A new chapter begins in the UK pet sector with the launch of The PetFellas, a brand-led distribution platform designed to empower emerging and challenger pet brands looking to grow their business here in the UK.

Built on a foundation of passion for pets and professionalism in business, The PetFellas introduces a disruptive model that addresses the core challenges facing pet brands today: focus, awareness, distribution, and advocacy.

The PetFellas will be headed up by Gerard O'Mahony, who brings over six years of experience in the specialist pet industry. The venture is owned and backed by The FoodFellas, an established food importer and distributor serving the foodservice market across the UK and Ireland. As such the business comes with a seasoned supply chain and customer services team, supported by a robust operational infrastructure, including a scalable logistics hub and integrated digital platforms that will enable seamless omnichannel distribution.

“The PetFellas is the culmination of everything I’ve learned in this industry,” said Gerard O'Mahony, Director of The PetFellas. “I’m incredibly excited to lead a venture that’s passionate about pets and professional about business. We’re building something different, giving brands the platform they deserve and retailers the support they need. The PetFellas sets itself apart from the traditional wholesaler model, where we want to build brands, story tell on their behalf and most importantly focus on getting the brands into consumers hands through our retail partners.  The energy, innovation, and commitment behind this launch are extraordinary, and I can’t wait to see the impact we’ll make together.”

“We’re absolutely thrilled to support the launch of The PetFellas,” said Graham Hillier, Managing Director of The FoodFellas. “This venture brings the same energy, innovation, and partnership focus that have driven our success in foodservice and we’re excited to help redefine how pet brands grow and thrive in the UK market.”

With a clear focus on the specialist pet market and its consumers The PetFellas have a pipeline of brands, including premium treats & chews, dog & cat food and toys that will launch over the coming months starting with Earth Animal (a leading premium range of healthy, all-natural pet products, including food, chews, and wellness solutions), where following a transition phase, The PetFellas will be their exclusive UK distributor. Earth Animal will be available at www.thepetfellas.co.uk from 20th October.

The L.I.D Framework

The PetFellas introduces the “L.I.D.” framework:  Limited brand focus, Investment in marketing, and Demand creation – designed to streamline distribution and amplify brand visibility. Unlike traditional models that rely heavily on wholesalers and retailers to tell a brand’s story, The PetFellas offers category-leading marketing support, lower cost-to-serve logistics, and a flexible commercial structure that reflects the needs and demands and value of each partner and their customers.

Strategic infrastructure and digital integration

The PetFellas operates through a centralized supply chain model, streamlining container clearance, receiving, and distribution all from one hub. This approach is complemented by the integration of advanced digital platforms that will facilitate customer ordering, account management and ensure scalable operations and efficient next-day delivery services from the new year.

Team built for impact

The PetFellas team includes a squad of pet experts and is supported by over 40 dedicated professionals across marketing, supply chain, technical, and customer service functions. With Gerard O'Mahony at the helm, supported by Chris Simmons as Head of Pet, and a roster of experienced non-executives and commercial leaders, the venture is well-positioned to deliver for its partners, on both the brand and retail sides.

Looking ahead

The PetFellas aims to become a significant player in the UK pet space within three years, with a roadmap that includes partnerships with new brands, OEM manufacturing, and strategic acquisitions. The team is committed to building a select portfolio of non-conflicting long-term partnerships with both brand owners and specialist pet retailers, built on mutually successful and sustainable commercial returns.

General enquiries – hello@thepetfellas.co.uk

Pictured (from to right): Graham Hillier (Managing Director, The FoodFellas), Nel Plunkett (Business Development Manager, The PetFellas), Chris Simmons (Head of Digital Transformation & Pet), Gerard O’Mahony (Director, The PetFellas).

Earth Animal, the pioneering pet wellness company behind the award-winning No-Hide Chews, has announced the appointment of The PetFellas as its new UK distribution partner.

The PetFellas began trading as Earth Animal’s official distributor in the UK on Monday. To ensure continuity for retailers, Pedigree Wholesale will continue supplying remaining stock until 31 January 2026 as the transition takes place.

Alongside this new partnership, Earth Animal is announcing exciting updates to its product range and packaging. Over the next three months, the brand will transition its popular chews into new formats:

• Loose No-Hide Chews will feature updated branding and be supplied in shelf-ready display cases, helping retailers maximise visibility and ease of merchandising.
• Multipack Chews will move from plastic bags to recyclable cardboard packs, furthering Earth Animal’s commitment to sustainability and plastic reduction.

This transition comes as more pet parents actively seek products that reflect their values. According to research reported by PetfoodIndustry (December 2024), 76% of pet owners consider sustainability when selecting pet food, and 69% see sustainable packaging as a key factor. These evolving consumer preferences are driving brands across the pet sector to rethink packaging, materials, and supply chains.

Will Baggaley, International Sales & Marketing Director at Earth Animal, said: “We are delighted to welcome The PetFellas as our new UK distribution partner at such an exciting time for Earth Animal. Their energy, focus, and retail expertise make them the ideal partner to grow our presence in the UK. At the same time, we’re proud to be rolling out new packaging that not only enhances our retail presentation but also reinforces our long-standing commitment to sustainability.”

Gerard O’Mahony, Director at The PetFellas, added: “We are thrilled to launch The PetFellas with Earth Animal as our founding distribution partner.  It’s a fantastic brand, developed by a passionate team and loved by pets and their owners.  We look forward to working closely with UK retailers to bring these innovative, sustainable products to more homes and more pets.”

Retailers wishing to place orders from 13 October 2025 should contact The PetFellas directly:
hello@thepetfellas.co.uk or speak to Nel on 07789 502804 or Chris on 07385 555808.

The PetFellas is a new UK pet distributor – Passionate about Pets; Professional about Business – dedicated to bringing quality, innovative brands that put pets at the heart of their development to the UK pet retail sector. With a focus on customer service, category growth, and long-term partnerships, The PetFellas works closely with retailers and suppliers to nurture sustainable, lasting success.

Pictured (from left to right): Graham Hillier  (Managing Director, The FoodFellas), Will Baggaley (International Sales & Marketing Director, Earth Animal), Gerard O’Mahony (Director, The PetFellas).

Family-owned Wildwood Pets, based in the Lincolnshire market town of Stamford, has been named UK Retailer of the Year (Independent) in the prestigious PetQuip Awards. Owner Thomas Rogerson, who runs the store alongside wife Laura, reveals the secrets of the company’s success.

Thomas said: “During the evening the host reiterated what we thought of the finalists this year – the cream of the crop of UK pet stores – and honestly to us it was an honour to just be part of that line-up. It wouldn’t have surprised us if any one of them had taken the top spot but for us to be chosen as this year's gold winner was a true honour.”

Why do you think you won this prestigious award?

“The host spoke of the winner having a great reputation among the local community and provided several services, such as the private shopping service for nervous dogs and humans, as a key element that set us apart. This pleased us very much as that is exactly what we are trying to achieve – a pet store that is accessible, comfortable and welcoming to all pets and people.”

How long has Wildwood Pets been open?

“The store is still less than two years old, which has flown by. We opened the branch in January 2024. The company was formed back in April of last year and we started very small, from our garage with around 400 lines and a website, whilst we looked for the right premises in the right location which took a while. Stamford is an amazing town and the support for independent shops is incredible.”

Who owns the business?

“Myself and wife Laura are the directors and owners of the company. Hopefully one day our two little Wildwoods will take over – they get plenty of time in store 'helping' but since they are only two and five years old, retirement is a little way off for us!”

What are your backgrounds?

