In This Issue
Pet product pioneer Roger Mugford is NOT retiring
Chance of more honours for award-winning pet firm
Crufts breaks records - Pet Trade Xtra brings you great retailing ideas
Wellness CORE fed Crufts champion Dylan the Villain
"Calm down" says leading Raw Food manufacturer
Different Dog goes crazy after TV exposure at Crufts
Record-breaking WHIMZEES triumphs at Crufts
TV celebrity launches Ceva’s Pet Anxiety Month
Instagram-favourite boosts Supreme's Selective rebrand
New canine care range from Royal Canin
Lifestyle pet brand Henry Wag goes global
Bichon Frise named HiLife Pets As Therapy Dog
Get your own copy of Pet Trade Xtra
Threatened pet shop given lifeline after support from local residents
New Halti and No-Pull Harness launched by Company of Animals
Sponsor EUKANUBA celebrates 50th anniversary at Crufts
Britain’s Got Talent star delights dog lovers
‘A Way With Dogs’ has own website
The face of Dogmatic creates emotional response
Natures Menu sponsors ‘Strictly’ dogs at Crufts
The best of the previous Pet Trade Xtra
Pet industry hits back at raw food fears
Pet shop owner prosecuted by RSPCA
Best Place to Work award for pet firm
Pet care firms listed in Top 100 Megabrands
Find out how Pet Trade Xtra can help to promote your business and products.

If you have a story for Pet Trade Xtra contact for all editorial matters.

Email to discuss advertising and sponsorship opportunities.
Instagram-favourite boosts Supreme's Selective rebrand

Supreme’s Selective brand has benefited from a redesign aimed at communicating the product quality more clearly. The pared back design centres attention on the animal photography used on pack and helps the product stand out a busy fixture, allowing owners to choose their product quickly, creating time to browse the other categories.

Instagram-famous Chinchilla Marty is the star of the chinchilla pack and brings brand name recognition to his 16.8k followers.

With the animals featuring heavily in the re-design Supreme has chosen to bring in some new pets on Rabbit Four+, Rabbit Junior, Guinea Pig and Rat packs too, with more engaging animals that shoppers can really relate to and that reflect current breed and colour preferences.

Selective Rabbit still features Binky - the bunny that won the company’s 'Britain's Cutest Bunny' Facebook competition with tens of thousands of votes and was selected from a shortlist by veterinary specialist Anna Meredith and RWAF. It's a bunny that rabbit owners know and love, so it's still easy for pet owners to identify Selective’s flagship product.

Veterinary recommendation has been enhanced on the front of pack as a clear identifier that the product is trusted. Rabbit lifestage is also more clearly signposted, helping owners to select the most appropriate product quickly for fast basket fill.

Claire Hamblion is Supreme’s Marketing Manager, “It’s really important when redesigning the packaging of a leading brand that you get it right and that it works for both shoppers and retailers. We believe we have done that here – the new packaging has a contemporary look and the clean design will appeal to the young adults who own small pets, while elements of the design remain familiar enough to make for an easy transition. “

She continued, “The segment has suffered as a result of bright and busy packaging aimed at the value end of the market. It doesn’t reflect where we are now, with more premium products and a drive to buy what’s best for the pet, so the Selective range will really stand out as head and shoulders above the rest.”

Retailers can expect to see the new packaging filter through to the trade from March. The award-wining product formulations remain unchanged and Supreme will continue to support the trade with money-off coupons, samples and POS to help them switch customers on to the benefits of feeding Selective. To find out more, contact Supreme on 01473 823296 or visit


Facebook Twitter LinkedIn