Waita Pets, a natural pet food and treat company that launched its range of air- and freeze-dried products in October 2024, has already secured over 100 stockists.

The range of products are now available in reputable chain stores such as Just for Pets, alongside well-regarded independent retailers, and online pet boutiques. The company is about to make its debut at PATS (stand L78).

Waita Pets was started by founder Bolun Li and Wendy Wang and the inspiration for the business came from their own beloved pets Cho their cat a British Shorthair and their dog, Toto a Dachshund x Jack Russell.

“Like many devoted pet owners, we sought only the highest quality for our furry family members: food that was natural, and crafted with trustworthy, pure ingredients. Driven by this commitment, we immersed ourselves in the world of freeze-dried raw and air-dried nutrition, bringing treats that sparked joyful tail wags, eager paw taps, and delighted sniffs. Our mission is to develop products that prioritise health, transparency, and the genuine needs of our furry friends,” says Bolun.

Bolun, 39 years old brings a wealth of experience from his previous role as a channel manager working in telecommunications, where he honed his skills in operations, distribution strategy, and brand development. Wendy, 27 years old is currently pursuing a PhD, with a strong academic background that reflects her analytical and research capabilities.  

Waita Pets’ products stand out from the crowd due to their commitment to quality, transparency, and innovation in pet nutrition. At the core of their range is freeze-dried technology, which preserves the natural nutrients, flavours, and textures of real ingredients without the use of high heat or artificial preservatives. This process ensures that pets receive the full nutritional benefits of raw food, in a safe, convenient, and shelf-stable form.

The UK's freeze-dried pet treat and food market is growing, with the freeze-dried dog food market in particular projected to reach $185.8 million by 2030 from $133.5 million in 2024, growing at a 5.8% CAGR from 2025 to 2030. The market is being driven by premiumization and humanization whereby pet owners are increasingly treating their pets as family members, driving demand for high-quality, healthy, and natural food and treats. Consumers are seeking minimally processed pet treats with high-quality ingredients and are often looking for single-ingredient options. A rising number of pet owners, especially millennials and Gen Z, are willing to spend more on premium products for their pets' well-being and there is a growing preference for natural, premium-quality treats made from high-quality protein sources. 

“Our typical customers are conscientious pet owners who view their pets as family and are deeply invested in their health and well-being. They are often well-informed, research-driven individuals who prioritize high-quality and natural products. Many are seeking alternatives to mass-produced pet food, looking instead for nutrition that mirrors a more natural, biologically appropriate diet. These customers appreciate the convenience of freeze-dried food while valuing the benefits of raw nutrition. 

“Our product development is grounded in rigorous research and a strong commitment to nutritional integrity. We began by thoroughly studying species-appropriate diets, focusing on the natural nutritional needs of dogs and cats. This involved reviewing current scientific literature on raw and freeze-dried feeding, consulting veterinary nutrition guidelines, and analyzing ingredient functionality to ensure our formulations deliver balanced, bioavailable nutrients,” says Bolun.

Waita’s future goals include expanding into international markets and growing their network of independent and chain stockists. They plan to launch new treat flavours, complete meals, and seasonal products such as their Christmas edition. Additionally, they aim to enhance their wholesale, bespoke, and white-label services, allowing retailers to offer exclusive, customised products. 

“Sustainability and quality will remain at the core of our growth as we establish Waita Pets as a leader in natural freeze-dried pet nutrition,” concludes Bolun.

For further information on Waita Pets’ products visit www.waitapets.co.uk

For trade customer visit www.waitapets.co.uk/pages/wholesale-contact