The Pet Industry Federation has published a new analysis of animal licensing data submitted by local authorities under the Licensing of Activities Involving Animals Regulations 2018. These statutory returns, which all local authorities are required to provide, form the most detailed picture available of the licensing landscape across England...
The Pet Industry Federation has published a new analysis of animal licensing data submitted by local authorities under the Licensing of Activities Involving Animals Regulations 2018 (LAIA). These statutory returns, which all local authorities are required to provide, form the most detailed picture available of the licensing landscape across England.
Covering the period between 2023 and 2025, the report highlights clear shifts in the sector. Home boarding and dog daycare continue to show strong growth, while the number of kennels, catteries and licensed pet sales businesses has declined. Licence fees rose by an average of 9% in the past year, with notable increases for dog daycare and steady rises across most categories.
The report also identifies weaknesses in the quality of local authority reporting, with incomplete or inconsistent submissions limiting full comparability. PIF is calling for greater consistency and enforcement to ensure the data can be relied upon by businesses, regulators and policymakers alike and has written to the Government on this.
As the trade association for the UK pet industry, PIF supports its members on licensing and compliance issues, and this report is a valuable tool in helping businesses understand the market and prepare for change. Licensed businesses can also use the report to see how their local authority licence fees compare with other authorities.
The 20-page report provides:
A three-year comparison of licence numbers across categories
Analysis of sector trends between 2024 and 2025
Insight into spurious or missing data from some local authorities
A breakdown of licence fee trends across England
The report is available free of charge to PIF members as part of their membership benefits and is available from the members’ area of the PIF website. Non-members can purchase the report for £50 plus VAT. Please email accounts@petfederation.co.uk if you would like to purchase a copy.
Nigel Baker, CEO of PIF, said: “This is the most comprehensive overview of local authority licensing currently available. It provides essential insight into market movements and highlights the need for more consistent reporting to support businesses, regulators and policymakers.”
Following its action earlier in the year to lower the price of two-thirds of its ranges, Jollyes is again making a major price investment as it underscores its reputation as the UK’s only ‘every-day low price’ specialist pet discount store...
Following its action earlier in the year to lower the price of two-thirds of its ranges, Jollyes is again making a major price investment as it underscores its reputation as the UK’s only ‘every-day low price’ specialist pet discount store.
From this week, over 600 prices at Jollyes will become clearer and simpler for customers as the retailer embarks on a journey to remove ‘smoke and mirror’ pricing that relies on the psychology of price points that end in anything other than zero or five.
As part of the new investment, many customer-favourites will see significant reductions on big brand favourites.
Hero reductions will see various popular Whiskas 12-packs reduced from £4.25 to £4.00, Wagg Active 12kg bags come down from £11.00 to £9.50 and Butchers 18-packs reduced from £16.00 to £14.00,
And moving to round price points:
For dog owners, Bakers Sizzlers Bacon Treats (3x315g) will be reduced from £3.97 to £3.50
For cat lovers Breeder Celect Cat litter (30L) will be reduced from £16.97 to £15.00
For those that love to feed the birds in their gardens, Peckish complete no mess 12 seed blend (12.75kg) will be reduced from £24.97 to £16.00
For small pet owners, Tiny Friends Farm Russel Rabbit Tasty Nuggets (2kg) will be reduced from £4.47 to £2.50.
Alongside its latest pricing investment, Jollyes is pressing the ‘go’ button on the nationwide roll-out of its partnership with Uber Eats.
Last month it began trials of its “Zoomies” service that allowed pet owners in 13 locations to order everything from kibble to catnip in minutes.
Zoomies with Uber Eats has proven to be a massive hit in those pilot areas that allowed customers within a five-mile radius of the store to have pet food, frozen raw food and toys and accessories delivered in as little as 30 minutes via the Uber Eats app.
The new service has in just a few short weeks in a handful of locations, grown to represent almost 10pc of all online orders, creating a new level of convenience for pet parents and their four-legged family members.
Gen Z and Millennial shoppers who are already used to using delivery services for their food and takeaways, appear to be extending that digital revolution to their pets so from this morning, the delivery service is now available in all but five of Jollyes’ 100-plus stores right across the UK.
Ordering is simple via the Uber Eats app. Just like other Uber Eats partners, customers simply fill their pet’s basket on the Uber app from over 2,000 items, and orders will be picked at their local Jollyes store for instant home delivery via the Uber Eats service.
Popular items ordered by pet parents during the pilot include raw frozen dog food and natural treats, demonstrating the Uber Eats service is particularly attractive to the rapidly growing number of customers choosing to feed their pets raw frozen food.
The pilot has underlined Gen Z customers are taking to the service with significant additional demand for toys and other general merchandise alongside puppy and kitten food – even emergency deliveries of litter trays and training whistles.
Jollyes’ chief executive officer Joe Wykes said: “These continue to be exciting times at Jollyes as we look for new ways to fulfil our commitment to be the lowest-price pet retailer in town – whether customers want to visit us in store or take advantage of convenient options such as Zoomies through Uber Eats.
“For too long, pet parents across the UK have had little choice –high prices at a specialist or the limited range of general retailers.
“We know from our continued growth, there’s a real demand for a expert retailer that takes its commitment to value seriously and lowers the cost of pet ownership, with no compromise on the range or advice they receive from knowledgeable colleagues in store.”
Jollyes was named as one of The Sunday Times’ best big companies to work for last year, and this year won the Retail Week Award for Head Office Heroes following its highly successful raw frozen food roll out.
Paleo Ridge is rewarding loyal customers with a special limited-time promotion. From now until midday on Monday (22nd September), customers will receive double reward points on every purchase made...
Paleo Ridge is rewarding loyal customers with a special limited-time promotion. From now until midday on Monday (22nd September), customers will receive double reward points on every purchase made.
The Paleo Ridge reward programme allows customers to collect points with every order as a way of saying thank you for their continued support. These points can be accumulated and redeemed as vouchers against future purchases, helping customers save money while stocking up on their dog’s favourite meals.
Reward points are simple to use and offer great flexibility. On the new Paleo Ridge website, points can be redeemed for a variety of money-saving vouchers, including Free Shipping, £5 off, or £10 off. Best of all, these vouchers can be used alongside other discounts and promotions, making savings go even further.
In addition, this week, new subscribers to the Paleo Ridge mailing list will instantly receive 50 reward points (equivalent to £5) to spend on their next order. The mailing list provides subscribers with access to exclusive deals, special promotions, and important company updates.
Will Green, Director of Sales and Marketing, said: “Customer loyalty is at the heart of everything we do at Paleo Ridge. This promotion is our way of giving back to the community of dog owners who trust us to provide the very best nutrition for their pets.”
