The Advertising Standards Authority has upheld a complaint against a website claiming to reveal ‘Which food is best for my pet’, and ruled the ad must not appear again in its current format.

The watchdog investigated the matter following a complaint by Butternut Box. The complainant challenged whether the claim by www.petfoodexpert.com was misleading because it wasn’t made clear it was owned by a competitor, Pets Corner.

In response to the claim Pets Corner (UK) Ltd stated that Pet Food Expert was an opinion-free, fact-based site intended to allow pet owners to identify pet foods that met their needs. The site awarded each product it featured an “ingredient score”. It also provided information about the allergens each product contained and the company which sold the product. They said all the information on the website was based on product packaging, the presence of ingredients known to cause allergic reactions in pets, and company websites and social media channels. They believed that all comparisons made on the Pet Food Expert site were factual and objective, and that the scoring system used was transparent. 

Pet Food Expert said information about the ownership of the site was clearly disclosed to consumers. On the “Frequently Asked Questions” page of the website, the answer to the question “Who Created Pet Food Expert” stated that it was created by Pets Corner. They believed that disclosure was unambiguous and easily accessible to users of the site. 

In answer to the question “If you’re owned by Pets Corner, aren’t you biased toward your own foods?” the website stated “The Pet Food Expert has many pet food brands listed and Pets Corner only have an interest in Greenacres and More. These products are reviewed in the same way as every other product. 

It went on to state that Pet Food Expert was simply an unbiased place where pet owners could go for clarity. What they decide to buy – and where they decide to buy it from – was entirely up to them.

Pet Food Expert stated that the website made no attempt to conceal the involvement of Pets Corner or suggest that Pet Food Expert was operated by an independent third party or consumer group. 

In its assessment the ASA said: “We acknowledged that information about the ownership of Pet Food Expert was available on the “About” page of the website. However, we understood that the site could be navigated and used without viewing that section of the website. The “About” page of the website was therefore insufficient to alter the overall impression created by the ad that the website was independent. 

“Because the ad implied that Pet Food Expert was an independent food comparison site and did not make clear that it was owned by a pet food retailer, we concluded it falsely implied Pets Corner were acting for purposes outside their business and was misleading.”

The ASA ruled that the ad must not appear again in its current form. “We told Pets Corner (UK) Ltd t/a Pet Food Expert to ensure future marketing communications did not falsely claim or imply they were acting for purposes outside their trade, for example, by presenting websites over which they had control as independent,” it concluded

The full ruling can be viewed by clicking here

It now clearly states on the www.petfoodexpert.com website that Pet Food Expert is a Pets Corner service.

The Animal Focused Alliance has been chosen as a finalist for the New Business award at this year's Small Awards. 

Now in its tenth year the Small Awards is a nationwide search for the UK’s greatest small firms, across all sectors. It is organised annually by Small Business Britain, which champions and supports the nation’s 5.5 million small firms.

The Alliance was set up in 2025 to support pet businesses across the UK in raising standards and keeping business owners current, confident and compliant through updates, training and expert advice. 

It has been selected as one of just eight finalists for the New Kid on the Block Award for best business start-up, which commends businesses that started in the last 18 months and have demonstrated considerable progress to grow and develop.

The Small Awards celebrate the successes of Britain’s small businesses, with eleven different awards for small firms leading the way across everything from sustainability to digital adoption, and showcasing all types of small businesses including social enterprises, family owned businesses, sole traders and start-ups.

“We are so proud to be celebrating a decade of the Small Awards. The awards celebrate the very best of the UK’s small business owners, who make such a difference in their local communities and are a key driver of the nation’s economic growth,” said Michelle Ovens CBE, Founder of Small Business Britain. 

“The awards are a great opportunity to recognise the success and contributions of so many small businesses, the Animal Focused Alliance is extremely deserving of being a finalist, and we look forward to celebrating together in May.”

Alliance founder Vicky Skinner commented: “To be recognised at a national level is incredible, and another significant milestone for the Alliance, which has already made a name for itself and formed a number of strategic partnerships within its first year of business. There are so many impressive new businesses in the UK, so it's a huge achievement to make the shortlist.”

Judged by a panel of industry experts, the winners of all categories, including the overall winner of the Small Business of the Year award, will be announced at an awards ceremony in London on 21st May 2026.

PATS has launched a new Hosted Buyer Programme for its 2026 edition, with registration now officially open. This initiative facilitates curated, face-to-face meetings between senior retail buyers and exhibitors to foster deeper industry engagement and high-quality networking.

PATS returns to the NEC Birmingham from 27–29 September 2026. As the UK’s premier pet industry event, it unites retailers, distributors, and suppliers to showcase ground-breaking product launches and connect with the brands shaping the future of pet retail.  

From aquatics and exotics to traditional pet care, PATS offers an all-encompassing platform to source innovative ranges, gain expert insights, and build the networks that drive business growth.

The Hosted Buyer Programme offers an elite procurement platform meticulously designed for premier Pet and Aquatic retailers. This curated initiative facilitates strategic sourcing, providing a premium environment for industry leaders to engage with the market's most innovative products.

Designed for global growth, the PATS 2026 Hosted Buyer Programme provides a strategic framework for brands to scale effectively. By facilitating pre-scheduled meetings, the programme:

• Streamlines strategic sourcing
• Facilitates high-level export readiness
• Optimises engagement efficacy
• Fortifies global strategic alliances.

“PATS 2025 was a landmark, record-breaking year," stated Event Director Ian Reynolds. "The event saw a 70% surge in visitor numbers and a massive 169% increase in international attendance. A record 445 exhibitors from 15 countries participated. Building on this momentum, the 2026 Hosted Buyer Programme will offer selected participants exclusive benefits and a curated, efficient, and cost-effective experience tailored to their specific requirements."

Prospective applicants must meet defined qualifying conditions to participate. Detailed guidelines are available for review, and early submission is strongly recommended.

Pedigree Wholesale has announced plans to streamline its distribution network as part of a wider programme of investment designed to strengthen the business and support long-term growth.

Following a detailed operational review, the company intends to transition activity into its wider national network. The move will enable Pedigree to make better use of existing capacity, improve efficiency, and continue delivering a reliable and consistent service to customers across the UK.

Managing Director Julian Grindey said the decision reflects a deliberate and considered approach to building a stronger, more resilient business.

“This is part of a broader programme of work focused on getting the fundamentals right and investing for the future,” he said. “We’ve been very clear internally on our ‘Back to Brilliant Basics’ approach - focusing on availability, competitive pricing, dependable delivery, and making it easier for customers to do business with us.”

