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The best of last edition of Pet Trade Xtra
The top-read stories from last week's Pet Trade Xtra can be seen below, if you missed them...
Record number of entries for PIF Awards 2026
The Pet Industry Federation has announced the finalists for the PIF Awards 2026, following a record-breaking year which saw the highest number of entries in the Awards' history...
The Pet Industry Federation has announced the finalists for the PIF Awards 2026, following a record-breaking year which saw the highest number of entries in the Awards' history.
Recognising excellence across the pet industry, the PIF Awards celebrate the businesses, individuals and innovations making an outstanding contribution to the sector. This year's finalists span the breadth of the industry, from independent retailers, groomers and pet service providers to manufacturers, wholesalers and international brands.
Nigel Baker, CEO of the Pet Industry Federation, said: "This has been a record-breaking year for the PIF Awards and we're absolutely delighted by the response from across the industry. The standard of entries has been exceptionally high, making the judging process particularly challenging.
"Congratulations to every business and individual who has made the shortlist. Being named a finalist is a fantastic achievement and we look forward to celebrating with you all in November."
The winners will be announced at the PIF Awards dinner on Thursday 5 November 2026 at the DoubleTree by Hilton, Stoke-on-Trent.
This year's black-tie celebration will welcome TV vet and broadcaster, Dr Scott Miller, as special guest and co-host, joining representatives from across the pet industry for an evening of recognition, entertainment and celebration.
The PIF Awards 2026 are held in association with Platinum Sponsor Natures Menu, with the generous support of Headline Sponsors: Cliverton, The Animal People Recruitment Company, Mackle Petfoods and Rosewood Pet Products, alongside Official Drinks Sponsor, Durham Animal Feeds; and our valued category and event sponsors.
Finalists attending PATS Birmingham are also invited to visit the PIF stand, B61, to collect their official PIF Awards 2026 finalist sticker.
Tickets for the Awards dinner are available now, with preferential rates for PIF members and finalists. Guests can also book accommodation at the event venue through the dedicated booking link on the PIF website.
The full list of finalists is available at www.petfederation.co.uk/pif-awards/.
For tickets and accommodation, visit www.petfederation.co.uk/pif-awards/tickets/.
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£162,000 raised at Pets Foundation Ball
A fantastic £162,000 was raised for the Pets Foundation at this year’s Pets Supplier Conference and Pets Foundation Ball, held at Emirates Old Trafford in Manchester...
A fantastic £162,000 was raised for the Pets Foundation at this year’s Pets Supplier Conference and Pets Foundation Ball, held at Emirates Old Trafford in Manchester.
More than 500 suppliers, partners and colleagues attended the event, which brought people together to hear more about Pets at Home‘s direction, priorities and plans for the future, while creating opportunities for collaboration and shared learning.
This year’s event was particularly significant as it took place during Pets Foundation’s 20th anniversary year. Since launching in 2006, the Foundation has awarded more than £42 million to support rescue and rehoming organisations, community groups and charities across the UK.
The day concluded with the Pets Foundation Ball. Attendees came together to celebrate the impact that can be achieved through working together to support pets and the people who love them.
During the evening, attendees also took part in a Golden Ticket draw, with 17 cash prizes available, including a top prize of £1,000.
The £162,000 raised will help us continue supporting rescue and rehoming organisations across the UK. Through grants, partnerships and practical support, we’ll help more pets receive the care and second chances they deserve.
Amy Angus, Head of Charity Partnerships and Communities at Pets at Home, said: “For 20 years, Pets Foundation has brought together colleagues, customers, partners and charities to improve the lives of pets and the people who love them.
"Reaching this milestone is an opportunity to reflect on the incredible impact we’ve achieved together. None of this would have been possible without the passion and commitment of our supporters, charity partners and colleagues. It is through the power of partnership that we can make such a difference.”
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Pet care firm Group55 named Business of the Year
Group55, the B Corp certified contract manufacturer of pet care, personal care and home care products, has been named Business of the Year at the 2026 BIBAs. The company also won Medium Business of the Year and Scale Up Business of the Year...
Group55, the B Corp certified contract manufacturer of pet care, personal care and home care products, has been named Business of the Year at the 2026 BIBAs. The company also won Medium Business of the Year and Scale Up Business of the Year.
Organised by the Lancashire Chamber of Commerce, the BIBAs are among the North West's most respected business awards. Entrants are assessed through written submissions, judging interviews and site tours.
The awards follow an 18-month period of transformation for Group55. The business has consolidated its operations from three sites into one 8.5-acre facility. The result is a truly end-to-end offer for brand partners, from initial concept and brand creation, to formulation, manufacturing and fulfilment, and on to retail readiness, Group55 now supports brands at every stage of their journey.
For pet brands, that offers a more streamlined pathway from concept to shelf, with the capacity to support products from first production run through to national and international retail.
Group55's experience in pet care is rooted in its own brand, Animology. That gives the business first-hand understanding of what it takes to develop, launch and grow a pet brand, which it now brings to the brands it manufactures for.
Group55 was founded in Lancashire in 1999 by Stephen Turner with just £700. In 2018, it was named Micro Business of the Year at the BIBAs, when it employed fewer than ten people. Today it employs 150.
Stephen Turner (above), Founder and Chairman, said: "Pet owners are some of the most discerning customers there are. They want to know that whatever they use on their animals is safe, effective and made with care. The brands we work with carry that responsibility, and they trust us to share it with them. Because we've built our own pet brand in Animology, we understand the challenges they face, from getting a formula right to winning space on a busy shelf. Recognition like this, from independent judges who've seen our site and met our team, shows we have the scale, the expertise and the people to be a partner pet brands can rely on as they grow."
