In This Issue
Two brothers get set to expand pet shop empire
PIF hosts executive briefing on future of pet sector
Pets at Home focusses on retail sales growth
Pet owners to benefit from biggest vet sector reforms
Pet owners struggling to cover cost of rising vet bills
HugglePets available through Pedigree Wholesale
Charity grant opens to support UK pet rescues
LitPet UK calms anxious owners and their pets after Royal Mail warning
Picture special from Jollyes’ latest store opening
Retailer reports soaring sales of pet supplement
Pet weight clinic launched at leading garden centre
Years fresh dog food launches in Pets & Friends
Get your own copy of Pet Trade Xtra
Pet superstore closes after four-and-a-half years
Cheese tops list of most searched ‘can cats eat’ foods online
Independent shops excluded as government announces pub-only business rates package
Guidelines to reduce risk of life-threatening complications
The best of last edition of Pet Trade Xtra
Former Dobbies operations director joins Pets Corner
New brand offers alternative to ultra-processed dog treats
Animals rescued during pet shop fire
Peaky Blinders actor takes on new role caring for pets
Start-up turns smartphones into lifesavers for pets
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Editorial: neil@pottingshedpress.co.uk

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Two brothers get set to expand pet shop empire

Two entrepreneurial brothers are getting ready to open their fifth Dofos pet store in Edinburgh. It will be their largest yet and the first one to be located on a retail park...


 

Two entrepreneurial brothers are getting ready to open their fifth pet store in Edinburgh. It will be their largest yet and the first one to be located on a retail park.

 

Craig and Ross Davidson have taken over the keys to the new outlet at Park Grove Shopping Centre on Queensferry Road, and hope to open the store next month.

 

It has been a remarkable journey for the brothers, who took over a struggling pet shop from their family just over 10 years ago. After quickly turning fortunes around at the original store, they set about building their Dofos empire, opening three other outlets in the city.

 

“We’ve learned a lot of things along the way, and it has been hard at times,” admitted Craig. “But we are really excited about launching our fifth store – our biggest yet.”

 

Dofos – short for Dog Foods Ltd – was started by Craig and Ross’ grandmother before being taken over by their mother. The brothers helped out in the shop where they got their first taste of pet retailing.

 

And when the shop got into financial difficulty, they decided to take the plunge and take over the business. Being health conscious, the brothers decided to focus on pet foods with high meat content and superior nutrition. As Craig said: “Our goal is simple: to offer the highest quality pet food on the market.”

 

The fifth shop will be their largest store to date, with seven grooming tables set to be fitted within the unit. It will join their portfolio of shops in Stockbridge, Leith, Portobello and Gyle.

 

 

Craig admitted that moving into the retail park space was the next step in their evolution as trading on city high streets was becoming harder.

 

“High streets are becoming hard to trade in, parking is expensive, you have cycle paths being fitted everywhere and it is difficult.

 

“We are proud of what we’ve achieved. We now employ 40 staff, and we feel it’s our duty to make them feel a part of something special.”

PIF hosts executive briefing on future of pet sector

The Pet Industry Federation hosted a highly successful executive briefing for members, bringing together expert insight, practical data and senior-level discussion on the future of the pet sector...


 

The Pet Industry Federation hosted a highly successful executive briefing for members, bringing together expert insight, practical data and senior-level discussion on the future of the pet sector.

 

Held at Mintel House in London, the event focused on The Future of the Pet Sector 2026 and featured presentations from consumer research agency Mintel and digital strategy specialists Herd. Attendees heard fresh analysis on evolving consumer behaviour, product innovation, sustainability, digital commerce and the strategic challenges and opportunities facing pet businesses in the years ahead.

 

The session also provided valuable networking opportunities, allowing senior leaders from across the sector to connect, share perspectives and discuss how emerging trends are shaping their businesses.

 

 

The briefing was free to attend for PIF members and forms part of PIF’s ongoing commitment to providing high-quality insight, support and engagement opportunities for the industry.

 

Nigel Baker, CEO of the Pet Industry Federation, said: “This was a really strong session with excellent engagement from our members. The quality of insight from Mintel and Herd was first-class and the discussion that followed showed just how valuable these events are for helping businesses to learn more about our ever evolving pet owner landscape and to think and plan ahead. Providing free access to this level of insight is a key part of what PIF offers its members.”

 

Bhavin Gore, Solutions Expert at Mintel, added: “It was great to work with PIF on this briefing and to see such strong interest from across the pet sector. The conversations in the room showed how important it is for businesses to understand changing consumer expectations and use data to inform future strategy.”

 

 

PIF is developing further member-exclusive insight sessions, including a seminar focused on export opportunities for pet businesses. Further announcements will be made once details become available.

Pets at Home focusses on retail sales growth

Pets at Home claims it is focussing on future sales growth after reporting that consumer revenue was down 1.1% in its recent trading statement – the 12-week period to 1st January... 


 

Pets at Home claims it is focussing on future sales growth after reporting that consumer revenue was down 1.1% in its recent trading statement.

 

Ian Burke, the group’s Interim Executive Chair, said: “Our dedicated pet care colleagues and veterinary partners helped us to deliver a solid Q3 performance, which will enable us to achieve an FY26 underlying PBT outcome in line with consensus expectations.

 

"I'm pleased to report continued strong performance in our Vet business and sequential improvement in Retail, as we continue to implement our Retail Turnaround Plan. One of our key early actions as part of this plan included investing in our customer offer, reducing the price of over 1,000 products by an average of 12%, ensuring our customers know they can trust us to provide great value for them and their pets.

 

"With a new CEO and CFO joining in spring, our focus for the remainder of the year is on building momentum behind our four turnaround plan priorities of Price, Product, Cost and Execution, to deliver our FY26 plan and to return our Retail business to sustainable sales and profit growth.”

 

Here’s a summary of the group’s 12-week trading period to 1st January: 

 

Group consumer revenue up by 0.8% to £472m. 

  • Vet Group consumer revenue up 5.0%, performance was in line with our expectations, with growth supported by average transaction values and growth in Care Plan revenues and plans.
  • Retail consumer revenue down 1.1% included positive volume growth across food and accessories. Q3 saw sequential improvement in growth during a period where we invested in our relative price position. Online remains the fastest growing channel, delivering low teens growth throughout the quarter.

Total Group statutory revenue down 1.0% to £358m, with Group like-for-like2 (LFL) revenue down 0.7%.

 

Q3 retail transactions were broadly flat. This is currently a better underlying indicator of our customer health than Pet Club members which dropped 6.9% to 7.6m in part due to a change in methodology9, which has also had a corresponding positive impact on Average Consumer Value.

 

Retail consumer satisfaction remains high, increasing +3pts vs Q3 last year led by improvements in value for money, colleague service and availability.