Paleo Ridge remains committed to providing high-quality, ethically sourced raw dog food, ensuring that pets across the UK benefit from a healthy, natural diet.
Versele-Laga, a leading international manufacturer of premium nutrition and care products for pets, is strengthening its position with a refreshed range for dogs and cats...
Versele-Laga, a leading international manufacturer of premium nutrition and care products for pets, is strengthening its position with a refreshed range for dogs and cats.
The Happy life dog range and the Lara cat range have undergone a complete makeover, with a focus on natural ingredients, delicious flavours and contemporary, sustainable packaging.
At the same time, Versele-Laga is launching an entirely new snack line: Happy life Nomchies for dogs and Lara Bites & Pillows for cats. Perfect for four-legged foodies dreaming of their next meal or indulgent treat.
The revamped Happy life and Lara kibbles have been redeveloped according to the same principle. Both the dog and the cat food have been upgraded on four levels:
Concept: contemporary, cheerful and playful – food that matches the lifestyle of today’s pet owners.
Recipe: made with natural ingredients, rich in animal protein and free from artificial colourings. 100% complete and balanced, ensuring that every dog or cat gets exactly what they need to stay healthy and full of vitality.
Palatability: irresistibly tasty in a variety of flavours. A culinary experience that supports health while delighting the taste buds.
Packaging: resealable with Velcro and 100% recyclable, available in different sizes. Not only practical, but also ideal for keeping the kibbles optimally fresh.
On top of that, selected superfoods have been added, such as spirulina as a natural source of nutrients. The result? A complete and balanced menu that perfectly combines health and flavour.
In addition to the revamped meals, Versele-Laga is also focusing on snacks that complete the foodie experience. Here it’s all about irresistible taste and indulgence – with a healthy twist.
Happy life Nomchies (dogs): crunchy bites with a creamy filling, only 5 kcal each, available in five delicious flavours.
Lara Snacks (cats): healthy Pillows with a soft centre and crunchy Bites, made with natural ingredients and rich in animal protein.
These treats guarantee unparalleled healthy indulgence – ideal for not only delighting your dog or cat, but also giving them that extra daily health support.
With the introduction of Nomchies, Happy life is launching its very first snack range. From now on, dogs and cats can not only enjoy their daily meals, but also savour a tasty yet responsible treat.
“At Versele-Laga, we believe that food for dogs and cats can be so much more than just nutrition. With the revamped Happy life and Lara, along with our new snack lines, we give every four-legged friend the chance to enjoy natural ingredients, irresistible flavours and healthy indulgent moments,” says Sarah Lanckman, Corporate Brand Manager at Versele-Laga.
Visitors to PATS 2025 will be able to take advantage of an amazing range of deals and discounts being offered by exhibitors at the show. The Pet & Aquatics Trade Show takes place at its new home of Hall 1, NEC Birmingham over three days from Sunday 28th September to Tuesday 30th September 2025.
Visitors to PATS 2025 will be able to take advantage of an amazing range of deals and discounts being offered by exhibitors at the show.
The Pet & Aquatics Trade Show takes place at its new home of Hall 1, NEC Birmingham over three days from Sunday 28th September to Tuesday 30th September 2025.
It’s the only place to see all the latest new products being unveiled by more than 430 exhibitors under one roof, and as an added incentive many suppliers will be promoting exclusive offers throughout the exhibition.
To give you a flavour of what’s being offered here’s a selection of exhibitor incentives:
On the Buddycare stand (B30/C29), new sign-ups to the brand’s Groomers Club will get 40% off their first order.
All visitors to the BrewBix stand (E99) placing an order during the show will receive a 20% discount.
Doodlebone (J17) is offering all current customers 25% off new product ranges ordered at PATS.
There is an exclusive 15% off all new stand deals offered by Green & Wild’s (G32/H31), featuring eco-friendly toys, healthy treats and chews.
Henry Wag (C37) is also offering 15% off all orders placed at the show.
Visitors placing their first order for HayDay products (stand G88) at PATS will save 20%.
IT’S THE DOG’S (J110) has a 30% off wholesale and retail orders.
Retailers visiting the LickiMat stand (A2/A9) can take advantage of a 30% off special Cat LickiMat bundle.
Natures Grub (F50) and Pet Remedy (L70/M69) are also offering 30% savings on oders placed at PATS.
The Digital Red Book also includes details and pictures of more than 300 products entered into the New Product Showcase, which is one of most popular attractions at PATS.
A dog activated water fountain has won the Best Pet Product Award at the Glee trade show being held this week at the NEC Birmingham...
A dog activated water fountain has won the Best Pet Product Award at the Glee trade show being held this week at the NEC Birmingham.
Aqua Power from Creative Products took the top New Product Award at the show, and the honour was presented to company director Mark Hall (pictured above).
The Wild Bird Care and Wildlife category was won by Eggologic with its Nester Pod (pictured below).
After five years of building a reputation as one of the UK’s most innovative and pet accessory brands, multi award-winning Trinkety Paws has announced the launch of Trinkety Equine – a new venture dedicated to bringing the benefits of BioThane waterproof webbing to the equestrian world...
After five years of building a reputation as one of the UK’s most innovative and pet accessory brands, multi award-winning Trinkety Paws has announced the launch of Trinkety Equine – a new venture dedicated to bringing the benefits of BioThane waterproof webbing to the equestrian world.
Since 2019, Northamptonshire-based Trinkety Paws has specialised in handcrafted BioThane collars, leads, and harnesses, earning thousands of five-star reviews and building a loyal customer base in more than 28 countries. Known for its durability, flexibility, and hygienic properties, BioThane® has transformed the way dog owners think about everyday gear. Their products have won countless awards.
In 2023, they were awarded Gold in the New Starter Award at the PetQuip Award. In 2024 they also won Best Product in the Accessory Category at the PIF Awards for their BioThane Handsfree Training Lead – one of their most popular and innovative designs to date. Most recently, they were honoured with two titles at the SME UK Enterprise Awards 2025: Best Dog Accessories Brand 2025 and Customer Service Excellence Award 2025. They have also made the finals of the PetQuip Awards again this year and are nominated in three categories.
The company is now taking that same expertise and applying it to equestrian tack — starting with horse headcollars, lunge lines, and lead ropes. Designed and handmade in their UK workshop, these products combine practicality with style, offering equestrians a modern alternative to traditional materials without compromising on strength or comfort.
Unlike rope or leather, BioThane is:
Completely waterproof and mud-resistant — wipe clean in seconds.
Odour-free and hygienic — perfect for busy yards and multi-horse handling.
Durable and weatherproof — resists fraying, cracking, and stretching.
