Prefera Petfood SRL has acquired the brand of THE PACK, a UK based pet food business known for launching high quality alternative protein products.

The brand acquisition represents the latest exciting development from Prefera which recently announced a partnership with BioCraft, who received registration to sell their animal cell-cultured ingredients in Europe.

THE PACK, launched in 2021 primarily selling direct to consumer and in 2022 they were selected for Mars Petcare backed accelerator Leap Ventures. 

The brand has become known for highly innovative products in both wet and dried food and recently became the first brand in the world to sell a cultivated meat product for dogs with the launch of their treats Chick Bites into Pets at Home.

This new partnership marks the start of a new era for THE PACK which will see the brand join one of Europe’s most exciting emerging pet food manufacturers to bring a host of new high quality nutrition products to the market.

The deal will see THE PACK Founders Damien Clarkson and Judy Nadel join the Prefera team to drive the growth of the brand across the UK and Europe.  

Damien Clarkson Co-Founder and CEO of THE PACK added: “In joining Prefera Petfood THE PACK is going to be able to create the next generation of highly nutritious products for pets. We are excited to combine our skills with the world class production talent assembled by Prefera and look forward to seeing the brand grow greatly in the coming years.”

Nicola Magalini, Managing Partner of Prefera Petfood added: “THE PACK has been one of the pioneering companies in the emerging alternative protein pet food market. Prefera are excited to add the brand to our growing portfolio of brands to work with Damien Clarkson and Judy Nadel, in growing the brand across Europe and expanding their range of products vastly.” 

THE PACK will be present on the Prefera stand at Zoomark in Bologna, 5th - 7th May, Hall 36, D47, C48.

About Prefera Petfood
In early 2024, a group of seasoned entrepreneurs united by a shared passion for pets and extensive experience in the pet food industry came together to form Prefera Petfood. With a team composed of veterinarians, nutritionists, and former senior leaders from renowned pet food companies. Prefera Petfood is dedicated to crafting premium, natural pet food for beloved companion animals.

About THE PACK
THE PACK are revolutionising dog food one bowl at a time with nutritionally complete and innovative plant-based and cultured meat recipes.

A new trade association for pet professionals — the Animal Focused Alliance — has officially launched, offering essential support to businesses committed to raising standards of animal welfare across the UK.

The Alliance has been created by industry professionals who understand the unique challenges facing pet care providers today, particularly around licensing compliance under the Licensing of Activities Involving Animals Regulations 2018. Members who are required to be licensed must supply their license number on joining, ensuring the Alliance represents businesses who are fully committed to best practice and operating to legal standards.

Members of the Animal Focused Alliance will gain access to:

• Regular sector updates on legislation, licensing, and welfare standards
• Licensing support and guidance for members navigating regulatory requirements
• A digital membership logo and window decal to demonstrate commitment to animal welfare
• Access to exclusive discounts with training providers and partner organisations.

The Animal Focused Alliance is committed not only to supporting individual businesses but also to raising the profile of the pet care sector at a national level. By acting as a collective voice for responsible pet businesses, the Alliance will engage with policymakers, government bodies, and industry stakeholders to advocate for fair, informed legislation that reflects the realities of working with animals. Members will benefit from having their interests represented in discussions around licensing, regulation, and animal welfare, helping to ensure that future decisions are shaped by those who understand the sector best.

The Alliance is not just about recognition — it’s about empowering pet professionals to thrive, stay compliant, and deliver outstanding animal care. It provides a trusted network for businesses who want to stay ahead of industry developments, promote their professionalism, and be part of a collective voice advocating for high standards across the pet care sector.

"Our vision is a supportive, informed sector where animal welfare isn’t just a checkbox, but at the heart of every decision," says Vicky Skinner, Director of the Animal Focused Alliance.

Whether you offer animal encounters, run a dog walking business, a boarding facility, a pet shop, grooming salon, or training classes, the Animal Focused Alliance offers tools and support to help you stand out for all the right reasons.

For more information and to join, visit www.animalfocusedalliance.co.uk.

PetQuip has revealed the category list for the PetQuip Awards 2025, with 16 awards across product, retailers, suppliers, marketing, sustainability and individual achievement. Entries are now open.

“We are delighted to launch the 2025 PetQuip Awards in an exciting new venue, which gives us the opportunity to introduce more glitz and entertainment for the evening, so it’s not just a prestigious celebration, but also a place for the pet industry to party,” explained organiser Susan Fairley.

“Mindful that the number of awards needs to be kept tight so we can keep the evening moving, we have introduced only one new category, online retailer of the year, which we felt was important to include as there are so many online businesses out there who need a specific platform."

Leopard the marketing communications consultancy returns as headline sponsors of the awards, alongside Law Print and Packaging, CIPS, Interzoo, Petface, Copdock Mill, Pedigree Wholesale, Noble Futures, Zoomark, PBW News and PPM. The awards are organised in association with PATS, who are also sponsoring the international retailer award.

“We would like to issue a clarion call to all companies in the pet industry to put themselves forward for our awards. The profile our finalists and winners receive as a result of our marketing campaign across the PetQuip and PATS communities is superb, for companies of all types and size. We look forward to seeing and celebrating innovation and excellence from across the pet trade,” said Joe Denham, PetQuip’s new Director General.

PetQuip is lining up a panel of expert judges for the judging day in early August, which will also take place in a new venue, Birmingham Dogs’ Home in nearby Solihull. All sample product submitted for judging will be donated direct to the dogs’ home afterwards. The panel will be revealed in due course.

The PetQuip Awards will take place on Monday 29 September at the National Conference Centre located just a few minutes’ drive from the NEC, to sit alongside PATS. 

Closing date for entries is Thursday 26 June: http://www.petquip.com/uk/awards-enter.htm

Next week Jollyes will take part in the first ‘National Service Animal Week’ to help raise money for the National Foundation for Retired Service Animals (NFRSA). The initiative marks the third birthday of the NFRSA on 11 May.

Founded by The Countess Bathurst, Jollyes partnered with the NFRSA late last year, introduced charity collection boxes across its 100-plus stores, with a commitment to match donations up to £20,000.

To date, Jollyes has donated £5,000 to the NFRSA and this week, the retailer will be participating in its National Service Animal Week to raise funds and awareness of the crucial work it does supporting retired service animals.

Since working with the NFRSA it has supported every Jollyes store opening with a retired or working service animal helping to officially open each new location, by biting through a string of sausages. 

And in keeping with this tradition, next week retired service animals will visit a number of stores between 10am and midday to raise awareness of the NFRSA’s vital work.

On Friday 9 May Jollyes’ Bedford branch will host retired police dog Quirky, as well as retired service dogs Billy and Bruno.

Jollyes’ Kings Lynn branch will be visited by NFRSA service ambassador Bev Graeme, as well as retired service dogs Zellick and Yogi on Sunday 11 May.

And on Sunday 11 May, Jollyes Chichester branch will receive a VIP visit from their local hero, retired explosives search dog Hugo.