Rob Banks, Managing Director, said: "Bringing three sites into one while continuing to grow is no small thing, and it's our people who made it happen. We now have the foundations in place for the next stage of our growth, and we're looking forward to sharing it with the brands we work with."
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Purina has announced a new phase of development for its Portogruaro production facility in Italy and further investment into the dynamic European pet care market.
The announcement, which falls on the 40th anniversary of the factory, confirms Portogruaro’s continued strategic role within Purina’s European manufacturing network. The first investment is aimed at upgrading and modernizing the site to meet the increasing and evolving demand in the super-premium pet food segment, while the second focuses on enhancing the wastewater treatment plant.
Founded in 1986, the Portogruaro factory is today one of the most advanced sites within Purina’s European network and a centre of excellence for the production of food for cats and dogs. Over time, the site has progressively strengthened its strategic role thanks to distinctive expertise in dry pet food production, quality controls, operational excellence, innovation, environmental sustainability and the industrialization of new products.
Today, Portogruaro is not only a production site for some of Purina’s flagship premium brands including PURINA PRO PLAN and PURINA ONE, but also a competence hub that enables innovation and high quality standards, contributing to the evolution of Purina’s portfolio and supporting business growth across European markets. The Portogruaro factory is responsible for translating scientific research, continuous innovation and manufacturing excellence into high-quality products that help improve the wellbeing of pets.
As Purina looks to further enhance its manufacturing expertise and innovation capabilities, it is investing 55 million euros (50 million Swiss francs) in a dedicated transformation journey that will accompany the development of the factory through to 2029. In line with the growing demand for super-premium products and specialist nutrition, the project includes progressive interventions across the entire factory, while maintaining production continuity and further strengthening the site’s strategic role within the European manufacturing network.
Alongside production development, Purina continues to invest in the evolution of its industrial processes to make them increasingly sustainable and innovative. The construction of a new Waste Water Treatment Plant, an internal facility for wastewater treatment that will allow the factory to directly manage an activity currently entrusted to external plants. Designed to support the site’s future growth, the new plant will help optimize wastewater management, reducing transport to external facilities and the related environmental impacts, while also delivering benefits in terms of operational efficiency.
The investments announced in Portogruaro are part of Purina’s broader industrial development strategy in Italy, which also includes the recent announcement of the new Purina factory in Mantova. The new site, dedicated to the production of wet pet food and integrated with a logistics hub supporting the Nestlé Group, will operate in synergy with the Portogruaro factory, which is increasingly specialized in dry pet food production. Two complementary production hubs that strengthen Purina’s industrial presence in the country and consolidate Italy’s increasingly central role within the European manufacturing network.
Fabio Degli Esposti, Managing Director of Purina Italy and Regional Director Southern Europe, said: "With Portogruaro and Mantova, Purina confirms a clear choice: to continue investing to support the growth of pet care in Europe. The new investments announced today upgrade a site that, for forty years, has contributed to the quality and innovation of Purina’s portfolio, strengthen our expertise in the super-premium segment and the strategic role of both Portogruaro and the new factory that will be built in Mantova within Purina’s European manufacturing network."
Filippo Cesari, Factory Manager of the Purina Portogruaro site, added: "For our factory, this anniversary represents both a significant milestone and the starting point of a new phase of development. Over the past forty years, Portogruaro has built distinctive expertise in dry pet food production, quality, innovation and operational excellence. The projects will improve the flexibility, efficiency and sustainability of our production processes. This journey is made possible by the daily contribution of the people working at the site, whose skills and passion are our true asset."
Luigi Toffolo, Mayor of Portogruaro, commented: "Purina’s investment is clear evidence of the growth that this important European-level company has achieved over the years. Reaching the 40-year milestone is certainly a significant accomplishment, one that takes place within the broader context of our industrial area, which once again demonstrates its strength and attractiveness. Seeing companies choose to invest in our territory is undoubtedly a very positive sign, not only for the strategic development of Portogruaro but also for the employment opportunities that such investments generate. This latter aspect is particularly important to us."
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Dog food brand resumes business following product recall
Dog food company Years is set to resume serving its customers next month following a voluntary recall of its fresh meals in August. The move follows an investigation by independent experts, which found no contamination, toxins or safety issues in Years fresh dog food...
Dog food company Years is set to resume serving its customers next month following a voluntary recall of its fresh meals in August.
The move follows an investigation by independent experts, which found no contamination, toxins or safety issues in Years fresh dog food.
Years had issued a recall of its fresh meals following reports of dogs having a potential adverse eye reaction to buckwheat, a common and approved ingredient included in its meals.
Pet owners, who subscribed to Years, were then advised to stop feeding the brand’s fresh meals immediately, whether their dog was experiencing symptoms or not.
This week Years announced the findings of the extensive investigation launched following its voluntary recall, and said all its recipes would now be buckwheat-free.
The investigation included 21,757 individual test results, covering 1,129 distinct substances, across ingredients, retained meals from production, and meals returned by customers across the identified investigation period 1 March to 17 August 2026. The investigation found no contamination, toxin, safety, packaging migration, or manufacturing issue, and no link was identified to reported cases of sudden bilateral dry eye.
Every ingredient was extensively tested, including every batch of buckwheat historically used in Years food. For buckwheat alone, 940 distinct substances were tested for, including tropane alkaloids, mycotoxins, pesticides, heavy metals, and fagopyrin, with no toxin, safety or contamination issue identified.
