Pedigree Wholesale is expanding its award-winning Pawtential range with two exciting new additions: Pawtential Lamb Collagen Chews and Pawtential Collagen Doughnuts, launching exclusively at PATS.

Created to meet the growing demand for functional and more natural chew options, Pawtential combines the benefits of collagen with an engaging chew experience for dogs. The range offers retailers a compelling alternative to traditional rawhide, with highly digestible collagen designed to support dogs' overall wellbeing while providing a satisfying chew.

The Lamb Collagen Chews bring a new flavour to the Pawtential range, giving retailers another option to appeal to dogs with different tastes and preferences.

Meanwhile, the Collagen Doughnuts offer a distinctive shape designed to add variety to the chew category and create strong visual appeal on shelf.

Already recognised as an award-winning brand, Pawtential has quickly established itself as a standout addition to the functional dog treat market. Its combination of eye-catching, shelf-ready packaging, a strong wellness proposition and the growing popularity of collagen gives independent retailers an opportunity to tap into several key petcare trends with one range.

“Pawtential has made a real impact since launching, and we’re delighted to bring the latest extensions exclusively to PATS,” says Pedigree Wholesale. “The Lamb and Doughnut additions build on everything that retailers already love about the range, while giving them fresh reasons to engage their customers and drive sales. We’re particularly excited to showcase the new products to independent retailers at PATS.”

For independent pet shops, the range offers the opportunity to bring a, functional chew proposition to customers looking for products that go beyond simply treating their dogs.

The new Lamb Collagen Chews and Collagen Doughnuts will launch exclusively at PATS, giving independent retailers the opportunity to discover the new products and place their orders ahead of wider availability.

Visit Pedigree Wholesale at PATS stand K10 to discover the new Pawtential extensions and the full award-winning range.