Dog food wholesaler and fellow NFRSA partner Paw-Cura, will also visit these stores at the same time, offering advice to customers and giving away dog treats.

In addition, Paw-Cura’s Training Treat Snapp-Eez and Skin & Coat Snapp-Eez (which now proudly feature Lady Bathurst’s own beloved Labrador Copper) will be available at a special price of £1.98 instead of the normal £3.99, with a donation to the NFRSA from every pack sold, to help celebrate and support National Service Animal Week.

NFRSA founder Countess Bathurst said: “We are thrilled that our key charity partners Jollyes and Paw-Cura are giving their full support to our National Service Animal Week, which marks the third birthday of the NFRSA.”

“The NFRSA is a family, from the animals and handlers we help, to the partners who play a vital role in helping us to achieve our mission to ‘Protect Our Protectors’.  We are incredibly excited to welcome more of Jollyes’ wonderful shoppers into the fold to help us raise money this week.”

Jollyes chief executive Joe Wykes added: “We’re incredibly proud to partner with the NFRSA and the amazing Countess Bathurst and the work she does.

“We know how passionate our customers and colleagues are about supporting retired service animals across the UK, and we are excited to drive awareness and donations for the vital work the NFRSA does.”

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.

With the organisers of Zoomark forecasting a ‘bigger and bolder’ event, hosting over 1,500 exhibitors and 30,000 visitors, the UK group of exhibitors will showcase the excellence, inventiveness and energy of the pet care sector in the UK.

PetQuip, the trade association for the pet product sector, is organising and supporting a UK exhibitor group of 30 companies, primarily in Hall 26. Ranges on show include accessories, food, treats, well-being and cleaning products, supplements, toys and packaging inspiration.

“We are excited to be bringing so many fantastic British brands to Bologna in May and we are delighted to hang the ‘sold out’ sign on our space!” commented Emma Brazier, Event Manager for PetQuip.

“It’s been such a pleasure to work closely with the Zoomark team, who have really pushed the boundaries on this event to introduce so many initiatives. I recommend international visitors to make the trip to Zoomark for an inspirational and productive experience”, Emma continued. 

The PetQuip team will be presenting a British Market Focus workshop on Tuesday 6 May from 14:00 to 15:00 in the Overture Room as part of the official conferences and events programme. 

The session will focus on the UK pet sector and will include market background, trends and information on retailers and consumers in the UK. The presentation will feature content from a UK consultancy, the UK pets and aquatics trade show PATS as well as information about how PetQuip can assist both suppliers and buyers.

PetQuip will host an information stand at the show, providing refreshments, advice and an interpreting facility for the exhibitor group. The team invites companies who may wish to exhibit at future events or become a member to come to the stand. For international retailers and distributors, the team can advise on UK suppliers, market trends and match product requirements with appropriate UK suppliers.

Companies exhibiting as part of the British group include:

AIL

Hall 26 C20

AIL is a specialist with over 55 years’ experience and an extensive range of Pet Waste Bags created using ethically recycled materials and recyclable packaging. From extra-large and extra strong bags on a roll, to pocket and multiple packs, the company has something to satisfy the needs of every dog owner and price point. Its innovative range planners create and advise on the most suitable products, including own label ranges for prestigious pet retailers / wholesalers and its own highly successful TidyZ branded range.

Boost Pet Food 

Hall 26 A09

Boost Pet Food is now well established in the UK with Tesco, M&S, Sainsbury’s and Waitrose amongst its customers. It specialises in gently cooked frozen pet food for dogs and cats and is the first brand to sell this category at grocery in the UK. In addition to this, Boost Pet Food has a new range of natural treats coming to market imminently.

Buddycare

Hall 26 B29/C30

Keep your dog's paws and nose soft, smooth, and nourished with the Buddycare Paw & Nose Range. Dog Paw & Nose Balm is specially formulated to help protect and repair dry, cracked, and chapped skin, leaving your furry friend's paws and nose feeling comfortable and moisturised. Also available to try will be Buddycare's Dog Paw Cleanser, a gentle yet effective way to care for your pet's paws after their daily adventures. Crafted with care, the cleanser is specially formulated to cleanse and soothe, leaving paws feeling fresh and revitalised.

Buitelaar Group

Hall 26 B05/C08

With five generations of experience, the company prides itself as expert in bringing premium raw materials to both domestic and international pet food industries. Running its own award-winning integrated beef supply chain, it truly understands the importance placed upon transparency, traceability and quality.

The company’s dried, fresh and frozen raw materials are the result of everything it has learnt from working with food producers from one end of the chain to the other. Continuously building on its extensive learnings, through research, innovation and development, the raw materials are carefully monitored and assessed on quality, sustainability and traceability.

Canagan

Hall 26 B09/C18

Supplier of the highly successful and award-Winning ‘Canagan pet food’, the growing reputation of the Canagan brand can be attributed to high quality ingredients, robust customer retention, product performance and a determined loyalty to the independent pet trade.

The overwhelming success story of Canagan, alongside the growing trend for high quality grain free dog and cat food, Canagan is the perfect solution and the team looks forward to meeting you in Italy. 

DOGGI and KATTI

Hall 26 C38

Doggi, recognised for its playful and durable dog toys, brings an exciting range of products to the market. Designed to meet the needs of modern dog owners, Doggi toys focus on durability, fun, and enriching pets’ lives.

Katti is a range of functional licking mats and natural cat treats capturing attention with pastel-coloured designs and complementary products perfect for cross-merchandising. The brand’s treats come in four premium flavours—salmon, duck, chicken, and white fish—while the licking mats are available in two unique designs, creating a striking visual impact in stores.

DotDotPet

Hall 26 B37

Award-winning veterinary endorsed products from DotDotPet include:

• Dog Shampoos – award winning with a fragrance for a calm bath time and a unique easy to use bottle
• Cat & Dog multifit functional treats – veterinary endorsed natural sustainable ingredients 
• Eco Towels – award winning 1005 natural biodegradable pet towels
• Plus some new products to be launched at the show.

Eco-Friendly Pet Plush Toy

Hall 26 C21

V-PET will showcase a range of eco-friendly, high-quality pet products designed with sustainability in mind. The collection includes bite-resistant plush toys made from sustainable materials, relaxing cat-calming candles infused with natural scents, comfortable and durable pet beds, and gentle, eco-friendly pet wipes for daily care. 

Each product is crafted to ensure pets' well-being while minimising environmental impact, reflecting the company’s commitment to both pets and the planet. The company invites visitors to its stand to discover innovative solutions for your furry friends.

Eden Holistic Pet Foods Ltd

Hall 26 B19/B21

Introducing Eden’s brand new Gourmet Range, scientifically proven to improve digestibility, using a natural enzyme to help break down the proteins into perfect sized peptides. Between 59-74% perfectly sized peptides, 0.5kDa and under – enhancing your dog's digestion, absorption and bioavailability of nutrients.