“We are animal people through and through. I have experience in pet retail, around a decade in both chains and other independents. Most recently I was a district manager of a chain overseeing five stores. I have been a lecturer for animal management courses at a college, education presenter at a zoological park and worked with the Wildlife Trusts. Laura has worked in vet practices, been a volunteer dog trainer with an assistance dog charity and is a qualified Clinical Canine Massage Therapist. We met at university when I was studying Zoology, and she was doing Animal Science.”

How many members of staff are there?

“We currently have five fantastic members of staff – Iona, Francesca, Emily, Natalie and Katie. We usually have a very hardworking student from the local college on work experience most of the year too.”

What makes you different from your competitors?

“Firstly, the staff. When hiring we made it clear in any job ads that experience and qualifications were great, but it would come down to passion and willingness to jump into the unknown with us. Iona and Francesca have been with us from opening and interviewed in a completely empty space but could see our vision and loved the concept. All of them are passionate, knowledgeable and build relationships with customers. I also used my years of experience to plan out our space thoroughly. We have a dedicated space for trying on harnesses and coats, ramps so it is accessible for all and a spacious store to allow customers with dogs to shop comfortably. We have a relaxed atmosphere with background music, an attractive entrance and even kids trolleys so families are well catered for. A recent addition was our new workshop room which has already been booked by local dog trainers, photographers and for lectures.”

How do you attract and retain customers?

“We rely heavily on word of mouth, although not our only marketing tool as we run ads in local advertisers and attend local shows & fairs. The money saved on larger marketing campaigns we make sure we constantly revise our product ranges to suit our customer base and improve the store. When customers shop with us, we want it to be an experience that is very important to us. They then pass that onto their friends and family. This has proved successful and we have seen a constant steady growth since opening.”

How involved do you get in the local community?

“We try to, when possible, work with the local pet community. We have a large noticeboard space for local pet businesses, and we are working with several people and groups to host various days and events on site. That is the benefit of a larger store. Alongside raising funds, we are a drop off point for physical donations for three local animal charities and rescues. Now with the workshop room we can invite them to use our space and facilities too.”

How important is your website and social media?

“Very! Social media is a great tool for connecting with your customer base and having a practical and attractive website backs that up. It is one of Laura’s main roles. It can help reach a wider audience than other forms of marketing at a much lower cost.”

What’s the secret of your success?

“Passionate pet-orientated staff, a lot of hard work and ethics. We had a very particular vision when building this business. We and our families painted all the walls, built all the racking, stocked the shelves and spent hours researching the right products. We are particular in what we will and won’t stock. We set ourselves strict rules from making sure particular ingredients aren’t in any of our food and treats to only holding certain shaped harnesses. A big part of staff training is explaining why we don’t stock certain products, but we never talk down any product or business, we just state our research findings. That comes across very well to most customers.”

What advice would you give other independent pet retailers?

“Don’t feel like you need the big-name brands if you don’t believe they are the right thing for your store or your customers. There are so many different products out there, often made by great little companies, and something different from the local big chain or supermarket will win you more customers than you might lose.”

How do you see your business developing over future years?

“Hopefully to grow our community connections and work with more local businesses. We have space to host smaller events and displays which we love doing. We also want to do more local fairs and shows, to get our name out there and meet potential new customers directly. Thomas is also very passionate about exotic pets and wants to develop a space more tailored to that. Finally, we want to review our ranges with fresh eyes and most up-to-date research to see how we can improve our product ranges further.”

For more information visit https://wildwoodpets.co.uk

A casual post about a Milton Keynes pub’s creative offer to remote workers, posted by the Pet Industry Federation’s Chief Executive, Nigel Baker, went viral over the weekend, reaching more than 700,000 people around the world on professional networking site LinkedIn.

The post followed Nigel’s visit to Olney, near the PIF office, where local pub, The Bull, was advertising 'Pub Desking: £20 for a two-course lunch, Wi-Fi and unlimited tea or coffee', on its outside blackboard.

The advert caught Nigel’s eye as a clever idea for those looking for a change to working from home.

Nigel shared a photo of the board on LinkedIn, with a comment that he had “found his new office”.

Within 12 hours, it had taken off, and over the weekend had reached over 700,000 impressions, 7,000 likes, 331 comments and 156 reposts, with engagement pouring in from across the UK and abroad.

Nigel said: “It clearly resonated with me and thousands of others around the globe. It’s a simple but brilliant idea that helps tackle loneliness, offers a cost-effective alternative to working from home, and supports local pubs at the same time. At PIF, we’re no strangers to the power of small business ingenuity: our members champion innovation, collaboration and adaptability across the sector. The success of the post demonstrates how relatable, people-centred business ideas can capture widespread attention online; and how social media can amplify the impact of local enterprise.”

The Bull, part of the Wells & Co. group, has seen a spike in interest in its 'pub desking' initiative.

Jake Foster, creative and graphic designer of Grub Club, was crowned the winner of the PetQuip Rising Star Award. Here he reveals why working for a sustainable champion is a ‘dream come true’.

Have you always had a love of pets?

“Growing up with dogs, I've been an animal lover from the start. I struggled a lot through school, and my dogs were a constant source of support, love, and giggles when I was feeling down. I'd always dreamed of having a canine sidekick, so getting my dachshund Bagel two years ago was a huge milestone – we're a package deal now.”

Did you want to work in the pet industry?

“Yes! I grew up in Los Angeles and came to the UK to study design at the Royal College of Art, and my work was always bright, colourful, emotional, and a bit silly. Sometimes, I worried that this kind of playful creativity wouldn't be taken seriously in the capital-D Design world. I've also always been big into arts and crafts, and growing up with dogs as my best friends, I'd often make them beds, toys, and accessories. It was always heartwarming to see them snoozing on a homemade bed or tearing into a handmade toy (apologies to Jojo the Aussie shepherd for the outfits I subjected him to). When I was preparing to adopt Bagel, I immersed myself in the wonderful world of pet brands, and it suddenly clicked. THIS is where I belong. It's a world where creativity, colour, silliness, & care are embraced full force; making a career out of creating for dogs was an absolute dream. I quickly switched my Masters thesis to focus on design in the pet care industry, and the rest is history.”

What made you approach Grub Club for a job?

“I was really eager to work for a brand I believed in, and a brand I felt I could grow with. When Grub Club came across my radar, I initially fell in love with the bold brand identity, fearless colour, and comedic tone – it felt like it spoke directly to me, both as a customer and a designer. Insect protein was just emerging as the next innovation for sustainability and sensitive dog care, and I was really excited by the idea of helping to build something new and unique. Once I met the team and got a deeper sense of the brand, I wasn't going to take no for an answer. What started as a three-month internship turned into two years (and counting). Finding Grub Club genuinely changed everything for me.”

How much do you enjoy your job?

“From day one, I've adored this job. Ale and Hugh have been incredibly supportive – I often come to the table with some bonkers ideas, but they ensure every idea is heard and empowered, and they constantly go above and beyond to make sure my creative vision comes to life. As a small brand, we're able to work very dynamically. I love getting to understand and contribute to every part of the business, whether it's marketing, sales, CRM, production, or design. I learn so much everyday, and I can't imagine a better place to start off my career.”

What does your work entail?

“It really depends on the day! As our creative and graphic designer, I handle most of the brand's visual output, from research to execution. If we're working on a new product, I'm deep in trend reports, researching the market, and using Bagel as a ploy to speak to dog owners in the park. I always aim to bring a holistic understanding of the industry and real dog-owners into everything I design – whether it's packaging, social content, website pages, or email campaigns. I also support the team to infuse the Grub Club look and feel into everything we do – like retailer reach-outs, decks, and newsletters. It's fast-paced and full-on, but I love putting my creative stamp on it all.”

Where do you get your ideas from?