Years has collaborated with the Food Standards Agency and Trading Standards throughout the investigation, and Years has engaged with both bodies to review and comment on the findings and share all scientific laboratory results, microbiological testing data, and validated manufacturing records.
Independent case data, provided by the British Association of Veterinary Ophthalmologists (BrAVO), which launched a widespread investigation, collecting data, across the United Kingdom into sudden bilateral dry eye, has identified 155 cases in Years-fed dogs.
There have also been 96 cases that have never historically been fed Years. 41 in the United Kingdom, and a further 55 cases in international markets where Years’ food is neither sold nor consumed.
The BrAVO case data is fully independent, and specific to the UK - they have been clear they want reports of all sudden bilateral dry eye cases, regardless of diet fed. As with any case reporting exercise, following a voluntary recall, significant national media attention, and social media coverage, there is potential for some degree of over reporting towards Years-fed cases.
As a precaution, and due to the fact that customers have expressed a preference to return to our previous recipes, Years has decided to remove buckwheat from its recipes ahead of resuming serving customers in October. The decision to resume the supply of fresh meals is supported by the investigation finding no evidence of contamination, toxin, safety, packaging migration, or manufacturing issues with Years food.
Darren Beale and Ivan Barashki, Co-Founders of Years, said: “When these reports emerged, we stopped the entire business and focused all our time and effort on understanding what was happening. There was no scientific evidence that our food was responsible, but we were not prepared to take any chances with the dogs people trust us to feed. That is why we voluntarily recalled our fresh meals and commissioned a comprehensive investigation, drawing on independent experts in food safety, toxicology, veterinary clinical nutrition, and veterinary ophthalmology.
“We wanted the investigation to look at every credible possibility, and to be as comprehensive as possible, and this is why it took weeks rather than days. That meant testing retained production meals, food returned by customers and individual ingredients, looking for a wide range of possible contaminants and other causes. We also had our manufacturing, supplier and food safety processes independently examined.”
“Our investigation is now complete. After extensive independent laboratory tests and two separate manufacturing reviews by independent experts, no contamination, toxin, safety or packaging migration issue has been found in Years food, and no link has been identified between Years food and sudden bilateral dry eye.”
“We know this conclusion may not feel like a resolution if you're caring for a dog with sudden bilateral dry eye. We see how hard this has been. These findings don't change that, nor do they answer the wider question of what is causing this unusual pattern of cases, which is also impacting dogs that were never fed our food, both in the UK and internationally. Whilst we have completed our investigation, we still want to help find those answers, which is why we'll keep sharing our findings with BrAVO and other independent bodies for as long as it takes.”
“For us, and for our customers, the investigation provides important reassurance about the safety of our fresh food, and we look forward to serving customers again in October with our buckwheat-free recipe.”
You can read the full findings of the investigation by clicking here.
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Burgess Pet Care has named Lincs Dobermann Rescue UK and HerOES Old English Sheepdog Rehoming as the winners of its 2026 Yorkshire Takeover campaign.
The two organisations will receive donations of Burgess Supadog food, helping to cover a regular cost for rescue centres while providing complete and balanced nutrition for the dogs in their care.
The Yorkshire Takeover invited members of the public to nominate rescue centres to receive food donations, shining a light on the vital work these organisations carry out for dogs waiting for their forever homes.
The campaign is funded through sales of Burgess Supadog Rich in Salmon, with 20p from every bag sold throughout the year contributing directly towards food donations for rescue dogs in need.
Suzanne Moyes, Deputy Managing Director and In-house Vet at Burgess Pet Care, said: "We were delighted to bring the Yorkshire Takeover back this year, and were grateful for the positive response and the opportunity it has given us to support two fantastic rescue organisations.
"Both Lincs Dobermann Rescue UK and HerOES Old English Sheepdog Rehoming carry out incredible work caring for and rehoming dogs that need a second chance. We hope these food donations will help provide the quality nutrition the dogs in their care need while they wait for their forever homes."
Lincs Dobermann Rescue UK is a volunteer-led organisation rescuing, rehabilitating and rehoming Dobermanns across the UK.
Nigel Morgan, Trustee at Lincs Dobermann Rescue UK, said: "We are incredibly grateful to everyone who nominated and supported us as part of this year's Yorkshire Takeover campaign.
"As a volunteer-led rescue, donations like this make a real difference to the dogs in our care. They allow us to focus our resources on rehabilitation and veterinary treatment while providing the dogs with the nutrition they need."
HerOES Old English Sheepdog Rehoming, based in Staffordshire, rescues and rehomes Old English Sheepdogs and Sheepdog crosses across the UK.
The Yorkshire Takeover forms part of Burgess Pet Care's ongoing commitment to supporting rescue organisations and animal welfare, while celebrating the company's Yorkshire heritage as a family-owned business.
To learn more about the Burgess Supadog range, visit: Burgess Supadog | Nutritious Dog Food For All Ages
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FELIWAY boosts support for Cats Protection
Ceva Animal Health’s FELIWAY brand is doubling its September contribution to Cats Protection, as part of a three-year partnership set to raise at least £60,000 for cats and kittens in the charity’s care...
FELIWAY, the UK’s leading feline pheromone brand, has increased support for Cats Protection. For every FELIWAY Optimum Diffuser sold in the UK this month, Ceva is giving 20p to the charity - double the historic rate - in support of their ongoing three-year partnership.