The core range, The Cuisine range is designed to empower dog owners who prioritise a high-meat diet. Comprising of 80% meat and fish combined with 20% fruits, vegetables, herbs, and essential minerals, a naturally complete and balanced meal. 

Feline Feast boosts what discerning cat owners are crying out for, containing 70% of the finest meats and fish and supports your cat’s urinary tract health by maintaining urine pH within an ideal range.

Frozzys – The Happy Gut Company

Hall 26 C22

Frozzys believes a healthy gut is key to a happy, thriving pet. That’s why its range of frozen and ambient treats is packed with gut-friendly goodness, supporting digestion and overall well-being. From cooling frozen yogurts to nutrient-rich ambient treats, every bite is designed to nourish from the inside out. As “The Happy Gut Company,” Frozzys is committed to creating delicious, nutritious options that pet owners can trust—helping pets live longer, healthier lives with tails wagging and purrs aplenty. The team invites visitors to discover the Frozzys difference. 

PATS - Pet & Aquatics Trade Show

Hall 26 C32

Present at Zoomark is the organiser of PATS, the Pet & Aquatics Trade Show, which takes place in Hall 1 at the NEC Birmingham, United Kingdom from Sunday 28th to Tuesday 30th September 2025.

Potential exhibitors who are interested in booking a stand or visitors who would like to register to attend PATS should visit http://www.patshow.co.uk for more information or call the PATS office on +44 (0)1892 862 848.

Inspired Pet Nutrition Ltd (IPN)

Hall 26 A17/B16

IPN is an innovative, well-established, and award-winning pet food manufacturer based in the UK. The family of brands include Wagg, Harringtons, Butcher’s, Blink!, Barking Heads & Meowing Heads and AATU.

Harringtons pet food is full of tasty natural goodness. Food that’s healthy, balanced and won’t break the bank. Butcher’s is a naturally nourishing, complete wet dog food. Barking Heads is a tasty & tailored dog food range to support specific needs, life stages and breed sizes. AATU is a highly nutritious dog & cat food that is full of high-quality ingredients and offers the benefits of a raw diet in every bite – without the hassle.

James & Steel

Hall 26 C40

The strongest, finest and purest North American catnip products made in the UK – cats love BAM! Use the firm’s catnip to make toys irresistible and help with training or grab one of their toys – all stuffed to the brim with 100% BAM!

Inspired by Scandinavian outdoor lifestyle, Sötnos is a luxury dogwear brand which specialises in creating fashionable clothing and accessories for your dog. The gorgeous sweaters are super snuggly while the range of collars and leads includes a variety of designs, from bright neons to classic neutrals. Look out for theEarth Aware range, reducing the impact on our planet.

King Catnip

Hall 26 B31

Stuffed with 100% organic North American catnip leaf, King Catnip toys are handmade in the UK and the USA. Featuring a range of adorable designs including the new King Catnip Strawberry, these toys have an aromatic fragrance which is super attractive to cats and are made using organic materials wherever possible. The King Catnip range also includes dental stalks made from the stems of the plant, as well as catnip mists, catnip bubbles and cat grass. North America offers the perfect climate for catnip to grow, meaning their handpicked plants are “the finest in the land!”

Law Print & Packaging Management Ltd

Hall 26 B10

Law Print is a leading packaging supplier to the pet food industry, offering a wide range of products from flat bottom bags, quad seal bags, pouches and woven polypropylene bags, printed flexo or rotogravure up to 10 colours, to own label manufacturers and brand owners worldwide. 

The company’s Ready2Recycle range of sustainable solutions includes PE/PE and PP/PP mono material packaging in all the same formats and features available for conventional packaging. Single Lip Zipper, Aplix and Pocket Zipper can be added to all the PE/PE bags. PE laminated bags and PP woven bags can also include minimum 30% recycled content.

McAdams Pet Foods Ltd

Hall 26 C11

McAdams is excited to add Free Range Turkey to its growing family of freeze-dried recipes, including chicken, lamb, salmon and sole. This high-meat, grain-free diet contains 86% free-range turkey from high-welfare farms, ensuring the best quality protein for your dog. The gentle freeze-drying process preserves the nutrients of raw food without refrigeration. With anti-inflammatory support, this hypoallergenic, easily digestible formula is ideal for sensitive dogs. By removing moisture, 1kg of fresh meat is packed into just 300g of Raw Preserve, delivering a nutritionally rich, complete, and ethical diet for your dog.

MiAlgae

Hall 26 C33

Marine Omega-3s help pets by supporting healthy skin, joints, heart, brain function and immune system, while reducing inflammation and improving overall well-being. 

MiAlgae uses biotechnology to produce NaturAlgae®, a marine Omega-3 rich microalgalproduct. NaturAlgae®, is a sustainable, low carbon, plant-based ingredient grown in Scotland, using by-products from the whisky industry -contributing to a circular economy.

Nilaqua Pets

Hall 26 C37

NilaquaPets, established in 2014, is the pioneer of unique, ethical essentials for your dog. The initial range pioneered in vets, washing away blood and incontinence around operations - without water. The company then expanded this technology into the best waterless pet shampoo for different occasions - rolling, mud, beach and more. This is NOT a dry shampoo! The firm is a family business which manufactures in the UK with 100% renewable energy, ocean bound plastic and only use the kindest chemicals. Everything is already registered in Europe and ready to sell. The company invites visitors to come and see the full range.

OurPetsLife

Hall 26 C31

At OurPetsLife, the mission is to empower pet owners with innovative, reliable, and accessible products that enhance the well-being of their companions, fostering a lifetime of love, health, and happiness. OurDogsLife is the firm’s first hero brand, which produces top of the range and vet approved products to support and boost a dog’s health, from dog dental care kits to grooming accessories. The company has developed a family of brands, each with its own unique focus to help pet owners, with many more to come. 

Brands include:

• Ocean Paws: The go-to choice for conscientious pet owners committed to both their furry friends and the environment. The fully compostable poo bags are the perfect solution for responsible waste management, ensuring a positive impact on the planet. 
• ProBioPets: where pet wellness meets cutting-edge nutrition. Explore the range of powdered supplements, each expertly formulated with up to 10 billion CFU probiotics. 
• NutriBone: committed to providing your beloved pets with the highest quality of care through its premium bone broths. The company’s mission is to enhance the overall health and well-being of pets by offering a range of nutritious and delicious bone broths tailored to address specific needs.
• Dr Ted: an easy, hassle-free way to monitor your cat's health at home with these innovative Dr Ted Cat Urine Test Kits.
• Infusions: presents a range of innovative solutions for health-conscious pet owners focused on holistic remedies, using powerful herbal ingredients combined with hemp or salmon oil to solve common problems including itch relief, stiff joints, kennel cough and much more.