 

Subscription sales remained in strong growth, now representing 15.0% of our consumer revenues. 5% of Pets Club members now have an Easy Repeat subscription, with more than 50% of Vet clients having a Care Plan.

 

Vet expansion plans on track, with 10 new practices and 15 vet extensions to be delivered in FY26.

 

Current trading and outlook: Q3 fell within the range of our expectations and we expect to deliver FY26 underlying PBT in line with current consensus.

Pet owners to benefit from biggest vet sector reforms

Millions of pet owners and vet professionals across the country will benefit from major reforms to the veterinary sector – the first overhaul in 60 years...


 

Millions of pet owners and vet professionals across the country will benefit from major reforms to the veterinary sector – the first overhaul in 60 years.

 

The reforms help households understand what they are paying for, avoid unexpected costs and choose the best value care for their pets.

 

They come after the Competition and Markets Authority (CMA) found problems in the veterinary market could be costing households up to £1 billion over five years. The CMA found that vet fees have risen at nearly twice the rate of inflation – which is why this government is taking action.

 

The proposals will make the system clearer, fairer and more transparent for owners – while supporting veterinary professionals alike.

 

Benefits for pet owners:

  • Clearer prices easing the ability to look around: Vet practices will be required to publish price lists for common treatments, and be transparent about options and changes allowing pet owners to choose the best treatment for their animals. Knowing key prices beforehand helps owners to choose the best value.
  • More competition to lower costs over time: Vet businesses must disclose who owns them so pet owners know if their local practice is part of a larger chain or independent. This knowledge and price transparency helps owners to decide which practice to use which increases competition and bring down costs over time.
  • Greater confidence in care: Every vet practice will need an official operating licence – similar to GP surgeries and care homes.
  • Fairer treatment complaints process: Stronger rules on how veterinary businesses must operate with an easier and more effective route for customers to raise concerns along with more support offered to allow vets and vet nurses to carry out their roles successfully; benefitting animal health and welfare.
  • Better access to quality care: New measures will bring veterinary nurses and certain allied veterinary professionals into regulation, freeing up veterinary surgeons to focus on more specialist care, improving access and reducing delays.

Benefits for veterinary professionals:

  • Legal recognition for veterinary nurses to strengthen professional identity, helping improve job satisfaction and boosting retention rates. 
  • Regulatory oversight of veterinary businesses, not just individual vets, so the responsibility for upholding standards is shared and clearer.
  • Modernised processes for registration and “fitness to practice”, focusing on current competence rather than past mistakes. 
  • A modern governance model for the Royal College of Veterinary Surgeons (RCVS), whose current structure has remained largely unchanged since 1966 and now lags behind other healthcare regulators. Proposals will reduce potential conflicts of interest and strengthen public and professional trust.

Animal Welfare Minister Baroness Hayman said:

“Pets are part of the family, and owners deserve clear information, fair treatment and confidence in the care their animals receive.

“We’re focused on making vet services work better for families by improving transparency, increasing choice and helping people make informed decisions, while continuing to support the professionals who care for our animals.”

UK Chief Veterinary Officer Dr Christine Middlemiss said:

“Updating these rules will help build a modern veterinary service that is easier for the public to understand and navigate, while strengthening animal health outcomes and supporting a skilled, resilient workforce.

“Reforming the Veterinary Surgeons Act is a crucial step towards building a stronger, more resilient profession. This consultation gives pet owners and professionals the chance to help shape a system that works better for everyone.”

British Veterinary Association President Dr. Rob Williams MRCVS said: 

“Veterinary teams play a vital role in society, from caring for the nation’s animals and supporting our farmers and food production, through to assisting international trade, disease control and public health. If we’re to continue delivering this work effectively, we need reformed veterinary legislation, and those changes will impact how we go about all aspects of our work; it’s therefore imperative that colleagues engage with Defra’s proposals, ensure their voices are heard and grasp this opportunity to shape a veterinary sector that’s fit for the 21st century.” 

Martin Coleman, Chair of the CMA Inquiry Group said:

“We welcome the government’s consultation to update this vital regulation and protect pet owners. Our vets investigation is ongoing, but we have already set out our strong concern that the current rules are not fit for purpose and need reforming to keep pace with commercial practice and further build pet owner trust in veterinary businesses.”

Why change is needed:

60% of vet practices are owned by non-vets, with many operating under unclear ownership structures. The reforms propose a new licencing system requiring businesses to meet clear standards – with enforcement action, including potential loss of licence, where they fail to do so.

A modern disciplinary process will accompany the reforms, with a wider range of sanctions to ensure customer concerns are properly addressed and support veterinary professionals to safely carry out their roles. This will work to improve care whilst reducing punitive outcomes and will benefit both owners and professionals alike.

Veterinary professionals are essential to the UK’s high animal health and welfare standards. These reforms strengthen professional recognition, modernise outdated regulation and help safeguard the profession’s ability to continue to protect the UK from the threats to disease and food security. 

This announcement follows the publication of the Animal Welfare Strategy, and is part of this Government’s ambitious reforms to animal welfare – improving the lives of millions of animals across the UK. 

The consultation will run for 8 weeks.

Rocio Concha, Which? Director of Policy and Advocacy, said: 

“For years, Which? has been exposing unclear pricing and poor practice in the vet industry so it’s good to see the government taking steps to modernise the sector and ensure it treats pet owners fairly. 

“The current regulation is decades out of date and oversight of veterinary businesses, not just individual vets, is urgently needed. The government needs to ensure that its new licensing system has the right sanctions in place for businesses which break the rules. 

“The government must ensure these changes are introduced as soon as possible to restore consumer confidence in the sector. As part of these reforms, it should also legislate to establish a mandatory Ombudsman scheme with the power to make binding judgements about customer complaints and take action against any vets or vet practices falling short.”

President of the Royal College of Veterinary Surgeons, Professor Tim Parkin BVSc FRCVS said:

“We’re delighted to see the launch of this consultation and are very grateful to Defra’s veterinary policy team, and all stakeholders, for the hard work and close collaboration over the last year to get us to this point. This really is a once-in-a-generation opportunity for all of us to help shape the future of the veterinary professions and animal healthcare industry, and to introduce a modern regulatory framework that’s fit for purpose in the 21st century. At nearly 60 years old, the Veterinary Surgeons Act is in urgent need of reform – it’s time for change.” 

BVNA President Sarah Holliday commented: 

“At BVNA we are delighted that this consultation is now underway, representing an important step towards a potential reform of the Veterinary Surgeons Act. BVNA has welcomed the opportunity to represent the veterinary nursing profession throughout the entirety of the sprint process, which has demonstrated meaningful and effective collaboration between each of our respective organisations. We thank the team at Defra for their sustained efforts in arriving at this stage, and we look forward to continuing to work together towards legislation which truly reflects the veterinary landscape of today and the future.”