The initiative builds on an existing commitment that sees FELIWAY® give 10p to Cats Protection for every UK sale of a FELIWAY Classic Spray, FELIWAY® Classic Diffuser or FELIWAY Optimum Diffuser. Across the three-year partnership, this is expected to raise a minimum of £60,000, with all contributions uncapped, meaning every sale beyond that threshold will further increase the amount given to the charity.
Funds raised will help support Cats Protection’s Lifeline Service and Contact Centre, enabling the charity to continue its rehoming, reuniting, and welfare work across the UK.
Beyond fundraising, FELIWAY products are also used within Cats Protection’s own centres, helping to reduce stress in cats during their time in care - supporting the charity’s wider welfare and rehoming efforts.
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FELIWAY’s relationship with Cats Protection extends beyond this latest campaign. By the end of 2021, the brand had contributed approximately £115,000 in total to the charity, and is now committed to raising a further £60,000 by 2027.
According to Cats Protection’s most recent annual review, the charity:
- Helped 122,000 cats and kittens - around 335 a day
- Found new homes for 27,000 cats through its rehoming work
- Reunited 1,100 cats with their owners
- Neutered 92,000 cats and kittens to help prevent unwanted litters
FELIWAY explains: “The incredible bond between people and cats can be a profound one. So, when Ceva had the opportunity to partner with Cats Protection, we felt it was a perfect continued collaboration for us through our FELIWAY range. We are thrilled to be working alongside the UK’s leading cat charity and excited to work with the incredible teams at Cats Protection again by developing our partnership over the next three years."
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Politicians used the vet fees crisis to score points, says former RSPCA chief vet
As the CMA’s veterinary remedies order takes effect this week – focusing initially on consumer transparency and pricing through compulsory price lists and prescription fee caps – former RSPCA Chief Veterinary Officer Dr Caroline Allen FRCVS stated that political focus on the investigation produced headline-driven, superficial reforms that fail to resolve the pet care affordability crisis...
 As the CMA’s veterinary remedies order takes effect this week – focusing initially on consumer transparency and pricing through compulsory price lists and prescription fee caps – former RSPCA Chief Veterinary Officer Dr Caroline Allen FRCVS stated that political focus on the investigation produced headline-driven, superficial reforms that fail to resolve the pet care affordability crisis.
Dr Allen, who spent eight years overseeing animal welfare at the RSPCA and has nearly thirty years of experience, said the cost of vet care is a genuine welfare emergency. Rising insurance premiums, increasingly unaffordable treatment and a growing number of owners unable to access care for their pets are real and serious problems. But price lists and prescription fee caps, while reasonable, do not get near the heart of it.
“The cost problem is real and I don’t want to minimise it for a second. People are struggling. Animals are going without treatment because their owners simply cannot pay. That is a welfare crisis,” said Dr Allen. “But MPs and the CMA have spent three years using this investigation to make political points about rip-off vets, and what they’ve actually delivered is a requirement to publish a price list. That is not a solution. It is a gesture.”
Dr Allen said part of the affordability problem is structural. Veterinary training increasingly emphasises high-tech, protocol-driven medicine. Vets are taught to offer high-tech, algorithm-led care and can feel like bad clinicians if they deviate from it. But for many owners that level of intervention is simply out of reach, and what is missing is the space for vets and owners to meet in the middle, focused on what is best for the individual animal in that family’s circumstances.
She also warned that a growing culture of blame is driving costs in the opposite direction. Owners who threaten to complain, report or sue their vets create an environment where defensive medicine becomes the norm. Vets who are frightened over-investigate, over-refer and produce longer estimates to protect themselves. That pushes costs up, which fuels more anger, which drives more defensiveness.
“What we actually need is better clinical conversations. A vet who feels confident enough to say ‘we don’t have to do everything here, let’s talk about what makes sense for your pet and your situation.’ And an owner who feels safe enough to be honest about what they can manage. That is where good animal welfare happens. Politicians cannot legislate for that, and three years of blame and suspicion have made it harder, not easier.”
Dr Allen said pet owners should use the new transparency rules but should also feel empowered to have more open conversations with their vets, starting with straightforward questions: what happens if we don’t do this, what is the realistic outcome, and is there another approach that might work for our situation. But that means they also need to recognise their own risk appetite and understand that you cannot expect high-tech, risk free veterinary care on a limited budget.
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PATS 2026 attracts high-quality visitors as attendance numbers rise
Record-breaking show welcomes 6,505 visitors
PATS 2026 has been hailed a major success by exhibitors, with the record-breaking show attracting a high-quality audience of pet retailers, buyers and industry professionals with attendance numbers up by 8% on last year. A total of 6,505 visitors attended the three-day event at NEC Birmingham, compared with 6,021 in 2025, underlining the growing appeal of the UK’s leading Pet and Aquatics Trade Exhibition.
PATS 2026 has been hailed a major success by exhibitors, with the record-breaking show attracting a high-quality audience of pet retailers, buyers and industry professionals with attendance numbers up by 8% on last year.
A total of 6,505 visitors attended the three-day event at NEC Birmingham, compared with 6,021 in 2025, underlining the growing appeal of the UK’s leading Pet and Aquatics Trade Exhibition.
With more than 600 brands showcasing a record number of new products across Halls 3 and 3A, exhibitors reported strong levels of engagement from visitors keen to discover new products, meet suppliers and explore the latest opportunities in the pet market.
There was a real buzz throughout the exhibition, with a host of new features adding an extra dimension to this year’s show and helping to create an upbeat and vibrant atmosphere.