Honestly – dogs. I'm constantly inspired by their boldness, joy, and unashamed silliness. Since so many of our customers are sensitive dogs, I like to think the Grub Club World is a place where we remind each other how fun, colourful & hilarious it is to be a dog parent. We celebrate dogs for their quirks – runny poops, itchy skin, and all! Speaking to Grub Club customers is always the biggest unlock. The way our customers express their love for pets is full of laughter and joy, rooted in care & deep appreciation. That duality is the magic of Grub Club - we're lighthearted, fun and quirky – grounded in real science and care.”

What did it mean to win this award?

A few years ago, designing for a pet brand felt like a pipe dream. Reaching that goal already feels like a win – but being recognised by PetQuip is the ultimate validation. Grub Club isn't your everyday pet brand – we're bold, loud, and disruptive in a crowded space. The fact that people are listening and recognising the effort I've put in – there's not much more I could ask for as a designer.

How did you feel when you heard the comments about you being read out?

“I'm just so grateful to Hugh and Ale – they're not just bosses, they're friends and mentors. I'm so lucky to have their support, and to have the opportunity to grow in this game-changing brand. It's amazing to feel like I'm exactly where I need to be.”

The Nutriment Company (TNC), the European leader in premium natural pet food, has announced the acquisition of Easy-BARF, the French pioneer and market leader in fresh pet food.

This strategic move secures TNC a strong foothold in France, Europe’s third largest pet market, and underscores its continued growth momentum with an eighth acquisition completed in 2025.

Founded over ten years ago by Ariane Byhet and David Boulle, Easy-BARF has become the go-to brand for fresh pet food in France. The brand is recognised for its unwavering commitment to quality, freshness and transparency. Easy-BARF upholds the highest standards for controlling the cold chain and works closely with local suppliers to guarantee traceability and the optimal nutritional value of its products.

Currently, Easy-BARF serves 80% of its customers directly online and has invested in automating its state-of-the-art production facility to increase production capacity and meet growing demand. Through this acquisition, TNC will expand the Easy-BARF portfolio to include its recently launched range of fresh gently cooked products, while also leveraging its B2B capabilities to bring Easy-BARF into the retail sector. This step will further strengthen the rapidly growing natural premium pet food market in France and make high-quality natural nutrition more accessible for pet owners across the country.

Owners Ariane Byhet and David Boulle were happy to comment on the acquisition: "Easy-BARF has been a growth story ever since we founded the business in 2015, and we are very proud of what we have achieved together with our loyal customers. We are confident that The Nutriment Company is the perfect owner to take the business forward – it is in safe hands. We are excited to follow the continued growth of natural premium pet food in France."

":France, with Europe’s third largest pet population, is a crucial market in our growth strategy,” said Anders Kristiansen, CEO of The Nutriment Company. “Easy-BARF immediately positions us as the leader in the French raw pet food segment. We are deeply impressed by what Ariane and David have built in just over 10 years, and we are extremely excited about further driving the growth of premium pet food in France.”

Slumberdown has taken 100 years of sleep expertise and crafted a range of cosy and comfortable pet beds, to help your furry friend get a better night's sleep.

The company says: “Here at Slumberdown, we believe every member of the family deserves a great night's sleep – and that includes our four-legged friends. Our UK-made Slumberdown Paws for Slumber range brings together the same trusted quality, craftsmanship, and innovation we’re known for in the sleep category.

“From our padded luxury beds to our orthopaedic and donut beds, our carefully curated range features a variety of sleep solutions to suit all breeds, sizes, and needs, combining premium materials, practical design, and year-round comfort. 

“With strong brand recognition, premium finishes, and growing demand in the pet category, the Slumberdown Paws for Slumber range offers retailers a compelling opportunity to extend their offering with and brand and products that pet owners trust and pets love.”

Find out more about the pet range visit www.slumberdown.co.uk

To request a price list contact marketing@johncotton.co.uk

Veterinary professionals will be invited to step into the paws of a pet patient and experience first-hand how it feels to be housed inside a kennel, at this year’s London Vet Show (LVS) 2025, taking place on 20-21 November at London Excel.

The interactive experience, offered by global animal housing and cabinetry provider CASCO Pet, will allow attendees to physically compare the acoustic and overall impact of traditional stainless-steel kennels against the company’s advanced noise-reducing WELLKennels.

The company will also unveil a new veterinary intensive care unit (ICU) kennel, expanding its portfolio of wellness solutions to support veterinary professionals across the industry.

The aim of the kennel experience is to enhance awareness of the implications of clinical housing on companion animals. Attendees will be able to place their heads inside the kennels to experience the sensory and visual differences through the eyes of their patients.

The hands-on demonstration is designed to highlight how kennel material and design can significantly impact patient stress levels and overall experience, as well as the wellbeing of the veterinary teams who care for them.

The initiative follows findings from a recent CASCO Pet survey of more than 1,200 veterinary professionals in the UK and the USA, which revealed that:

• 72% witnessed animal stress in veterinary kennels either frequently (a few times a week) or very frequently (daily), with most respondents using stainless steel kennels.
• Noise levels from animals (79%), handling anxious or stressed animals (58%), and noise levels from kennel design and materials (39%), were ranked as the top three issues contributing to staff stress in kennel areas.
• 31% cited noise levels from kennels and treatment areas as a key contributor to staff stress and burnout.

An earlier survey found that 75% of veterinary professionals regarded ‘excessive noise’ as a challenge with stainless steel clinical housing, with 22% noting how this resulted in extended recovery time for patients.

CASCO Pet CEO, Matthew Bubear, says: “Animal stress at a veterinary visit is a real challenge, with consequences for care teams, too. We know from our conversations with veterinary professionals the detrimental impact that traditional kennelling can have on patient and staff wellbeing.

"At London Vet Show, we’ll be showing that there is a better way, and how thoughtful design and improved materials can mitigate stress and provide a more comfortable environment for pets – improving outcomes for all.”

The event will go beyond a simple product demonstration, creating a sensory, side-by-side comparison, where CASCO Pet aims to start a wider conversation about how veterinary environments can be designed to support both staff and animal welfare.

The experience will be available at stand K35, where CASCO Pet’s team will also be available to discuss sustainable design, animal housing solutions, and the future of veterinary facility planning.

In addition to offering veterinary professionals an immersive experience, CASCO Pet will begin conducting its follow up survey on stress and burnout in the veterinary sector at the show. Building on its 2024-2025 survey, CASCO Pet will be looking to uncover how the impact of high workload, understaffing and work-life balance has changed in the 12 months since it last surveyed the global veterinary community.

The previous findings came from a series of surveys conducted by CASCO Pet at leading veterinary events, including London Vet Show at Excel London; the Veterinary Meeting & Expo (VMX) in Orlando, Florida, and the WVC Annual Conference in Las Vegas, Nevada.

The Innocent Cat, sister brand of The Innocent Hound, has introduced its Gravlax Festive Bites for cats, a standout addition to the brand’s unique Christmas collection.

Inspired by traditional Gravlax recipes, the air-dried treats combine 60% sustainably sourced salmon with dill to create a tasty, nutritious treat that cats adore.

Building on the success of The Innocent Hound’s seasonal offerings, these premium bites are grain-free and hypoallergenic, offering retailers an exclusive seasonal product that differentiates from standard cat treats. Perfect for rewarding cats during the festive season or as a stocking filler, the Festive Gravlax Bites encourage repeat purchase and add excitement to seasonal displays. 

Chloe Heaton, Director at The Innocent Hound said: “We’re excited to launch our Festive Gravlax Bites for the first time this Christmas. They bring cats a taste of the festive season with flavours they truly love, while offering retailers a unique product that stands out on shelf."