Stylish and customisable — available in a wide range of colours to suit every horse and rider.
These benefits make BioThane tack ideal for everyday yard use, professional settings such as vet and physio work, and for equestrians who want both practicality and performance.
To showcase this innovative material to the equestrian community, Trinkety Equine will be exhibiting at some of the UK’s most prestigious equestrian events, including:
Blenheim Horse Trials in September 2025
Horse of the Year Show (HOYS) in October 2025
London International Horse Show (LIHS) in December 2025
The International Horse Show 2026 in February 2026
These events mark an exciting milestone as Trinkety Equine brings BioThane into the spotlight of the equestrian world, introducing their products to riders, trainers, and professionals across the UK and beyond.
Commenting on this new venture, company founder Nadine Berger says: “Our foundation in the pet industry has given us unparalleled knowledge in working with BioThane – from product design and construction to testing durability in real-world conditions. This experience ensures that our new equestrian range is backed by years of proven craftsmanship, quality control, and customer trust.
“At Trinkety Equine, we believe that horses deserve the same innovation and care that has already revolutionised dog accessories. By expanding into this sector, our mission is simple: to give equestrians worldwide the opportunity to enjoy tack that is practical, hygienic, long-lasting, and beautifully made in the UK.
“We are incredibly excited to take the knowledge and expertise we’ve built in the pet world and expand into the equestrian sector. BioThane has transformed the way people think about dog accessories, and now it’s time for equestrians to experience those same benefits in their everyday tack. We’re proud to be showcasing our products at some of the UK’s leading equestrian shows and to continue championing high-quality, innovative, UK-made equipment for horse owners everywhere,” concludes Nadine.
Trinkety Paws will be taking their new equine products to PATS as the BETA show will be running alongside it at the NEC. They will also have a stand at the Blenheim Horse Trails from 18-21 September.
Leading pet wellness company Peake Petcare is showcasing its range of world-famous Soothing Ear Cleaners at PATS, and will be offering visitors an unmissable giveaway promotion...
Leading pet wellness company Peake Petcare is showcasing its range of world-famous Soothing Ear Cleaners at PATS (NEC Birmingham, 28-30 September – stand A102), and will be offering visitors an unmissable giveaway promotion.
PATS visitors will be able to get six free bottles when they sign up to purchase 12 at the show of Peake Petcare’s Soothing Ear Cleaner. It requires an account to be opened via the trade portal on the website www.peakepetcare.com and offers a massive POR of 58%. As the product does not expire, there is no risk or waste.
Peake Petcre's Soothing Ear Cleaner is designed to gently loosen and remove dirt and ear wax while disinfecting the ear canal. It is effective for both dogs and small mammals, including ferrets. To use place the bottle in warm water for 5 minutes, shake well, and apply according to the instructions. Initially, administer twice a day for up to 2 weeks, then once a day for the next 1-2 weeks. For maintenance, administer monthly.
The formulation includes Gentian Violet and Boric Acid, which help sterilize the ear and create an acidic environment hostile to bacteria and fungi. RRP prices start from £8.99 to £39.99 depending on size and there is product in the range that is suitable for dogs with white ears as it is colour free. This product is highly rated by pet owners for its effectiveness in alleviating ear irritation and maintaining ear health.
Tracey Peake, Founder said: “The product was developed from a very old formula originally developed by a company in the Netherlands, Quistel that has been used for many years so was tried and tested. As a pharmacist I understood how it worked and developed it further in the UK after taking over the brand and renaming it Peake Petcare to be more user friendly and the testimonials confirm how effective it has become.
“We have many groomers throughout the UK who use and stock our products as they are at the front end of ear care and can intervene and help the dog before it develops into a vet bill. They also use it routinely to give a thorough clean and can sell a bottle to continue the therapy if needed. We also supply independent pet shops that are proactive and can recommend these amazing products. They bring repeat sales, loyalty and word of mouth recommendations which are fantastic for any business. We are looking to expand our number of groomers and pet shops and are looking to support and promote with this special offer at PATS.”
For further information on any of Peake Petcares’ products visit their website:
This Christmas, DIBO is introducing limited-edition festive packaging for four of its bestselling free-flow raw dog meals, available exclusively to the independent trade...
This Christmas, DIBO is introducing limited-edition festive packaging for four of its bestselling free-flow raw dog meals, available exclusively to the independent trade.
The seasonal designs are created to boost in-store appeal and help retailers capture increased demand from dog owners looking to treat their companions over the Christmas period.
With a proud heritage in the butcher’s trade and expertise in premium-quality raw feeding, DIBO continues to offer raw recipes made from carefully selected ingredients, packaged in a convenient free flow format. The following customer favourites will feature in Christmas packaging in the coming weeks, with their recipes unchanged:
3 Bird Roast (Chicken, Turkey & Duck with Blueberries & Sweet Potato) – supports digestion and immunity.
Goose, Lamb & Offal – hearty, novel proteins and ideal for sensitive digestion.
Turkey Mix – a festive classic, perfect for Christmas Day.
Venison, Salmon & Offal – lean, energy-boosting and rich in essential fatty acids.
To support sell-through in store, seasonal point of sale materials will also be available alongside the Christmas range.
Retailers can see the festive range at PATS 2025, stand G50 / H49, where DIBO will be exhibiting for the first time. The Nutriment Company team will be available to provide advice and support for all of their brands, including DIBO, ahead of the Christmas sales season.
Following a rebrand earlier this year, the new packaging reflects DIBO’s core values: the butcher’s promise of quality, trust, and value, delivered through nourishing raw meals that make natural feeding simple, accessible, and enjoyable for every dog.
For more information about DIBO products, freezer deals and point of sale, please contact:info@dibodog.com
Natural pet food and treat company Waita Pets, which has already secured over 100 stockists since launching last October, will unveil its new Freeze-Dried Complete Food for dogs and cats at PATS...
Natural pet food and treat company Waita Pets, which has already secured over 100 stockists since launching last October, will unveil its new Freeze-Dried Complete Food for dogs and cats at PATS. The Complete Food will be available to stock from October when it is officially launched to the consumer.
Waita Pets’ products stand out from the crowd due to their commitment to quality, transparency, and innovation in pet nutrition. At the core of their range is freeze-dried technology, which preserves the natural nutrients, flavours, and textures of real ingredients without the use of high heat or artificial preservatives. This process ensures that pets receive the full nutritional benefits of raw food, in a safe, convenient, and shelf-stable form.