Pet Rebellion

Hall 26 C35

Showcasing the firm’s new cosy range of faux fur covers for the home and car this year in Italy. There are two for the car (single seat cover and full back seat cover) and one for the home, ideal for furniture, flooring and beds. All of the products are machine washable, absorbent for those muddy paws and have a non-slip backing. The company invites visitors to stop by the stand and see the quality.

Petlife Vetbed®

Hall 26 C36

Petlife International Ltd will showcase its range of innovative bedding products for dogs, cats and other small animals, including the Original Vetbed®, manufactured at the firm’s own factory in the heart of Yorkshire. New product launches include Sherpa-Fleece Crate Mats, Sherpa-Fleece Pet Blankets/Sofa Covers, and Water-Resistant Mats.

PetQuip

Hall 26 B35

PetQuip is the international trade association for UK suppliers of pet products and services to retailers and distributors. The association helps develop new sales opportunities for its members by providing a vast range of advice, information and direct contact with UK and international buyers of garden and leisure products.

PetQuip hosts groups of UK companies at key fairs worldwide, offering turnkey exhibiting packages, Meet the Buyer events, export advice and signposting, market updates and report, plus sales leads and a technical export helpline. 

PetQuip also helps retailers and distributors from around the world to source from the UK market, drawing on its heritage of pet ownership and huge variety of suppliers, from brand names to entrepreneurial start-ups. International buyers can meet the PetQuip team on the stand, where there will be free refreshments and the opportunity to match product requirements with appropriate UK suppliers. 

Pets Choice Ltd

Hall 26 B25/C24

The Webbox Lick e Lix treats for cats are the UK’s leading treat, this year the company has launched a complete new range of cat treats that it is sure will become market leading products.

Bob Martin is known for its quality, and advanced treatments, made in the UK. The new European range will be on display.

Visitors are invited to see the TastyBone 100% Virgin Nylon range, HOWND, its new 100% plant based food, treats and grooming, plus the Vets Kitchen veterinary grade food and supplements, all manufactured by Pets Choice Ltd.

Proflax Superfood Supplements for Dogs

Hall 26 C39

Proflax is proud to introduce its exclusive 'Core’ range – a carefully formulated selection of powder supplements for dogs, tailored for the international markets only. All ingredients are fully compliant for export/import and do not contain any animal bi-products, facilitating a seamless trading relationship with all EU countries.

Proflax Core supplements are designed to support total pet wellness, targeting key areas; joints, liver, kidneys and heart, digestive and anal glands, skin and coat and anxiety relief. They are totally unique in that they have been formulated to encompass complete wellness, combining condition-specific herbs with nutritional goodness.

Proflax is committed to using only the finest quality ingredients, ensuring that every supplement delivers visible health benefits within a matter of days.

Ruffingtons

Hall 26 B39

• Marbled Dog Snaps – crafted with no artificial additives, these delectable delights are infused with yoghurt and carob
• Terrier Truffles – a decadent, gourmet treat, topped with mini paws and milky bones
• Cupcakes (pack of 4 & 9) –including yoghurt cups and cupcakes topped with cranberry sprinkles and mini bones
• Dog Doughnuts – created with carob, yoghurt, chia seeds, and carrot sprinkles. 
• Biscuit Paws – filled with a creamy yoghurt and carob mix
• Dog Eclairs – these mouth-watering eclairs come in packs of two and are a charmingly crunchy treat for your special pooch. 

Scruffs

Hall 25 C80

The Scruffs Eden Collection is crafted entirely from recycled cotton, recycled polyester and recycled mixed fibres. By giving waste materials a new life, the company ensures that its pet beds are both comfortable and practical while maintaining the aesthetic design that is a hallmark of the Scruffs brand. From plush pillows, pet beds to cosy box beds, the Eden range not only enhances home decor but also reflects the company’s commitment to quality and eco-conscious living.

Symply

Hall 26 A13/B14

The growing reputation of these brands can be attributed to high-quality ingredients, robust customer retention, product performance and a determined loyalty to the independent pet trade. 

The brands offer high margins, stunning and 100% recyclable packaging, staff training, free POS, great range of products and exceptionally high customer retention rates.

Symply looks forward to meeting visitors in Bologna!

Tribal Pet Foods

Hall 26 B06/B08

The flagship range includes cold pressed dog food made with fresh meat and without the use of meat meal, 80% meat, single-source protein sausages and natural treats with superfood ingredients. Their super-premium design has maximum on-shelf appeal and reflects customers’ healthy eating trends and demand for high quality, natural pet food. As part of the company’s commitment to do good, products are made with responsibly sourced meats, sustainably sourced fish, and all bags are recyclable.  

This year it will be showcasing samples of its new complete cat food sausage made with 70% fresh meat, the firm’s first foray into pet food.

Vetnique – Home of YuMOVE

Hall 26 B20

For innovative, high-quality supplements backed by science and designed with pets at the heart. The company will be showcasing a range of pet supplements from YuMOVE, the UK’s no 1 vet-recommended joint supplement brand,* and Glandex, the US’ no 1 vet-recommended digestive and anal gland health brand.**

*Kynetec VetTrak January 2025. Sales of YuMOVE branded products through veterinary wholesalers.

**Excludes probiotic or prescription products. Based on a survey recording the product recommended most often in the Anal Gland Health Products category

Yora - Insect Powered Pet Food

Hall 26 A13/B14

Yora is at the forefront of insect-based pet nutrition, with a strong commitment to sustainability and innovation.

The company offers an impressive range of dry and wet foods, along with treats. The products feature 100% recyclable packaging, and it is a carbon-neutral company dedicated to reducing environmental impact. 

Partnering with Yora means more than just quality products; it provides comprehensive staff training and effective point-of-sale materials to enhance your retail experience. 

Yora looks forward to meeting visitors to its stand in Italy and exploring how to grow together in this exciting market.

For details of PetQuip membership, please e-mail info@petquip.com or visit www.petquip.com

BeLoved Pet Products stand apart in the pet care market with a story rooted in the British countryside. Founded by a West Country farming family, the brand’s inspiration comes from generations of holistic animal care, using only nature’s harvest.

The original recipes, lovingly passed down from a grandmother’s farmhouse remedy book, have been reimagined into a luxurious, effective and affordable range of wellness and grooming products for pets and their people and its beautiful branding ensures it stands out in store.

Every BeLoved product is handmade and hand-poured, using the finest natural ingredients, free from harsh chemicals and largely plastic-free packaging. This commitment to sustainability and wellness has earned BeLoved the highest industry accolades: a King’s Award for Enterprise, recognising their innovation, quality, and international growth. 

For retailers, BeLoved offers exceptional value. Luxurious yet affordable, made with the highest quality ingredients, the brand delivers strong margins and comprehensive trade support, including eye-catching shelf-ready packaging, informative leaflets, and bespoke services to help you stand out in-store. Retail partners benefit from ongoing backup and support, as well as exciting competitions for the best displays, all designed to drive engagement and sales.

