Waitrose has become the first supermarket to go live with a website dedicated to pet products, featuring over 9,000 products from over 60 lines.

Waitrosepet.com will stock specialist and veterinary diets, such as Purina Pro Plan, Royal Canin, Hill’s and James Wellbeloved - as well as a broad range of accessories for cats, dogs, birds and fish. Looking to 2015, the company said that waitrosepet.com will expand to include reptile and equine products.

Waitrosepet.com will provide expert advice and product information on specialist pet foods, including a telephone advice service. Waitrose is the first multiple retailer to stock these products, and to make them available with free delivery across the UK on every order (with a minimum spend of £30). In addition customers can ensure they never run out, by booking a repeat delivery using the waitrosepet.com repeat ordering service.

Robert McCarthy, head of Waitrose direct services, said: “We are very excited to be the first multiple retailer to launch a website of this kind, with such an extensive range of products designed to meet the needs of all pet owners and animal lovers. WaitrosePet provides our customers, 45% of whom are pet owners, with a convenient one-stop-shop for pets of all ages and breeds, whether they are looking for specialist food for a feline friend or a Christmas treat for man’s best friend.”