Ground-breaking pet products were confirmed as the winners of the coveted PATS New Product Awards 2025 in late September.  Will they now go on to become top-selling products next year.

Cat Accessories & Toys

Pidan Tofu and Cassava Cat Litter – Cococat & Pidan (stand K90)

Judges said: This is an on-trend product for up-and-coming pet parents. It has clean, clear branding, is eco-friendly and reasonably priced.

Cat Food Products

Cat Functional Topper Supplements – Karnlea (stand A70)

Judges said: This product is made in the UK with colourful, stunning packaging. It’s a great product in a limited market with clear labelling.

Dog Food Products

barkinBISTRO Pancreatic Support – barkinBISTRO

Judges said: This is a fantastic addition to the market. The product has a great design and has clear purpose. It fills a gap in the market – many people are looking for complete foods for dogs with pancreatitis.

Dog Treat Products

BrewBix Dog Treat Biscuits Trial Box – BrewBix (stand E99)

Judges said: This product is good for gift giving and pitched at a great price. It is carbon positive, eco-friendly and comes in good packaging. Dogs will love it.

Dog Accessories & Toys

The DOOG Stick Family – IGSM, COCO, JOJO & DOOG (stand A36)

Judges said: This well-designed toy is lighter, tougher and long lasting. It’s a hard-wearing product with a fun design. It will be hard to lose as it floats and glows in the dark.

Dog Harnesses, Leads & Dog Wear

Alpha 360 Fleece Pullover – Woolly Wolf

Judges said: A product fit for purpose. It has a good price point and comes in lovely colours. It has a fantastic design and folds into a pouch for convenience. It’s perfect for bellies of dogs low to the ground.

Small Animal & Bird Products

Osaka Seed Feeder – CJ Wildlife

Judges said: This bird feeder has a great design, it’s stylish and is reasonably priced. It delivers style with substance.

Pet Care Products

RunFee Grass Fed Bovine Colostrum Pet Supplement – Bellas Apothecary

Judges said: This natural product is priced well and comes in nice packaging. It ticks all the boxes and will prove popular in pet stores.

Grooming Products

WildWash 5 in 1 Magic Mud for Dogs & Cats – WildWash (stand J70)

Judges said: A well thought-out natural and unique product. It is also clearly labelled. It gives ‘spa-at-home’ vibes.

Aquatics Zone New Product Awards

Indoor

AxoStart, NT Labs 

Judges said: AxoStart is a product that stands on its own, and is designed specifically for the growing-in-popularity market of axolotls. This overtakes normal dechlorinators as it is species specific.

Outdoor

Orbis Pond, Velda 

Judges said: This is a visually appealing product for all pond keepers, new and old. It is compact, easy to use and comes at a bargain price.

Reptile

Arcadia EvoRx, Monkfield Reptile 

Judges said: This is a fantastic new product that fills a much-needed gap in the market at a good price. It will be useful addition to the current food offerings.