Charlotte Beckett, interim Chief Veterinary Officer at the RSPCA, added:

“This is really positive news for the veterinary profession, pet owners and animal welfare.

“We know costs are a real concern for pet owners - and our Animal Kindness Index found more than half (52%) are worried about how to afford vet bills. That’s why clearer pricing is such an important step forward - bringing greater transparency to the sector, and helping current and future pet owners understand the potential financial implications of responsible pet ownership.

“These reforms can equip pet owners with knowledge and confidence to deal with health and welfare concerns their pets may have promptly - protecting animals and ensuring many welfare issues do not escalate.

“But we know these have been tough times for the veterinary profession too - so moves to modernise governance, legally recognise hardworking veterinary nurses, and provide better oversight are critical to a sector that does such vital work in communities across the country.

“We now look forward to working with the UK Government, and the veterinary profession, to help inform and contribute towards these vital reforms, and keep building a better world for every kind.”

Paul Manktelow, Veterinary Director at Blue Cross, said:

“We were delighted to welcome Baroness Hayman to our Blue Cross animal hospital in Victoria, London. We spoke with her about the work our veterinary team do, treating pets whose owners are amongst the most vulnerable in society and struggle with the cost of private vet fees.

“We highlighted the pressures on the sector and welcomed Defra’s review of the outdated Veterinary Service Act and recognition of the vital role veterinary nurses play.”

Karen Reed, Veterinary and Welfare Director at Dogs Trust, said:

“Dogs Trust welcomes the decision to consult on reforming the Veterinary Surgeons Act, which the professions have been long calling for.  We work closely with the veterinary professions and rely on their support so we particularly welcome the announcement to review the regulations governing RVNs and other allied professions.

“We recognise that clear information, transparent pricing and high professional standards are essential to protecting animal welfare. Pets are family members, and owners need confidence that they can make informed decisions about their care. Improving owner satisfaction while supporting veterinary professionals would be a positive step towards a system that works better for both animals and the people who care for them.”

Pet owners struggling to cover cost of rising vet bills

A new survey conducted on behalf of Jollyes Pets has revealed that almost one-in-three pet owners said they’d delayed or skipped treatment for their pet because of rising vet prices...


 

A new survey conducted on behalf of Jollyes Pets has revealed that almost one-in-three pet owners said they’d delayed or skipped treatment for their pet because of rising vet prices.

 

And almost a quarter said they’d sacrificed something they wanted so they could cover a vets’ bill.

 

What’s more over six-in-ten (63%) of UK dog and cat owners said vets should offer consistent national pricing for the services they provide.

 

And according to the survey, 92% of owners want vets to follow Jollyes’ lead and introduce nationwide prices and transparent marketing, clearly putting costs on display in vet clinics and on their websites.

 

Jollyes Pets is committed to making high-quality pet care a right for all, not a privilege for the few.

 

That’s why prices at Jollyes’ vet clinics are at the same low prices nationwide, with none of the local price variations that other big vet groups apply.

 

A two-course vaccination for a new puppy or kitten is £55 at any Jollyes vet clinic and a booster vaccination for either a dog or cat, is a flat £35.

 

Chipping a dog or cat is £20 at Jollyes Pets and a combined first vaccination course and microchip is £68.

 

Jollyes Pets chief executive officer-designate Adam Dury said: “It’s clear pet parents across the UK are really struggling to fund vet bills that have exploded over the past five years.

 

“While our vet clinics offer simple services such as vaccines and microchipping, those services cover nine in ten visits to a vet – with significant savings.

 

“As our survey shows, customers want prices transparency and lower prices with the same price from one end of the country to the other.

 

“That’s why we’re focused on opening more stores to provide communities access to lower vet clinic prices for the services they need.”

 

In the next two months, regulation is expected that will improve price transparency in the £6.3bn sector that, according to the Office for National Statistics has seen cost of taking pets to the vet rise by almost 50% since 2020.

 

Across its 73 vet clinics nationwide, Jollyes now offers over 20,000 hours of appointment time with Royal College of Veterinary Surgeons (RCVS) vets – an increase of 9.3% on the previous year and has over 100 trained colleagues (SQP) licensed to offer advice on over-the-counter medicines.

 

Bookings can also now be made online with fully trained Royal Veterinary College-accredited vets who work with long-term sector experts from Eville & Jones.

 

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 tabulated results are available at https://bi.questionpro.eu/sd/f488ff0f-6a9c-40c1-95a0-8a7bb77fa879

 
HugglePets available through Pedigree Wholesale

HugglePets products are now available exclusively through Pedigree Wholesale. This partnership gives retailers access to the company's core range, alongside its much-loved Skye & Murphy, Legacy, and Tactical K9 collections...


 

HugglePets products are now available exclusively through Pedigree Wholesale. 

 

This partnership gives retailers access to the full HugglePets core range, alongside its much-loved Skye & Murphy, Legacy, and Tactical K9 collections – all available through one trusted wholesale partner. 

 

All applicable products continue to be supported by the company’s lifetime guarantee, giving both retailers and customers complete confidence in the quality, durability, and performance.

 

 

A HugglePets spokesperson said: “We’re proud to be working with Pedigree Wholesale to make stocking HugglePets simpler than ever. Speak to your Pedigree Wholesale representative to explore the range and see how HugglePets can add value to your pet offering.”

Charity grant opens to support UK pet rescues

Animal welfare charity Naturewatch Foundation is inviting rescues across the UK to apply for its annual Pet Rescue Grant, which supports animals harmed by the low-welfare and illegal pet trade...


 

Animal welfare charity Naturewatch Foundation is inviting rescues across the UK to apply for its annual Pet Rescue Grant, which supports animals harmed by the low-welfare and illegal pet trade.

 

Now in its third year, the grant provides funding for the rescue and rehabilitation of dogs, cats and rabbits who have been exploited for profit. These animals often arrive into rescue with complex physical and behavioural needs, making their care particularly challenging and costly.

 

One grant of up to £10,000 is available to UK-registered charities and CICs with an income up to £5 million, while a mini-grant of £1,000 is open to unregistered charities and community organisations in the UK.

 

The funding can be used towards veterinary treatment, behavioural support, specialist equipment or training, or other essential costs directly linked to the rescue and rehabilitation of animals impacted by the low-welfare pet trade.

 

Natalie Harney, Campaign Manager at Naturewatch Foundation, said: “The Pet Rescue Grant is needed now more than ever. We’re hearing from animal rescues that costs are spiralling while animals arrive with increasingly complex welfare issues, and often require extensive veterinary care and behavioural support.