“Our product development is grounded in rigorous research and a strong commitment to nutritional integrity. We began by thoroughly studying species-appropriate diets, focusing on the natural nutritional needs of dogs and cats. This involved reviewing current scientific literature on raw and freeze-dried feeding, consulting veterinary nutrition guidelines, and analysing ingredient functionality to ensure our formulations deliver balanced, bioavailable nutrients,” says Bolun Li, co-founder of Waita alongside his business partner, Wendy Wang.
The new complete freeze- dried dog food and cat food is made with 99% meat and is available in 3 different proteins: rabbit, duck, and chicken. It provides complete nutrition for dogs and cats in all life stages. Available in 400g bags for both cats and dogs.
Waita will also be offering a white label wholesale option on a selected range of their products at PATS. Current available selections are: beef liver, capelin, chicken cubes, chicken heart, chicken yoghurt & berry, duck cubes, mackerel fillet, whole quail, salmon fillet, and duck blood freeze-dried and air-dried treats.
Waita Pets will also be exhibiting at the London Pet Show Live this weekend at Olympia. Stands B15 and E12.
Leading pet care expert Beaphar has rebranded its tried and trusted Herbal Calming Range under a fresh new identity: Beaphar StressLess...
Leading pet care expert Beaphar has rebranded its tried and trusted Herbal Calming Range under a fresh new identity: Beaphar StressLess.
The updated range combines modern, easy-to-shop packaging with the same effective natural herbal ingredients that pet owners know and love. The new range also includes an exciting product launch in the form of the Beaphar StressLess Diffuser.
It is estimated that over 70% of dogs and 50% of catsshow signs of stress related behaviour. Common triggers also include being left alone, changes in the home, travelling or vet visits.
Natural solutions are an increasing priority for pet owners, with one in three stating that it is the most important factor when choosing a calming product. The StressLess range contains herbs including Lavender, Valerian, Limetree blossom, Hops, Melissa (Lemon Balm) and Rosemary, to support and soothe pets across these different situations both at home and on the go.
Claire Edmunds, UK Marketing Manager at Beaphar, speaks further on the relaunch, saying: “Stress is something most pets will experience at some point. We’ve relaunched our popular herbal calming range as StressLess to make it easier for owners to find the support their pets need, in a format that works for them. The packaging has been redesigned to be clearer and more engaging, with icons highlighting the key moments when StressLess can be used.”
The new Beaphar StressLess Diffuser is designed to provide continuous relief within a room and is suitable for multi-pet households. This long-lasting, solution joins a comprehensive range of products in the StressLess toolkit, including calming collars, spot-ons, tablets, sprays and treats.
Claire continues, “The development of the new StressLess Diffuser is an especially exciting addition to the home of a stressed cat or dog. Our research shows that pet owners tend to give three calming products at the same time and 58% would prefer to use these products from the same brand. By offering a choice of formats in the StressLess range, retailers can easily meet these needs.”
To support the launch Beaphar have developed a wide range of in-store materials and digital assets to help boost visibility and drive sales including an eye-catching CDU to showcase the new range clearly labelled for stress-free shopping. Additionally, online accredited CPD training is available at www.beaphar-training.co.uk.
Retailers can find out more about the Beaphar StressLess range by visiting www.beaphar.co.uk.
Paleo Ridge has announced the return of its much-loved, limited-edition festive feast, Christmas Turkey & Cranberry. Back by popular demand for the third year in a row and launching a little earlier this year, this seasonal favourite is set to make tails wag across the country...
Paleo Ridge has announced the return of its much-loved, limited-edition festive feast, Christmas Turkey & Cranberry. Back by popular demand for the third year in a row and launching a little earlier this year, this seasonal favourite is set to make tails wag across the country.
Expertly crafted with high-quality, wholesome ingredients, Christmas Turkey & Cranberry is a complete and nourishing raw meal your pooch will adore. Each 500g pack contains tender British turkey with bone and offal, fresh cranberries, succulent lamb tripe, and finely minced parsnips and carrots, a mouth-watering festive dinner for dogs.
Research conducted by Paleo Ridge revealed that 66% of dog owners treat their furry friends to a special Christmas dinner, with 40% naming turkey as their dog’s favourite meat. This makes Christmas Turkey & Cranberrythe perfect way to share the joy of the festive season with your four-legged companion.
Director of Sales and Marketing, Will Green said: “At Paleo Ridge, we understand that dogs are part of the family, and including them in the festive celebrations is important. It brings us so much joy to provide a complete, nourishing, and traditional Christmas dinner that allows pet owners across the UK to share the festivities with their loyal companions.”
Paleo Ridge Christmas Turkey & Cranberry is available now online and in selected stores in 500g packs, priced at just £3.99.
The Pet Industry Federation will be out in force at PATS with a programme designed to support pet businesses and bring the industry together...
The Pet Industry Federation will be out in force at PATS with a programme designed to support pet businesses and bring the industry together.
Across the three days, the PIF team will be available on stand H9 to speak to members and visitors about the ways PIF supports businesses across the pet industry, from business advice, licensing support and information around training; to new initiatives and business-related benefits.
For overseas visitors, PIF will also be providing advice on how to successfully bring products into the UK market, with expert guidance available on regulations, logistics, and market entry.
Meet the Expert Sessions
As part of PIF’s commitment to helping members grow their businesses, visitors will have the chance to speak to a range of expert partners who will be available on the PIF stand at various times throughout the show:
Sunday 28 September
Worldpay Payment systems & EPOS made easy 11am–1pm & 2pm–4pm
Nobull Marketing know-how for pet businesses 11am–1pm & 3pm–5pm
Monday 29 September
Worldpay 11am–1pm & 3pm–5pm
Nobull 11am–1pm & 3pm–5pm
Buyerdock Digital product passports and the new 2D barcodes 12pm-1pm & 3pm-4pm
Rosetta Brands How to succeed with online selling 2pm–4pm
Tuesday 30 September
Worldpay 11am–1pm & 3pm–5pm
Bird & Bird Legal advice for pet businesses 10am–12pm
Visitors to the PIF stand at these times will gain valuable insights and practical support for their business. The sessions are open to all pet businesses.
PIF is also organising an industry evening event on Sunday 28 September in the centre of Birmingham, near New Street station from 8pm. The evening is an opportunity to relax, network, and connect with others in the heart of Birmingham. This is an open event and everyone is welcome, but registration is required to attend, so that we can monitor numbers. Add your details to this form, where you can also pick up more details about the event: https://petfederation.wufoo.com/forms/p13js0kt0d45k4j/
With expert talks, one-to-one advice, and a lively evening event, PIF is looking forward to welcoming members and visitors alike at PATS. Find PIF on stand H9.
Luisa Bersanetti, Exhibition Manager of Zoomark, and Enrico Zannini, General Director of BolognaFiere Cosmoprof, share insights into the goals, content, and new features of the upcoming edition of the international trade show for pet food and pet care.
