Pedigree Wholesale has announced the launch of Pawtential Collagen Chews, an exclusive new range designed to meet the growing demand for functional, wellness-focused dog treats.
Set to hit the market in early 2026, Pawtential is crafted to help retailers tap into one of the fastest-growing trends in pet nutrition: collagen.
Made using hydrolysed collagen, Pawtential Collagen Chews offer a highly digestible and beneficial alternative to traditional rawhide. As pet owners increasingly seek products that support long-term health from the inside out, collagen has surged in popularity for its recognised benefits in skin, coat, joint, and overall wellbeing. With this new range, Pedigree Wholesale is empowering retailers to meet this rising demand head-on.
The new chews are introduced under the inspiring tagline “Feed Their Pawtential™”, reflecting a commitment to supporting every dog’s wellbeing both inside and out.
Developed with the humanisation of pets firmly in mind- a trend that continues to dominate the market, the range bridges the gap between indulgence and functional nutrition, delivering a chew that dogs love and owners feel confident choosing.
Pawtential Collagen Chews will be available in a broad four-flavour selection:
- Beef
- Chicken
- Salmon
- Peanut Butter
This variety ensures wide consumer appeal, along with four sizes XS, S, M, and L: Pawtential Collagen Chews are suitable for dogs of every breed, age, and life stage. This versatility positions the range as a strong repeat-purchase opportunity for retailers, adding value across multiple categories.
True to Pedigree Wholesale’s commitment to supporting its trade partners, Pawtential has been developed with retail performance in mind. The range will be supplied in distinctively branded, shelf-ready packaging that ensures strong standout on the fixture and at the till point; two high-impact areas proven to drive impulse purchases.
For stores looking to maximise visibility, an eye-catching fully branded FSDU will also be available, offering a turnkey merchandising solution ideal for seasonal campaigns or new-product promotions.
As more pet owners continue to prioritise wellness, transparency, and high-quality ingredients, Pawtential offers retailers a timely and commercially strong opportunity to enhance their natural treat offering. Exclusive to Pedigree Wholesale, the range strengthens the company’s position as a leading provider of forward-thinking, on-trend products for the UK pet trade.
A spokesperson for Pedigree Wholesale commented:“We are thrilled to introduce Pawtential Collagen Chews, a range designed to meet the rising consumer demand for functional, wellness-focused dog treats. Collagen is one of the most exciting growth areas in pet nutrition, and we’re proud to offer our customers an exclusive product that delivers on quality, innovation, and retail impact.”
Retailers interested in stocking the new Pawtential range are encouraged to contact their Pedigree Wholesale representative for further details, ordering information, and merchandising support.