 

“At the same time, animals continue to be exploited for profit, trapping many dogs, cats and rabbits in a cycle of suffering where they’re treated like commodities. This grant is our small way of helping rescues give those animals the care they desperately need. Ultimately, though, we need the public to help end the illicit pet trade by making careful choices if they decide to welcome an animal into their home, either by supporting a reputable rescue through rehoming or acting responsibly if they do consider buying.”

 

Naturewatch Foundation campaigns to end low-welfare and illegal breeding. Last year, the charity revealed that four in five puppies in the UK come from unknown sources, with fewer than 20% originating from breeders who are subject to regulation and inspection. While the charity strongly supports regulation of the puppy trade, it also remains concerned that current rules, and their enforcement, are failing to adequately protect dogs and their puppies.

 

In recent weeks, Naturewatch Foundation has welcomed the UK government’s commitment to ending puppy farming, but says swift action is needed to make this a reality.

The organisation has also recently supported an open letter to Pets at Home, coordinated by Rescue Not Retail, urging the company’s new CEO to stop selling live animals in stores. The call aims to reduce impulse buying of small animals, including rabbits, rodents, fish and reptiles, whose welfare and care needs are often far more complex than new owners realise.

 

Expressions of interest for the Pet Rescue Grant open from 24 January to 14 February 2026.

 

Rescues can find out more at naturewatch.org/petrescuegrant.

 
LitPet UK calms anxious owners and their pets after Royal Mail warning

Pet supplement company LitPet UK believes it has a solution for pet owners worried about a Royal Mail warning that it would suspend deliveries to households where dogs were not kept under control...


 

Pet supplement company LitPet UK believes it has a solution for pet owners worried about a Royal Mail warning that it would suspend deliveries to households where dogs were not kept under control.

 

Founder Stephen Hu said: “One way to prevent dog attacks is to keep a dog calm. We recommend administering a calming supplement to the dog.”

 

LitPet is a UK manufacturer of an award-winning calming pet supplement called Pawsitive Powder, which is based on herbal Traditional Chinese Medicine.

 

Stephen added: “Approximately 75% of dogs in the UK suffer from some sort of anxiety which can be a contributory factor in dog attacks. Even the most docile dog can lash out when feeling frightened, startled, hurt, confused or provoked, leading to a nightmare scenario for the injured party, the pet parent and their canine companion.

 

“The public need to be aware that if their dog attacks a postal worker, they will be prosecuted either by the Police, Local Authority or by Royal Mail via a private prosecution under the agreement between Royal Mail and the CWU. Police forces around the UK have also launched the LEAD (Local, Environmental, Awareness on Dogs) campaign which is all about encouraging the responsible ownership of all dog breeds – with the aim of improving public safety, reducing anti-social behaviour and ensuring dogs are looked after appropriately.”

 

Last week Royal Mail reported that dog attacks on its staff rose by 2% over the past year, totalling 2,197 incidents. This averages out to 42 attacks every week across the UK.

 

While the number of ‘significant’ injuries dropped by 10% (from 82 down to 74), the company stressed that the frequency of these incidents remains unacceptably high, with some postal workers suffering permanent or disabling injuries.

 

There is a whole host of reasons why dogs may bite. It can be to do with behaviour fallout resulting from a lack of early positive exposure, experience and comfort of being handled. Other reasons a dog may bite could be to do with possessive guarding of items such as bowl, toy or bed. A dog may also be sensitive to handling or could be suffering with pain. Some dogs are fearful or are easily startled. Inappropriate handling especially from children can make a dog agitated. Some dogs are also easily redirected where a dog can become agitated on the leash and bite the first thing that comes to hand and this can then happen in the home environment leading to dog attacks.

 

LitPet’s Pawsitive Powder is the first canine calming supplement to fuse Yin-Yang philosophy with clinically backed neuro-nutrients, offering a true solution to emotional wellness. Unlike typical calming aids that sedate, it restores natural balance — calming without dulling personality. Its formulation includes calming adaptogens (Valerian, Rhodiola), nourishing herbs (Ginseng, Schisandra), and nutrients like Lactium® and DHA, designed to modulate stress responses gently and effectively. The powdered format allows precise, flexible dosing and seamless blending into natural, raw, or fresh diets. No fillers, no artificial additives — just purposeful, synergistic ingredients for long-term use. There is truly nothing else like it on the market. It is available in 2 tub sizes and also in a new Meaty Mix meat paste version.

 

For further information  visit: www.litpet.co/en-uk

Picture special from Jollyes’ latest store opening

Jollyes opened its latest superstore in Blackpool at the weekend with three more new outlets planned for next month – Ponders End, Hartlepool and Whitehaven...


Click here to see pictures of the store

 

Jollyes opened its latest superstore in Blackpool at the weekend with three more new outlets planned for next month – Ponders End, Hartlepool and Whitehaven.

 

The store was opened by Labour MP for Blackpool South, Chris Webb, ably supported by Sid from charity partner National Foundation for Retired Service Animals, who bit through a string of sausages.

 

On opening day, Jollyes also donated £8,000 to local cat charity – Furry Tails Feline Welfare as part of its Christmas giving campaign.

 

The Blackpool store has created eight jobs and is run by store manager Alex Dennis.

 

In-store features include:

  • A community pet clinic offering vaccinations and microchipping from trained Royal College vets.
  • An expanded cat range and frozen raw food section.
  • ‘Zoomies’ delivery service via Uber Eats – delivering pet food and toys within 30 minutes to customers within five miles.

Gallery of pictures from the store opening below...

 
Retailer reports soaring sales of pet supplement

Discount retailer Home Bargains is reporting soaring sales of its £5 pet wellness supplement Wag and Whisker Joint Care...


 

Discount retailer Home Bargains is reporting soaring sales of its £5 pet wellness supplement Wag and Whisker Joint Care.

 

The group, which has over 600 stores nationwide, said the science-backed formulas were designed to support skin and coats, joints, and calming care for nervous pets

 

As well as seeing the product fly off the shelves Home Bargains reported that social media was full of delighted owners sharing stories of once-sluggish dogs getting their zoomies back and senior cats reclaiming the windowsill. 

 

One shopper said their pooch was “moving like a pup again” after just a couple of weeks on the glucosamine-packed treats. 

 

“You might not be able to teach an old dog new tricks, but you can certainly give them a boost to their hips,” said Gary Harding, 38, dad dog to 8-year-old Nala. 

 

“Pets are part of our family, so why shouldn’t they be taking wellness supplements like we do?” 

 

Meanwhile, cat mum Hannah Ferrer reckons her tomcat 'Ron is starting to act like a human'.

