London-based Waita Pets triumphed at Crufts with sell-outs on many of products. The innovative range of freeze-and-air-dried treats and petfood caught the attention of reporters at the show, including the Royal Kennel Club’s Radio Crufts team who interviewed co-founder Wendy Wang.

Waita also had the opportunity to launch four new varieties at the show which proved to be very popular with visitors.

Waita Pets’ products stand out from the crowd due to their commitment to quality, transparency, and innovation in pet nutrition. At the core of their range is freeze-dried technology, which preserves the natural nutrients, flavours, and textures of real ingredients without the use of high heat or artificial preservatives. This process ensures that pets receive the full nutritional benefits of raw food, in a safe, convenient, and shelf-stable form.

“Our product development is grounded in rigorous research and a strong commitment to nutritional integrity. We began by thoroughly studying species-appropriate diets, focusing on the natural nutritional needs of dogs and cats. This involved reviewing current scientific literature on raw and freeze-dried feeding, consulting veterinary nutrition guidelines, and analysing ingredient functionality to ensure our formulations deliver balanced, bioavailable nutrients,” says Bolun Li, co-founder of Waita Pets alongside his business partner, Wendy Wang.

All products are 100% natural with no added colouring, preservatives or additives and ingredients are supplied from researched, tried and trusted suppliers for their quality, freshness and manufacturing facilities.

Waita’s new treats include:

• Waita Freeze-Dried Pigeon Neck is a 100% single ingredient made from whole pigeon neck, including soft bone and cartilage. This novel protein is a natural source of calcium, phosphorus, and collagen, which support strong bones, joint health, and dental hygiene.
• Waita Freeze-Dried Goose Trachea is made from 100% goose trachea, a natural chew loaded with collagen and chondroitin to support joint health, cartilage repair, and skin elasticity. Its hollow, slightly crunchy texture also helps promote dental cleaning through chewing.
• Waita Freeze-Dried Ostrich Liver is made from 100% pure ostrich liver, offering a hypoallergenic organ treat for pets with sensitivities. As a novel protein, ostrich is an ideal option for elimination diets and allergy-prone pets, while providing high-quality protein, iron, and vitamin A for cellular health and vitality.
• Waita Freeze-Dried Beef Kidney is made from 100% pure beef kidney, a powerhouse organ meat naturally rich in iron, selenium, and B vitamins. These nutrients play vital roles in energy metabolism, red blood cell production, and immune support. Gently freeze-dried to preserve its nutritional profile, this single-ingredient treat is a clean and functional choice for dogs and cats.

Commenting on their success at Crufts, Wendy said: “We were totally over-whelmed by the response at Crufts. We are a relatively new treat and petfood brand, but we have experienced rapid growth since launch, and we now have an impressive base of loyal customers whose cats and dogs simply love our products.”

For further information on Waita Pets’ products, please visit: www.waitapets.co.uk

For trade customers visit: www.waitapets.co.uk/pages/wholesale-contact