Steve Driver, one of the pet industry’s leading figures, has revealed that Wonderful World of Treats is the most exciting brand he’s ever launched.

Steve unveiled the new range of treats at Interzoo where there was huge international interest, and he will be showcasing the products again at PATS 2024 in late September.

“I’ve been in the pet trade all my life and launched brands like Kong, Furminator, Pet Corrector, Bamboodles and Smart Collar but this is by far the most exciting brand I’ve launched, and the initial reaction has been outstanding,” said Steve.

After he arrived back from Interzoo, Steve spoke to Pet Trade Xtra about he latest venture.

Where did the idea for Wonderful World of Treats come from? 

The concept of Wonderful World of Treats (WWOT) originated from customers always telling me at trade shows ‘There isn’t anything new’, so we wanted to make a brand that was truly new, unique, and magical. We approached this project in a new way by building the brand first rather than the usual way of having a product and then choosing the brand. Inspired by the imaginative worlds of Phileas Fogg and Willy Wonka, we envisioned a range that looked at the foods we love to eat ourselves and redesigned them so they are healthy and palatable for our pets.

Can you tell us how long and how much you’ve spent bringing this new range to market?  

Bringing this new range to market has been a labour of love spanning two years. Throughout this time, we've dedicated ourselves to collaborating with a top London design house and a premier bakery plus used the experience of our own talented Pet Trade Innovations team to ensure excellence in every aspect. To date, our investment in this endeavour totals around a quarter of a million pounds, which reflects our commitment to delivering a product we’re truly proud of as we move into the launch phase.

How different are these treats from others on the market – in other words, what makes them so special? 

Our treats stand out from others on the market due to their unique qualities and thoughtful design. Firstly, there’s nothing directly comparable in the treat category. We’ve ensured that each flavour is crafted using human-grade ingredients, and designed to be a pet version of the popular food we love. Additionally, we’ve developed special moulds for each Wonderful Land, giving every treat its own distinctive identity and adding to the whimsical experience. These treats represent the foods our pets often watch us enjoy but aren’t typically allowed to partake in.

Are pet owners becoming more aware of grain-free and natural products for their animals? 

There has indeed been a significant shift towards grain-free and natural options within the pet food category. It’s worth noting that while our Sushi range may include rice, reflecting authenticity, our other products are all grain-free. This decision aligns with the growing preference for grain-free options among pet owners, ensuring that our treats cater to the evolving needs and preferences of conscientious pet caregivers.

You’ve named the treats Burger Hills, Sushi Forest, Cake Mountains and Pizza Oasis, is that to connect food that humans like to something they can treat their pets with?

Yes, when you are eating a burger or a piece of cake and your pet is staring at you with those loving eyes as if to say please give me some of that delicious food! Well, now you can give them their own burger or cake flavour treats so you can share that experience.

Are they also more likely to choose a product that has sustainable packaging these days? 

pet owners are increasingly conscious of the environmental impact of the products they purchase, including the packaging. That’s why we went for kerbside recyclable packaging that’s made of paper but still maintains an 18-month shelf life for the product. This was a big decision for us as we knew the packaging would be more expensive but more in line with the trend towards saving our beautiful planet. We wanted to be truly environmentally conscious brand, ensuring that sustainability is integral to our ethos rather than an afterthought.

Tell us a bit of how you’ve come up with the branding – the Houdini mascot and the Wonderful World idea?

We wanted to design a brand that was magical and really out of this world. We wanted to make something stores and consumers could fall in love with and really get into the fun and excitement of the range. Most of the treats we saw on the market use similar packaging and we wanted to move away from this and make something that made people smile.

Houdini, with his endearing charm and sense of adventure, represents the fun-loving essence of our brand. His magical hot air balloon symbolizes the limitless possibilities and boundless imagination of our Wonderful World. With Houdini as our guide, we have the freedom to explore creative avenues and bring our vision to life in enchanting ways.

Why should retailers find space on their shelves for this range? 

Retailers should make space for this exciting new range because I believe it will stimulate their customers in many different ways – it’s not the sort of range and packing you would normally see in stores. It will make customers smile and engage them in light conversation, we hope the attract price points will stimulate buying more than one flavour and engague them in treating and spoiling their pet.  The dog treat category has long been in need of something fresh and imaginative.

How will you be helping retailers to market and display the products in store? 

Our wonderful displays stands have been designs to look fantastic in stores and can even make nice window displays driving traffic into the store or used at till points to increase basket spends. For smaller stores all the treats come in shelf ready boxes or can hang on euro hooks.  

Any other promotional plans for the launch that we should know about? 

In addition to providing free display stands with a very low minimum order quantity, we have promotional activity in place with the major wholesalers. We also plan to run a social media and marketing campaign for the launch to drive traffic into the stores. Finally, we will be engaging with influencers and bloggers to create a buzz about the range  

Are you keeping Wonderful World of Treats separate from your other Pet Trade Innovations’ brands? 

Wonderful World of Treats (WWOT) operates as a standalone company, distinct from other brands under the Pet Trade Innovations (PTI) umbrella. However, WWOT will be positioned under the PTI umbrella, allowing for seamless integration and collaboration between the two entities. Customers will have the flexibility to place orders through both Wonderful World of Treats and Pet Trade Innovations, depending on their preferences and needs. This ensures accessibility and convenience for retailers and consumers alike. We have already secured listing with most of the major wholesalers and started shipping stock.

You took part in a workshop for start-up companies at PATS last October – how important is it for someone experienced like yourself to guide, help and support newcomers to the pet industry? 

Participating in workshops for start-up companies in the pet industry, like the one at PATS last October, is incredibly important to me. It's always a pleasure to connect with newcomers to the industry and share insights and experiences that can help guide, support, and inspire them on their journey.

The pet industry is a vibrant and dynamic space, with new and innovative products constantly entering the market. As someone with experience in the industry, I'm continuously amazed by the creativity and passion of entrepreneurs who bring these ideas to life. Being able to offer guidance, advice, and mentorship to newcomers is not only an honour but also a responsibility that I take seriously.

To find out more about Wonderful World of Treats visit https://pettradeinnovations.com/brands/wonderful-world-of-treats

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