What truly sets BeLoved apart from the competition is their unwavering focus on natural, effective pet wellness, products that are as safe for humans as they are for pets, always “tested on humans first”. Their unique story, award-winning credentials, and dedication to the highest standards make BeLoved the preferred choice for discerning retailers and pet owners alike.

BeLoved Pet Products are available through all major UK wholesalers or can be ordered directly, ensuring seamless supply and support for your business. Choose BeLoved, where tradition, nature, and innovation meet for the wellbeing of pets and the success of your store.

For more information visit www.belovedpetz.com

Surrey-based Pet Trade Innovations is backing and offering industry expertise to Manchester-based PetTrust UK, headed up by entrepreneur Felix Robinson.

Offering a solution to the fragmentated ‘microchip database’ market in the pet sector, which currently comprises over 20 different databases that’s at best confusing, at worst impeding the very point of a microchip by limiting any real practical benefits.

Unlike other databases, PetTrust UK gives you access to all the vital health information you need to know about your pet at your fingertips. Plus, if your pet goes missing, this information is stored in the PetTrust UK NCF-enabled digital dog tag. 

It securely stores essential health information, like vaccination history, insurance details and health records along with all the relevant contact details. In the event of a pet being lost, the person who found your pet can scan the tag and send a drop pin location to you via the Pet Trust UK system, so your contact information is kept safe and secure.

Eliminating the hassle and expense of changing your pet’s microchip details, PetTrustUK is easy to use, cost effective and streamlines pet ownership. Ensuring peace of mind, all of your pet’s insurance details, health records, address, contact details are in one place. 

PetTrust UK’s MD Felix Robinson explained: “If you’ve ever moved house and moved Vets, its notoriously difficult, oftentimes paper work gets lost, making treatment in an emergency more difficult especially when every second counts! 

“When it comes to checking your pet’s insurance the data stored in the Pet Trust UK system makes it easy for you to provide accurate and up-to-date information, making getting the fairest quote much easier, faster and saving money in the process. I’ve owned dogs, cats and horses for over 30 years and have become increasingly frustrated with how fragmented the services designed to support the health and well-being of Britain’s pets has become.”

Alongside Pet Trade Innovations, Pet Trust UK is backed by Police CPI, Secured By Design and leading industry innovation expert Steve Driver, Pet Trade Innovations Ltd, it's not just innovating; they’re rethinking how pet safety and welfare work in the modern world and backing owners to give their pets the best futures and protection. 

Steve Driver, Managing Director of Pet Trade Innovations commented: 'I am thrilled to be part of the solution that addresses one of the biggest frustrations for pet owners - keeping vital information up to date and easily accessible. Pet Trust UK systems not only streamline this process but also ensures pets receive the best care possible. Its re-thinking how pet safety and welfare work side by side in a modern world. The potential to revolutionize pet management while giving owners peace of mind makes this an incredibly exciting opportunity.'

The PetTrustUK database is free for owners to sign up and create a pet profile. Plus, pre-orders for their innovative NFC digital tags are also available on their website pettrustuk.com

Karnlea is taking a bite into the booming dental care market with the launch of its latest product – a natural, seaweed-based powder that targets canine oral health while supporting coat, skin, and gut wellbeing.

Karnlea, which is known for its high-quality bone broths and supplements, is expanding its natural pet care range with a powerful new addition: Karnlea Dental with Mint, a fine seaweed blend designed to fight plaque, freshen breath and boost general health.

Karnlea Dental with Mint is a fine powder made from superior ingredients. It contains a carefully balanced blend of red, green, and brown seaweeds, each offering distinct health benefits – from antimicrobial and anti-inflammatory properties to improve breath and nutrient support. A touch of peppermint not only appeals to dogs’ senses but also reinforces freshness - a feature pet parents will appreciate.

Said Karnlea founder Lara McCullough: "We wanted to deliver something truly different. There are a lot of budget seaweed products out there but quality and effectiveness can often take a hit. Our formula is not only palatable and easy to mix with food, but it's also tested for heavy metals, sustainably harvested from European waters, and brings multi-functional benefits beyond dental health."

Offered in a generous 200g tub with a recommended retail price of £13.99, Karnlea Dental with Mint provides a cost-effective, premium alternative to leading brands – more than triple the quantity of some well-known competitors at the same price point.

With growing demand for natural, additive-free supplements and a renewed focus on canine wellness, Karnlea’s latest launch is expected to appeal to discerning retailers and pet owners alike.

Karnlea Dental with Mint is suitable for daily use and aligns with the brand’s holistic ethos - supporting not just healthy teeth but the whole dog.

The product will be available through Karnlea distributors Pedigree Wholesale, Su-Bridge and Well Fed Pets or direct from Karnlea.

For more information or to apply for a trade account, visit: www.karnlea.com/trade

Premium raw dog food manufacturer Benyfit Natural has announced its first major brand refresh since it launched in 2014. 

Marking 10 years of dedication to natural, nutritious feeding for dogs, the rebrand retains recognisable visual elements whilst focusing on the brands core values of pet vitality, product quality and trust that pet parents have come to expect from the brand. 

The transformation comes following extensive collaboration with the Benyfit Natural community, including customer workshops, surveys and consultation with trade partners. This collective feedback helped shape the new look & feel, highlighting active pets and premium ingredients through soft illustration. 

Greg Van Praagh, Head of UK + Europe at Benyfit Natural, said: “After 10 incredible years, it was time to evolve our brand to better reflect who we are today. It highlights our ongoing commitment to the health and vitality of our customers dogs. The refresh celebrates the journey we’ve been on, maintaining what has made us special for the past decade. We’re excited for this next step in Benyfit Naturals journey and the chapters ahead.” 

The new packaging is already rolling our across stores, with recipes and ingredients remaining unchanged.

For more information visit www.benyfitnatural.co.uk

Leading dog accessory brand Doodlebone has launched Doodlecat – stylish accessories for all cats to explore outdoors. After a decade of creating high-quality accessories for dogs of all shapes and sizes, the company is bringing its expertise and passion for pets to the cat market.

Featuring much loved, best-selling Doodlebone colours and patterns, the Doodlecat range consists of six Cat Collar Duos and two Harness and Lead sets providing safe adventure for our stylish felines. 

Doodlecat is part of the Doodlebone family and benefit from the same great values of our three promises and high margins – Lifetime Guarantee, No Minimum Order and Free Delivery. 

James Mokler, Product Marketing Manager, said: “After 10 years of creating trusted products for dogs, expanding into cat accessories felt like the perfect next step. With Doodlecat, we’re bringing our signature mix of fun, colour and quality to the feline world – every cat deserves adventure too.”

Doodlecat’s Cat Collar Duo’s are made from super soft polyester, purrfect for cats’ fur. Designed with a breakaway buckle for quick release and easily adjustable for the perfect fit, available in six colourways: Citrus & Teal, Cornflower & Indigo, Fuchsia & Blush, Mint & Stripes, Tangerine & Reef and Violet & Dunes. 

