In This Issue
Big changes at Vital but it’s business as usual
Arden Grange grows grain-free Sensitive range
Major pet companies book their stands at PATS Sandown
Five industry awards in 2018 for Group55
Dogmatic wins Best Dog Collar Manufacturer award
Life-sized 'War Horse' sculpture visits pet food business
Webbox launches next phase of its Natural campaign
Lily's Kitchen launches its first natural dental chew
Beaphar steps up fight on fleas and ticks
Henry Wag extends its dog drying product range
Give a dog a vote and set tails wagging
Get your own copy of Pet Trade Xtra
Residents object to pet food factory plans to tackle ‘obnoxious’ smell
Pet shop vows to stay open despite animal welfare accusations
Animals killed in pet centre blaze
Around 200 repitles rescued from Nottingham fire
Government warn pet owners about cost of no-deal Brexit appoints Chief Product Officer
PFMA investigates pet feeding and health trends
In Vogue Pets adds Italian-designed Winter Fashion Clothing Collection to range
Fireworks aren’t the only problem, says CSJ
Tetra relaunches FilterActive and Medica range for healthy fish
Intelligent pet tech start-up launches to vet community at London Vet Show
The best of the previous Pet Trade Xtra
Billy + Margot acquires premium UK pet food business Benyfit Natural
Pet firm lives up to ‘fastest growing company’ reputation as it expands into Australia
Nation's pets will suffer if there's a hard Brexit
Pet food business sets out ambitious plans for future
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Lily's Kitchen launches its first natural dental chew


Lily’s Kitchen has launched its first dental chew, Woofbrush, in a bid to help the dental health of the nation’s dogs.


The company has worked with an expert vet dentist to develop the dental chews, which are made from natural ingredients, including fennel, parsley, coconut oil, algae and decaf green tea extract. 


Unlike other well-known dental sticks, feeding Woofbrush chews as part of a dog’s daily dental regime leaves owners feeling totally guilt-free as they contain no sugar or chemicals, which are totally unnecessary.


Woofbrush is designed to fight plaque, which can be a major cause of poor canine dental health. Thanks to its unique spongey texture, Woofbrush goes right to the gumline when chewed, which is where plaque build-up can be hard to tackle.


Woofbrush is designed to clean teeth and freshen breath. Bad smelling dog breath can often be a sign of poor dental health and can lead to further health issues affecting the liver, kidneys and heart.  


Comments Henrietta Morrison, founder of Lily’s Kitchen: “At Lily’s Kitchen we care about the whole dog, including its dental health.  But talking to our dog owning customers, we know that many are confused about canine dental hygiene and also struggle to find dental care solutions that don’t leave them racked with guilt because of all the chemicals and sugars found in some readily available dog chews.   


“As a responsible producer of proper food for pets, we felt it was important to help educate pet owners about proper dental care and offer an effective, natural solution that enables them to look after their dogs’ teeth, without any of the worries.”


Lily’s Kitchen Woofbrush has been developed in three sizes and is available from the start of November.


There is educational and engaging POS, developed to support the product in store. 


The response from retailers has been phenomenal with the new chew being listed in hundreds of independent pet shops as well as being available direct to pet parents on, RRP from £1.20 (single chew) and from £6.00 (multipack of 7).

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