Over the past 12–18 months, Pedigree has invested significantly in these core areas. This includes the implementation of enhanced demand planning capability (DPIM), the introduction of a new mobile app and improvements to its webstore, as well as the rollout of a new, leading-edge warehouse management system.

“These investments are already starting to make a difference,” Grindey added. “We’ve seen a positive movement in our Net Promoter Score, which is a good indicator that customers are recognising improvements in service, availability and overall experience.”

The decision to consolidate the distribution network is a natural extension of that strategy.

“Our network today has the capability to support our customers effectively,” said Grindey. “By simplifying how we operate, we can utilise that capability more efficiently and continue to build consistency into the service we provide.”

Grindey was also clear that the proposal is not a reflection of the performance of the North depot or its team.

“They have done a strong job over many years. This decision is about how the site fits within the wider network and how we best position the business for the future.”

For customers, continuity remains the priority. Deliveries will continue as normal, with no change to ordering processes, and the business expects the transition to be seamless with minimal disruption.

The move comes at a time when the UK pet care market is becoming increasingly competitive and complex, with flat volumes, ongoing cost pressure, and growth driven more by channel shift and product mix than underlying demand.

“In this environment, standing still isn’t an option,” Grindey said. “You have to be proactive - strengthening your operations, investing in the right areas, and making sure you are set up to support customers effectively.”

Pedigree continues to invest in the capabilities, systems and infrastructure that underpin its service, with a clear focus on long-term sustainability and customer support.

“These are not short-term decisions,” Grindey concluded. “They are about building a business that is fit for the future - one that is efficient, well invested, and focused on delivering for our customers over the long term.”

Rabbit Awareness Week (RAW), the UK’s leading campaign dedicated to rabbit welfare, is celebrating a major milestone this year as it marks its 20th anniversary. Returning from Monday 22nd June to Friday 26th June with the 2026 theme ‘Feeding Bunnies Better’, the campaign will shine a spotlight on how far rabbit care has come over the past two decades – while setting a new standard for the future. 

For 20 years, Rabbit Awareness Week has played a vital role in improving the lives of rabbits across the UK, bringing together veterinary professionals, charities, retailers and owners to champion better understanding and care. Now, as it enters its 20th year, the campaign is building on that trusted legacy to tackle one of the most important aspects of rabbit health: nutrition. 

This year’s campaign aims to reset the nation’s understanding of what a healthy rabbit diet looks like. From encouraging owners to move away from muesli-style mixes to embracing colourful, fibre-first feeding and a diet that includes feeding hay as 85-90% of their daily food intake - RAW will provide clear, practical guidance to help rabbits live healthier, happier lives. 

Rabbit Awareness Week continues to be driven by a coalition of leading welfare organisations and industry experts, including Rabbit Welfare Association & Fund, Burgess Excel, Blue Cross, Woodgreen Pets Charity, Raystede Centre for Animal Welfare and RSPCA, all working together to improve rabbit welfare nationwide. 

Alongside the milestone anniversary, RAW is also unveiling a refreshed look and feel. The updated logo now features two rabbits, reflecting the importance of companionship and the need for rabbits to live in compatible pairs. 

Beloved mascots Hayley and Binky have also been reimagined, appearing in more realistic, everyday care scenarios to help bring key welfare messages to life in a relatable and engaging way. Supporting this visual update, all rabbit care guides have been refreshed to ensure they align with current welfare standards and best practice advice. 

Burgess Excel Senior Brand Manager, Annabel Coleman said: “Rabbit Awareness Week has become a trusted and influential campaign over the past 20 years, and we’re incredibly proud of the role it has played in improving rabbit welfare across the UK.  

“Reaching this milestone is not just about celebrating progress, but about using that legacy to drive even greater change. This year, Feeding Bunnies Better is all about giving owners the confidence and knowledge to make the right nutritional choices – from moving away from muesli mixes to embracing a fibre-first approach that truly supports rabbit health.” 

Suzanne Moyes, Deputy Managing Director and In-house Vet at Burgess Pet Care, said: “While rabbit welfare has improved significantly over the last two decades, diet remains one of the most common areas of misunderstanding among owners. Rabbits have very specific nutritional needs, and getting this right is fundamental to their overall health and wellbeing. 

“Through this year’s campaign, we want to simplify what ‘good’ looks like, to help owners build healthier, more natural diets that support everything from dental health to digestion and behaviour.” 

At the heart of the campaign is a simple mission: to help owners give their rabbits the nutrition they deserve and support their overall happiness, wellbeing and health. Every element of this year’s activity, from educational resources to social content, is designed to support that goal. 

Follow Rabbit Awareness Week on Facebook and Instagram, and find out more about how you can support Feeding Bunnies Better at: https://rabbitawarenessactiongroup.co.uk/ 

Air-dried pet food brand The Innocent Hound is transitioning its 600g dog treat range from plastic tubs to re-sealable pouches, bringing the larger format in line with its 70g packs and creating a more consistent look across the range.

Inside it’s the same great product. On the outside, it’s a smarter pouch – tougher sleeker and using over 70% less plastic.

The new pouches can be merchandised on shelf or via euro hooks, offering retailers greater flexibility in how the range is presented in store. They’re also more durable in transit, helping reduce the risk of damage from dispatch through to delivery.

Alongside the packaging update, the brand is expanding its 600g range with larger formats of three proven favourites: Strawberry Crush Hearts, Game Picnic Bars and Wild Game Sausages. Originally launched as limited editions, the trio joined the core range in May 2025 following strong consumer demand.

At 600g, each pack contains over 8.5 times more product than the smaller formats, offering a larger, more convenient option for customers who already buy into the range.

The switch to pouches also supports the brand’s sustainability approach. At 15g per pack compared to 54g for the tub, the new format uses over 70% less plastic while remaining fully recyclable.

While the packaging has changed, the recipes remain exactly the same - gently air-dried using high-quality British ingredients.

Founder Chloe Heaton said:“Moving our 600g range into pouches allows us to create a more consistent look across the brand, while also improving the practicality of the packaging for both retailers and consumers.”

“At the same time, it supports our ongoing commitment to reducing plastic, with over 70% less used per pack. Expanding these recipes into larger formats is something our customers have been asking for, so it felt like a natural next step.”

The new 600g packs are available to purchase now alongside the complete premium treat collection via The Innocent Hound trade website: Innocentpetcare.co.uk

Leading online RCVS-registered veterinary pharmacy and pet-care retailer Direct4Pet has announced a new partnership with Hayday, a producer of premium dried barn hay for small animals.