Made using breathable mesh lining the Doodlecat adjustable Roaming Harness and Lead set is perfect for exploring with your feline friend, available in Tangerine & Reef and Violet & Dunes. 

The Doodlecat range can be purchased direct at www.doodlebone.co.uk and can be found in stockists nationwide. 

To cater for the growing international interest in this year’s exhibition, PATS’ official website is now available in five different languages, including English.

Buyers across Europe and beyond can now access www.patshow.co.uk in French, Italian, German, and Spanish.

The Pet & Aquatics Trade Show takes place at its new home – Hall 1 of the NEC, The UK’s National Exhibition Centre, Birmingham – from Sunday, 28^th September to Tuesday, 30^th September with the exhibition showcasing new products from more than 400 brands.

“International interest in PATS is growing fast, especially following the decision to move the exhibition to the NEC so we wanted to reflect that by providing a website that has different language options,” said event director Gordon Thomas.

In a further move to boost interest with international buyers, Gordon will be travelling to Bologna in Italy to exhibit in the British Pavilion at Zoomark on 5-7 May 2025, where he will be giving a talk on ‘The importance of the UK pet and aquatics market’.

A further initiative to drive PATS footfall involves an exciting collaboration with Zoomark and CIPS, the international trade exhibitions, with joint marketing and promotional activity across all three shows. PATS has also agreed comprehensive marketing campaigns in leading European pet trade magazines in the lead up to this year’s show.

With its proximity to Birmingham airport, the NEC is an ideal location for international visitors, with over 200 flights per day. There is a good choice of hotels in the area to fit all budgets, and a wide range of purpose-built catering facilities to suit all tastes.

Trade association PetQuip will also be hosting the International Buyers’ Centre and supporting the New Starter Zone at PATS 2025, plus holding its prestigious PetQuip Awards ceremony at the nearby National Conference Centre during the exhibition.

Registration for visitors is now open on the PATS website www.patshow.co.uk so all pet retailers and buyers can now sign up for their free show entry. Below are the links for the different languages available:

• French: www.patshow.co.uk/fr
• German: www.patshow.co.uk/de
• Italian: www.patshow.co.uk/it
• Spanish: www.patshow.co.uk/es

PATS 2025 is also being staged alongside BETA International, the leading equestrian trade show taking place in Hall 2 at the NEC on Sunday, 28^th September and Monday, 29^th September 2025. It means that retailers and buyers will be able to visit both shows, and to make things simple visitors will only have to register once, with BETA International visitors being given access to PATS and vice versa.

The much-anticipated Frozzys Happy Gut Yogurt Squeeze is set to hit the shelves in the coming weeks! With pre-orders already proving popular, this daily boost for pet health is available in both cat and dog varieties.

Winner of the PATS New Product Showcase, this product is packed full of functional benefits including:

• Supports a healthy gut
• Helps strengthen the immune system
• Supports nutrient absorption
• Prebiotic effect
• Reduces poo odours

Frozzys are renowned for their fun yet functional & gut-friendly treats and Happy Gut Yogurt Squeeze is no exception. It’s 0% fat, contains no added sugar and is lactose free to make it gentle on the tummy. Pet owners will enjoy feeding this fun yet functional product which can be enjoyed in multiple ways:

• Lickable, straight from the pouch
• Squeezable, over kibble or onto a lick mat
• Freezable, simply squeeze into moulds and pop in the freezer with your choice of fruit for a fun treat

For more information and pre-order offers, reach out to Frozzys directly at sales@frozzys.com

Wilsons, the award-winning Scottish pet food maker, has increased its offering for puppies with the launch of a 10kg Chicken & Salmon cold pressed puppy recipe.

Specially tailored for pups aged 2 months and over, the gentle cold pressed recipe helps support developing immune systems and growing bones. Packed with high quality ingredients, vitamins and minerals, it also includes seaweed, turmeric and salmon oil - with EPA and DHA to aid growth and brain development. Free from any junk or fillers, the easy to digest grain free recipe is an ideal choice for puppies with sensitive tummies; everything a growing pup needs for the best start in life.  

The Chicken & Salmon Puppy recipe sits within Wilsons’ award-winning range of Premium Cold Pressed, which includes nine recipes such as White Fish, Chicken, Turkey & Duck, and Haggis. Cold Pressed Chicken & Salmon Puppy is now available in 10kg bags and 2kg bags, RRP £64.99 and £16.49 respectively. It is also available in bundles of three in 10kg bags.

For further detail visit trade.wilsonspetfood.co.uk or speak with the team at sales@wilsonspetfood.co.uk.

direct to your e-mail inbox...

The best news service every week.

Subscribe for free by clicking here

TropiClean’s exciting Race to Vegas contest is coming to a close. This exclusive opportunity for Pedigree Wholesale customers ends on 15th May, so act fast to secure your entry. Stock 15 of TropiClean’s top-selling lines, and you’ll be entered for a chance to win the trip of a lifetime to Superzoo Pet Expo in Las Vegas, Nevada. 

Whether you’re looking to boost your category sales or you’re a passionate TropiClean fan eager to stock up on your favourite products, now is the time to take part. Don’t miss your chance to pack your bags for the ultimate pet retailer getaway! Stocking their core 15 items qualifies you for one raffle entry, and there are multiple ways to earn bonus entries too, including social media activity, point of sale placement in-store, and listing additional products from the range. 

The core 15 items include best-selling grooming and dental lines from across the TropiClean range – all customer favourites. TropiClean’s Dental health range includes water-based solutions, known for driving repeat sales compared to traditional toothbrush solutions, whilst TropiClean’s shampoo range includes trusted formulas for hypoallergenic needs, deep cleaning, and convenient 2in1's. The OxyMed range is also one of their top sellers, as 25% of pet owners are looking for itch solutions when purchasing grooming products.

Don’t miss out – entries close on 15th May and the winner will soon be announced!

Visit the Pedigree Wholesale website to learn more and order the core 15 qualifying lines. Sign up on the official TropiClean Race to Las Vegas website and receive exclusive contest updates here: https://www.tropiclean.com/contest/Terms and Conditions apply; see the TropiClean website for full details. 

TropiClean is available exclusively to the specialist pet trade through Pedigree Wholesale. Speak to your local Business Development Manager, Telephone Account Manager or their friendly customer services team to order.

TropiClean is a recognised leader in natural health and wellness pet products. Founded in 1980, TropiClean is family-owned and operated in the USA. Pedigree Wholesale stocks a variety of TropiClean products that make bath time and teeth cleaning time easy and effective. From dental solutions to grooming essentials, Pedigree has a TropiClean product to keep your customers’ pets healthy and fresh.

Fresh dog food brand Years.com has unveiled a new addition to its limited edition ‘Chef’s Collection’ – a luxurious Wagyu Steak Lasagne. 

This premium quality dish features slow-braised Wagyu beef ragu, layered between hand-crafted yuca pasta sheets and topped with a creamy goat’s cheese béchamel sauce.