Visitors were wowed by the sheer scale and visual impact of the show, which occupied 20% more floorspace than last year, while a dazzling array of eye-catching stands brought the exhibition halls to life.
Among the new attractions was live entertainment from a saxophonist and caricaturist, while PATS TV took to the show floor to interview exhibitors and visitors and spotlight products and features, with the broadcasts shown live on screens throughout the halls.
The show also had a truly global feel, with new initiatives including the International Pavilion and Hosted Buyers Programme attracting an exciting mix of exhibitors and visitors from around the world.
The Hosted Buyers Programme welcomed senior buyers from international companies including Fressnapf in Germany, Chewy in the US and Pet’s Delight in Dubai. Farah Al Khojai, founder and managing director of Pet’s Delight, summed why the programme had been such a success: “It has been wonderful. It was a great opportunity to see what’s in, what’s new, discover new suppliers and catch up with old ones.”
Other new features also contributed to the success of the show, with Animal Encounters, Aquascaping and an expanded Grooming Zone programme giving visitors valuable insights into a diverse range of topics.
Another highlight was the new Coffee & Connect feature, which provided an informal setting for networking, insight and discussion. Visitors heard about some of the key trends shaping the pet trade before staying on to network over coffee with fellow retailers and buyers.
The show was officially opened by television presenter and farmer Jimmy Doherty, who also walked the show floor interviewing visitors and exhibitors for his new YouTube series. He said: “It’s a great place to come and find out what’s new in the industry, and discover what the new trends are going to be. From the innovation in pet food to aquascaping, it’s just so exciting.”
The New Product Showcase and Awards proved more popular than ever, with the presentation of the awards at the drinks party at the end of day one creating a tremendous atmosphere and providing a memorable highlight for exhibitors and visitors alike.
Hound Hose won the Grooming sector award with its Portable Dog Washer, with founder Maisie Osborne saying: “I’m absolutely thrilled. It still hasn’t sunk in. This is our first ever trade show, and the feedback has been incredible. To win this award genuinely means the world to me. I’m so grateful.”
Danish Design picked up the Cat Accessories & Toys award. Director of sales and operations Rob Newsome said: “We’re very grateful that all our hard work has been rewarded in this way. We’ve won a PATS award in the past, so we realise how important it is to get this recognition.”
The show’s packed programme of features offered plenty for visitors to see and do, while also providing opportunities to boost their professional development. Through an initiative organised in partnership with AMTRA and Vetpol, SQPs (Suitably Qualified Persons) could claim valuable self-reflection CPD (Continuing Professional Development) points simply by attending the show.
Visitors could also make the most of an unrivalled range of special deals from exhibitors, with more offers available this year than ever before. The scale of the savings was reflected in the biggest-ever Red Book, bringing together all the exclusive deals alongside entries for the New Products Showcase.
Retailer Laura Palmer, director of Mutleys Pet Supplies in Norfolk, summed up why PATS remains a must-visit event for the pet trade. She said: “I have visited PATS for 17 years, and truthfully this was the best one yet. The show was busy, and the atmosphere was so upbeat. I loved the PATS Café in the centre of the hall. It was a real pleasure to attend the show – I could easily have stayed for all three days.”
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New Product Award winners celebrate their success
The PATS New Product Award winners have been celebrating their success during the show. We got got their reaction to their award success...
Hound Hose founder Maisie Osborne on her stand after winning the grooming category.
The PATS New Product Award winners have been celebrating their success during the show. We got their reaction to their award success...
Cat Accessories & Toys
Pet Tee Pee
Danish Design (stand L20)
Director of sales and operations Rob Newsome: “We’re very grateful that all our hard work has been rewarded in this way. We’ve won a PATS award in the past, so we realise how important it is to get this recognition.”
Judges' comments: "This a great quality modern design with a neutral colour that would fit into any home. It’s a great price for a very nice looking cat bed."
Cat Food Products
Purrform Fresh Deli
The Nutriment Company (stand E40)
Peter Roy, managing director UK: “We believe this product will open-up great opportunities in the cat category for pet shops, so it’s great to know that the judging panel of retailers recognised that fact.”
Judges' comments: "This product comes in a good variety of different flavours. Moving cat food into the fresh food sector is a good innovation."
Dog Food Products (sponsored by Petfellas)
Real Simple
Naturaw (stand K50)
Director Chris Broadbent: “This honour makes all the hard work worth it. It’s a great value, high-quality product, and has been well received.”
Judges' comments: "This product is high-quality with clear labelling and comes at a great price. It’s exactly where the raw market should be heading."
Dog Treat Products (sponsored by Law Print & Packaging)
Pure & Natural Doggy Bag (Natural Chew Variety Pack)
Su Bridge (stand I10)
Lynne Hopwood, National sales manager: “We are delighted to have won this award in our 50th anniversary year. It was great to hear the judges’ comments, saying that the trade has been waiting for such a product.”
Judges' comments: "The natural feeding world has waited a long time for a mixed treat bag like this – it’s a great product."
Dog Accessories & Toys (sponsored by Paws Wholesale)
Booster Enrichment Toy Range
Fidelis Dog (stand E32)
William Cullen, UK director: “We launched the Booster range at PATS, so it’s fantastic to have been recognised in this way – we’re so happy.”
Judges' comments: "This is a wonderful concept and is very well made. It comes at a good price point and should be robust for larger dogs."