Direct4Pet will be stocking and distributing the full range of HayDay’s products, and this partnership marks an important step in making high quality forage for small animals more accessible to small pet owners in the UK.

“Good quality hay is very important for small animals, such as rabbits and guinea pigs and should comprise the main component of their diet. A diet rich in hay and/or grass helps support digestion, encourages natural chewing behaviour and helps maintain dental health so it very important to feed the best.,” says Director of Direct4Pet, Garry Howard.

The HayDay range on Direct4Pet will comprise of different tasty varieties of hay available in both in both 1kg and 2.7kg packs. These will include:

• Tasty Timothy Hay 1kg - The perfect everyday feeding hay. Premium, long stem and gorgeously green hay which is high in fibre and protein to support digestion and dental health.
• Moreish Meadow Hay 1kg and 2.7kg - Soft and palatable, meadow hay is high in fibre to support digestive health. It also pairs as a comfy bed too!
• Sweet & Munchy Ryegrass Hay 1kg - Long, green and stalky with enhanced nutrition and a sweet taste.
• Outstanding Oat Hay 1kg - a nutritious and high fibre forage designed to support your pets digestive health and natural feeding instincts.
• Coarse & Crunchy Alfalfa Hay 1kg - Best suited to young, growing and breeding pets due to its high calcium and protein content.

Sustainability is very important to HayDay and they are able to introduce sustainable initiatives with very low impact on the environment. They can also barn dry their hay, right from their farm in Yorkshire, to guarantee quality all year round fulfilling their mission to produce the best products for small pets and their owners.

Visit the ‘Small Animal’ section or search for HayDay on Direct4Pet to explore the full HayDay range. “We’re excited to bring this new brand into our offerings, and we believe it will be a trusted forage choice for small animal owners everywhere,” concludes Garry.

For further information visit: www.direct4pet.co.uk

Dorset-based Baboo Gelato, the firm behind Doggy Doggy Yum Yum, is warning dog owners that not all pet frozen treats and human ice cream are safe for dogs. In Allergy Awareness Week, the company offers advice on what to look out for.

In the warmer months and whilst travelling on holiday, sharing an ice cream with your dog may seem like a tempting and harmless thing to do but there are serious dangers that can affect the health of your dog.

Most adult dogs lose the enzyme (lactase) needed to digest milk after they are weaned leading to lactose intolerance. Eating human dairy-rich ice cream can cause painful gas, bloating, diarrhoea, and vomiting. The high fat levels in ice cream can trigger inflammation of the pancreas, a serious and painful condition known as pancreatitis. Too much refined sugar in frozen treats can lead to obesity, dental issues and diabetes. Some dogs are also allergic to milk proteins, which can cause itchy skin rashes or hives in addition to stomach upset. 

Human ice creams can also contain ingredients that are toxic to dogs. Many common ice cream flavours and additives are highly poisonous.

• Xylitol: This artificial sweetener, often found in "sugar-free" or "low-fat" varieties, is deadly for dogs. Even small amounts can cause a rapid drop in blood sugar, seizures, and liver failure.
• Chocolate: Contains theobromine and caffeine, which can lead to chocolate poisoning, tremors, or heart failure.
• Raisins and Grapes: Can cause acute kidney failure.
• Macadamia Nuts: Toxic to dogs and can cause muscle weakness, vomiting, and tremors.

Sam Hanbury, Co- founder of Baboo Gelato together with his wife Annie says: “If you are going to feed your dog an ice cream this summer, make sure it is one that is dairy free and specially formulated with your dog’s wellbeing in mind. Even brands that are on the market that say they are “dog-friendly,” and puppuccinos that are served in coffee shops, are made with lactose-free dairy and although safer than normal ice cream, they still contain other dairy-related risks. These include high fat content, dairy allergies and high calories.

“The solution to this problem is to feed your dog a plant-based, dairy-free frozen treat that has been developed to give your dog that occasional treat without all the risks. Adding supplements to those frozen treats also helps to support your dog’s wellbeing.”

Baboo Gelato spent considerable time and care developing a frozen treat called, Doggy Doggy Yum Yum which is available in two flavours, Banana and Peanut Butter which also contains Keepers Mix from Dorwest Herbs, and Apple and Blueberry. It is made from coconut milk instead of dairy, so it is kinder to dogs’ tummies, includes organic agave syrup rather than refined sugars and uses vegetable fibre as a stabiliser which avoids any ultra processed food emulsifiers or stabilisers being used in the product. It also is xylitol free and contains no ingredients that could be considered toxic to dogs.  Given as an occasional treat after a long walk in the countryside, the park or on the beach this tasty treat is perfect way to reward your dog. 5p from every tub sold of Doggy Doggy Yum Yum is also donated to the Dogs for Good charity. 

Doggy Doggy Yum Yum is recognised by the pet industry having won two Highly Commended Certificates at the PetQuip Awards (2022 and 2025), winning Best New Product in the Pedigree Wholesale Awards (2021) and winning Best Pet Treat in the Pet Industry Federation Awards in 2024.

Doggy Doggy Yum Yum can be found in grocery shops, cafes, pubs and restaurants as well as many leading pet shops across the UK. It can also be bought at their kiosks in Lyme Regis, Weymouth and Swanage if you are visiting Dorset over the warmer months.

For further information visit: www.doggydoggyyumyum.com

Direct4Pet, one of the country’s largest online veterinary approved pet retailers, is backing Allergy Awareness Week by highlighting the main causes of allergies and intolerances in our pets so that dog and cat owners can take measures to help with or prevent symptoms. 

Allergies are primarily caused by an overreaction or failure of the body to process specific proteins or environmental factors. An intolerance occurs when the body cannot properly digest or absorb a specific ingredient, often due to a lack of necessary enzymes (like lactase for milk). 

The causes of these reactions typically fall into three main categories:

Food Triggers

Most food allergies are caused by animal proteins that the pet has been exposed to for a long time. Common allergens for dogs can be beef, dairy, chicken, wheat, and soya. In cats it can be beef, fish, chicken, and dairy products. Many adult pets can also be lactose intolerant as they lose the enzyme (lactase) needed to break down the sugars in cow's milk, leading to digestive upset. 