The Festive Gravlax Bites are available in 10 x 70g packs with an RRP of £5.50 each and can be ordered now, ensuring retailers are stocked in time for peak festive trading. They join The Innocent Hound’s Christmas collection for dogs, which includes Festive Turkey Treats, a Christmas Dinner, a Christmas Treat Box, and a Christmas Bauble. 

For trade enquiries, please contact: orders@innocentpetcare.co.uk or visit innocentpetcare.co.uk

Purina PRO PLAN, part of Nestlé Purina PetCare Europe, has unveiled an exciting Europe-wide campaign starring a squad of elite tennis players and their beloved pets.

The campaign brings together Andy Murray and his adorable puppy Bonnie, Jasmine Paolini with her dog Cesare, Çağla Büyükakçay and her cat Izo along with powerhouse couple Gaël Monfils and Elina Svitolina and their dog Wizz, to help inspire cat and dog owners to care for their pets like a PRO.

Consumer insight reveals that today’s pet owners often feel overwhelmed by advice about pet nutrition and wellbeing, creating pressure to ‘get it right’. This campaign was inspired by that insight, delivering a clear and reassuring message: ‘You don’t need to be a professional to feed your pet like a PRO’. PRO PLAN offers science-led nutrition developed by Purina’s vets and experts to help alleviate the pressure pet parents feel, allowing them to focus on the joy of pet ownership.

The high-energy TV advert, part of a Europe-wide campaign, will debut across Europe from 6 October, spotlighting the tennis champions’ lives beyond the court and revealing a more personal side as they play and care for their four-legged friends, all while putting premium pet nutrition centre stage.

Launching in key markets including France, Italy, Turkey, United Kingdom, and Ukraine, the campaign will run for up to 10 weeks, with duration varying by market, and will target audiences across these regions to drive widespread awareness and engagement.  

Part of a 360 campaign, the advert will roll out across TV, out of home, digital, social and shopper channels in multiple formats, targeting pet lovers and sport enthusiasts alike. The campaign brings the world of elite tennis and pet care together, using tennis to reinforce PRO PLAN®’s high-quality nutrition messaging while leveraging the athletes’ credibility in nutrition and performance to build a strong narrative for Purina PRO PLAN.

These integrated initiatives, supported by a comprehensive PR programme, underline PRO PLAN’s significant investment in connecting with athletes, tennis fans, and pet owners. Through consumer research, talent meet-and-greets, engaging fan zone activations, and interactive experiences, the campaign brings to life the importance of professional-level nutrition for peak pet wellbeing, positioning PRO PLAN® as an authority in the space.

The initiative marks a significant investment in brand storytelling across Europe, showcasing the winning match between athletic excellence and high-quality pet nutrition. By aligning the drive for peak performance shared by both athletes and their pets, PRO PLAN cements its position as a referent in high-quality pet nutrition, bringing energy, expertise, and inspiration to pet owners across Europe.

Elisa Riboldi, Head of Marketing, Purina Europe, said: “Pet owners want the best for their pets, but they often feel overwhelmed by advice about nutrition and wellbeing. Professional athletes, who understand the importance of health and nutrition to performance, approach caring for their own pets with the same level of focus and dedication. By showcasing how even elite athletes rely on PRO PLAN for their pets’ nutrition, we’re making premium pet care more approachable and inspiring for pet owners. 

Shannon Robinson, PRO PLAN Marketing Manager Europe, said: “At Purina, we believe creativity is the key to delivering delight and forging meaningful connections with pet lovers. This campaign raises the bar on creative ambition, blending the worlds of elite tennis and high-quality pet nutrition to create storytelling that captivates and inspires. It’s a bold and distinctive brand moment that reflects our commitment to fewer, bigger, and better ideas. We’re proud to have partnered with an exceptional team – including AFG Europe, DSM, Craft, La Cosa, InDomo, and OpenMind along with our Purina Europe Content Studios and GoGlobal powered by Prodigious – to bring this vision to life.”  

 Stella Demesticha, Head of Vet & PRO PLAN Business Unit Europe, said: “More than just an advert, this campaign reflects our ambition to make Purina PRO PLAN® the leader in high-quality, science-led pet nutrition. By connecting pet owners in novel and engaging ways, we aim to inspire them to prioritise their pets’ wellbeing with confidence and clarity. This campaign redefines what it means to care like a PRO, offering a fresh perspective in an often-overwhelming space.”

The launch of the new TVCs represents the latest milestone in PRO PLAN’s ongoing campaign, which began with the announcement of a multi-year partnership with the ATP Tour. The partnership delivers year-round visibility across ATP’s social, editorial, and digital channels, alongside presence at the major European tournaments include the Barcelona Open, Swiss Indoor Basel, and Nitto ATP Finals. The talent-led TV advert marks the next phase of the campaign, reinforcing the brand’s ambition to connect pet nutrition with sports performance and to inspire dog and cat owners to care for their pet like a PRO.

Andy Murray, said: “As an athlete, I understand the importance of performance-driven nutrition, and it’s no different when it comes to our pets. Working with Purina PRO PLAN on this campaign made perfect sense – it reflects my own belief in high standards, routine, and care. This has been a great opportunity to show how the principles that guide us on the court can also shape how we care for our pets.”

To discover more about the science behind PRO PLAN and explore the range, visit www.purina.co.uk/brands/pro-plan/feed-your-pet-like-a-pro.

Leading raw pet food brand Benyfit Natural has launched a new Boneless Raw Dog Food Range, developed to give raw feeders and their dogs more choice, control and flexibility in their diets.

The new range offers three expertly crafted recipes including Boneless Turkey, Boneless Lamb, and Boneless Beef. As with all Benyfit Natural recipes each is made with the highest quality, ethically sourced human grade meat. The new range combines 80% meat & offal with 20% vegetables & botanicals, ensuring each recipe is complete & balanced.

The boneless range allow pet owners to have greater control over bone content in their dog’s diet and fill a market gap for specific dietary needs, including smaller dogs, senior dogs, dogs in recovery, DIY feeders and those sensitive to standard bone content recipes.

The range expands on the brands existing offering of premium raw food which now includes 12 complete & balanced recipes, 6 meat feast 80-10-10 recipes, 3 boneless recipes and a range of natural treats, chews and frozen bones.

Greg Van Praagh, Head of UK & Europe at RPFC, comments: “We’re proud to be creating a new range that our customers have been screaming out for… a premium, boneless, complete raw option that doesn’t rely on cheap filler proteins or high percentages of tripe. Our beef, turkey, and lamb recipes have been crafted with high-welfare British meat and offal ensuring dogs get the best nutrition while supporting ethical sourcing.”

Benyfit Natural Boneless Raw Dog food is available in 500g and 1kg tubs. Launched to trade at PATS 2025, the response to the range has been hugely positive. Benyfit Natural are supporting independent trade with the launch of this range with a 45% margin offer on full range buy-in based on a 60kg order, pre-orders open for delivery from 20th October 2025.

RRP from £3.55 - £4.10 (500g tub).

www.benyfitnatural.co.uk

Pedigree Wholesale has unveiled the latest addition to the popular Nobblys Animal Dental Dog Chew range – the Blueberry Bear.

This new addition joins the Hippo (Pumpkin), Lion (Banana), and Unicorn (Strawberry) chews, bringing a burst of fruity flavour and fun to dogs’ dental care routines with the new Bear.

Like the rest of the Nobblys range, the Blueberry Bear is vegetarian, gluten-free and features Nobblys' signature "nobbles," which make it easier for dogs to grip while also helping to fight plaque and tartar build-up. Not only do they promote dental health, but they also keep dogs engaged and entertained by helping to tackle boredom. Each chew is crafted with a fully vegetarian recipe, featuring delicious fruits, plus Vitamin E and Brewer’s Yeast, known for its rich levels of B vitamins.

