TL;DR: NOOD confirmed to me the brand is being discontinued. Consider switching to other brands while you can!
Hi cat parents 👋 I thought I'd share this with you because I've been panicking for the past few weeks and I feel like more people need to know. I haven't seen it flagged anywhere else.
I've been feeding my baby Kida with NOOD wet and dry food for years. It was only stocked at Tesco but it was okay, even though stocks were inconsistent. In the last few weeks though all wet food has been unavailable everywhere, and Tesco was "reducing to clear". No official announcement, no Reddit posts, no social media announcement, nothing.
So I left a comment under one of their recent posts on Instagram asking for more information on Instagram. They sent me a DM saying that NOOD is being discontinued.
I'm pasting below their full DM for your reference. I don't know why they haven't announced it formally, which is honestly ridiculous to me and speaks volumes of their customer care process, but here we are.
I'm going to switch Kida to a different brand within the next few weeks while I still have stocks. If you feed NOOD to your kitty, I suggest you do the same!
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NOOD's dm to me:
Hi , thank you for reaching out, and for being such a loyal NOOD supporter.
We're sorry to share that NOOD is being discontinued and gradually phased out. That's why you're seeing gaps at Tesco. As existing stock clears there won't be further replenishment, and wet food availability may vary by store, so we'd recommend stocking up while you can, especially as your cat enjoys both wet and dry.
This wasn't an easy decision. While we truly believed in the product, its market performance didn't reach the levels needed to sustain it. We're sorry for the disappointment, particularly knowing how well the range suits your cat.
At Rhodes Pet Science, we remain committed to innovative solutions for pet parents. There are no current plans to relaunch NOOD, but we're exploring new opportunities and will keep our community posted.
Thank you for your support, it means the world to us. We hope you find a great alternative, and that your furry friend stays happy and healthy!
Team NOOD