The Innocent Pet, won the Best New Dog Food award at PATS Telford with its first complete food product - Air-dried British Lamb Casserole.  On the same night the luxury pet food and treat manufacturer also received a Highly Commended for the PetQuip Award’s “Pet Product of the Year” with its Birthday Cake Mix.

Founder Chloe Heaton said: “We are thrilled that our new products have been recognised by the industry for their unique and innovative qualities.  Our air-dried food offers many of the benefits of raw feeding but with the convenience of a kibble.  It is quite unique to other food types due to our production process. 

"We make it in very small batches, and rather than using high temperatures to cook the food, we gently air dry it over a period of 4 or 5 days to produce a semi-moist meal that is healthy and delicious.”

The judges’ decisions considered a number of guideline criteria, such as product innovation, design, quality, packaging and value for money.  They commented, “This looked and smelled attractive enough for humans to eat – in fact one of the judges tasted it and pronounced it delicious! Attractive to both owners and pets.”

The air-dried food is currently available in 2 flavours – British Lamb Casserole, and Wild Salmon Fishcakes.  It comes in 3kg packs with an RRP of £40 - the packaging is resealable and 100% recyclable. 

Chloe added: “Our doggie Birthday Cake Mix has been a real hit since the launch – it is one of a kind being both grain free and meaty, and to receive a highly commended was nothing less than the cherry on the top!”

A festive version of the cake is now available which is made with British turkey and cranberry. Both retail for £10. 

For more information email woof@theinnocenthound.co.uk