Pets with food allergies may exhibit symptoms such as itching, skin redness, gastrointestinal upset, and even chronic ear infections. Identifying food allergies in pets often requires a process of elimination through specialised diets or allergy testing. Once diagnosed and working with a vet, managing food allergies typically involves transitioning the pet to a hypoallergenic or limited ingredient diet that eliminates the offending allergens. There are a number of hypoallergenic diets which Direct4Pet supply online. 

Environmental Allergens 

These are reactions to substances inhaled or absorbed through the skin, similar to "hay fever" in humans. Triggers can include pollen and grasses in the spring and summer months that often cause itchy skin or paws. House dust mites found in bedding and carpets can also be a trigger along with mould spores common in damp environments or specific seasons. 

Parasites and Irritants

Coming into contact with fleas and ticks can also trigger a severe reaction in pets as can contact with certain irritants such as wool bedding, plastic food bowls or certain shampoos.

Helping your pet feel better during allergy season starts with minimising their exposure to allergens and supporting their skin and immune health. After outdoor walks or playtime, wiping down your pet’s paws and coat with hypoallergenic pet wipes can go a long way in reducing allergens. Bathing them weekly with a gentle, anti-itch shampoo—especially one with soothing ingredients like oatmeal or aloe—can also relieve irritation and wash away allergens trapped in their fur.

Flea prevention is another essential step. Spring is high season for fleas and ticks, and flea allergy dermatitis is one of the most common causes of severe itching in pets. Be sure your pet is on a consistent flea and tick preventative, whether it’s a monthly chew, topical treatment, or flea-repelling collar.

Supplements can also play a powerful role in managing allergies. Omega-3 fatty acids, found in fish oil, help improve skin health and reduce inflammation, making them a great addition to your pet’s daily routine. Allergy support chews that contain natural ingredients like quercetin, colostrum, or nettle leaf may also help reduce histamine responses and provide relief from itching. Don’t forget about probiotics, either—supporting your pet’s gut health can strengthen their immune system and make them less reactive to allergens overall.

At home, creating a clean, allergy-safe environment can make a huge difference. Using an air purifier with a HEPA filter can reduce the number of airborne allergens in your pet’s living space. Washing pet bedding, blankets, and toys regularly—and vacuuming often—will help keep dust and pollen from building up indoors. On high-pollen days, it’s a good idea to keep windows closed and limit time spent in grassy or wooded areas.

In severe cases of allergies and intolerances always consult a vet.  As a UK-based, RCVS-registered veterinary pharmacy and pet-care retailer, Direct4Pet provides a full range of products — prescription medicines, food, supplements, accessories and everyday essentials — all overseen by qualified veterinary professionals. Products to cater for these needs can be found on the online store.

For further information on Direct4Pet visit: www.direct4pet.co.uk

When your cat knocks everything off the counter at 3am, refuses to use the litter box, or stares at the wall for hours, who do you turn to? Enter Amanda Campion, the UK's leading clinical cat behaviourist, who has launched 'Ask Amanda' – a weekly online segment designed to be the ultimate agony aunt for cats and their devoted owners.

With an impressive social media following of 106,000 on TikTok and 32,000 on Instagram, Amanda has proven there's a hungry audience for expert cat behaviour advice delivered with warmth, humour and scientific insight. Now, she's taking that expertise to the next level.

Each week, Amanda handpicks questions from viewer submissions, ranging from the hilariously quirky to the genuinely perplexing and delivers expert analysis, practical solutions and eye-opening insights into the enigmatic world of cat behaviour. Whether it's understanding why your cat brings you "gifts" at dawn or how to introduce a new kitten to a territorial older cat, Amanda tackles it all with her signature compassionate approach.

"Cats are endlessly fascinating creatures, and every behaviour tells a story," says Campion. "Through 'Ask Amanda,' I want to help cat owners decode those stories and build stronger, happier relationships with their feline companions."

Amanda's credibility was further cemented earlier this year when she appeared on David Baddiel's critically acclaimed Channel 4 series “Cat Man”, discussing feline behaviour alongside the comedian and an array of special guests. "Ask Amanda" builds on that momentum, making her expertise accessible to cat lovers across the UK and beyond.

Cat owners are invited to submit their burning questions via short video recordings. For an added chance to be featured, participants can include clips of their cats in action.

Amanda hosts a special Instagram Live event, "Cats In The City," joined by internet sensations Lupin and Rajah from @LupinInLondon the famous "tube cats" alongside their owners, London couple Jacques and Jerome. This live Q&A on April 27th at 7:30 PM will explore urban cat ownership, travel training and the bond between adventurous felines and their humans. Save the date and bring your questions.

Follow Amanda Campion @kittysittycatbehaviourist or visit https://www.kittysitty.net/

Animal Instincts has launched of its new Teal Tails plush dog toy range, developed to combine strong retail appeal with functional design tailored specifically to dogs. The range will be available exclusively through Pedigree Wholesale, offering independent pet retailers a fresh opportunity to differentiate their toy offering.

The Teal Tails collection introduces three character-led toys: Ted the Fox, Tim the Mouse, and Tom the Duck. Each designed to encourage natural play behaviours while delivering standout shelf presence.

A key feature of the range is its use of teal and yellow colourways, chosen for their high visibility to dogs. Unlike traditional plush toys, Teal Tails products are designed with canine vision in mind, creating a clear and compelling selling point for retailers to communicate to customers. This functional benefit supports increased engagement during play and adds value beyond aesthetics alone.

A spokesperson for Pedigree Wholesale said “We’ve developed Teal Tails to meet the needs of both retailers and pet owners. From a trade perspective, it’s about offering a product that is easy to merchandise, tells a clear story in-store, and ultimately drives sell-through.”

Each toy in the range features soft yet durable plush materials, integrated squeakers, and a lightweight design suitable for dogs of all sizes. The character-led approach also encourages multi-buy purchases, making the range ideal for counter displays, promotions, and impulse sales.

With independent pet retailers continuing to seek differentiation in a competitive market, Teal Tails provides a commercially focused solution combining innovation, accessibility, and strong visual appeal.

Customers can order the new Teal Tails range at petproducts.co.uk or contact their Pedigree Wholesale representative for further details, ordering information, and merchandising support.

Pet food company Purina is opening a two-day pop-up oyster bar with a difference. Instead of serving oysters to eat, the space showcases oysters doing what they naturally do best: filtering sea water.  

Visitors are being encouraged to bring their dogs along with them to the immersive experience in central London, where they will be able to watch live water-filtration demos, showing how oysters naturally filter and clean dirty seawater. Alongside these demonstrations, visitors will hear from marine experts about how four million oysters being deployed off the Norfolk coast, will help to restore local marine habitats and boost biodiversity.  

