Winning a New Product Award at an event like PATS – the Pet & Aquatics Trade Show – can have a tremendous impact on the fortunes of a business. It can help turn a new launch into a bestselling item in pet stores around the country and clinch that all-important export deal.

One of the main reasons why the award is held in such high regard is because it is decided by a panel of independent retailers, who know what it takes for a product to fly off the shelves.

WildWash triumphed in the Grooming Products category of the PATS New Product Awards in 2025 with its 5 in 1 Magic Mud for Dogs & Cats. Co-founder Jane Cooper reveals what the accolade has done for the business.

What did it mean to win a New Product Award?

Winning the New Product Showcase Award for Magic Mud was a significant moment for us. It validated the work we’ve put into developing a genuinely innovative, natural formulation that goes beyond standard grooming. Our Magic Mud represents a new category within pet care – treatment-led, results-driven, and rooted in wellness – and the award confirmed that both the industry and professionals see that shift.

Do you think the award has helped to elevate your winning product in terms of exposure?

Absolutely. The award has acted as a strong trust signal, particularly within trade and retail. It has opened up conversations with new stockists and partners who are looking for proven, standout products, and it’s helped position the Magic Mud as a premium, must-have treatment rather than just another grooming product.

Have you used the award to promote the product?

Yes, we’ve integrated the award across multiple touchpoints – from trade communications and retailer outreach to digital content and social media. It’s become an important part of the product story, helping us clearly communicate credibility and differentiation in a crowded market.

Has the product been a success in terms of sales?

Yes, our Magic Mud has been a strong performer and continues to build momentum. It’s resonating with groomers and pet owners who are looking for high-performance, natural solutions. We’ve had lots of respected testimonials too which has reinforced how good the product is. The combination of detoxifying clays, mineral-rich magnesium and antioxidant botanicals delivers visible results, which is driving strong repeat purchase and long-term loyalty.