we can add value to your brand.