Luisa Bersanetti, Exhibition Manager of Zoomark, and Enrico Zannini, General Director of BolognaFiere Cosmoprof, share insights into the goals, content, and new features of the upcoming edition of the international trade show for pet food and pet care.
Following the extraordinary success of the 2025 edition, the time has come to launch Zoomark 2027.
“The organisational machine kicked back into gear immediately,” says Luisa Bersanetti. “The positive energy we experienced during the three days of the show in May 2025 is still very much alive.
It’s not just the figures that confirm its scale — 1,268 exhibitors, including 43 startups (+23% compared to 2023), spread across 90,000 square metres (+32% compared to 2023), and over 31,000 visitors, with a significant rise in the number of international professionals and buyers — but above all, the atmosphere that was created: stimulating, productive, and engaging.
Zoomark has proven to be a true global hub for the pet food and pet care industry, capable of fostering dialogue and generating tangible opportunities. Our ambition now is to consolidate this role and push it even further, by designing the 2027 edition as a catalyst for progress.”
Bookings for Zoomark 2027 are opening soon: save the dateRiding the wave of this enthusiasm and responding to the high volume of interest, the rebooking campaign for the 2027 edition will officially launch in the coming days. The first phase, reserved for exhibitors from the previous edition, will run until 31 October, while the early bird promotion — open to all other companies — will be available until 31 December 2025.
Companies that confirm their participation by the respective deadlines will enjoy exclusive conditions and additional benefits. This opportunity is designed to reward the confidence of industry players who choose to invest in Zoomark early on, securing a prominent position at the next unmissable event in Bologna, which brings together the global pet industry and distribution sector.
To receive more information and reserve a premium space at Zoomark 2027, simply fill out the request form available on the website www.zoomark.it.
Zoomark 2027: here are the new dates The next edition will take place from Tuesday 11th to Thursday 13th May 2027.“The shift in days comes from direct dialogue with exhibiting companies,” explains Bersanetti. “They expressed a desire to optimise their presence by concentrating key meetings into a more effective time frame.”“The new dates are designed to maximise the time of industry professionals, encouraging a more intense and targeted schedule. This format is aimed at decision-makers, innovators, and investors in the sector, both in Italy and abroad. In short: a trade show that’s even more efficient, business-oriented, and built around the real needs of the market.”
Zoomark 2027's new Brand Identity “In recent years,” continues Bersanetti, “we set ourselves the goal of being bolder and more ambitious than ever before. In 2023, we captured that spirit with the payoff Bigger and Bolder, which guided the entire Zoomark 2025 campaign. Given the event’s growth — in size, scope, and the range of projects — we can confidently say we hit the mark.However, Zoomark is now entering a new phase: more mature, more strategic. Our aim is to strengthen and consolidate our role as a stable, authoritative reference point for the entire pet industry.”
The new brand identity and claim, Connecting minds, Shaping futures, reflect this evolution and anticipate our vision for the next two years: welcoming pet industry professionals — with their ideas, cultures, and transformations — to Zoomark 2027 to help shape the future of the market together.
Pets remain at the heart of the new visual identity, which powerfully expresses this spirit of inclusiveness, dynamism, and innovation — the three pillars of our new strategy.
New Partnerships “Networking and the development of strategic partnerships will continue to be central to our mission,” Bersanetti adds. “We already demonstrated this in 2025 — with Zoomark joining EPO (European Pet Organization), the partnership with Turkish trade fair Petzoo (taking place from 8 to 11 October), and the collaboration with the US-based Pet Sustainability Coalition. These are concrete steps toward building deeper synergies with key stakeholders and expanding our presence in strategic global markets.”
Zoomark has never stood still. After taking part in major industry events over the summer — from the USA to India — it will continue to have a strong presence at key international shows in the coming months, starting with PATS (UK) and Pet Fair South East Asia (Thailand) through the Italy Pavilion project. This further confirms Zoomark's role as a globally recognised brand, active across all continents.
Zoomark has long been a benchmark event for the sector, but it now seeks to go beyond the traditional concept of a trade fair. The 2027 edition will mark a new turning point for the event and its role in the global pet food and pet care industry.
Enrico Zannini, General Director of BolognaFiere Cosmoprof, underscores this vision: “Zoomark is entering a new phase: it’s no longer just about organising a successful exhibition, but about building a true international ecosystem — a space where industry, distribution, innovation, and vision converge. Zoomark aims to confirm its position as a driver of relationships and a business accelerator. It is a platform ready to embrace global challenges while supporting the sector’s growth through a network of events, content, and both national and international partnerships, becoming an increasingly vital reference point for those in the pet industry who are focused on the future.”
With Zoomark 2027 on the horizon, the show reaffirms its commitment to building bridges between markets and people. Not just a trade fair, but the beating heart of the industry for those who want to generate value, think big, and shape the future of pet care on a global scale.
The Purina Institute is launching the Purina Institute Handbook of Canine and Feline Well-Pet Nutrition to supply veterinary teams with informed, science-based nutritional advice...
When it comes to pet food recommendations, no one is more trusted by pet owners than their veterinarian. And with 71% of dogs and cats currently on a well-pet diet,¹ the need for informed, science-based nutritional advice has never been more critical. To help veterinary teams engage in these important conversations, the Purina Institute is launching the Purina Institute Handbook of Canine and Feline Well-Pet Nutrition.
With contributions from 54 experts representing 20 countries, this free, product-agnostic eBook serves as a scientific, yet practical, resource dedicated to the nutritional management of healthy dogs and cats and is designed to empower veterinary teams with the knowledge and tools they need.
A follow-up to the Purina Institute Handbook of Canine and Feline Clinical Nutrition that was
introduced in 2023, the Handbook of Canine and Feline Well-Pet Nutrition addresses the many questions and challenges faced by veterinary professionals in discussing nutrition with clients. Information covers essential topics, such as:
The functions of various nutrients
Specialized nutrition for different life stages
Proactive nutrition strategies
Effective communication techniques for discussing nutrition with pet owners
Each chapter is designed to be concise and accessible, featuring key takeaways, communication tips and visual aids that serve as quick references during busy clinic days. This resource not only enhances the veterinary team's ability to provide informed dietary recommendations but also fosters a collaborative approach to pet health that includes the entire veterinary staff.
“Nutritional science has evolved significantly, and there are many facets to consider in a well-pet diet, not just from the pet’s perspective, such as life stage, activity level and body condition, but also the owner’s perspective – their lifestyle, budget and preferences,” said Natalia Wagemans, global head of the Purina Institute. “This resource simplifies the process of making informed recommendations and can be a vital tool for veterinary professionals to both facilitate nutrition conversations with their clients and provide informed responses to questions.”