Dog Harnesses, Leads & Dog Wear
Truelove Ultra-light Magnetic Top Harness
Truelove x That Dog (stand F58)
Stylianos Rigakis, director: "We're proud to be the Winner at PATS 2026 New Product Award for Dog Harnesses, Leads & Dog Wear. Our Truelove magnetic dog harness fastens one-handed and opens at the neck for easy on/off. At only 144g in medium, it's ultra-light and ideal for active dogs. It's made from CORDURA® fabric in four colourways, with a Dyneema chest loop at the front and a grab handle on top. If buckles are hard work for stiff or sore fingers, you only have one hand free or limited dexterity, this harness is easy to put on!"
Judges' comments: "This harness is ideal for those owners with dexterity issues and is also just a cool-looking product."
Small Animal & Bird Products
Teewy Meadow Wheel for Small Animals
Chongqing Pet Union Biological Technology (stand N54)
Grace Gu, vice-president: “This is the first time we have exhibited in the UK so we’re delighted to have won this award.”
Judges' comments: "This product is naturally produced and pleasing on the eye - and is a great boredom-buster."
Pet Care Products (sponsored by Pedigree Wholesale)
Oralade Active +
Oralade (stand B13)
Managing director Anthony Mackle: “It’s a special year for our company and for us to win an award is the cream on top. We felt that PATS was the perfect platform to showcase our products and we’ve had a lot of interest in the range. People are very focused on hydration at the moment, so Oralade Active + is creating a lot of interest at the show.”
Judges' comments: "If we continue to have hot summers, hydration drinks such as this great product will become ever more important for dogs and their owners."
Grooming Products
Portable Dog Washer
Hound Hose (stand A74)
Maisie Osborne, founder: "I’m absolutely thrilled that Hound Hose has won the New Product Showcase Award in Dog Grooming at PATS. It still hasn’t sunk in! This is our first ever trade show, and the feedback has been incredible. I created Hound Hose because, as a dog walker, I was cleaning muddy dogs every day and couldn’t find a washer that could keep up. To win this award genuinely means the world to me. I’m so grateful, and I can’t wait to see where Hound Hose goes from here."
Judges' comments: "This is a great innovative product. It’s portable, practical and ideal for muddy walks and muddy paws."
Aquatics Indoor Products
Interpet Scape Kit Cube Aquariums
Sera Group (stand T30)
Graeme McCartan,senior national account manager: “Aquagarden Interpet are delighted to receive the PATS 2026 Indoor Product award for the Interpet Scape Kit Aquarium set, offering the retailer a set of 3 separate Aquariums in one carton! Each individually sold Aquarium is designed for all consumers looking for a quality starter setup that features a proven and reliable filter complete with Biodegradeable coir tech media for clean water, a clean aquarium pod water conditioner, and importantly an LED lighting unit to aid daytime viewing. The retailer pack comprises 3 Aquariums in 19l, 32l, & 50l and is immediately available from Aquagarden Interpet!”
Judges' comments: "An ideal starter kit with a good range of sizes and price points."
Aquatics Outdoor Products
Pond in a Pot
Anglo Aquatic Plant (stand R3)
Caroline Everett, manager director: “We’re delighted to have won. It was wonderful to hear what the judges had to say about the product. We’ve worked hard in bringing it to market.”
Judges' comments: "This product looks amazing and is fantastic value. It’s super cute and is well designed."
Reptile Products
Fast Acting Reptile Calming & Emotional Wellbeing Kit
Pet Remedy (stand L18)
Rob Tyler, sales director: “This award is fantastic recognition for a product that brings the proven Pet Remedy concept to reptile keepers in a simple, practical format. Reptiles can experience stress just like other pets, and we’re really pleased to help retailers offer their customers a natural calming solution designed with this community in mind.”
Judges' comments: "This is a great product for wellbeing, at a good price and something we haven’t seen before."
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Save the date for PATS 2027
The dates for PATS 2027 have now been announced – next year's show will take place on 19-21 September 2027 at the NEC Birmingham.
What they had to say about this year's show
The record-breaking PATS 2026 at NEC Birmingham came to a triumphant close on Tuesday, with exhibitors and visitors hailing a hugely successful three days of business, networking and new product discovery...
The record-breaking PATS 2026 at NEC Birmingham came to a triumphant close on Tuesday, with exhibitors and visitors hailing a hugely successful three days of business, networking and new product discovery.
The Pet & Aquatics Trade Show maintained its momentum right through to the final day, with pet retailers and industry professionals continuing to pour through the doors to explore the latest products and innovations coming to market.
With more than 600 brands showcasing hundreds of new products, this year’s event proved to be the biggest PATS yet. The co-location with leading equestrian trade show BETA International, which took place on Sunday and Monday, added another dimension to the event, giving visitors even more to see and discover.
Adam Marsden, head of sales at Ancol Pet Products, said: “It has been an excellent show and we’ve met some quality visitors, both current and new customers. I was pleasantly surprised at how upbeat people have been, creating a tremendous buzz around the hall.”
That view was echoed by Su-Bridge Pet Supplies, which celebrated its 50th anniversary at the show with a special drinks reception on its stand. National sales manager Lynne Hopwood said: “Our stand has been busy throughout and we’ve been able to celebrate our birthday with others in the trade. And to top it all, we won a New Product Award.”
It was also a memorable PATS for Hound Hose, which picked up a New Product Award after making its trade show debut. Founder Maisie Osborne said: “This is our first ever trade show, and the feedback has been incredible. I created Hound Hose because, as a dog walker, I was cleaning muddy dogs every day and couldn’t find a washer that could keep up. To win this award genuinely means the world to me. I’m so grateful, and I can’t wait to see where Hound Hose goes from here.”