In partnership with marine conservation organisation, Oyster Heaven, Purina is supporting oyster reef restoration as oysters play a crucial role in supporting healthier marine ecosystems, through improving water quality.  

Beyond oysters, Purina is also supporting projects that help restore kelp forests and seagrass meadows across Europe as part of its wider Ocean Restoration Programme. 

Claire Robinson-Davies, Corporate Affairs & Sustainability Director at Purina UK, said: ““We use fish ingredients, primarily from highly nutritious fish by-products in many of our recipes, so supporting the environments they come from matters to us. Through our work with Oyster Heaven, we’re delighted to be supporting the restoration of native oyster reefs off the Norfolk coast.  

“We’re really excited to be able to show the incredible cleaning power of oysters, live and in person, in a central London venue and to demonstrate the important job that the oysters will be doing meters down in the sea off the Norfolk Coast – which is not something you get to witness every day.”  

George Birch, Founder of Oyster Heaven, added: “This event is a brilliant way to bring to life what we at Oyster Heaven are so passionate about. By restoring oyster reefs, you’re not just bringing back a species – you’re helping to rebuild a habitat that supports a wide range of marine life. Projects like this take time, but they can play an important role in improving water quality and supporting coastal ecosystems over the long term. I can’t wait to share with people visiting the event how incredible oysters really are”.  

Taking place in Covent Garden, London on Wednesday 29th 10am – 5pm and Thursday 30th April 10am - 1pm, guests will not only discover the incredible water-cleaning power of oysters, they can also access free pet nutrition and wellness advice from experts, and get complimentary samples of Purina dog and cat food to take away.  The immersive space is fully pet-friendly, with engaging and shareable photo moments, sensory stations where pets can get up close to the smells of the beach, the sea and oyster reef bricks and free dog treats will be available for all. Visitors to the event will also be able to enter a competition to win a dog-friendly get-away to The Victora, Holkham in Norfolk worth up to £1,000. 

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Preston police have released a CCTV image of a woman they want to speak to in connection with a theft from Pets at Home in the city.

In a post on social media, the police said: “Do you know the woman in this image? We would like to speak to her in connection with a theft from Pets at Home in Preston where around £250 worth of items were stolen.

“It happened on 29th January 2026 and since then, our officers have been conducting numerous enquiries. 

“If you can help to identify her, please call 101, quoting the log number 1291 of 29th January 2026 or email 6566@lancashire.police.uk.”

OATA has launched a free online tool to help the home aquarium industry make sustainable sourcing decisions when it comes to buying fish for their businesses.

The tool is aimed at businesses such as importers, wholesalers and retailers and will take them through a process that explores their understanding of how the fish they want to order were sourced, whether captive-reared or wild-collected.

The aim is to encourage businesses to think about the whole supply chain and explore areas they might not be sure about with their suppliers.

“We would encourage all businesses that buy fish – whether that’s to supply to retailers or retailers themselves – to start using the tool,” said Scientific and Technical Adviser Emily Maunder, who constructed the tool alongside a working group of OATA Board Directors.

“Businesses already do a lot of thinking about what livestock to buy for their business but this is a way of codifying that thinking into something that actively demonstrates their decision-making. OATA believes this will be an excellent way for the industry to demonstrate how it is already proactively self-regulating around issues regarding sourcing livestock.

“The tool guides users through questions on supply chains, animal welfare, biosecurity and conservation, taking into account the species, supplier, facilities and customer base. It will provide tailored advice, resources and recommendations, helping businesses assess potential risks and concerns before deciding whether to stock a particular species.

“The final decision to buy remains with the user unless the species have been subjected to harmful practices opposed by OATA, which include dyed, tattooed or genetically modified fish for example, and these will be flagged.”

At the moment, the Sustainable Sourcing Tool looks at both freshwater and marine fish species. OATA plans to widen the species scope to plants, corals and plants in the future. The tool sits alongside a range of other guidance and tools developed by OATA to help businesses maintain high standards.

The tool can be found here on OATA’s website https://ornamentalfish.org/what-we-do/set-standards/sustainable-sourcing/

The pet industry is being called on to get behind ‘No Empty Bowls’, a collaborative initiative led by Battersea and FareShare (joining forces with the Felix Project), backed by UK Pet Food.

Pet food companies across the sector are encouraged to donate surplus pet food and play a direct role in supporting pet owners struggling to afford everyday essentials.

Nicole Paley, Deputy CEO at UK Pet Food, advises: “For many people, pets are family. But for some households, rising everyday costs are making it increasingly difficult to keep up with the basics, including feeding their pets.”

The programme redistributes surplus pet food from manufacturers to a nationwide network of charities and community groups, helping ensure pets can remain with the people who love and care for them.

Why it matters

Frances Drury, Head of Advice and Support at Battersea, said: "Battersea research found that almost a third of dog and cat owners have had to cut back on essential costs to feed their much-loved pets. Sadly, this is the reality many owners are facing, with some having to consider giving up their pet if their situation doesn't improve. At Battersea, all too often we sadly see owners having to give up their beloved pet because they're struggling. 

"No Empty Bowls is designed to support pets and owners through difficult times, helping more pets stay in loving homes, reducing the number of pets being relinquished and easing pressure on rescue centres."

The initiative is already making a meaningful difference. So far, it has:

• Delivered over 1.6 million meals to pets in need.
• Engaged 23 pet food companies.
• Supported more than 1,600 charities and community groups across the UK.

For manufacturers, getting involved is straightforward and impactful.

According to Sophie Orpen at FareShare (joining forces with the Felix Project): “The process is designed to be simple and efficient, with surplus stock removed at no cost, swift, straightforward logistics, and clear reporting on the impact of donations. Alongside this, companies can be confident that perfectly good product is being put to good use, delivering real social impact.”

Get involved

UK Pet Food is encouraging manufacturers of all sizes to take part and support the continued growth of the initiative.

• Send any questions to: foodoffers@fareshare.org.uk
• Donate at: fareshare.org.uk/giving-food, referencing "No Empty Bowls" in additional information.
• Learn more: battersea.org.uk/what-we-do/fareshare

A growing number of pet owners are turning to AI tools and search engines to assess their dog’s health, particularly when it comes to digestive symptoms. 

Research from Protexin - which specialises in pet digestive health - found that 13% of pet owners (1 in 7) would ask AI tools if their pet was showing signs of poor gut health*, with a further 35% turning to Google searches too. 