Despite 83% of veterinarians acknowledging that nutrition is extremely important to the overall health and well-being of a pet, only 34% discuss nutrition proactively with their clients.² This comprehensive digital guide is the newest resource developed by the Purina Institute to help veterinary professionals initiate these conversations, unlocking the power of nutrition to improve and extend the healthy lives of pets. The institute also offers the Handbook of Canine and Feline Clinical Nutrition, which covers the nutritional management of nutrition-responsive health conditions in dogs and cats, as well as CentreSquare™, an online toolkit of resources to help facilitate nutrition conversations and increase client understanding of, and compliance with, nutrition recommendations.
Veterinary professionals can gain free access to the new online Purina Institute Handbook of Canine and Feline Well-Pet Nutrition by visiting PurinaInstitute.com and signing up to receive scientific communications, including news on discoveries in nutritional science, invitations to events, newsletters and more.
¹US Vet Landscape Study, December 2023
²Purina Institute Tracker Global Results, December 2024
About Purina Institute The Purina Institute is dedicated to transforming nutrition science into actionable information that veterinary professionals can put into practice to benefit their patients. Through the Institute's extensive online resources, publications, and scientific programs, veterinarians and team members can arm themselves with the unbiased, science-based information they need to help pets live longer, better lives.
New research from the Royal Veterinary College (RVC) has shed light on how children and caregivers experience life with a puppy – revealing that despite many rewards, more than one third of families found raising a puppy harder than anticipated...
New research from the Royal Veterinary College (RVC) has shed light on how children and caregivers experience life with a puppy – revealing that despite many rewards, more than one third of families found raising a puppy harder than anticipated.
Common challenges included managing puppy behaviour and an unequal distribution of responsibilities amongst family members.
The surge in puppy ownership during the COVID-19 pandemic was partly driven by families hoping to boost mental health and wellbeing. However, this study highlights how bringing a puppy into a home does not always deliver the consistent benefits many families expect. Instead, outcomes vary widely, with some families reporting stress and unmet expectations leading to some considering rehoming their puppy.
The findings from this research highlight the importance of all household members being involved in researching and understanding the realities of pet care and responsibilities, prior to purchasing a puppy. Furthermore, the findings emphasise the common disconnection between motivations for purchasing a puppy and the reality of puppy ownership.
The study, funded by the Society for Companion Animal Studies (SCAS) and part of the RVC’s ongoing Pandemic Puppies research programme, explored the interactions between puppies, children and caregivers in UK households. Unlike most previous studies, which focus on a single “owner-dog” relationship, this project involved collecting insights from 382 adult caregivers and 216 children (aged 8 to 17 years) living in the same household.
The online survey analysed views of participants who acquired puppies before and during the pandemic. The findings revealed that while dogs often provide joy, comfort and companionship to children, families may also face difficulties in managing puppy behaviour, setting safe boundaries for child-dog interactions and negotiating care responsibilities, with the burden often falling on the mother.Additional key findings included that:
Puppies were a source of comfort, companionship and emotional support for many children, often describing dogs as “best friends”.
Close physical interactions - such as hugging and cuddling - were highly valued by children but may lead to an increase in the risk of dog bites if dogs feel stressed or overwhelmed by these interactions, potentially using aggression to escape this close contact.
More than one-third of caregivers (37.3%) found living with a puppy harder than expected.
First-time dog owners were especially likely to report challenges managing puppy-child interactions.
Adult caregivers often shouldered the bulk of responsibility for puppy care, with many mothers in particular reporting that the mental load of juggling childcare and dog care was greater than anticipated, causing overwhelm due to their competing needs.
Expectations around children’s involvement in care were often unmet. One in five (21.1%) caregivers said their child took less responsibility than expected, leaving them feeling frustrated or stressed.
Problem behaviours such as nipping, jumping up and unwanted play sometimes caused strain on relationships, with nearly half (47.1%) of those who considered rehoming their dog citing behaviour issues as the reason.
It is hoped that the findings from this study will help lead to the development of more family-focused guidance for new dog owners - including safe child-dog interactions, sharing responsibilities fairly and preparing for the challenges of puppyhood. It also highlights the importance of considering the often-maternal mental load in households where women are the primary caregivers for both children and dogs.
Dr Rowena Packer, Senior Lecturer in Companion Animal Behaviour and Welfare Scientist at the RVC, and senior author of the study, said: “Our study shows that young children often interact with dogs in ways that can increase the risk of bites, such as hugging or cuddling them. Children are especially likely to approach their dogs for comfort when they feel upset, bored or lonely, which can lead to very close contact that some dogs find stressful. In these moments, dogs may react defensively, sometimes by snapping or biting to try and escape the situation.
“We appreciate that parents of young children have a lot to juggle, and that their children often genuinely enjoy physical interactions with their dogs, but we can’t expect children to know how to safely interact with dogs or read their body language without help. We encourage parents and caregivers to learn about safe dog–child interactions alongside their children, set clear boundaries with their children, and closely monitor their interactions with dogs to protect both children and pets.”
Dr Zoe Belshaw, veterinary specialist, and first author of the study, said: “Families often see a new puppy as a source of joy, companionship, and fun. However, behind the excitement lies a great deal of work to integrate that puppy successfully into the household, then meet its ongoing needs for many years.“Our research identified that dog care responsibility tends to fall to mothers. Children’s initial excitement at looking after a puppy may wear off, leading to them taking less ongoing responsibility than their parents had anticipated. Mothers involved in our research described feeling overwhelmed trying to juggle the competing needs of their dog, their family, and work commitments. This appeared particularly acute during the puppyhood stages when puppy behaviours such as jumping up and nipping may be unexpectedly frightening to young children. This study identifies dog care as a significant and overlooked form of women's work.”
The inventors of Zooomy, a ground-breaking new joint supplement for dogs and cats, will be exhibiting at the London Pet Show Live this coming weekend...
The inventors of Zooomy, a ground-breaking new joint supplement for dogs and cats, will be exhibiting at the London Pet Show Live this coming weekend.
Veterinary surgeons Humphrey and Joanna Grimmett, from Buckinghamshire, will be discussing how to provide essential support for older dogs in the winter months with an emphasis on how to prevent joint health issues.
Humphrey said: “Dogs, like people, can struggle in colder conditions. But proactive owners can help their dogs be comfortable even as the mercury plummets. Whilst the weather isn’t so inviting, it is important to maintain a regular routine of activity. Chilly weather often means less outdoor time, but daily walks (adjusted for conditions) are crucial to keep older joints moving and prevent weight gain. You should acclimatise your dog to the colder weather gradually if living in very cold areas and on days when the weather is bad, indoor activities such as tug, fetch, puzzle toys, and indoor agility exercises help maintain muscle tone when outdoor play is limited.