The expanded Grooming Zone was another major attraction throughout the three days, with an extensive programme of demonstrations, talks and Q&A sessions delivered in partnership with the British Isles Grooming Association. BIGA director Paula Bryan said the response from visitors had been extremely positive. “We wanted to give retail teams the knowledge to discuss grooming with authority on the shop floor,” she said. “We covered everything from coat types and product selection to welfare-focused practices and the skills that keep customers coming back. We’re really happy with the response – it has been a very successful three days.”
Paula also confirmed that BIGA will be returning to the Grooming Zone when PATS returns next year.
The show received an equally warm reception from visitors, with retailers and industry professionals packing the aisles throughout the three days.
Thomas Rogerson, director of award-winning Wildwood Pets in Lincolnshire, spent two days at the show to make the most of everything on offer. “There was so much to see that my time here was well spent,” he said. “I also like taking advantage of the deals offered by suppliers. A show like PATS is important to retailers because it gives us the chance to touch and feel products – something you can’t do online.”
For John-Stephen Thompson, the show provided the perfect opportunity to source products for a new pet shop he is preparing to open. “I was impressed by the sheer scale of the show,” he said. “There were so many fantastic ranges on show I was spoiled for choice. I particularly liked how upbeat everyone was.”
It was also a first visit to PATS for groomers Kathy Wang and Jack Kong, who were impressed by the breadth of innovation on display. “We were very impressed with everything about the show,” they said. “It gave us a great opportunity to see all the new products. So much innovation goes on within the pet industry, and it’s great to see it all under one roof at PATS.”
With a record-breaking 2026 show proving so successful, the focus is already turning to the next edition – with the pet industry clearly ready for more of the same when PATS returns in 2027.
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Growing pet-related spending is emerging as one of the trends shaping Britain’s ‘couch economy’, as new Visa research reveals how increasingly home-centred lifestyles are changing where and how UK households spend.
Around 5% of UK payment cards now show regular spending at pet merchants, up approximately 1.5 percentage points since 2019. The growth reflects recurring demand across pet food, care, grooming and related services as pets become a more prominent part of household life.
The findings form part of Visa Business and Economic Insights’ report, The Great Indoors: How the ‘Couch Economy’ Is Redefining Consumer Spending Habits, which explores how changing lifestyles, digital engagement and rising expectations around convenience are reshaping consumer behaviour.
The research also finds:
- Frequent online shopping has almost doubled: Nearly three in 10 (28%) UK payment cards now make 10 or more online or in-app purchases each month, up from 15% in 2018.
- Digital payments account for a growing share of spending: 26% of UK domestic payment volume now takes place online or in-app, up from 20% in 2019.
- Streaming is outpacing nights out: Streaming and pay-TV subscriptions reach a greater share of UK cards than cinema and concert spending, a pattern that has continued even after cinemas and live events reopened.
- Food delivery is embedded in everyday routines: Around 15% of UK cards regularly use food delivery platforms.
Rob Cameron, CEO of Visa UK & Ireland, said: “Pets have always been an important part of family life, but our data suggests they are also playing a growing role in household spending. Regular demand for everything from food and grooming to care and other services shows how changing lifestyles are influencing where our money goes.
“What we’re seeing more broadly is that the ‘couch economy’ extends well beyond online shopping. As convenience becomes a bigger part of everyday life, consumers are increasingly turning to products and services that fit seamlessly around how they live. For businesses, that creates opportunities across digital commerce, subscriptions, delivery and other services that build ongoing customer relationships.”
The full report can be found here.
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The Advertising Standards Authority has upheld a complaint against Luma Pet, which posted a social media advert for its red-light therapy pad, and criticised the company for not responding to its investigation.
The paid-for Facebook ad, seen on 21 April 2026, featured the caption “More stability. More play. More years without flare-ups. LumaPet’s red light therapy pad supports spinal health, reduces inflammation around the discs, and strengthens the tissues that keep IVDD flare-ups from happening in the first place. Because protecting their back today means protecting every tomorrow with them.”
The ad included an image with large text that stated: “STOP BACK PAIN before it becomes PARALYSIS!” followed by “Treat existing damage. Prevent future flare-ups. No drugs. No surgery.”
It showed three black devices labelled “Luma Pet” with a red glow around them. Below the image, text included “Prevent IVDD Before It Starts” next to a “Learn more” button.
The complainant, a veterinary surgeon, challenged whether the efficacy claims were misleading and could be substantiated.
Luma Pet Ltd did not respond to the ASA's enquiries, and the watchdog said it was concerned by the firm’s lack of response.
In the absence of a response, the ASA concluded that claims in the advertisement had not been substantiated and were therefore misleading.
The ASA ruled: “The ad must not appear again in the form complained of. We told Luma Pet Ltd not to claim that its red-light therapy pad could reduce inflammation around the spinal discs, treat existing spinal damage or back pain, prevent IVDD-related flare-ups or paralysis, unless they held adequate evidence to substantiate the claims.”
The full ruling can be viewed here
https://www.asa.org.uk/rulings/luma-pet.html
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Joint venture marks the next phase of Raccoon’s ambition to build a world-leading animal health ecosystem, connecting trade and consumer audiences through a growing portfolio of specialist events.
Raccoon Media Group has announced a new joint venture with Edition Media Ltd, bringing Edition Dog Live into its growing animal health portfolio and setting out plans to significantly grow the event.
