Pet treat start-up company PARK LiFE has walked off with a major New Product Award at the three-day Glee trade exhibition at the NEC Birmingham.

The Ireland-based company manufactures and distributes a range of wholesome, grain-free and 100% naturalbiscuits for dogs which are full of tasty human grade and gut -friendly ingredients. 

These come in three varieties – Fris-Bix, Love-Bix and Chill-Bix – and it was the Fit-Bix version that was judged to be the Best New Pet Product at Glee.

After Fris-Bix was shortlisted for the award, founder of PARK LiFE Richard Marles was tasked with pitching the product to the judging panel where he managed to beat off the challenges of two other shortlisted products – Scruffs’ Classic Long Eared Dog Bowl and the Zoon Treat & Seek Farm Friends from Smart Garden Products Limited.

Richard said after receiving the award: "I'm buzzing. It's a great achievement. I really enjoyed the process of pitching the product to the judges."

The Fris-Bix biscuits are made from a few simple ingredients, sunflower Seeds, peas, potatoes, coconut oil and apple juice with added herbs, berries and super seeds depending on the variety. They are cut into fun bite-sized shapes to keep any pooch happy and satisfied.

In the Wild Bird Care and Wildlife Products category the winner was Bermuda with My First Pond Kit.

Also at Glee, the pet team from the Old Railway Line at Three Cocks near Brecon in Wales won a major buying award.

The garden centre won the Pet Buying Team of the Year award in the Glee Buyers Power List competition.

The Glee Buyers Power List was set up to recognise the individual buyers and buying teams who have gone above and beyond to make a difference within the garden retail industry this year.

Second place went to Paul Williams of British Garden Centres and third to Polhill Garden Centre.

The awards were presented on the first day of Glee.