This emerging “digital diagnosis” behaviour is more common among younger pet owners, with 1 in 5 millennials (21%) saying they would ask AI about symptoms. Regionally, this rises to 27% in Northern Ireland, and 25% in London - indicating a more digital-first approach in certain areas.

Sam Booth, Veterinary Advisor at Protexin is highlighting the implications this can have on veterinary practices: “Digestive issues can be a symptom of a wide range of underlying causes in dogs, which makes accurate, clinical assessments important. The problem for veterinary practices with “digital diagnosis” behaviour is that when clients turn to AI and Google first, they may arrive with misinformation before a consultant has even begun.

“Google or AI can be helpful in some situations, but it doesn’t always show the bigger picture. A symptom like diarrhoea may resolve on its own, but what matters is whether it keeps recurring. If a pet has the same issue repeatedly, that pattern may point to an underlying cause, and that is something a vet can help identify. Early intervention can also prevent problems from becoming chronic or harder to treat later. At the same time, online searching can make owners assume the worst when the issue may actually be mild. The difficulty is that Google is not good at helping people interpret context, patterns or severity.

“There is an opportunity for practices to proactively guide clients towards reliable information and reinforce the importance of early clinical assessment, especially for ongoing or recurrent digestive symptoms."

Johnson's Veterinary Products has launched 4Joints® Granules for Cats, a complementary feed specifically formulated to support feline joint health and mobility.

The new granules join the existing 4Joints® range, which currently includes extra-strength tablets, liquid and turmeric granules for both cats and dogs, offering pet owners a comprehensive selection of joint support solutions. 

Using a combination of essential ingredients for the natural support and maintenance of joint and cartilage function, the product is an easy-to-administer option for cat owners seeking to help maintain healthy joints in their pet.

It is a wheat and soya free formula, specially made with key active ingredients including Glucosamine, Curcumin, Piperine, Hyaluronic Acid, Omega 3, and vitamins C, D and E. Each ingredient has been carefully selected for its specific role in joint function and wellness.

Suitable for all cats regardless of age, size or exercise needs, the granules are designed to be mixed with a cat's normal food, with one included 2g measure recommended daily for best results. One pack provides approximately 45 days' supply, making it a convenient and cost-effective solution for long-term joint maintenance.

Paul Gwynn, Managing Director at Johnson's Veterinary Products, commented: “As cats age, joint health becomes more of a concern for many owners. Our 4Joints® tablets and liquid have been incredibly popular with both dog and cat owners for over 20 years, and we recognised the granule formulation should be available for cats too. 

 “Developing 4Joints® Granules for Cats was the obvious next step. They can be easily mixed into food, making daily supplementation straightforward for cat owners. The ease of administration is especially helpful for pets who can be reluctant to take tablets.

“With arthritis affecting up to 90% of cats over 12, the need for a specific feline product was clear. More specifically, one that could be given at any stage of a cat's life to try and slow down the progression of arthritis and other joint problems. 

“Through a blend of 32 active nutraceuticals, the granules work to support joint health from multiple angles. With glucosamine providing structural support, curcumin offering natural antioxidant properties, and hyaluronic acid helping to cushion the joints, each component plays an equally important role in maintaining mobility and comfort.

“As always, our focus remains on providing effective, affordable pet healthcare solutions that meet real needs. The 4Joints® range has built an excellent reputation over the years, and we're confident this addition will be just as well-received by retailers and cat owners alike.

“Retailers now have the full spectrum of joint care solutions to meet different customer preferences, and cat owners have the supplies to start their journey with preventative pet healthcare to give their pets the best possible chance of an active and fulfilling future."

Made in the UK, 4Joints® Granules for Cats continues Johnson's commitment to manufacturing quality pet healthcare products domestically, whilst providing retailers with a product they can confidently recommend to owners seekingsupport for their cat's joint health.

Johnson's was founded in 1921 and has expanded its pet healthcare offering as the business evolves. From flea and worm treatments to nutritional supplements and grooming products, pet owners can access a broad range of pet care products from high-street pet shops and pet stores all over the UK.

For more information or to stock 4Joints® Granules for Cats, speak to your local Johnson's Area Sales Representative or contact the team at info@johnsons-vet.com. The product code is A029 and it is available in packs of 4 with a trade price of £19.96 and an RRP of £8.99 each.

When CSJ sponsored the Bodfari Sheepdog Trials on Saturday 11th April the competition was hot, with Aled Owen and his dog Tom beating last year’s Open class winner Kevin Evans with Dan by just one point.

The Novice class was also hotly contested with Medwyn Evans and Bill in first place and Arwyn Davies and Glesni in second place.

On Saturday Ceri Rundle (CSJ’s founder, who started attending the Bodfari Sheepdog Trials when she was a baby!), sent a message, “Congratulations to the handlers who won the Open and Novice classes - 70 runs - all kindly judged by Stan Harden, Pembroke.”

Sunday’s Open competition, over a different course, was no less exciting, with Kevin Evans and Jet coming out on top with a loss of just 8 points and Dewi Jenkins with Jo (see photo) only one point behind in 2^nd place, having lost 9 points.

Ceri’s natural nutrition business CSJ has sponsored the Bodfari Trials since 1998, and said it’s hard work to make the Trials run smoothly and sent a big THANK YOU to all who helped, saying …

“Every packet of sheep was set out and settled on the same spot throughout the two days - courtesy of Brynley Williams, Kerstin Schwartze and John ‘Tan y Waen’ with a little help from Stan Harden, Clare Slater and Kevin Evans. 

"All our North Country Mules have been ‘prepared’ over the winter so that they are well used to dogs and trials fit - thanks Aled Owen, Mark and John.

"Stan Harden and Meirion Jones who made a sterling job of judging the two days of competition.

"Once again our caterers, Heather and Becca from the National Award winning ‘On the Corner’ cafe in Caerwys. 

"Finally, it was great to see so many long-term loyal supporters of the event all helping to raise funds on Saturday for the North Wales Sheep Dog Society.”

For more on CSJ products visit www.csjk9.com or call 01745710470

Online retailer Petplanet.co.uk has announced it would be continuing to operate as normal and that all orders would be fulfilled despite news that administrators had been called in.

The announcement on its website stated: “Petplanet.co.uk is now operated by 12Paws Limited, following a recent business transition. The new ownership is focused on strengthening the business for the future – including improving stock availability and building stronger supplier partnerships over the coming months.

“We remain committed to providing a reliable service and supporting you and your pets every step of the way.”

The Gazette – the official public record – revealed that James Stephen and Kiri Holland of BDO UK were appointed as joint administrators to the business.