Pet weight clinic launched at leading garden centre

Bents Garden & Home in Glazebury, Warrington, has teamed up with the experts from PetMedics to launch a new, free of charge, dog weight clinic. The initiative is designed to help dog owners to understand whether their pet is at a healthy weight and if not, what can be done to help shed those extra pounds...


 

Bents Garden & Home in Glazebury, Warrington, has teamed up with the experts from PetMedics to launch a new, free of charge, dog weight clinic. The initiative is designed to help dog owners to understand whether their pet is at a healthy weight and if not, what can be done to help shed those extra pounds.  

 

The bi-weekly weight clinics will take place at Bents’ Pet Place every other Thursday between 10am-12pm and will be run by a qualified veterinary nurse from PetMedics.  During each visit dogs will be weighed and assessed, and owners will receive a professional evaluation of their dog’s current weight.

 

Owners will be given advice as to whether weight management support is needed and if so a personalised plan, tailored to each dog’s breed, age and lifestyle will be provided, alongside ongoing support and advice.

 

Says Matthew Bent, MD at Bents Garden & Home: “Just like humans, being overweight can have a serious impact on a dog’s health and quality of life.  Carrying excess weight can put extra strain on their bodies and can increase the risk of several health issues. The goal with these clinics is simple, to help our dogs live longer, happier and healthier lives!”

 

The new weight clinic is a great opportunity for owners to get expert advice in a relaxed and supportive environment or simply get reassurance that they are on the right track with their dog’s diets. 

 

And there’s even more ‘pawfully’ good times for dog owners to enjoy when Bents’ Bark Fest, returns on Saturday 28th – Sunday 1st March.  This annual favourite celebrates all things dog-related and gives our four-legged friends centre stage for two fun-filled days. 

 

Across the weekend, visitors will be able to enjoy exciting demonstrations, special offers and plenty of tips and tricks to help keep dogs happy and healthy. Bents’ much-loved Mini Crufts will be returning, with prizes up for grabs for our canine competitors, while Bartley Studios will be on hand to capture those perfect pet portraits. 

 

More details coming soon at bents.co.uk

Years fresh dog food launches in Pets & Friends

Fresh dog food brand Years is now available in all Pets & Friends stores, giving dog owners the chance to discover fresh, gently cooked meals in store...


 

Fresh dog food brand Years is now available in all Pets & Friends stores, giving dog owners the chance to discover fresh, gently cooked meals in store. 

 

Customers can now purchase Years signature meals and chef made specials such as King Prawn & Giant Squid Paella in all Pets & Friends stores, with teams on hand to offer advice on feeding fresh food either as a complete diet or as a topper for raw food and kibble. 

 

“We’re excited to be launching in Pets & Friends stores from this weekend,” said Ben Scott of Years. “As a Nottinghamshire-based brand partnering with a retailer that shares our values around quality and pet wellbeing feels like a natural fit.” 

 

Years meals are made using real, recognisable ingredients and gently cooked to retain nutrients and flavour. Designed to support everyday health the range offers and alternative to some processed dog foods and reflects a growing shift towards fresher feeding.

 

By launching inside Pets & Friends dog owners can get trusted fresh feeding advice from a local supplier. Years meals can be stores in the cupboard for three months due to a unique cooking process and kept covered in the fridge for three days after opening allowing all meals to be fed as a complete diet or as a nutritional boost when feeding kibble or raw food diets. 

 

The introduction of Years reflects Pets & Friends commitment to continually evolving to meet the demands of a modern pet owner while expanding its fresh and natural food offering. 

 

“Supporting innovative brands with strong local roots is important to us,” said Lee Farley buyer at Pets & Friends. “This launch gives our customers and their pets access to fresh dog food in store, backed by the advice and service they expect from Pets & Friends stores.”

 
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Pet superstore closes after four-and-a-half years

A pet superstore, which opened in Sunderland four-and-a-half years ago, closed at the weekend, telling customers the decision was made due to ‘unfortunate circumstances’...


 

A pet superstore, which opened in Sunderland four-and-a-half years ago, closed at the weekend, telling customers the decision was made due to ‘unfortunate circumstances’.

 

In a post on its Facebook page, the Pet Superstore said: “We will be transferring over to our Jarrow store 10 minutes away where all orders and loyalty programs will be honoured. 

 

“Once again, thank you all for shopping with us and being a part of our shop, we hope to see you in Jarrow.”

 
Cheese tops list of most searched ‘can cats eat’ foods online

New research has revealed the food people are most nervous about feeding their cats...


New research has revealed the food people are most nervous about feeding their cats. 

 

Experts at Prestige have uncovered what people search for the most when finding out whether their feline friend can eat something or not. 

 

They analysed Ahrefs data to see which terms come up the most after the query: “can cats eat...”. 

 

The top food item was cheese, with the term, “can cats eat cheese”, being searched an average of 7.2-thousand times a month over the past year. 

 

“Can cats eat chocolate” came second with 4.3-thousand searches and “can cats eat eggs” third with 4.1-thousand searches. 

 

Rounding out the top 5 were strawberries and bananas in joint fourth, and raw chicken in fifth. 

 

Other surprises in the top 12 list included bread, blueberries, watermelon, rice, and apples with 2.7-thousand, 2.4-thousand, 2.3-thousand, 2.1-thousand, and 1.8-thousand monthly searches respectively. 

 

Dog Food also made an appearance on the list, with 1.8-thousand searches per month. 

 

 

“It’s clear that cat owners want to be extra cautious when it comes to their pets’ diets,” said Olivia Disley from Prestige Granite, who led the research. “Cats can be notoriously curious eaters, and many owners just want reassurance before letting their furry friends try something new.  

 

“From cheese and chocolate to fruit and even bread, people are clearly searching for answers on what’s safe, and what’s best avoided. It really highlights how much care and thought goes into even the smallest feeding decisions. 

  

“While some foods, like eggs or small amounts of certain fruits, can be fine in moderation, others can be surprisingly harmful.  Chocolate, for example, is toxic to cats, and even dairy products like cheese can cause stomach upset.  

 

“The fact that so many people are asking these questions shows how confusing pet nutrition can be.  

 

“We always encourage owners to check with a vet before introducing anything new, it’s the best way to make sure your cat stays happy, healthy, and purring.” 

 
Independent shops excluded as government announces pub-only business rates package

The government's decision to give pubs a 15% business rates discount while excluding independent retailers is a "poor decision based on politics rather than what is good for the local economy", an independent retailers association has said...


The government's decision to give pubs a 15% business rates discount while excluding independent retailers is a "poor decision based on politics rather than what is good for the local economy", an independent retailers association has said.

 

Treasury Minister Dan Tomlinson announced that pubs and music venues in England will receive a 15% discount on their business rates bills from April and will not see increases for two years. The three-year package is worth £1,650 for the average pub.

