In This Issue
UK pet company hits back at raw food claims
Big pet companies behind move to ban advert, claims Pooch & Mutt
Pet firm Lily's Kitchen reports year of strong growth
The Bramton Company becomes Hero Pet Brands
'Eco' cat litter for environmentally-conscious owners
PATS Sandown attracts growing number of new exhibitors
Summit aims to connect pet brands with investors
Major companies exhibiting at AQUA 2019
Time to Spring clean your pet, says Vince the Vet
Check out some great offers at PATS Sandown
Get your own copy of Pet Trade Xtra
Pet shop owner left heartbroken as stolen Landrover is written-off
Chuckit! unveils new Rugged Fetch Wheel toy for tougher play
EUKANUBA releases children’s book to celebrate canine companionship
Beaphar UK gets set for most exciting PATS Sandown to date
Scruffs to give away new bed in New Year promo
Introducing TICKLESS – the new generation ultrasonic flea and tick protection
Turn Back Thyme with CSJ
The best of the previous Pet Trade Xtra
Fears auctioned-off pet food could flood the market
Woman receives £2 refund from Poundland after finding mouse in pet food
Sustainable dog food set to revolutionise pet market
Put your best paw forward in 2019 with Different Dog
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EUKANUBA releases children’s book to celebrate canine companionship


Leading pet food brand EUKANUBA has released ‘A Pawfect Pair’, a children’s story book that celebrates the benefits of people living life together with their dogs.


The heart-warming story follows the adventures of EUKANUBA Live Life Well Together Ambassadors, 17-year-old Roxy Carr and her Cockapoo, Poppy, as they search for the important things in life – companionship and connection. 


By sharing their tale of dog ownership and the friendships they’ve encountered along the way, EUKANUBA hopes to inspire the next generation about the benefits of dog ownership and raise awareness of the special relationship they can experience by living life with a four-legged friend.


The story supports findings that dog ownership in Britain is trending younger than ever. According to a survey of 2,000 UK dog owners, 90% of Generation Z already own and are wholly responsible for their own pet dog by the age of 16, unlike their parents’ generation, where for over half, the dog was the family pet and responsibility of their parents. 


This survey also highlighted that the always on smartphone generation (born between 1996-2016) are suffering from a crisis of stress and social isolation, with depression, anxiety and loneliness the key pressure points. 


However, it seems there is a solution in man’s best friend as young Britons seek solace in their four-legged companions. In fact, the desire for companionship is driving pet ownership for almost half (46%) of dog owners between the ages of 16-19, while an overwhelming majority (84%) claim their dog provides vital emotional support to help them face every day stress and pressures.


Commenting on the activity, Kellie Ceccarelli, EUKANUBA’s Veterinary Expert says: “The survey results not only show that dog ownership is important to Britain’s youth, but also just how disconnected many young adults feel.


"At EUKANUBA, we’re passionate about helping owners of every age to live life well together with their dogs. While caring for a dog is a responsibility that should only be taken on by those who have the time and patience, the results highlight how powerful the connection between humans and dogs truly is, and how beneficial this relationship can be for positive mental health.”


This is one of the reasons why we created the book, ‘A Pawfect Pair’, to highlight the special bond between dog and owner, as well as showing what’s truly important in today’s fast paced world. By telling the inspiring story of Roxy and her friends on the EUKANUBA Ambassador Programme, we want to inspire pet owners of all ages to share a long healthy life with their dogs.”



The ‘Pawfect Pair’, Roxy and Poppy, are EUKANUBA Live Life Well Together Ambassadors. As part of this activity, Poppy, alongside four other beautiful dogs trialled EUKANUBA’s new and improved recipes for 12 weeks to see if the new formulae could help to improve their dogs’ optimal body condition.  The results clearly demonstrated the difference that EUKANUBA’s tailored life stage nutrition can make to dogs of all ages.


Retailers can find out more about the Ambassadors’ journeys at, where they will also find a digital copy of the children’s book available to download for free from January 2019. Shoppers can also be in with a chance of winning a FREE signed (hardcopy of the) book by visiting the EUKANUBA stand at Crufts 2019.

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