The meal is grain and legume free, as well as gluten free, making it suitable for even the most sensitive of stomachs. 

Created using luxury ingredients, the limited edition dish has been crafted by Years’ Head Chef Luke Alkemade, whose impressive culinary background includes Michelin star restaurants, luxury yachts and product development for Charlie Bigham’s and M&S.

The Years.com team work alongside veterinary nutritionists to provide 100% nutritionally complete meals for dogs at every stage of life, giving four-legged friends the nutrition they need and the luxury they deserve.

Like all Years.com meals, the lasagne is carefully created by Years’ chefs at their Nottingham kitchen using a gentle steam cooking process and packed with fresh whole food ingredients and prime cuts of meat to support health and longevity. 

Demand for the meal is expected to be high following the huge success of Years’ first ‘Chef’s Collection’ release - King Prawn & Giant Squid Paella - which sold out within 72 hours. 

Only a limited number of Wagyu Steak Lasagne meals have been made and meals are available to buy online for £6.95 each - https://www.years.com/pages/chefs-collection 

Years.com’s CEO Darren Beale said: “After the overwhelming response to our first Chef’s Collection dish, the bar had to be raised for our second release and we’ve done just that with our Wagyu Steak Lasagne.

“Dogs deserve the very best but this meal isn’t just a novelty - our aim is to give you more years with your dog through elevated canine dining and meals that provide dogs with quality ingredients that are supported by expert nutritional advice. 

“Our hand-crafted yuca pasta sheets are a game changer in canine cuisine, and while using yuca might seem unexpected, it's the perfect gluten & grain-free alternative for dogs. 

“Wagyu brings a level of decadence that is rarely seen in dog food - but it's time pets got to experience the same culinary delights their owners get to.”

Years.com creates a personalised nutrition system for your dog with fresh wholefood meals that you can store in your cupboard, making it perfect for those who struggle with freezer space or love to travel with their dog. Each delivery also includes Breed Health+, which is designed to support different dog breeds.

Years' mission is to give dog owners more years together with their dog through good canine nutrition. This aspiration is supported by independent consultant Dr. Mike Davies BVetMed CertVR CertSAO FRCVS, RCVS Specialist in Small Animal Clinical Nutrition.   

Tuft — the simplest way to manage your petcare business — is thrilled to announce the release of its enhanced app, designed with groomers in mind. Available exclusively to Pro users, this updated experience is built to make pet grooming businesses more organised, more efficient, and more connected.

Valuable time is scarce, and we get that. Tuft helps create a better balance by handling your salon’s admin — and so much more. With essential tools always within reach, groomers can easily manage appointments, client details, communication, and payments — all from their phone.

Chloe Smith, CEO and Founder of Tuft, said: “We built this app hand-in-hand with our groomers’ feedback. It’s more than a tool — it’s a fantastic addition for any grooming business looking to grow and take back their time."

Everything you need is right where it should be — a place for everything, and everything in its place.

But Tuft isn’t just an app — it’s powerful access to your business, simplified. Whether you're on the salon floor or on the move, Tuft puts everything you need right at your fingertips. It’s your trusty companion, designed to guide your business forward.

To learn more, contact us at support@tuftapp.com or follow @TuftApp on social media.

Pedigree Wholesale has announced the sad news of the passing of Terry Brown, one of the founding partners of Pedigree Wholesale, who died following a short illness.

Terry, alongside his wife Wendy, and co-founders Derek Slater and his wife Carol, founded Pedigree Wholesale in Nottingham in 1972. What began as a shared vision and a deep passion for pets grew into one of the UK’s leading distributors of pet and aquatic products. Through their dedication, strong values, and tireless work, they built a company committed to supporting pet retailers nationwide.

Terry remained a central part of the business throughout his life, always focused, engaged, and energetic. His passion for the pet industry never faded—he genuinely loved what he did. Those who worked with Terry will remember not just his drive and business sense but also his integrity, humility, and down-to-earth approach, which made a lasting impression on everyone he met.

Steve Brown, Terry’s son and CEO of Specialist Pet Group, shared the following: “My dad was truly passionate about the pet industry and devoted his life to building a business that cared as much about people and pets as it did about performance. He taught me the importance of integrity, hard work, and keeping your feet on the ground. His legacy will continue to shape everything we do at Pedigree Wholesale and Specialist Pet Group.

"On behalf of the Brown family and everyone at Pedigree Wholesale, we thank you sincerely for the many kind messages of support we have received."

Details of funeral arrangements will be shared in due course for those who wish to pay their respects.

Terry’s legacy lives on in the company he helped build, in the relationships he forged, and in the love of pets that continues to guide our work every day.

The Nutriment Company (TNC) has launched DIBO and its 48-product portfolio into the UK pet nutrition market. The new brand replaces Totally Natural Pet Products acquired by the company in April 2024.

DIBO aims to build on the success of Totally Natural Pet Products, which started life in the butchery industry before building up 30 years of experience in high-quality raw dog nutrition.

The new portfolio of freeflow raw dog food products is designed to be convenient to portion and feed whilst also providing owners with feeding freedom by being suitable for full meals, mixing with other foods or for use as topper food. 

The portfolio offers an impressive 48 products across two ranges for pet owners to choose from. The ‘Freeflow Meat’ range features protein combinations of beef, duck, chicken, tripe, venison, goose, lamb, salmon, and more, whilst ‘Freeflow Menu’ provides protein sources enriched with carefully selected fruit and vegetables. Ingredients are naturally high-quality, premium ingredients which are biologically appropriate, protein rich, and free from artificial ingredients. 

“We’re very excited to introduce DIBO to the UK market with its commitment to uncompromising quality and impressive product portfolio sure to satisfy the requirements of health and happiness-conscious pet owners nationwide,” comments Ryan Winwright, Head of UK Marketing Operations at Nutriment. “At the heart of the DIBO brand is the strong belief that our dogs deserve the absolute best when it comes to their nutrition, and when it comes to quality meat, the butcher knows best.”

Part of the launch has involved a rebrand of packaging and sales materials to encompass the origin and ethos of the brand. Its strong new identity is inspired by a traditional butcher, with a crafted aesthetic and feel to resonate with the authenticity of the brand.

Available from May 2025, TNC will be providing trade partners with a full suite of sales tools to successfully launch DIBO in their sales spaces. This will include brand new, branded upright and chest freezer deals and accompanying stock, engaging POS materials which are wholly focussed on customer connection, a digital asset portfolio, and dedicated support from The Nutriment Company sales representatives.

This latest brand launch follows an incredible 12 months for The Nutriment Company, which has made a series of strategic acquisitions and investments to even further strengthen its portfolio of quality raw pet nutrition brands. These have included the acquisition of Bulmer Pet Food (UK), The Dog’s Butcher (UK), Puromenu (Spain) and BAF Petfood (Germany). 

For more information email info@dibodog.com.