 

Andrew Goodacre, CEO of the British Independent Retailers Association (Bira), said the Chancellor had failed to listen to independent retailers who face identical pressures.

 

"This is a poor decision based on politics rather than what is good to the local economy," said Mr Goodacre. "The Chancellor has not listened. She says that 'we need pubs and high streets to thrive'. If she really believed and understood that comment, then we would be seeing similar support for the rest of the high streets and not just a chosen few businesses - many of which are not even on high streets."

 

Mr Goodacre said promises of yet another high streets strategy were "empty words" for the thousands of independent retailers facing sharp rises in their rates bills over the next three years.

 

"The Treasury states that pubs need support having lost 7,000 since 2010," said Mr Goodacre. "We have lost 17,000 independent shops in 2024 and are expecting a similar number when the figures are announced for 2025."

 

The CEO described the package as "yet another half-baked u-turn" that benefits pubs whilst small retailers are "being flushed down the u-bend".

 

"The Chancellor talks about delivering thriving high streets and permanently lower multipliers," added Mr Goodacre. "This is despite the harsh reality of 87% vacancy rates, shops closing every day, illicit shops prospering, rampant retail crime and business rates at the highest levels since 2019."

 

Mr Goodacre highlighted that the Chancellor is reducing business rates support from £2.5bn in 2024 to £900m in 2026, despite Labour's manifesto promise to create a fairer system for high street businesses.

 

"Obviously this only applies if that business is a pub," said Mr Goodacre. "The real shocking fact the Chancellor never mentions is that based on OBR forecasts, the government will increase income from business rates by £10bn or 30% by 2030/31."

 

The CEO accused the government of using business rates as a "cash cow instead of taking the opportunity to reduce the multipliers for everyone".

 

The government announcement comes after a backlash against November's Budget, which left many businesses facing major increases in their business rates bills. Earlier this month, Chancellor Rachel Reeves said she was "particularly concerned" about the impact pubs faced and hinted there would be "additional support".

 

The package will cost £80m in its first year, according to the government.

 

UK Hospitality has warned that hotels, restaurants and other businesses in the sector are also at risk, calling for the support package to be widened.

 
Guidelines to reduce risk of life-threatening complications

Following new research, the Royal Veterinary College has introduced guidelines to help veterinarians safely check feeding tube placement in dogs and cats.


Following new research, the Royal Veterinary College (RVC) has introduced guidelines to help veterinarians safely check feeding tube placement in dogs and cats. Feeding tubes are commonly used in veterinary medicine, but incorrect placement can have severe and potentially fatal consequences.

 

While radiographs are routinely used to check tube position, this is the first time standardised guidelines have been developed to support veterinarians to make informed and accurate decisions.

 

Tube feeding is widely used in both human and veterinary medicine to support patients with illness and reduce mortality, with nasoesophageal (a tube passed through the nose into the oesophagus) and nasogastric (a tube passed through the nose into the stomach) tubes commonly used in dogs and cats. However, until now, there has been no published guidance on precise radiographic criteria for determining correct tube placement, making interpretation uncertain and potentially leading to complications, including aspiration pneumonia (lung infection) and pneumothorax (collapsed lung). By addressing this gap, the study aimed to create a practical approach to help both first opinion and referral veterinarians assess feeding tube placement more accurately and with greater confidence.

 

Led by Andrea Vila Cabaleiro, Small Animal Diagnostic Imaging Resident at the RVC, the research team collected 256 lateral neck and chest radiographs of dogs and cats with nasoesophageal or nasogastric feeding tubes in place. The images were sourced from ten private and academic institutions, including the RVC’s Queen Mother Hospital for Animals. Expert veterinary radiologists then verified whether the tubes were correctly placed in the oesophagus (food pipe) or incorrectly in the trachea (windpipe).

 

Radiographic guidelines were created to help determine the correct placement of the feeding tubes. These guidelines offered an easy-to-use 3-point system to confirm placement:

  1. Does the tube pass dorsal to cricoid cartilage lamina (larynx)
  2. Is at least some part of the tube journey visible outside the trachea (i.e. not complete superimposition with the trachea)
  3. Does the tube pass dorsal to the dorsal wall of the carina

To validate the usefulness of the new guidelines, six veterinarians with varying levels of clinical experience each reviewed the same radiographs on two occasions: initially using their prior judgement before seeing the radiographic guidelines, and again at least seven days later, after being introduced to the new radiographic guidelines. The two sets of results were then compared to evaluate whether the guidelines had improved accuracy and confidence in interpreting tube placement.

 

The findings showed a dramatic improvement in diagnostic accuracy following the introduction of the guidelines, with correct identification of tube placement increasing from 82% to 96%. In addition, the results showed a sharp reduction in diagnostic uncertainty, which fell from 14% of assessments where the assessor was unable to decide on the placement of the tube to just 2%. These results indicate that clinicians using the guidelines were not only more accurate but also more confident in their decisions. Notably, these improvements were observed across clinicians with varying levels of experience, from trainees to experienced practitioners.

 

The researchers also found that agreement between clinicians improved from moderate to almost perfect once the guidelines were used, demonstrating that the guidelines effectively standardise how radiographs are interpreted. Importantly, the guidelines were consistently effective across both dogs and cats, a wide range of patient sizes and multiple clinical settings, highlighting their broad applicability in everyday veterinary practice.

 

Taken together, these findings show that a structured and evidence-based approach based on these new radiographic guidelines can significantly improve the safety and reliability of feeding tube placement in dogs and cats. By focusing on easily identifiable radiographic features, the guidelines provide a rapid and practical method that requires no additional equipment or specialist technology, making them well-suited for use in general practice as well as in emergency and critical care settings where timely decision-making is essential.

 

To assist with the uptake of the new radiographic guidelines, an easy-to-use infographic has been created to lead veterinarians through the three steps. As these guidelines become more widely adopted, further evaluation can help determine their long-term impact on clinical outcomes, with the findings hopefully collectively supporting safer, more consistent care for hospitalised dogs and cats across a range of veterinary settings.

 

Andrea Vila Cabaleiro, Small Animal Diagnostic Imaging Resident at the RVC and lead author of the paper, said: “I am incredibly excited about the publication of this paper, which helps veterinarians prevent life-threatening consequences associated with feeding tube misplacement. I am proud to share these guidelines, which support safer, more confident decision-making in everyday practice.”

 

Francisco Llabres-Diaz, Senior Lecturer in Veterinary Diagnostic Imaging at the RVC and supervisor for Cabaleiro, said: “This multicentre collaboration between the RVC and other clinical teams has developed and successfully demonstrated the advantage of using a novel set of easy and practical guidelines to confirm the correct positioning of feeding tubes. Fatal complications from the incorrect positioning of such tubes on usually already very sick patients can be catastrophic. These guidelines could potentially have a very significant positive impact on clinical practice for years to come. The whole diagnostic imaging team at the RVC is delighted with the outcome.”

