The Muzzle Movement’s Size Mitzy has been named the winner of the Pet Industry Federation Innovation Award at this year’s Business of Pets conference, held from 5-6 June at the Cranfield University Management Development Centre, near Milton Keynes. 

The award recognises innovative solutions to real-world challenges in the pet sector and entries were judged by conference attendees who scored each entry on creativity; innovation; market impact; and sustainability.

Each of the 12 finalists presented a ten minute pitch to the delegates during the course of the two-day conference. Size Mitzy secured the highest average score across all categories, earning it the top spot. Second place was awarded to Petscribers, a digital prescription platform designed by veterinary surgeons to make pet medication more affordable and accessible; and in third place was AniVatio ProGut, a 3-in-1 oral gel formulated with prebiotics, probiotics, and postbiotics to support canine gut health.

Founded by Clara Hewson, The Muzzle Movement is on a mission to change public perceptions of muzzled dogs. Inspired by her own experiences with her rescue dog, Tolly, Clara recognised the stigma associated with muzzles and sought to create products that are both functional and friendly in appearance. The Size Mitzy muzzle exemplifies this ethos, offering a design that allows dogs to pant, drink, and take treats comfortably, while also appearing less intimidating to the public.

Nigel Baker, Chief Executive of PIF, said: "The level of innovation this year was exceptional; but Size Mitzy truly impressed the judges with its combination of thoughtful design and functionality. It's a brilliant example of how the pet industry continues to develop brilliant, compassionate products and services that make a real difference."

The Business of Pets conference brought together entrepreneurs, investors, and pet industry professionals for two days of knowledge-sharing, networking, and inspiration. Delegates enjoyed a packed programme covering pet market data; brand-building strategies; growth opportunities; and expert insights into the future of the sector.

PIF would like to extend its sincere thanks to Worldpay, headline sponsors of the event, for their invaluable support; and to our brilliant speakers, exhibitors and attendees for making the conference such a huge success. 

For more information about PIF and future events, visit: www.petfederation.co.uk