The Nobblys range also features an Original Nobblys shape and a Tough Brush in both Peanut Butter and Mint flavours, designed to improve dental health. These shapes come in Small, Medium and Large sizes, while the Animal-shaped chews, including the new Blueberry Bear, are available in a single standard size.

Perfect for retailers, the range offers above-average margins and is eye-catching on shelf or at the till point. Each chew is presented in colour-coordinated display cases and includes individual hang tags with barcodes for flexible merchandising. A brand-new Nobblys FSDU will also be available soon, helping retailers make an even bigger impact in-store.

Priced affordably starting at just £1.69, Nobblys Animal chews provide great value for customers. Nobblys Animals are available through Pedigree Wholesale and are exclusive to the specialist pet trade.

Visit https://petproducts.co.uk/nobblys/ or speak to your Pedigree Wholesale Representative for more information.

LitPet’s Pawsitive Powder is a groundbreaking calming supplement that unites Traditional Chinese Medicine (TCM) with modern veterinary science to deliver natural, long-term emotional support for dogs.

Pawsitive Powder helps dogs manage stress from separation, travel, noise, and change—without sedation. It is perfect to help dogs that suffer with the fear of fireworks. Clinically tested and vet-approved, the product has shown strong results without side effects with many 5* reviews from satisfied customers

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. 

LitPet emphasizes sustainability from farm to formulation. Using traditional, low-impact methods, ingredients are ethically harvested at peak potency from ecologically protected regions, such as the Qinghai-Tibet plateau. Processing techniques like low-temperature extraction and vacuum drying preserve bioactivity while reducing energy use. Packaging is recyclable, FSC-certified, and designed to minimize waste. The powder tub was made of post-consumer recycled plastics. LitPet supports minority farming communities from the UK and rural areas in China, promoting both ecological and cultural preservation. Every batch and every sourcing are traceable and free of artificial additives—a commitment to transparent, responsible pet wellness.

www.litpet.co/en-uk

Natures Menu has announced the launch of a new range of festive gifts, featuring a selection of its popular Freeze Dried treats and meals.

The perfect collection for pet owners looking to treat their dogs this Christmas, the new range is crafted to bring festive excitement and tail-wagging joy, with each gift packed with irresistible natural flavours and premium ingredients.

The limited edition Natures Menu Christmas Cracker, Christmas Kennel and Christmas Stocking are suitable for adult dogs of all sizes, and are designed to help pet parents to create special moments over the holiday season, from Christmas day meals to under-the-tree gifts and festive rewards.

Natures Menu Christmas Crackers: £3.95 RSP for a pack of four

Each cracker contains 4 x 15g Natures Menu Freeze Dried Meat Bites.

Ensuring four-legged friends don’t miss out on the fun, this special doggie Christmas Cracker box includes four crackers, each filled with four x 15g Freeze Dried Meat Bites packs in Chicken, Turkey, Lamb and Beef flavours for a taste explosion. The ideal stocking filler or festive add-on and a nutritious treat.

Natures Menu Christmas Kennel: £11.95 RSP

Each kennel contains 2 x 120g Natures Menu Complete & Balanced Freeze Dried Meals.

Packed with irresistible Natures Menu Complete & Balanced Freeze Dried Meals for a special dinner that is bursting with natural flavour and nutrition, the Christmas Kennel is the perfect under-the-tree surprise. Each box includes two x 120g Complete & Balanced Freeze Dried Meals in two delicious flavours: Beef and Chicken, perfect for a special Christmas Eve or Christmas Day meal.

Natures Menu Christmas Stocking Mix: £10.45 RSP

Each stocking contains 2 x 15g Natures Menu Freeze Dried Bites, 1 x 40g Natures Menu Freeze Dried Topper and 1 x 120g Natures Menu Freeze Dried Complete & Balanced Meal

A seasonal must-have, the Christmas Stocking is full of delicious treats, toppers and a special meal, and makes the perfect gift for Christmas morning to unwrap alongside family presents. The Freeze Dried Bites in Turkey and Beef flavours provide festive rewards to enjoy throughout the holidays. Turkey flavour Freeze Dried Toppers will add a burst of seasonal flavour and nutrition to any bowl, perfect for mixing with other food types, while the Chicken flavour Freeze Dried Complete & Balanced Meal provides a special dinner with all the goodness dogs need during the festive celebrations.

Veterinary expert at Natures Menu, Melanie Sainsbury said: “Our pets are beloved family members, and at Christmas they deserve to be at the heart of the festivities. Our new range is designed to provide a delicious and joyful way to celebrate our pets, with confidence that we are giving them the very best –Freeze Dried gifts that are nutritious, a feast for the senses, and made with the highest quality ingredients. Each option is ready to gift for maximum convenience while helping to make the holidays extra special.”

Commenting on the opportunity for retailers, Guillermo Munoz, Commercial Director at Natures Menu said: “Christmas is a key trading window for pet retailers who will be seeking to drive incremental sales and maximise impulse purchase in store with visual merchandising and seasonal promotions. We’re delighted to be able to support our bricks and mortar and online retailer partners with a new festive gifting range that delivers the premium natural pet nutrition that Natures Menu is known for in a fun, eye-catching format that customers will love, helping to boost basket spend.”

The Natures Menu Freeze Dried range helps to support digestive wellbeing and a shiny coat. Crafted by experts in Norfolk, Natures Menu uses British suppliers and ethical product sources wherever possible. For more information about the full Freeze Dried portfolio and details of how it is working with retail partners this Christmas, simply visit the Natures Menu trade portal or contact the team via phone: 0800 018 3770, or email: trade@naturesmenu.co.uk.

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South Wales firm Rhondda Raw Ltd is recalling a batch of Beef 80/10/10 raw frozen dog food because Salmonella has been found in the product.

Point of sale notices will be displayed in all retail stores that are selling this product. This notice explains to customers why the product is being recalled and tell them what to do if they have bought the product.

The Food Standards Agency said: "Salmonella is a bacterium that can cause illness in humans and animals. The product could therefore carry a potential risk, because of the presence of Salmonella, either through direct handling of the pet food, or indirectly, for example from pet feeding bowls, utensils or contact with the faeces of animals."

The agency added: "If you have bought the above product do not use it. Instead, return it to the store from where it was bought for a full refund. When handling and serving raw pet food it is always advised to clean utensils and feeding bowls thoroughly after use. Consumers should wash hands thoroughly after handling raw pet food, bowls, utensils or after contact with the faeces of animals. Raw pet food should be stored separately from any food (especially ready to eat foods). Care should be taken when defrosting to avoid cross contamination of foods and surfaces."

The food affected had a batch code of 040825/BM and 050825/BM.

In its recall notice Rhondda Raw Ltd said: "Do not use this product, instead return this product to your retailer for a full refund. If you have handled this product, wash your hands thoroughly and clean all utensils, surfaces and bowls."

To find out more visit https://www.food.gov.uk/news-alerts/alert/fsa-prin-44-2025

Dorset-based artisan ice cream maker Baboo Gelato, the manufacturer of a range of gelato ice cream and frozen dog treat Doggy Doggy Yum Yum, has secured another Highly Commended  at the PetQuip Awards.

During the judging at Birmingham Dogs Home, the canine panel were seen delightfully devouring Doggy Doggy Yum Yum’s new improved original variety, Banana and Peanut Butter and launched this summer, their Apple and Blueberry variety.