Tickets are available for the Pet Industry Federation’s Business of Pets Conference 2025, taking place on 5-6 June at the Cranfield Management Development Centre; and with a record number of entries for this year’s Innovation of the Year Award, it’s set to be the most dynamic conference yet.

This year’s programme is packed with expert insight and practical takeaways, designed to help pet businesses of all sizes scale up, innovate, and thrive. From funding and finance; to AI, consumer trends and customer acquisition, the topics have been carefully chosen to reflect the real-world challenges and opportunities in the sector. 

Programme highlights include:

• Attracting Customers First: Key Strategies for Pet Business Growth – with leaders from Naked Dog and Claire’s Comfy Canines, this panel explores how to build your brand, prove market demand, and grow sustainably;
• Funding Your Pet Business: Exploring Accessible Finance Options - an expert panel session exploring practical funding options for pet businesses, including grants, loans, equity funding and debt finance.
• Turbocharging Your Business Growth – Cranfield University’s Martin Spiller delivers practical, high-impact strategies to help your pet business scale;
• Confessions of a Pet Entrepreneur – an honest, inspiring conversation with Gemma Stocks, founder of Herbal Dog Co, about the highs and lows of growing a pet brand;
• AI & Tech: Transforming the Future of Pet Businesses – meet the disruptors using AI to personalise customer experiences and drive operational efficiency;
• Interactive Workshops – including sessions on diversifying your business model and key legal considerations for launching and scaling your pet business.

Tickets include access to both days of the conference, as well as the popular networking BBQ on the evening of 5 June – a relaxed and informal chance to make valuable connections.

Whether you're a start-up, established brand, or looking to take the next step in your business journey, this is the must-attend event of the year for the UK pet industry.

Tickets are available now, with discounts available for PIF members. For more details and to purchase tickets, visit: petfederation.co.uk/the-business-of-pets-conference/programme-2

Jollyes has completed the removal of small animals from all 100-plus stores as it accelerates the roll out of raw frozen food across its stores.

The move, which has involved the phased removal of all live rabbits, guinea pigs and birds has been completed over a 12-month period giving breeders ample notice of the change.

The switch has been welcomed by animal wellbeing advocacy group Carrot Cottage Rabbit Rescue.

Daisy and Chris Barratt, co-founders of Swansea-based animal welfare charity Carrot Cottage Rabbit Rescue, said: “We want to say a massive thank you to Jollyes from us and other animal rescue centres across the UK for its decision to stop selling live animals across its stores.

“It is a massive step in the right direction and makes a real difference for rescue centres like ours, who are working so hard to ensure small animals go to the right home and are cared for in a responsible and committed way throughout their lives.”

And with the creation of significant space in stores, Jollyes has been able to grow its raw frozen food ranges to meet accelerating demand from customers.

Beginning in Northern Ireland where Jollyes is the market leader with 16 stores, Jollyes has now rolled out extended freezer sections selling raw dog food across the rest of the UK with 90 stores now able to offer customers the full range.

‘The Raw Store’ at Jollyes stocks brands such as Nature’s Menu, Naked Dog and Durham as well as Jollyes’ own ‘Lifestage’ and its new value ‘Raw & Simple’ range.

A nutritional and wholesome way to feed a dog, a raw diet is rapidly growing in popularity as an alternative to traditional wet and dry foods.

Packed with high-quality protein, omega-3 and six fatty acids, the range of products offered at Jollyes gives dogs everything they need for healthy skin and a shiny coat.

The vitamins, minerals and nutrients found in biologically appropriate raw food supports all bodily functions while the ground bone contained within raw food is free from sugars and starches and helps clean and protect teeth and gums.

As the fastest growing category in the pet food market, dog owners now have more opportunity than ever before to introduce their pets to a frozen and raw diet.

Jollyes colleagues are fully trained, and each store has an expert to advise customers on what the best products are for their furry friends to ensure they maintain a health balanced diet.

Jollyes chief executive officer Joe Wykes said: “We know the sale of live animals at pet stores has provoked a strong reaction from many over the years.  And of course, we know how much our colleagues loved to look after them.

“But while we will, of course, continue to sell everything a responsible rabbit, guinea pig or bird owner needs for their pets, their removal from our stores has opened up an opportunity for us to expand the frozen raw category that’s significantly growing in popularity amongst dog owners.”

Shoppers will still find an extensive range of food, toys and supplies to satisfy all the needs of their smaller furry friends across Jollyes’ 100-plus store network.

Traditionally at this time of year pet stores will temporarily stop the sale of rabbits for the days around the Easter holiday, a move which Jollyes has now made permanent across the year.

Jollyes was named as one of The Sunday Times’ best big companies to work for last year, and last month won the Retail Week Award for Head Office Heroes following its highly successful raw frozen food roll out.

The retailer has also enhanced its parental leave, alongside introducing fertility, neonatal and baby loss leave for colleagues.

It recently opened new stores in Pontefract and Chichester with more openings planned for 2025.

Dog Rocks have revolutionised lawn care for dog owners, offering a unique, natural solution to the age-old problem of dog urine burn patches on grass. As the original and only 100% natural product of its kind, Dog Rocks have garnered global recognition, including the prestigious Queen’s Award in 2016 and the King’s Award for Enterprise in International Trade in 2023, testament to the brand’s innovation, reliability, and international success.

Proven health benefits and safety

Dog Rocks are simple igneous rocks mined and only found in Australia, designed to be placed in a dog’s water bowl. They filter out impurities such as tin, ammonia, and nitrates from drinking water, which are the primary culprits behind lawn burn. Importantly, Dog Rocks do not alter the pH of the water or your pet’s urine, ensuring complete safety and no side effects for dogs or other pets sharing the bowl. Endorsed by vets and pet owners worldwide, Dog Rocks provide a cleaner water source and help maintain a lush, green lawn, naturally and effectively.

Exceptional trade margins and support

Dog Rocks offer excellent margins for B2B retailers, with a proven sales record and high repeat purchase rates. Trade partners benefit from a comprehensive support package, including:

• Dedicated backup and customer service
• Regularly funded promotions
• Regular competitions for best in-store displays
• Eye-catching leaflets and shelf-ready packaging
• Bespoke merchandising solutions to suit your store layout

This robust support ensures you can maximise sales and engage your customers with confidence.

Why choose Dog Rocks over competitors?

Dog Rocks are the original, authentic, and regularly lab-tested product in their category. They are listed by all UK wholesalers in the pet, vet and gardening markets and are recognised as global market leaders. Imitators exist, but none match Dog Rocks’ combination of natural efficacy, safety, and global endorsement. With over 2 million satisfied customers, Dog Rocks deliver reliable results in 9 out of 10 cases, making them the most trusted choice for pet owners and retailers alike.

Available nationwide

Dog Rocks are available through all major UK wholesalers or direct from the supplier, ensuring seamless supply and convenience for your business. Stock the award-winning, best-in-class solution and watch your customers – and their lawns – thrive.

For more information

Visit www.dogrocks.com