Newspaper reports claimed the business, set up in 1999, had suffered a cyber-attack last year, which left the firm with “no future”.

However, in its business update this week, the online retailer stated: “We remain committed to providing a reliable service and supporting you and your pets every step of the way.

“If you have any questions about your order or the business, please don't hesitate to get in touch – we're always happy to help.

“Our team is continuing to process and support all customer orders. Couriers are collecting six days a week from our warehouse.

“We aim to handle all customer queries, including returns and refunds, as smoothly as possible.”

The announcement added that the new owner 12Paws Limited was focussed on continuing the business and building a strong, reliable service for customers.

Jollyes Pets has released a list of over 160 locations right across Great Britain where it would like to open new stores.

Already trading from 120 stores, in 2026 Jollyes has brought its special combination of low prices and pet expertise to new places across the country, opening in Blackpool, Ponders End, Hartlepool and Whitehaven.

It’s now taking steps to accelerate the programme by identifying over 160 towns or cities across England, Wales and Scotland, it would like to open stores over the coming five years.

If the right sites become available, Jollyes could sign-up another 25 store locations in 2026, offering customers for the first time, a real choice as they look after their pets.

Locations of particular interest are in the major conurbations of Birmingham, Liverpool, Bristol, Edinburgh, Glasgow, Leicester, Nottingham, Manchester and within the M25 around London.

Jollyes’ property team is looking for locations between 3,000 and 7,000 square feet on retail parks and/or prominent roadside locations.

The search is being managed by Edgerley Simpson Howe in England and Wales and Savills in Scotland.

Jollyes also today confirmed the opening dates for its next three stores. A new store in  Lincoln opened yesterday, with further openings at Kidderminster (29 May) and Yeovil (19 June).  It also plans to open a new store in Derby in early summer.

Jollyes Pets property director Warren Bester said: “We’re on a mission to make high-quality pet care accessible to all, investing in range development alongside our commitment to low prices, as we deliver great value every day.

“Wherever we open a store, we become the location of choice for pet parents in the community who value our combination of low prices and brilliant service from colleagues with real expertise in pet care.

“We’re looking forward to bringing that special combination to as many places as we can over the next five years.”

Over the past three years Jollyes has almost doubled the number of stores across the UK, becoming a clear challenger brand in the UK pet retail market.

The full list of towns and cities Jollyes is looking to open stores are as follows:

The Pet Industry Federation has opened ticket sales for its Business of Pets Conference, alongside the release of a packed two-day programme focused on ‘Building Resilience’.

Sponsored by Worldpay and taking place from Thursday 3 – Friday 4 June 2026 at the Cranfield University Management Development Centre, the event will bring together pet businesses from across the UK to address the financial, operational and strategic challenges shaping the sector.

The conference opens with a headline panel, entitled ‘The 2026 Cost Crunch and How to Survive It’, featuring Joanna Boughton-White (Dorwest), Jo Moorcroft and Vicky Davies (Canine Business Academy) and Darron Burness (Beacon Barkers), hosted by Clayton Payne.

Cash flow and financial resilience are explored by Emma Jones, the UK Small Business Commissioner, who will outline how new 2026 late payment regulations, including a 60-day cap, can be used to strengthen business stability.

Returning speaker Martin Spiller (Palladin Partners) will deliver a session entitled: ‘The Unfair Advantage of SMEs’ focusing on how smaller businesses can outperform larger competitors through agility, culture and data.

Scaling challenges are addressed by Emma Barnes (Focal Point Coaching), sharing practical insights from growing Linnaeus Group from eight to over 150 practices, with a focus on systems, leadership and building high-performing teams.

If that wasn’t enough, day two features a State of the Nation report on UK pet spend from NielsenIQ, alongside a forward-looking consumer outlook from PwC, helping businesses understand where demand is heading in 2026.

Digital strategy is brought to life through a Pooch & Mutt case study, delivered by Nobull, breaking down the marketing tactics behind one of the sector’s fastest-growing brands.

A session on Generative Engine Optimisation (GEO) will also explore how businesses can remain visible as consumers increasingly turn to AI tools such as ChatGPT and Google Gemini for recommendations, complemented by a session on cyber security from the National Cyber Resilience Centre Group, highlighting the growing risks facing SMEs.

As in previous years, the programme includes live Innovation Award pitches across both days, showcasing new products, services and technologies.

Alongside the main programme, delegates will benefit from networking opportunities, including an evening BBQ and access to the Worldpay Experience Zone.

With two full days dedicated to helping pet businesses adapt and grow, tickets are now on sale, with further speakers to be announced.

The event is aimed at all pet businesses looking to thrive despite current trading challenges and ticket discounts are, of course, available to PIF members.

To view the full programme and to book tickets, visit: https://petfederation.co.uk/the-business-of-pets-conference/programme-2026/

The first large-scale public event dedicated to recognising anxious dogs and the people who care for them took place at the National Trust’s Cliveden Estate in Berkshire on 20 March, marking a significant milestone for the growing #dogsinyellow movement.

Dogs of all breeds and sizes from Collies to Dachshunds wore yellow with pride as they joined the awareness walk, created to highlight the needs of dogs who require space and to support the owners who advocate for them.

Founded by Sarah Jones, creator of #dogsinyellow and owner of My Anxious Dog, the initiative aims to increase understanding of dogs who may be anxious, fearful,suffering from injury & in pain, elderly or just in training, using yellow as a clear, visual cue that a dog needs space.

Reflecting on the event, Sarah said:  “Not so long ago, dogs like these were expected to cope, or simply stay at home. Owners were often made to feel like the problem. What we saw at Cliveden was a complete shift: dogs who are often excluded being welcomed, and owners who are often judged feeling supported and understood.

“These are devoted owners doing their very best for their dogs. To have a day that recognised that – and to capture those moments through photography made it incredibly special.

“There was a real sense of connection. People who had never met before immediately recognised themselves in each other. It was a powerful reminder that no one is alone in this.”

The walk brought together a community of dog owners navigating similar challenges, offering a calm, structured environment with professional support. Attendees had access to ‘borrow bags’, allowing them to try yellow weather a lead, a harness or just a lead slip carrying clear messaging such as “Anxious”, “Do Not Touch” and “Give Us Space”.

A dedicated Yellow Space Zone also provided opportunities for dogs to decompress through enrichment activities and ACE Freework, supported by experienced trainers and behaviour professionals.

