In This Issue
Nature’s Feast brand breaks into small animal food
Justin Heaton leaves Westland to join wife at The Innocent Hound
Innovative pet firm turns down Dragons' offer
The UK pet industry could become stronger post-Brexit
Win a fully stocked Benyfit Natural freezer at PATS
Eco-conscious Food for Dogs is a Beco Pets' winner
Lintbells launches natural solution for stressed dogs
alcott retractable leashes are leading the way
Get your own copy of Pet Trade Xtra
‘Pyramid of poo’ warns dog owners to clean up after pets
Easidri donates to Pet Blood Bank UK
Sneyd’s Wonderfeeds launch Small Bites for small mouths
Dog has half of his intestines removed after swallowing deadly corn on the cob
Upgrade planned for Aberdeen pet attraction
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Innovative pet firm turns down Dragons' offer

Innovative UK technology start-up company PitPat, which produces a wearable activity monitor for dogs, has turned down a combined offer of £150,000 from two investors while appearing on BBC2's hit programme Dragons' Den on Sunday.

PitPat found and CEO Andrew Nowell entered the Dragons' Den, asking for the amount for a 7.5% stake in the company but two Dragons – Deborah Meaden and Nick Jenkins – wanted a 10% stake each for combining to offer the cash sum.

Andrew, who sought investment to grow the business in the UK and abroad, and to raise awareness of pet health, eventually declined the offer. The company will now be launching a crowdfunding round later this year in order to further expand the business and address the issue of pet health globally.

Designed in Cambridge and manufactured in the UK, PitPat gives owners a fun and engaging way to ensure that their dog gets the exercise it needs by keeping track of walking, running, playing and resting. PitPat attaches to any collar and with its sleek, compact and lightweight design it is the go-to gadget for dogs of any size or breed.

The device boasts best-in-breed technology with a year-long battery life and waterproof design, meaning it can stay attached and continue tracking all the time. Unlike other wearable technology products, there is no inconvenience or downtime for recharging. 

Accompanying the PitPat device is a free iOS and Android app, which allows owners to keep an eye on their dog’s activity level and find out what they have done while they have been apart – with the dog walker, in kennels etc. The app compares the activity to a daily guideline based on the dog’s age, breed and weight and gives fun hints and tips towards responsible dog ownership.

PitPat re-tails at £39.99 and is available to purchase online at or at pet stores across the country. The company offered a Dragons’ Den online discount of £5 off for 24 hours from the time of airing.
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