In This Issue
B&M removes pet treat from shelves after dog death
Pet firm makes it into Top 100 'Best Small Companies to Work for' list
Bestpets and independent pet shops support local schools with free Wild Bird Watching Starter Kit
Supreme uses in-house expertise to grow US business
Owners underestimate the true cost of caring for a dog
Interest grows in AQUA as dates and venue confirmed for 2019 show
Nylabone launches edible wild 'Snacks' range at Crufts
PIF has plenty to offer dog-related businesses at Crufts
Innocent unveils small animal pouches
Britain’s dogs deserve a playrise, says technology experts
Get your own copy of Pet Trade Xtra
Wiltshire pet store set to close after almost 40 years
Police release CCTV after woman is bitten by dog outside pet shop
ROGZ appoints Su-bridge as distribution partner
Kim Goldsworthy joins Podium Pet Products
Supreme gives hamster food and bathing sand a make-over
The best of the previous Pet Trade Xtra
Pet food firm vows to eradicate smells from factory
US pet food brand launches three new products in UK
Beco launches 'Pick Up Poo' campaign with schoolkids
Exciting toys set for major launch at PATS Sandown
Find out how Pet Trade Xtra can help to promote your business and products.

Please contact for all editorial matters.

Email to discuss advertising and sponsorship opportunities.
Supreme gives hamster food and bathing sand a make-over

Science Selective Hamster is launching with an improved recipe and new-look packaging. There’s also a new pack format for Supreme’s Bathing Sand which will now be sold under the Tiny Friends Farm range.


The Science Selective range benefits from distinctive packaging that looks great on-shelf and now Selective Hamster has a modern look that fits with the rest of the brand portfolio.


What is in the pack is now even better too, with improvements in palatability as a result of changes and upgrades to the recipe.


The kibble size has been reduced and the shape improved, making it easier for tiny paws to grip and it is especially suitable for popular dwarf breeds. Selective Hamster is now an extruded, rather than baked product, giving it a light and crunchy texture that’s even more appealing and ready to nibble. This last change also brings Selective Hamster in line with the other products in the range, making it more consistent and easier for shoppers to understand.


Also new is Tiny Friends Farm Bathing Sand, which references Charlie Chinchilla, Harry Hamster and Gerri Gerbil – all species that enjoy using bathing sand as part of their daily routine. The fun new pack is a cardboard tube and once the bathing sand is in use the tube can be re-used as a fun tunnel toy, or stuffed with hay, which is great news for the environment. It can also be re-sealed to keep the remaining sand fresh and free of moisture.


Claire Hamblion, Supreme Marketing Manager, says bringing sand under Tiny Friends Farm branding gives retailers a great opportunity to cross-sell within the range and block products in the category so shoppers can make their selection quickly, giving them time to browse the rest of the store.


She commented: “Not every owner realises the pleasure their hamster, chinchilla or gerbil can have from bathing in sand. It’s an enjoyable way for them to keep their coats clean and to indulge in a very natural behaviour, which makes it really important from a welfare point of view By putting sand under the Tiny Friends Farm brand and featuring recognisable characters on the packaging we hope that more pet owners will enjoy watching their pets clean up and see the benefits.”


For further information visit Supreme Petfoods at, call 01473 823296, or email

Facebook Twitter LinkedIn