"It is also important to maintain good coat and skin care in the winter months. Brush the coat regularly and use moisturising dog-safe shampoos to avoid dry skin. Trim the fur around the paws and use paw balms to moisturise the pads. Consider jackets/booties: Short-haired, senior, or small dogs may need extra insulation. Booties protect paws from ice, salt, and frostbite.
“With regards to nutrition and hydration, some active outdoor dogs may need extra calories in winter, while less-active ones might need fewer. Check their body condition by assessing how much pressure you need to exert to feel each rib. Always make sure that your dog has access to fresh drinking water particularly if they are indoors as central heating can make them feel dehydrated.
“Cold weather and low atmospheric pressure can aggravate joint stiffness, especially in older dogs or breeds prone to arthritis (e.g., Labs, Shepherds). Low atmospheric pressures cause body tissues to swell and can exacerbate existing joint soreness. It’s a good idea to add in a joint supplement to your dog’s diet. Adding fish oil that contains Omega-3 fatty acids can help to reduce stiffness, but some dogs may need some extra help.”
Humphrey and Joanna have produced a new, unique joint supplement called Zooomy which contains long-chain hyaluronic acid and is a genuine alternative to the chondroitin and glucosamine clone products which dominate the market. They believe that the importance and value of Hyaluronic acid, whilst present in many supplements as a me-too ingredient, has been completely overlooked and the key is in the size and source of the hyaluronic acid molecule that’s used.
Humphrey says: “Most hyaluronic acid is sourced from processing mashed up chicken cartilage or chicken combs, which can result in a supplement that contains other proteins or is variable in chain length or quality. These hyaluronic acid molecules are often very short and there is no evidence that they are relevant for joint support.
“Zooomy hyaluronic acid is manufactured by microbial fermentation which is a laboratory process giving a product with no protein, fat or sugars and chain lengths that are consistently approaching 1 million Daltons in length. This is the type of hyaluronic acid that the clinical studies in humans and animals have been performed with. Additionally, as a largely tasteless, odourless liquid, Zooomy is easily added to a pet’s food or squirted directly into their mouths; the amount you give can also be adjusted easily as regularly as you like,” says Humphrey
“Finally for senior dogs or dogs that are prone to stiffness maintain low-impact activity such as swimming or gentle walks, avoid slippery surfaces or rugs, and provide your dog with an orthopaedic dog bed in a draft free space. Gentle massage and stretching can help with circulation and always maintain regular check-ups with your vet,” Humphrey concludes.
The star-studded London Pet Show Live, celebrating the unique quirks and characters of more than 100 species, will bring the science to life with boogying birds and dancing dogs...
Research shows birds mellow and move to music and reggae is the sweet spot reducing anxiety in dogs. Now the star-studded London Pet Show Live, celebrating the unique quirks and characters of more than 100 species, will bring the science to life with boogying birds and dancing dogs.
Recent research revealed birds have a full repertoire of 30 dance moves and mellow to music, while earlier studies found reggae most effectively reduces anxiety in dogs, as its tempo closely matches a dog’s calm heartbeat. For cats, the purr-fect mew-sic comes in the form of species-appropriate soundtracks that mimic familiar feline noises like purring. At the capital’s brand-new pet show, these findings will be brought to life as each zone plays music designed to suit its animal stars — and to dial up the dopamine for pets and people alike.
With recent figures showing more London households now have pets than children, the capital is ready for an event designed to help visitors find their perfect pet partner — or simply unwind and escape the rat race by petting a real rat, or cooing at a cat and a cavorting cockatoo.
Other highlights Include:
Rare axolotls — the alien-like amphibians of Minecraft fame that can regenerate their own limbs.
A miniature guinea pig village — complete with its own pub and post office and a giant tropical bird aviary.
Expert celebrity talks from The Dogfather Graeme Hall, The Yorkshire Vet Peter Wright, and TV vet Dr Scott Miller. They will be joined by pet influencers with hundreds of thousands of followers, including Ted the Dog (BBC’s Mortimer and Whitehouse: Gone Fishing).
A tortoise garden, hamsters, rats, cats, dogs, and more than 100 species under one roof
TV vet, Scott Miller, who will hosting at the show, says: “London is such a diverse city, so I love that this event celebrates the huge range of pets’ people can own and showcases — through music and in other fun but informative ways — their unique quirks and personalities. In a city with more pets than children, London Pet Show Live brings together the weird, wonderful, and well-loved animals that share our homes — whether you want to find your perfect pet companion or simply lose yourself for a few hours in animal heaven.”
The London Pet Show LIVE will take place on 20-21 September at Olympia London (Media preview Friday, 10.30am). Tickets:www.londonpetshowlive.com (children under 16 go free)
Mimi's Doggy Dates, a pet care business based near Romsey, Hampshire, has received a £750 business incentive grant from Test Valley Borough Council...
Mimi's Doggy Dates, a pet care business based near Romsey, Hampshire, has received a £750 business incentive grant from Test Valley Borough Council.
The owner, Emilia Williams-Landazuri, has a passion for providing top-quality care for dogs, offering services such as dog walking, pet sitting, and grooming. She studied animal management at college and has always wanted to work with animals. After spending some time working in sales, she left to work in her sister-in-law’s dog sitting business, which inspired her to set up her own business.
Emilia’s new business is thriving, and she has gained repeat and new customers through word of mouth. She picks up the dogs in her van, which currently has crates that can be fiddly to clean. She hopes to use the grant to create a more permanent and efficient crating system in her van.
Emilia said: "I’m very happy to have received a grant from the council. It gives me the opportunity to enhance my services and buy better crates for transporting the dogs.”
Romsey Tadburn Ward Councillor John Parker, said: "Supporting local businesses like Mimi's Doggy Dates is important for the growth of our community. It is great to see Emilia successfully get established in the Romsey area and we wish her all the best in her new venture."
Test Valley Borough Council is committed to supporting local businesses through various initiatives and grants. The Business Incentive Grant is designed to help new businesses located in Test Valley achieve their goals and contribute to the local economy. You must apply for the grant within eight weeks of starting to trade, and the Council will award the money once you have been up and running for six months.
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...
Terry Barber, the former UK Sales Manager for Tailor-Grace Ltd, has successfully led a management buyout of the multi-award-winning cat litter brand Huskaloo...
Terry Barber, the former UK sales manager for Tailor-Grace Ltd, has successfully led a management buyout of the multi-award-winning cat litter brand Huskaloo.