 

Dan O’Neill, Professor of Companion Animal Epidemiology at the RVC and co-author of the paper, said:“This paper shows the power of good data and study design to create useful new tools that enhance contextualised veterinary care. These new radiographic guidelines will save lives – and that is what good research should do.”

 
The best of last edition of Pet Trade Xtra

The top-read stories from last week's Pet Trade Xtra can be seen below, if you missed them...


 
Former Dobbies operations director joins Pets Corner

Nick Anderson, who left his position as operations director at Dobbies Garden Centres last month, has been appointed chief retail officer of Pets Corner...


 

Pets Corner, the family-run UK pet retailer renowned for expert-trained teams, quality natural products and exceptional customer care, has announced the appointment of Nick Anderson as its new Chief Retail Officer.

 

With more than 160 stores nationwide, alongside Dogwood Grooming Salons and Pet Practice veterinary surgeries, Pets Corner has built a reputation for putting pet wellbeing at the heart of everything it does. The business is proud to employ Academy-trained staff who deliver knowledgeable, personalised advice to pet owners, supported by a carefully curated range of high-quality food, accessories and health products.

 

Nick joined Pets Corner at the start of 2026, bringing with him a wealth of retail and operational leadership experience spanning several decades. He began his career at Gateway and Somerfield, progressing through the business to Regional Executive level and developing a strong foundation in large-scale retail operations and people leadership.

 

He later joined Wyevale Garden Centres, where he met Pets Corner CEO Dean Richmond and established a strong working relationship. During this time, Nick played a key role in opening Pets Corner stores within garden centres, helping to successfully expand the brand into new retail environments.

 

Nick then spent 13 years at Dobbies Garden Centres as Operations Director, leading multi-site operations, driving operational excellence and supporting significant business growth. He now brings this extensive experience to Pets Corner, where he will oversee retail operations and support the company’s continued expansion and customer experience strategy.

 

Speaking on his appointment, Nick Anderson said: “I’m delighted to be joining Pets Corner at such an exciting time for the business. The company’s commitment to animal welfare, colleague development and customer service truly sets it apart in the sector. Having worked with Dean previously, I know the strength of the culture and the ambition for growth, and I’m looking forward to helping the teams build on the fantastic foundations already in place.”

 

Dean Richmond, CEO at Pets Corner, said: “Nick brings outstanding operational expertise and a deep understanding of multi-site retail. We’ve worked closely together in the past and share the same values around people, standards and customer experience. His appointment further strengthens our leadership team as we continue to grow responsibly and invest in our colleagues and communities.”

 

Nick’s appointment reflects Pets Corner’s ongoing commitment to investing in leadership, people development and sustainable growth across its retail, grooming and veterinary operations.

 
New brand offers alternative to ultra-processed dog treats

Wildcrofts, a new independent dog treat brand, has launched in the UK, bringing a refined range of 100% natural, functional freeze-dried raw dog treats to market...


 

Wildcrofts, a new independent dog treat brand, has launched in the UK, bringing a refined range of 100% natural, functional freeze-dried raw dog treats to market. 

 

Designed for dog owners who refuse to compromise between indulgence and health, the brand is now available online and to selected stockists. 

 

Using a gentle freeze-drying process, Wildcrofts removes moisture without high heat, helping to retain up to 90% of the naturally occurring nutrients found in whole ingredients. Each recipe starts with high-quality, responsibly sourced protein and is paired with carefully selected whole-food ingredients that are traditionally associated with supporting everyday canine wellbeing, including digestion, immunity, heart, and joint health. 

 

As a result, Wildcrofts has created a light, highly palatable treat that is gentle on the gut and well-suited to frequent use, including training and dogs with sensitive stomachs. 

The launch comes at a time when dog owners are increasingly questioning the quality and provenance of everyday treats. While premiumisation in pet food continues to accelerate, many treats on the market remain heavily processed and padded with filler ingredients that aren’t necessary.  

 

Wildcrofts was created to address this gap, offering freeze-dried raw dog treats made from whole ingredients, with no unnecessary additives or fillers, designed to feel indulgent while remaining simple, clean, and functional.  

 

The initial Wildcrofts range includes three recipes, each developed with a clear role within the dog’s diet: 

  • Harvest Delight (£2.99 RRP) – Made with British free-run turkey and pumpkin, this gentle recipe is designed with digestion in mind, using simple ingredients commonly chosen to support gut health and tolerance. 
  • Seafood Medley (£2.99 RRP) – Combining wild-caught white fish and salmon with vegetables, this recipe draws on the natural oils and nutrients found in fish, traditionally associated with joint support and mobility. 
  • Farmhouse Feast (£2.99 RRP) – Blending British free-run chicken with sweet potato, this recipe uses ingredients commonly associated with heart health and sustained energy, making it suitable for everyday rewarding. 

Sustainability and quality sourcing are integral to the brand’s ethos. Wildcrofts uses Red Tractor Certified British meats, MSC Certified seafood, and operates a low-waste production process, aligning with the expectations of modern premium pet retail. 

 

Beyond the product itself, the brand has also embedded a give-back commitment into its commercial model. Following launch, Wildcrofts has pledged that for every 10 packs sold, nourishing treats will be set aside for donation to local dog rescue partners. 

 

Sarah Chung, founder of Wildcrofts, says: “Wildcrofts started with a frustration I think many dog owners share. We’re told to treat our dogs like family, yet so many treats on the market don’t meet the standards we expect from our own food. I wanted to create treats that feel honest, indulgent enough to feel like a real reward but made with purposeful whole ingredients that are good for your dog.” 

 

Wildcrofts is available now via www.wildcrofts.com and is rolling out to selected stockists across the UK. Retailers interested in stocking the range can get in touch via hello@wildcrofts.com.

 
Animals rescued during pet shop fire

Firefighters rescued 44 animals, including guinea pigs, mice and rabbits, during a fire in a Harlow pet shop...


 

Firefighters rescued 44 animals, including guinea pigs, mice and rabbits, during a fire in a Harlow pet shop.

 

Four crews were called to the blaze at Vets for Pets, located inside a Pets at Home store, on Tuesday.

 

On arrival, crews reported the shop was 100% smoke logged and worked to find a fire in the back of the shop. 

 

Crews worked quickly to extinguish the fire and safely rescue the animals. 

 

Firefighters will remain at the scene ventilating the building and making the area safe.

 

An investigation was carried out and found the fire was caused accidentally. The rescued animals were left in the care of vets and shop staff.

 

Station Manager Matt Bannon said: “We’re really pleased to have rescued all the animals and hope they recover quickly. 