A few years ago, Baboo Gelato following demand from their customers set about developing a frozen treat for dogs which like their gelato, has gone on to win numerous awards including a Silver PetQuip Award for Sustainability in 2022, the Pedigree Wholesale Award - New Pet Product of the Year 2022 and more recently winning the Best Pet Treat of the Year at the Pet Industry Federation Awards 2024 with their original recipe, Banana and Peanut Butter. As well as leading pet shops, the treat is also stocked by a long list of dog friendly cafes, restaurants, hotels, tourist attractions and pubs. Doggy Doggy Yum Yum is now manufactured in-house in new purpose-built premises at the company’s Dorset base near Rampisham.

The new variety of Doggy Doggy Yum Yum, launched this summer Apple and Blueberry is made from coconut milk instead of dairy so it is kinder to dogs’ tummies, includes organic agave syrup rather than refined sugars and uses vegetable fibre as a stabiliser which avoids any ultra processed food emulsifiers or stabilisers being used in the product. Given as an occasional treat after a long walk in the countryside, the park or on the beach this tasty treat is perfect way to reward your dog. 5p from every tub sold of Doggy Doggy Yum Yum is also donated to the Dogs for Good charity.

Sam Hanbury says:  “We are finding limitless demand during the summer not just from obvious pet retailers and specialist dog friendly places, but from ordinary cafés, pubs, restaurants, and tourist destinations.  It just seems that most savvy people involved in Food & Drink want some of the poochie pound and we can help with a classy product, well supported with point of sale which includes stickers, leaflets, posters and an A-frame sign which comes complete with space to put a dog bowl underneath it. We also provide branded freezers to those who want to stock the Baboo Gelato range of products.”

Doggy Doggy Yum Yum is distributed throughout the UK to pet shops through Pedigree Wholesale and to the grocery and hospitality trade through The Hunts Food Group.

Pet shops and specialist pet stockists should order Doggy Doggy Yum Yum though Pedigree Wholesale. Cafes, restaurants and pubs should order through Hunt’s Food Group

If you are interested in becoming a stockist then visit:  

Pedigree Wholesale Ltd | Supplying the most Popular Pet Brands

www.huntsfoodgroup.co.uk

 For point-of-sale enquiries and local deliveries contact Sam Hanbury at sam@baboogelato.com or Tel: 01308 488629 

An exciting new development in pet supplements based on traditional Chinese medicine, LitPet, has caught the eye of industry experts as it won two prizes at the prestigious 2025 PetQuip Awards.

LitPet’s Pawisitve Powder (RRP £42), a calming supplement combining traditional herbs schisandra and valerian with clinical ingredients including Lactium and DHA,   won Silver for Best New Product (Healthcare and Grooming) and the company itself won Gold for Most Promising New Business Start-Up.

Company founder, Stephen Hu was inspired to set up LitPet when he lost his British short-haired cat, Kung Hey to anuresis – a condition caused by prolonged stress that led to urinary retention. Not realising that animals could suffer from chronic stress like humans do, Stephen set about researching pet health and emotional well-being. He found that the pet care industry still focuses on surface-level symptoms rather than addressing the root causes. That is when he discovered the power of Traditional Chinese Medicine.

“Ingredients like Schisandra Chinensis, Reishi Mushroom, Ginseng, and Honeysuckle—used for centuries to calm, nourish, and support the body holistically—offered an entirely new way of caring for animals and I realised: this is exactly what modern pet care is missing,” says Stephen.

Taking a leap of faith, Stephen took the grief of losing his beloved pet and founded LitPet. “Our mission is to address the root causes of stress-related health issues by combining Eastern herbal wisdom with modern veterinary science. LitPet isn’t just about supplements. It’s about changing the way we think about pet wellness—focusing on prevention, emotional balance, and intentional care. It’s about making sure no pet parent ever feels as helpless as I did.”

The range is designed to meet real-world health needs—from stress and anxiety to immune support, detoxification, and cardiovascular health. Each formula is carefully balanced using clinically active ingredients at therapeutic levels, ensuring both safety and efficacy. LitPet supplements are made with no fillers, artificial colours, or preservatives. All products are manufactured in GMP-certified UK facilities and undergo third-party testing for quality and safety giving pet parents full transparency and trust in what they give their animals. Their products are thoughtfully designed for daily use, ensuring high palatability and compliance, even for picky pets. LitPet’s packaging is also FSC-certified and 100% recyclable. 

“In short, LitPet is special because it sees pets not just as patients, but as family. Our products are the result of science, soul, and sustainability—designed to help dogs (and soon cats) live longer, healthier, and more balanced lives. We are delighted to have won the PetQuip Awards and it shows that the Pet Industry has woken up to the possibilities of Traditional Chinese Medicine in preventative Petcare” says Stephen.

LitPet also exhibited at PATS for the first time this year at the NEC and their stand attracted a number of visitors from wholesalers, distributors and retailers all taking an interest in stocking this this exciting new development in preventative care for pets.

To find out more about LitPet visit: www.litpet.co/en-uk

A ground-breaking new health supplement for dogs and cats designed to support their joint care made its debut at PATS and has also made the finals of the PIF awards in the New Business of the Year category, 

Zooomy has been developed by veterinary surgeons and husband and wife team, Humphrey and Joanna Grimmett from Buckinghamshire.  Zooomy’s unique liquid formula uses long-chain Hyaluronic Acid as the key ingredient which is a major contributor to healthy joint function in horses, dogs and cats.

The inspiration for their product came when discovering and seeing for themselves how useful an oral, liquid long chain Hyaluronic Acid was in supporting the quality of life of their own pets and those of their family and friends. Humphrey and Joanna then set about developing their own joint supplement using this key ingredient. 

“Joint stiffness and soreness in dogs are major concerns for owners who often helplessly witness the discomfort and debilitation their animals suffer, we felt that this was a new formula that could support many animals and help them live happier, more comfortable lives.” says Humphrey.

The product was initially formulated for horses. Joanna has a lifelong background in the equine field both as a competitor in Junior GB Eventing but also as an equine vet where she follows in an extensive line of family members including her father and all 3 of her siblings who are equine vets.  After a period in mixed practice, Humphrey has spent most of his career in Animal Health marketing and between them over the years they have had dogs, cats, horses and briefly a sheep called Malcolm as pets.  They now own Chilli, a much-loved fox red labrador.

Their company EquiFlow Ltd. has been trading since November 2018, and this is when they started to offer the equine product. Despite the positive response, with family and work commitments, the pair could not develop their formula for dogs until 2024 since when they have been able to concentrate on developing the product for dogs and cats that they always wanted to.

“Zooomy ‘s long chain hyaluronic acid is a genuine alternative to the chondroitin and glucosamine clone products that have flooded the market.  We 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,” says Humphrey.

“Most hyaluronic acid is sourced from processing mashed up chicken cartilage or chicken combs, which can result in an HA that contains other proteins or is variable in chain length or quality.  These HA 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,” Humphrey concludes.

Zooomy is presented in 4 different pack sizes, 60ml for cats, 100ml, 250ml and 500ml for dogs and includes an easy-to-use syringe.

Zooomy is proving to be particularly popular with pet owners that feed a raw diet and is sold at the moment primarily online through Shopify and Amazon with returning customers each month now exceeding 1200 people with an average rating of 4,7 based on feedback of 524 reviews. The pet shop trade is now however starting to notice the product as demand grows through word of mouth.

“It was a pleasure to attend the Pet & Aquatic Trade Show last weekend. We had so many positive and insightful conversations about our new product, Zooomy, and we’re genuinely excited to follow up on all the connections made.

“Our mission has always been to help as many pets as possible live happier, fuller lives and we see the pet trade as a vital partner in making that happen. Events like this are a great reminder of the passion and commitment that exists across the industry. Thank you to everyone who stopped by to talk with us, we look forward to what comes next and we are looking forward to the PIF Awards in November. It is a great honour to make the finals," concludes Humphrey.