Terry, the director of newly formed entity Fearless & Feral Ltd, said: "Together with my fellow shareholders, we are proud to be the new owners of this next-generation cat litter brand.
"Huskaloo remains the future of the cat litter sector, driving much needed change and cutting-through the significant ‘greenwashing’ and misrepresentations being thrust on consumers."
Looking forward, he added: "2026 is going to be a very exciting year for Huskaloo. We have incredible support from leading experts to help drive the environmental messaging around cat litter. We also have some super exciting new products which will position us as the most knowledgeable, innovative and category leading experts in the cat hygiene sector."
The Huskaloo brand has won multiple awards since it was launched, including the PIF Innovation of the Year Award in 2023.
Rosewood Pet Products, a trusted name in the pet care sector for more than 60 years, is setting its sights firmly on the future with an ambitious growth strategy for 2026...
Rosewood Pet Products, a trusted name in the pet care sector for more than 60 years, is setting its sights firmly on the future with an ambitious growth strategy for 2026.
Under the leadership of Managing Director Chris Brough, who joined the business in early 2025, the company is accelerating its expansion in the UK and international markets while further strengthening its licensing and brand collaboration programmes.
Founded in 1960 by three pet enthusiasts, Rosewood has grown from a family-led supplier of accessories into a leading multi-category pet product business. Today, its diverse portfolio spans dog, cat, small animal, wild bird, and aquatics, with products ranging from treats and toys to bedding, accessories, and lifestyle ranges.
“Rosewood has a strong heritage of innovation and trusted partnerships,” said Chris Brough, Managing Director. “As we look ahead to 2026, our focus is clear: to enrich the lives of pets and their owners through high-quality, design-led products while supporting our retail partners with compelling ranges that drive sales.”
Expanding Brand Portfolio
Rosewood plans to grow its core Rosewood brand in the dog and cat sector, building on the success of its Rosewood Naturals collection, the UK’s number one small animal treats range.
Alongside its in-house products, Rosewood develops and distributes products under several well-known names, including Nylabone, Yeowww, Joules, Morris & Co., and Battersea Dogs & Cats Home.
Collaborations remain a growth driver, with lifestyle partnerships such as Joules and Morris & Co. delivering stylish, practical ranges of pet beds, apparel, and toys that resonate strongly with consumers. The company’s ongoing partnership with Battersea also underscores Rosewood’s commitment to giving back, with 10% of all sales from the Battersea range donated directly to the charity.
The recent addition of Nylabone, the world’s leading dog chew brand, marks another major milestone for Rosewood. Backed by strong brand recognition and Rosewood’s established trade network, the company anticipates significant growth in this category.
Retailer Support and Trade Engagement
Rosewood is committed to building long-term, collaborative relationships with retailers. This includes offering an extensive and regularly refreshed product range, competitive margins, promotional support, and in-store solutions such as shelf-edge displays and FSDUs.
The company will be exhibiting at PATS at the NEC (Stand D49, 28–30 September), where it will showcase its latest innovations.
“Rosewood has always been about more than just products – it’s about enriching lives,” added Brough. “In 2026, we’ll continue to combine design expertise with meaningful partnerships to deliver ranges that inspire confidence for retailers and joy for pets and their owners.”
Pets Choice has acquired a number of Kennelpak pet food brands out of administration.
Pets Choice has acquired a number of Kennelpak pet food brands out of administration. East Midlands-based Kennelpak Limited fell into administration in July.
The pet food manufacturer, whose brands include Webbox, Felight, Tasty Bone and Bob Martin, has now acquired the Breederpack, Kennelboy, Kennelmaid, Duchess and Dylan from the joint administrators.
Pets Choice Chief Executive Tony Raeburn said: "It is obviously sad that Kennelpak recently went into administration, however I am delighted that we have rescued a number of established pet trade brands which we will be immediately reviewing, and we will be looking to resurrect key products as soon as possible.”
"We will be contacting customers soon and look forward to welcoming new customers to Pets Choice, as well as being able to offer these brands to our extensive and loyal customer base, helping us to further consolidate our position as a leader in the pet care industry."
Lily’s Kitchen has unveiled its first ever TV campaign, marking a major step in its mission to bring proper food for pets, made with all natural ingredients, to a wider audience.
Certified B Corp pet food brand Lily’s Kitchen has unveiled its first ever TV campaign, marking a major step in its mission to bring proper food for pets, made with all natural ingredients, to a wider audience.
The new 30-second spot, Cue the Dinner Dance, captures the joyful anticipation cats and dogs feel before mealtime. Featuring a cast of pets performing their own unique ‘dinner dances’ as they head to their bowls, the ad celebrates the wholesome, natural ingredients at the heart of Lily’s Kitchen recipes. Bring on the dinner dance!
Created by Elvis, the film debuted on 5th September during Channel 4’s popular Gogglebox and will run across all Channel 4 owned channels throughout the month. The ad is part of a wider multi-channel campaign spanning out-of-home, digital, social and in store activations, designed to boost brand awareness among the UK and international pet parents and underline Lily’s Kitchen’s commitment to helping pet parents feed their pets properly while being kind to the planet.
As the UK’s No1 premium natural pet food1 brand, Lily’s Kitchen believes that pets are part of the family and has built its reputation by creating recipes inspired by the comfort of shared family mealtimes and the joy of celebrations, big and small that bring everyone together.
Today, Lily’s Kitchen is a £200m internationally recognised brand and the move into TV advertising signals its growth ambitions and increasing relevance with a mainstream audience of UK pet parents.
Charlotte Henderson, Head of Marketing at Lily’s Kitchen, comments: “The dinner dance is something every pet parent recognises and our first TV campaign brings that moment to life. It’s a huge milestone for us at Lily’s Kitchen. Mealtimes are more than just feeding; they’re joyful rituals where pets and their people connect, move, and even share a little dance. It’s in those everyday moments that bonds are built. TV gives us the perfect platform to celebrate that magic with pet parents everywhere. We’ve created Lily’s Kitchen with all-natural ingredients because we believe pets deserve meals as real and joyful as the moments they share with us.”
Leading pet wellness company Peake Petcare is showcasing its range of world-famous Soothing Ear Cleaners at PATS (NEC Birmingham, 28-30 September – stand A102), and will be offering visitors an unmissable giveaway promotion.
TV vet, Scott Miller, who will hosting at the show, says: “London is such a diverse city, so I love that this event celebrates the huge range of pets’ people can own and showcases — through music and in other fun but informative ways — their unique quirks and personalities. In a city with more pets than children, London Pet Show Live brings together the weird, wonderful, and well-loved animals that share our homes — whether you want to find your perfect pet companion or simply lose yourself for a few hours in animal heaven.”