Each dog attending the event was photographed by pet photographer MIL Pet Photography, giving owners lasting memories of a day that, for many, represented inclusion rather than limitation.

Feedback from attendees highlighted the impact of the event. Gemma Buss, who attended with her dog, commented:  “It was nice to feel part of the majority rather than the minority.”

Kirsten Wellum, who attended with her cockapoo Ada, added: “It was so helpful to meet others in the same situation as me. Now I don’t feel so alone with it, and I know it isn’t just me. It restored my faith in human kindness.”

One attendee, trialling yellow for the first time through the borrow bags, reported a significant improvement in her walking experience, demonstrating the immediate, practical impact of clear visual communication and feeling calmer.

The event was supported by Forthglade, Pet Remedy and LickiMat, Tug E Nuff & Furr Boost who contributed to attendee goody bags, alongside professional support from Niki French (Pup Talk), Kaitlin Reynall (Encore Dogs), Sarah Hawkins (Barkshire Dog Training) and Jules Ballard (Contented Canines).

Following the success of the event, Sarah is now in discussions with the National Trust about the potential to expand Dogs in Yellow walks across additional properties – a move that could represent a major step forward in education and normalising space awareness for dogs in public settings.

“After years of knocking on doors, this felt like one was finally opening,” Sarah added. Awareness is growing, understanding is growing, and the more people who recognise what a dog in yellow means, the better life becomes for everyone.”

To find out more about Sarah’s work visit: www.myanxiousdog.co.uk

Water safety is emerging as a growing area of focus within the pet industry, as more UK dog owners incorporate swimming, coastal walks and water-based travel into everyday life, particularly in the lead up to summer.

While traditionally seen as a niche concern, new data and shifting consumer behaviour are prompting brands to rethink how water safety is positioned - not as an optional extra, but as part of a broader safety category.

At the centre of this shift is the rise of purpose-designed flotation equipment, including products such as the Dog Flotation Device (DFD) and variants from EzyDog.

A persistent but under-recognised risk

Water-related incidents involving dogs are more common than many consumers realise.

Hundreds of pets drown in the UK each year, with sources reporting 388 recorded drownings in a single year.

Meanwhile, the Royal National Lifeboat Institution (RNLI) reported 164 dog rescues in 2022, highlighting the frequency with which dogs get into difficulty in open water environments.

For the trade, these figures reinforce that water safety is not a fringe issue; but a recurring, real-world risk tied to everyday dog ownership.

The shift from lifestyle to safety-led positioning

Historically, dog life jackets have been marketed as lifestyle accessories, associated with holidays, boating or novelty use.

However, brands such as EzyDog are repositioning products like the DFD as functional safety equipment, aligning more closely with trends already seen in car travel and outdoor gear.

EzyDog DFD Dog Flotation Device

The DFD is designed specifically for water safety, with features including:

• High levels of buoyancy, helping dogs stay afloat and maintain position in the water
• Ergonomic fit and adjustable design to support natural swimming movement
• Grab handles and reflective elements to aid visibility and recovery

This reflects a broader category shift: from products that enable activity to products that actively mitigate risk.

Closing the consumer knowledge gap

A key driver behind this repositioning is a persistent gap in consumer understanding.

Common misconceptions include:

• The belief that all dogs are natural swimmers
• Underestimating the effects of fatigue, cold water or currents
• Assuming calm conditions equate to low risk

For retailers and brands, this creates an opportunity to move beyond product sales and into education-led engagement, helping consumers better understand when and why safety equipment is needed.

Product design as a differentiator

As the category matures, product design is becoming a key point of differentiation.

In the case of flotation devices, this includes:

• Distribution of buoyancy to maintain a natural swimming posture
• Secure, multi-point adjustment systems for fit and stability
• Durable materials suited to repeated exposure to water environments

EzyDog’s DFD range, for example, has been developed with input from water safety specialists and is positioned around both performance and protection.

This mirrors developments in adjacent categories, where technical credibility increasingly underpins purchasing decisions.

A category aligned with broader trends

The growth of water safety products aligns with several wider trends in the pet sector:

• Increased humanisation of pets, with owners prioritising safety and wellbeing
• Growth in experience-led activities, including travel and outdoor recreation
• Rising demand for technical, purpose-built gear rather than general accessories

As a result, flotation devices are beginning to sit alongside categories such as travel harnesses and outdoor equipment; part of a wider ‘protective gear’ segment.

Beyond consumer use, flotation devices such as the DFD are also widely used in professional settings, including canine hydrotherapy centres and dog swimming facilities, where controlled buoyancy and support are essential for both rehabilitation and safe water exposure.

The opportunity for the trade

For retailers and distributors, water safety represents a category with both seasonal relevance and long-term growth potential.

Key opportunities include:

• Merchandising around summer, travel and outdoor themes
• Bundling with complementary products (leads, travel gear)
• Leveraging educational content to drive awareness and conversion

Importantly, success in this category is likely to depend not just on product availability, but on how effectively safety is communicated to consumers.

Water safety is moving up the agenda; driven by a combination of real-world risk, changing consumer behaviour and evolving product innovation.

Products like the DFD signal how the category is developing: from occasional-use accessories to purpose-built safety solutions.

View Dog Life Jacket range here: https://ezydog.co.uk/collections/dog-life-jackets

After winning a New Product Award at PATS last September, BrewBix dog treat biscuits have quickly become a bestseller in UK pet stores. Here company director Angela Lawley-Wakelin explains how the innovative product became an instant hit.

What did it mean to win a New Product Award?

Winning the New Product Showcase Award for our 3kg BrewBix loose biscuits at PATS was a massive success for us as a small new business. We were delighted with the result and made sure to share the congratulations with our production team, The Big Biscuit Company, acknowledging their baking expertise and contribution to the product's success.

Do you think the award has helped elevate your winning product in terms of exposure?

The award provided an immediate and noticeable boost to exposure. The event itself was a success, leading directly to gaining another 30 or so stockists. 

Have you used the award to promote the product?

We leveraged the award immediately. PATS provided the winner’s logo, judges' comments, and photos, which we used to promote our success on social media. We also successfully integrated the win with some of our regular stockists as the ‘Best New Treat of 2025 (Pet and Aquatics Trade Show)’.

Has the product been a success in terms of sales?

Absolutely. The success at PATS, including the award, was immediately followed by a surge in orders which we efficiently fulfilled for all our new stockists and our trusted 200 regular stockists. Taking our stand at PATS was a landmark event in BrewBix's growth, providing a springboard for further expansion in 2026.

www.brewbix.com