In This Issue
UK pet wellness brand HOWND secures deal to accelerate growth in America
Opportunity to showcase UK pet products in Las Vegas
Pet superstore revamped with new grooming salon
BIRA calls sharp rate of shop closures 'frightening'
Basildon mayor opens new-look Vets4Pets practice
Mr Bug offers last word in head-turning instore POS
Hurtta goes 'eco' with use of recycled materials
Growing pet food business Vale Pet Foods adds new dog training treats to its range
Award-winning Furr Boost now available to the trade through Pedigree Wholesale
Get your own copy of Pet Trade Xtra
Plans to turn former museum into pet shop
Bookings now being taken for January consignment of PIF Export Scheme
Five vet-approved ways to beat the boredom this winter
The best of last edition of Pet Trade Xtra
Well-established pet store in Hampshire for sale
Dragons’ Den star features pet food firm in podcast
Pet tech brand sets ambitious targets for 2023
UK in animal welfare crisis, says Dogs Trust
Pets at Home launches pet food donation drive

Find out how Pet Trade Xtra can help to promote your business and products.



Award-winning Furr Boost now available to the trade through Pedigree Wholesale


Furr Boost, the healthy hydration smoothie drink that scooped the Best Product Innovation Awards at both PetQuip and the PIF Awards, has secured a distribution deal with leading pet wholesaler Pedigree Wholesale.


The smoothie drinks were created by a former technical manager to the food industry with over 20 years’ experience, Louise Toal  after her Beagle, Phoebe at the age of 18 months became unwell with bladder problems which after investigations with her vet, were linked to the dog’s food. Using her technical background, Louise then started experimenting with protein shakes to help flush out Phoebe’s system and to provide her with the hydration that she needed when she was refusing to drink enough water in the summer months. This led to the creation of the Furr Boost range of smoothies.


Each of Furr Boost’s recipes contains a meat, fruit and vegetable, along with added oils and vitamins, so it’s more than a hydration drink, it supports the dog’s wellbeing in areas such as digestion, skin and coat, anxiety, metabolism and immunity.”


Furr Boost can be used in a variety of ways. Served frozen, it can be placed in a Kong Toy or lick mat for dog training or as a distraction, or simply given to a dog as a tasty icy treat. Unfrozen, it can be added as a topper to meals or on hot days, simply pour into a bowl for instant hydration.


Furr Boost is available in three tasty varieties which all use the best quality 100% natural human grade ingredients: Chicken, Butternut Squash & Cranberry, Pork, Apple & Sweet Potato and Beef, Broccoli & Blueberry. Other added ingredients include flaxseed, coconut and salmon oils, dried sea kelp, chicory root extract, yeast beta glucan, vitamins B&C and water.


Furr Boost is also a sustainable product using packaging materials which are recyclable avoiding single use plastic as each smoothie is available in a Tetra Pak Carton.


Since launching, Furr Boost has seen its customer base grow online with a healthy presence on e-commerce websites but it is also now looking to expand its retail operation. The business is receiving a high level of international enquiries for the drinks and is currently exploring export opportunities. There also plans to introduce new varieties in the near future. The brand is supported by a number of ambassadors and social media influencers and currently sponsors British Flyball Teams, Dog Agility competitors with interest also from the Canicross community who use the drinks to give their dogs instant hydration. 


Not only are the drinks ideal for active dogs but they are also great to give senior dogs when they are nearing the end of their lives as they provide comfort and balanced nutrition.


Commenting on the new distribution deal Louise said: “We are really excited that Pedigree Wholesale as seen the huge potential in our product range. The new deal will ensure nationwide distribution for our smoothie drinks and will allow more dog owners the opportunity to improve the hydration and wellbeing of their pets.”


For further information visit: 

You can order from Pedigree Wholesale | Pedigree (

For trade enquiries contact Louise Toal on Tel: 01746 785 410 email: or visit the wholesale page:

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