In This Issue
Pets at Home produces rap-themed video to advertise flea treatment
Pet product wholesaler Bestpets launches new app
Bring Your Dog To Work Day 21st June – top pet care brands taking part in Britain’s best day out for dogs
Tips for a ‘barking’ Bring Your Dog To Work Day
Webbox undertakes major rebrand
Classic car rally calls in at Inspired Pet Nutrition
Wilsons Pet Food add Working Dog range to successful brand of Cold Pressed Dog Food
Collarways brings top American products to UK
International buyers lap up Cath Kidston pet range
HiLife unveils new packaging for natural pet food range
OATA joins Westminster committee inquiry to talk about invasive species
Collared Creatures launches 'on trend' Harris Tweed collars
Get your own copy of Pet Trade Xtra
Pet shop owner left devastated after theft of more than 20 snakes
Former sales director takes over as general manager of Mars Petcare UK
Managing Director of Poppy’s Picnic appointed Vice Chair of the PFMA Communications Committee
Chuckit! unveils the innovative FetchFlight
Oscar & Hooch celebrates 10th anniversary of Medical Detection Dog Charity
Hill's Pet Nutrition introduces Stews to Prescription Diet range
The best of the previous Pet Trade Xtra
Internet and changing shopping habits blamed for pet shop closure
Jollyes set to open new pet superstore
Yorkshire pet business launches UK first meaty birthday cake mix for dogs
Wilsons Pet Food appoints Dan Griffin as Head of Sales
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Yorkshire pet business launches UK first meaty birthday cake mix for dogs


Yorkshire pet treat manufacturer The Innocent Pet has launched the UK’s first luxury birthday cake mix for dogs – so they can celebrate their big day too!

Founder Chloe Heaton said: “Every time we have a birthday in our family, our lurcher Bongo – the inspiration behind our business - always manages to steal a piece of the cake.  We thought it was about time we made him a cake of his own…but one that contained meat!”

Mum of two, Chloe, who runs the family business with her husband, Justin, at their factory in Wetherby, said: “It is easy to make - simply add eggs and water to the mix which contains air-dried British duck and a grain-free flour and fruit blend.  The mix can be turned into a large birthday cake or several cupcakes in less than half an hour – bakers can have their own Great Birthday Bark Off and decorate their bakes with an array of toppings such as cream cheese, peanut butter and treats. It is so simple and fun - even children can enjoy getting involved.”

The kit consists of 2 sachets: one with air-dried British duck and herb pieces (the duck has been carefully sourced from Red Tractor farms, and gently air-dried for up to 4 days to maintain nutrients and flavour).  The second sachet contains grain free flours, gluten free baking powder and a blend of cranberry, apple and nettle.

Chloe said: “With no added sugar or grains not only do dogs thoroughly enjoy this recipe, but it is a healthy alternative to other birthday cakes.  You could say that dogs really can have their cake and eat it - especially because they have the equivalent of 7 birthdays each year!”

Dogs are very much seen as being part of the family and people love to involve them in celebrations.  A recent survey showed that 75% of dog owners celebrate their dog’s birthday.

They’re inviting customers to share their doggy birthday cake pictures on social media using #birthdaybarkoff.

As well as the Birthday Cake Mix, The Innocent Pet produces a range of air-dried British meat treats and food for dogs and cats and also caters for small animals.


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