The partnership will combine the established Edition Dog brand and community with Raccoon’s investment and experience in building specialist events. The two businesses will work together to develop the event’s marketing, content, commercial proposition and visitor experience, with plans to grow its reach across the UK dog market.
Edition Dog Live is the UK’s largest non-competitive consumer dog show, bringing together dog owners, brands and industry experts at NAEC Stoneleigh. The event features more than 200 exhibitors alongside expert content, live arenas and interactive experiences spanning dog health, wellbeing, nutrition, training and responsible ownership. Welfare sits at the heart of the event, with Stoneleigh’s extensive indoor and outdoor space providing an ideal environment to grow the show while continuing to put the needs and wellbeing of dogs first.
The partnership comes at a time of significant growth in the UK dog market. The UK is now home to an estimated 15.5 million dogs, three million more than five years ago, with 41% of households now owning a dog compared with 33% in 2021. Ownership is particularly strong among younger consumers, with 58% of 25 to 34-year-olds now owning a dog. The continued growth and changing profile of dog ownership makes this a timely investment for Raccoon as it builds its presence across the animal health market.
The joint venture is the latest investment in Raccoon’s growing animal health ecosystem, which now includes PATS, BETA International, the National Equine Show and Edition Dog Live. This announcement bolster’s the plans for a broader Animal Health ecosystem week, bringing complementary specialist events together around a shared timeline. The model will create focused events for distinct trade and consumer communities while connecting them through a wider programme designed to raise the profile of the animal health sector as a whole.
Raccoon has already invested significantly in growing its established animal sector events. Since acquiring PATS, the team increased attendance by 70% in one year. International attendance increased by 169%, with a record 445 exhibitors from 15 countries. BETA International has also grown to more than 200 exhibitors for 2026, alongside an expanded international presence and Hosted Buyer Programme. National Equine Show, a consumer equestrian event held annually attracts over 17,000 visitors over two days. The same approach will now be applied to Edition Dog Live, retaining the identity and community that have driven its success while providing the investment, expertise and resource to support its next stage of growth.
Mike Seaman, Group Chief Executive of Raccoon Media Group, said: “Edition Dog Live is exactly the kind of event we want to work with. It has a strong brand, an incredibly engaged community and huge potential.
“We’ve seen through PATS and BETA International what can happen when you take established, much-loved events and put serious investment, resource and ambition behind them. We’ve respected the heritage of those brands while giving them what they need to grow, and the response from their industries has been exceptional.
“We no longer think about markets simply as B2B or B2C. We think business to customer. Our job is to understand all of the communities within a market and build events that genuinely serve them. Our ambition is to build an animal health ecosystem, with complementary specialist events working together around a shared timeline. That doesn’t mean putting everyone into one event. It means creating focused events for distinct communities and connecting them in a way that raises the profile and creates opportunities across the whole sector.
“Edition Dog Live is an important part of that strategy and, alongside PATS and BETA International, takes us another step towards Animal Health Week and a much bigger proposition for the industry.”
Jennifer Dow, Edition Media Ltd, said: “Edition Dog Live has always been built around the health, wellbeing and welfare of dogs, and that won’t change as we grow. Stoneleigh gives us a fantastic home for the event, with the space and flexibility to create a brilliant experience for visitors while making sure dogs have room to step away from the busy show environment when they need to.
“Partnering with Raccoon gives us the investment, expertise and resource to take Edition Dog Live to the next level without losing what has made it special. They understand specialist communities and they share our ambition for what this event can become. We’re incredibly excited about the next chapter.”
The partnership comes as Raccoon strengthens its animal health leadership team with the appointment of Tess Drew as Portfolio Director. Drew brings extensive experience in the animal and pet events sector, including roles at the RSPCA and Touchpoint Live Media, where she led a portfolio including DogFest, The Vet Festival, SuperDog Awards and Big Dog Walk. Her wider experience includes the Daily Mirror Animal Hero Awards and BBC Countryfile Live. Drew will work across the division as Raccoon continues to invest in its existing events, develop its Animal Health Week proposition and explore further opportunities across the market.
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Jollyes Pets opens latest outlet in Asda superstore
Retail group Jollyes Pets has opened its latest store – its 128th in total – in Sheffield with comedian Paul Chuckle cutting the ribbon. The Drakehouse outlet is the first of its kind to be located inside an Asda superstore...
Retail group Jollyes Pets has opened its latest store – its 128th in total – in Sheffield with comedian Paul Chuckle cutting the ribbon. The Drakehouse outlet is the first of its kind to be located inside an Asda superstore.
The company said: “We’re bringing Jollyes’ pet expertise to Asda customers, with everything from frozen raw and natural treats to our new fresh food brand, Freshpet.
“We had special guest Paul Chuckle join us who did the honours of cutting the ribbon, as well prizes up for grabs with our Wheel of Fur-tune.”
Store manager Alan Burgar, said: "I'm really excited to be opening the new Drakehouse store and welcoming Sheffield's pet parents through the doors. Since joining Jollyes last year, I've loved learning more about the different types of pets we cater for and the products that help keep them happy and healthy - something I know my own cat Ozzy appreciates too.
"We've got plenty planned to celebrate the opening and we're looking forward to meeting our new customers and their pets. I'm also really excited to have the opportunity to build and develop another brilliant team here at Drakehouse, with a real focus on great customer service whilst providing great value to the pet community here in Sheffield."
View a gallery of pictures from the store opening below...
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