To find out more about Zooomy visit www.zooomy.com

A freeze- and air-dried pet treat and pet food company – Waita – that made its debut at PATS, is celebrating the news that it has made the finals of the PIF Awards in two categories.

Not only has this young business been nominated for Supplier of the Year but its Duck Blood, breast & liver, freeze-dried, multi-protein treats have been nominated for Best Pet Treat.

Waita Pets was started by founder Bolun Li and Wendy Wang and the inspiration for the business came from their own beloved pets Cho their cat a British Shorthair and their dog, Toto a Dachshund cross Jack Russell.

Like many devoted pet owners, they sought only the highest quality for their furry family members: food that was natural, and crafted with trustworthy, pure ingredients. Driven by this commitment, they immersed themselves in the world of freeze-dried raw and air-dried nutrition, bringing treats that sparked joyful tail wags, eager paw taps, and delighted sniffs. Their mission is to develop products that prioritise health, transparency, and the genuine needs of their furry friends.

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.

Their typical customers are conscientious pet owners who view their pets as family and are deeply invested in their health and well-being. They are often well-informed, research-driven individuals who prioritise high-quality and natural products. Many are seeking alternatives to mass-produced pet food, looking instead for nutrition that mirrors a more natural, biologically appropriate diet. These customers appreciate the convenience of freeze-dried food while valuing the benefits of raw nutrition. 

Their product development is grounded in rigorous research and a strong commitment to nutritional integrity. Waita 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 their formulations deliver balanced, bioavailable nutrients.

Sustainability and quality will remain at the core of their growth as they establish Waita Pets as a leader in natural freeze-dried pet nutrition.

Their products are now available in reputable chain stores such as Just for Pets, alongside well-regarded independent retailers, and online pet boutiques. Waita can be found in over 100 stockists across the country.

Available in 50g and 600 g quantities RRP: RRP: £5.39 -£49.98, Waita Freeze-Dried Duck Blood is made from a nourishing blend of duck blood (40%), duck breast (55%), and duck liver (4.5%), gently freeze-dried to preserve their full nutritional value. Packed with bioavailable heme iron, protein, and trace minerals, this unique superfood supports red blood cell production, energy metabolism, and immune strength.

Its soft, crumble-ready texture makes it easy to serve on its own or as a powerful nutritional boost over meals. Ideal for pets needing added vitality—such as those recovering from illness, experiencing fatigue, or with iron deficiency.

For further information, visit:  www.waitapets.co.uk

PATS 2025 – the Pet & Aquatics Trade Show – has smashed all records with its first-ever show at the NEC Birmingham, attracting its highest-ever attendance figures. A total of 6,021 people visited across the three days, representing a stunning 70% increase on last year’s exhibition.

Under the new ownership of Raccoon Media Group, the largest-ever PATS show also had a truly international feel to it with 317 visitors from overseas, up by a massive 169%, and a record number of 445 exhibitors representing 15 countries.

The show was so successful that an impressive 67% of exhibitors (245 brands) have already booked their stand space for PATS 2026, and more than 50 new companies expressed an interest in exhibiting.

PATS 2025 delivered an unrivalled platform for the launch of exciting new pet product innovations, including a record number of 450 entries to the New Product Showcase. Other highlights included the Aquatics Zone – a dedicated area for aquatics, water gardening and reptile exhibitors – and live grooming demonstrations.

“The pet industry is such an exciting and dynamic space to be part of right now,” said Event Director Ian Reynolds. “I’m genuinely looking forward to collaborating with so many incredible brands and companies – and, most importantly, with the passionate people who work tirelessly to innovate and deliver outstanding products”. 

“At PATS, we’re committed to matching that passion by investing in the show and the sector. We’re launching a new event app, supporting a dedicated charity partner within the pet industry, and expanding into Halls 3 and 3a to deliver our largest show yet at 14,000sqm”.

“We’re also working more closely with PetQuip, the Pet Industry Federation, plus other partners, introducing a Hosted Buyer programme, and strengthening our presence in the international pet market. Together, these steps are designed to ensure PATS continues to be the most valuable and vibrant trade exhibition for our industry – helping you connect, grow and succeed.”

This year PATS co-located with leading equestrian trade show BETA International, giving visitors the chance to experience both events and adding significant value to attendees and exhibitors alike.

“We’re delighted with the response to PATS – Pet & Aquatics Trade Show – this year,” said Nicole Cooper, CEO of Raccoon Media Group’s Animal Health Division. “The event continues to be a cornerstone for the industry, and it was fantastic to see so many visitors and exhibitors engaging, networking, and sharing their passion for the sector. We’re already looking ahead to 2026, building on this year’s success and exploring new ways to make the show even more valuable for everyone involved.”

Visitors Jessy Chaston and Jenny Roe, directors of Doodledales in Stowmarket, Suffolk, summed up why PATS is a must-visit exhibition: “We attended the show for the full three days and we only just got round to seeing everything. It was fantastic – we’d recommend it to anyone. We’ll definitely be attending next year.”

PATS 2026 takes place at the NEC Birmingham on 27-29 September 2026 and for more information on exhibiting visit patshow.co.uk

Ground-breaking pet products have been confirmed as the winners of the coveted PATS New Product Awards 2025. Pet Trade Xtra got their reaction to winning such a prestigious award.

Cat Accessories & Toys

Pidan Tofu and Cassava Cat Litter – Cococat & Pidan (stand K90)

Coco Xu, founder, said: "It's out first PATS so I feel very honoured to have won. It surpasses my expectations."

Cat Food Products

Cat Functional Topper Supplements – Karnlea (stand A70)

Lara McCullough said: "I'm blown away. All the hard work has paid off and it's wonderful to be recognised in this way. There has been lots of interest in the product since winning."

Dog Food Products

barkinBISTRO Pancreatic Support – barkinBISTRO

Joanne Tohill said: “I’m overwhelmed, and this recognition will give us the impetus and confidence to bring more innovative products toi market. It’s the best show we’ve been to, either as an exhibitor or visitor.”

Dog Treat Products

BrewBix Dog Treat Biscuits Trial Box – BrewBix (stand E99)

Director Angela Lawley-Wakelin said: "This is the first prize I have ever won so I'm really pleased. It's a lovely product, new and fresh, so it's gratifying to win such a prestigious award.

Dog Accessories & Toys

The DOOG Stick Family – IGSM, COCO, JOJO & DOOG (stand A36)

Director Ian Green said: "I'm over the moon. We've been exhibiting at PATS for the past 10 years and it's the first time we've won an award. It's a great feeling."

Dog Harnesses, Leads & Dog Wear

Alpha 360 Fleece Pullover – Woolly Wolf

Co-founder and designer Maria Vanonen said: “It’s a dream come true, and payoff for all those hard years of product development. We’ve had a warm welcome and a really positive response to our range. We’ll definitely be booking stand space for next year’s show.”

Small Animal & Bird Products

Osaka Seed Feeder – CJ Wildlife

Sales manager Stephen Gough said: "We just managed to get our product on the Showcase display before judging, and thankfully we did. It's great to win this award and we'll certainly be using it to promote the product."

Pet Care Products

RunFee Grass Fed Bovine Colostrum Pet Supplement – Bellas Apothecary

Director Liz Rostand said: “We’re very grateful that all our hard work has been rewarded in this way. We’re thrilled to be a part of PATS – what an amazing show.”