 

“We’ll be at the scene for a little while longer ventilating the building and making the area safe, please continue to avoid the area if you can.”

 

Poets at Home said on its Vest for Pets Facebook page: “We are incredibly grateful to Essex County Fire and Rescue Service who worked at speed to successfully contain and extinguish the fire and move the animals on site to safety. As a precaution, all animals are currently being assessed by veterinary surgeons.

 

“We would like to extend our thanks to our colleagues on the ground who are working tirelessly to care for the animals and support the ongoing assessment of the building.”

 
Peaky Blinders actor takes on new role caring for pets

Pet care provider Petpals has officially launched in Halesowen, Wesd Midlands, led by former Peaky Blinders actor Andy Tierney, who is swapping scripts and spotlights for leads, collars and cat treats...


 

Pet care provider Petpals has officially launched in Halesowen, Wesd Midlands, led by former Peaky Blinders actor Andy Tierney, who is swapping scripts and spotlights for leads, collars and cat treats. 

 

With a lifetime of varied experiences behind him and a deep love of animals in his heart, Andy’s latest role is all about bringing warmth, trust and exceptional care to pets and their owners across Halesowen.

 

Andy lives locally with his cockapoo, Marley – his constant companion and a daily reminder of just how important animals are to our lives. After years of moving around the UK and overseas, Andy says settling in Halesowen has marked an important new chapter.

 

“I’ve lived all over the place, but this really feels like home,” said Andy. “Marley and I are properly settled here now, and that sense of belonging makes this feel even more special. It’s somewhere I genuinely care about, and that’s reflected in how I want to look after people’s pets.”

 

Andy’s background is as rich as it is unconventional. He spent 13 years in the British Armed Forces, later worked in the pub trade and policing, and retrained as an actor, appearing on stage, television and film – including roles in Peaky Blinders, where he appeared alongside Cillian Murphy. A cancer diagnosis a few years ago prompted a moment of reflection.

 

“It makes you stop and reassess everything,” explained Andy. “I had to take a step back and really think about how I wanted to spend my time going forward. I came through it knowing I wanted to do something that brings comfort and reassurance – something that feels worthwhile on a day-to-day level.”

 

Petpals is the UK’s longest-established multi-service pet-care specialist, providing a range of bespoke and award-winning services – from dog walking and cat visits to pet sitting and pet taxis. Andy, who is fully trained, insured, uniformed and DBS checked, is now bringing the high standards and top-notch care already associated with Petpals to Halesowen.

 

A particular passion for Andy is ensuring cats receive the same level of attention and understanding as dogs. “Cats are just as important to families, but they’re often overlooked,” he said. “They have their own personalities and routines, and I want cat owners to feel confident their pets are being cared for by people who genuinely understand them and take the time to get it right.”

 

Andy hopes Petpals will quickly become a trusted name locally – known for professionalism, compassion and genuine care. “This feels like the right chapter for me,” he added. “If I can spend my days helping animals, supporting local pet owners and being part of this community, then I know I’m exactly where I should be.”

 

Petpals is now up and running in Halesowen, ready to support local pet owners with friendly, reliable and professional care – with Marley firmly on paw-trol.

 

To find out more about Petpals Halesowen’s range of pet-care services, visit www.petpals.com/area/halesowen, email halesowen@petpals.com, or call 07300 311915.

 
Start-up turns smartphones into lifesavers for pets

Decorte Future Industries, a Cambridge-based start-up using groundbreaking artificial intelligence (AI) to extract health data from sound, has launched Sonus Health — a first-of-its-kind app that allows pet owners and vets to check a pet’s heart and overall health using only a smartphone microphone...


 

Decorte Future Industries, a Cambridge-based start-up using groundbreaking artificial intelligence (AI) to extract health data from sound, has launched Sonus Health — a first-of-its-kind app that allows pet owners and vets to check a pet’s heart and overall health using only a smartphone microphone.

 

The technology, co-developed with leading veterinary cardiologists, delivers accuracy equivalent to in-clinic health assessments for a fraction of the cost. 

 

Veterinary care is in crisis. During the first year of COVID, over 150 million new pets joined households globally — the largest jump recorded in history. By the age of six or seven, 40 - 60% of pets develop chronic conditions, while veterinary prices have risen by more than 60% since 2015. Faced with costs of up to $1,600 for advanced diagnostics, many pet owners are being forced into the devastating decision of euthanasia, with recent reports showing a significant rise in such cases due to unaffordable care.

 

Sonus Health uses groundbreaking AI to extract complex health information from sound, specifically from sound recorded by a standard smartphone microphone. Pet owners simply place the phone against their pet’s chest to receive instant preliminary readings on heart rate, heart rate variability and murmur indications, followed by a detailed health report reviewed by a veterinary cardiologist that can identify anything from whether the pet is in pain to complex indications of serious disease. Each successful scan loops in a Diplomate in Veterinary Cardiology, the highest qualification in the field, a consultation with whom normally would cost northward of $1,000. Sonus Health is already in use with over a dozen veterinary clinics worldwide who were granted early access, including one of the largest vet groups in the UK. Over 160 clinics across Australia, the Middle East, India, China, South America, North America, Africa and Europe have so far signed up to the global waitlist. 

 

 

Alongside the launch, the company has appointed new members to its leadership team. Daniel Steele, founder and CEO of one of Europe’s largest booking platforms, having grown that company from 0 to 1 million users and 0 to £50 million in bookings, has joined as CTO. Linda Jiang, former COO of Wluper and co-founder of what grew to be China’s largest mobile data analytics company, ultimately acquired by Alibaba, joins as CRO. Leading veterinary cardiologist Laurent Locquet, who heads an online school of 400 veterinary cardiologists, joins as Head Veterinarian. 

 

Dr Roeland P-J E Decorte, Founder and CEO of Decorte Future Industries, said:“Pet healthcare is reaching a breaking point. Millions of new pets joined households during Covid, the largest surge in recorded history. In 2026, virtually all of these pandemic pets are reaching the age when complex conditions typically emerge. The result is a looming ‘petpocalypse’: a wave of ageing pets arriving just as costs have risen dramatically and veterinary capacity is under strain. Already today, news stories appear almost weekly reporting on owners, clinics and insurers being overwhelmed. Too often, the result is pets suffering in silence or being put down because treatment is unaffordable. Sonus Health gives the world a groundbreaking new tool to change that, and to brace for what’s coming.”

 

“Bringing in senior stakeholders from some of the largest veterinary hospital groups worldwide also means we have the technology, industry and clinical expertise to deliver this at scale. For the first time, specialist-level assessment and triage will be available to any pet owner, nurse or veterinarian with a smartphone. We are giving every pet a voice and helping them to live longer, healthier lives.”