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Evolving the Vitalin Brand, launched in the 1950s, Vitalin was the first commercially produced complete dry dog food made in the UK and it quickly became an established brand name. The original product line comprised flaked cereal muesli feeds and whilst these are still produced today, demand for this type of product has steadily declined as the modern pet owners have moved onto kibble feeds with higher meat content and added ingredients such as vitamins, minerals and prebiotics.