Grooming Products

WildWash 5 in 1 Magic Mud for Dogs & Cats – WildWash (stand J70)

Aquatics Zone New Product Awards

Indoor

AxoStart, NT Labs 

Sales Manager Dave Stephens said: “We are absolutely delighted by the win. A lot of time and effort goes into developing a new product and we are first to the market globally with AxoStart, so to have this recognised with a New Product Award at PATS is the icing on the cake.”

Outdoor

Orbis Pond, Velda 

Elgar Veldhuis, owner of Velda, said: “We are truly touched by all the kind words about our Orbis Mini Pond. The support of PATS and the retail judges in giving us a New Product Award means the world to us. Thank you for embracing the Orbis with so much warmth.”

Reptile

Arcadia EvoRx, Monkfield Reptile 

Jo Wise, MD, said: “What I love about our winning product Arcadia EvoRx is that all areas of the business came together to develop it – it was a real team effort. So to win is a recognition of all the hard work of our teams over three years to bring this to market. We are delighted. We knew it was a great product but we’re thrilled to have it recognised with a New Product Award from PATS.”

The Muzzle Movement, LitPet, Dougie's Pets, Bray Healthcare, Grub Club, We.Pet were among the gold winners at the prestigious PetQuip Awards. Liane Avery (pictured below receiving her trophy) from Pet Trade Innovations won Employee of the Year and Ann Child, from Fold Hill Foods, received a Lifetime Achievement Award.

Over 300 suppliers, retailers and industry professionals celebrated the creativity and achievement of the UK pet sector at the PetQuip Awards, with 16 awards presented.

While the awards presentation was the star of the show, the rest of the night was studded with entertainment and fun with a performance from The Trickstars, a charity prize draw from Pets as Therapy, magnum draw courtesy of Noble Futures and a photo booth and lucky dip, provided by Leopard Co, the event’s headline sponsor.

The PetQuip Awards were held at the National Conference Centre, alongside PATS trade show at the NEC, where over 400 exhibitors showcased their products at the biggest PATS ever.

Winners

Supplier of the year (Sponsored by Pet Sourcing Fair China)

Gold winner: Law Print & Packaging

Silver: Durham Animal Feeds

Highly commended: Buitelaar

Business service of the year

Gold winner: Behavet

Silver: iPET Network

Most promising new starter business (Sponsored by Interzoo)

Gold winner: LitPet Supplement

Silver: AniVatio

Highly commended: It’s the Dogs (sub brand of Protein Ball Co)

Product of the year: food & treats (Sponsored by PPM)

Gold winner: Veggie Superfood Boost from Dougie’s Pets

Silver: Dog Eclairs from Ruffingtons

Highly commended: Doggy Doggy Yum Yum Frozen Treat from Baboo Gelato

Highly commended: Frozzys Happy Gut Yogurt Squeeze from Frozzys

Jon Lee, Dougie’s Pets, said: “We won silver last year so it’s fantastic to go one better and win the Gold. It’s testament to all the hard work that goes into producing innovative products.”

Product of the year: healthcare and grooming

Gold winner: Quick Stop by Bray from Bray Group Ltd

Silver: LitPet Pawsitive Powder-Stress relief and calming supplement for dogs from LitPet

Highly commended: Buddycare Paw & Nose Balm from Buddycare

Davinder Sambhi, Product Manager, Bray Group said: “We are delighted and honoured to have been recognised in this way – it is such kudos to be voted for by the PetQuip panel. It means that world to have our new-to-the-market product validated by a panel of industry experts.”

Product of the year: accessories and technical (Sponsored by Zoomark)

Gold winner: The Muzzle Movement Size Harry 2.0 from The Muzzle Movement

Silver: Hurtta Safeguard Harnes ECO

Sustainability award (Sponsored by CIPS)

Gold winner: Grub Club

Silver: Nilaqa Pets

Highly commended: Buitelaar Group

UK retailer of the year: multiple (Sponsored by Buddycare)

Gold winner: Pets Corner

UK retailer of the year: independent (Sponsored by Copdock Mill Wholesale)

Gold winner: Wildwood Pets

Silver: Our Pet Village

Highly commended: Joywyns Pet and Country

UK retailer of the year: online (Sponsored by China Pet Industry Association)

Gold winner: The Muzzle Movement

Silver: Tug-E-Nuff

Highly commended: Kavee

Clara Hewson, owner, The Muzzle Movement, said: “Wow, it’s brilliant to win two PetQuip Awards, repeating our double success of 2024. It gives our team such a boost, knowing that we are doing something that makes a difference.”

International retailer of the year (Sponsored by PATS)

Gold winner: Pet Lovers Centre

Best marketing campaign (Sponsored by PBW)

Gold winner: Tug-E-Nuff’s ‘BOB Launch’ campaign

Silver: Frozzys’ ‘Happy Gut Healthy Pet’ campaign

Highly commended: Naturo Natural Pet Food’s ‘Naturo Dogs Don't Care What They Eat. Naturo Do’ campaign

Rising star (Sponsored by Noble Futures)

Gold winner: Jake Foster from Grub Club Pets

Jake said: “It was amazing to be recognised by the pet industry this early on in my career. We have been working hard to push boundaries in the industry and to be bolder, brighter and more adventurous so to win this award last night was amazing.”

Employee of the year (Sponsored by Uniexpress)

Gold winner: Liane Avery from Pet Trade Innovations

Liane said: “I’m really surprised to be named Employee of the Year, it’s a great honour. It was nice to hear what was said about me. I got rather emotional when people congratulated me after I received the award – I’m touched by all the lovely comments.”

The Theresa Swann Award: exporter of the year (Sponsored by GBH Exhibition Forwarding)

Gold winner: We.pet Independent Pet Wholesale

Silver: Bugalugs Pet Care

Daniel Vander, Managing Director, We.pet, said: Absolutely delighted to have won exporter of the year award. It’s great to receive recognition from our contemporaries in the trade and a fantastic accolade for all the team at We.pet who work so hard throughout the year.  

Lifetime achievement

Ann Child from Fold Hill Foods

Ann said: “After 37 years of working in the pet industry, it’s a great honour to be recognised in this way. It is a great trade to work in so I’m very happy to receive the award.”

Monkfield Reptile has announced the acquisition of Zoological International, a renowned tortoise business with an exceptional reputation for breeding and supplying tortoises.

This strategic move will enable Monkfield Reptile to provide a consistent, high-quality supply of tortoises to UK pet shops.

Zoological International has long been recognised as the gold standard in all thing’s tortoise, known for its exceptional breeding practices, animal welfare, and a deep-seated reputation for quality. For decades, Zoological International has been the trusted source for some of the most sought-after tortoise species, building a loyal network of clients across the globe.

As part of the acquisition, Rick Wilton, founder and owner, Zoological International, will be partnering with Monkfield to guarantee a seamless transition and a commitment to maintaining the high level of care and service that customers have come to expect.

"We are incredibly excited to welcome Zoological International into the Monkfield family," said Jo Wise, Managing Director, Monkfield Reptile. "The reputation and expertise that Rick and his team have built are second to none. This acquisition is about preserving a legacy of quality and ensuring that the trade has access to healthy, high-quality sourced tortoises for years to come."

This partnership provides a major benefit for pet shops and reptile retailers. Through exclusive supply agreements with Zoological International’s established worldwide network, Monkfield Reptile will offer consistent access to a wide range of top-quality tortoises. Retailers will be able to pre-order these highly sought-after animals, ensuring a reliable and predictable supply chain that is essential for business planning and customer satisfaction.

"Monkfield Reptile shares our passion for animal welfare and a commitment to quality that aligns perfectly with our values," said Rick Wilton, founder of Zoological International

"By partnering with them, we can make tortoises available to a wider audience, all while maintaining the same high standards of care and service that have been our hallmark."