The Pet Industry Federation has revealed the finalists for the 2025 PIF Awards, the premier celebration of achievement and innovation across the UK pet industry.

Nigel Baker, CEO of the Pet Industry Federation, said: “The calibre and number of entries this year has been outstanding, with several categories oversubscribed. We are thrilled to see such a breadth of talent represented across all categories. Every business named as a finalist deserves sincere congratulations, and we look forward to celebrating with you in November when we announce the winners.”

The PIF Awards shine a spotlight on the very best in pet care innovation, retail, grooming, pet services, manufacturing and more. There are also new categories, such as Best Newcomer Award and Best Raw Store of the Year. 

PIF Awards Finalist 2025

Best Newcomer Award

Kirsty Depledge, Business Development Manager, Pedigree Wholesale

Charley Earnshaw, Business Development Manager, Natures Menu

Sandra Oliveira, Independent Account Manager, Company of Animals

Cattery of the Year

Farm Springs Cattery

Abbotts View Farm Cattery

Cox Green Cattery

Bell Reed Kennels and Cattery 

Hawthorn Boarding Kennels and Cattery

Pet Retail Chain of the Year

Jollyes – The Pet People

Pet Pavilion

Pets at Home

Pets Corner

Dog Daycare Business of the Year

K9Adventures

Leafields Retreat 

PadPaws

Pooches Retreat

The Doggy Day Care Centre 

Top Dog Doggy Day Care

Dog Walking Business of the Year

Abbies Dog Walking

Beacon Barkers Pet Services

Pawter's Pals

Percy in the Park  

PMF Pets

The Brood Pet Services

Export Award

Boil and Broth 

Landguth Heimtiernahrung GmbH

Symply Group

We.pet Independent Wholesale

Wrimes Cosmetics (Buddycare)

Garden Centre Pet Department of the Year

Homeleigh Garden Centre

Chessington Garden Centre

Klondyke Garden Centre

Notcutts Garden Centres

Webbs Garden Centres

Grooming Business of The Year

Beacon Barkers Pet Services

Hurley's Grooming Salon and Training Academy

JW Pet Services

Pet Pavilion

SPRUCE Dog Grooming

The Dog House (Leicester) 

Home Boarding Business of the Year

PadPaws

Poocheecare 

Pooches Retreat

The Country Dog Hotel & Spa

The Pug Snug

The Sighthound Savoy

Independent Retailer of the Year

Creature Comforts

Doodledales

Parrot Care Group

Pickles Pet Pantry 

Poochie Park & Pantry

Superpet Warehouse

The Empawrium

Wildwood Pets 

Kennel of the Year

Bell Reed Kennels and Cattery 

Canine Karma

Crossroads Resort

Hawthorn Boarding Kennels and Cattery

Meadowcroft Kennels Ltd. T/A Beacon Barkers Kennels & Pet Centre

Rags & Bert's

Manufacturer of the Year (Over £10 million)

Bella+Duke

Landguth Heimtiernahrung GmbH

Natural Dog Food Direct

Natural Instinct

Natures Menu

Manufacturer of the Year (Under £10 million)

Cobbydog, E & S Feeds 

Doglyness

Inventor Smart Care 

Life Of Riley Bakery 

The Muzzle Movement

Trinkety Paws Limited

Marketing Campaign of the Year

NexGard® COMBO - Who Knew? 

Ruffingtons x Leopard Co - Afternoon Tea Experience for Dogs

Doglyness – Doglyness Different: Turning Transparency into a Movement

Johnson's Veterinary Products - National Pet Shop Day 2025 

Tug-E-Nuff - Have You Seen Bob

The Sniffer Shop - Nosejoy 

YuMOVE - Joint Effort

James & Ella - The Great Outpaws

New Business of the Year

By Teddy 

Inventor Smart Care 

Northumberland Dog Hotel

Ruffingtons

The Sniffer Shop

Zooomy mHA Supplements

New Product – Accessories

Hillfoot & Paws - Eco Range of Handcrafted Collars and Training Leads

Pawdaw of London - Luxury Amenity Gift Pack for Dogs 

The Muzzle Movement - Size Harry 2.0

Tug-E-Nuff – Bob: The 3-in-1 Floating, Tugging, and Fetching Dog Toy

West & Jones - Gun Dog Jacket with Exterior Armour

Wyld Cub - Step & Switch® Modular Harness System

New Product – Food

Bella+Duke - Raw Basics

Copdock Mill - Urtica Plus 

Dibaq Diproteg SA - Dibaq Sense

Nutriment - Gently Steamed

Piggie Parcels - Guinea Pig Pellet with Supplements 

Simply Jasper - Lamb and Butternut Squash with Green Lipped Mussel

New Product – Health & Hygiene

Biotek Environmental Science UK Limited (BES UK) - WDS3000X (Water Disinfection System) 

Dorwest Herbs - Probiotic Plus

Herbal Dog Co - Herbal Cat Co Tonics 

Inventor Smart Care - The Dental Wand 3.0 

LK Pets - Cat Supplements

Natural Science Group t/a AniVatio - ProJoint - Oral Gel

New Product – Treats

Antler Chew Wholesale - Venison Sticks

Brave Petcare - Misty & Bluey Christmas Dog Candies

Life Of Riley Bakery - ‘Treatings’ Cards™

Pets Choice - Snackies, Meaty Crisps

Spratt's Patent Limited - Spratt’s Chews

The Protein Ball Co - It’s The Dog’s 

Waita Natural - Freeze Dried Duck Blood

Online Business of the Year

Dorwest Herbs

HayPigs!® 

Herbal Dog Co.

Kavee

YuMove

The Dog Trainer School

The Muzzle Movement

Tug-E-Nuff

Pet Service Business of the Year

Canine Dip and Dive Club 

Clever Canines 

My Three Cats 

Paws in the Park, Burrough Court

Pets 2 Places, Milton Keynes

That's Pawfect & That’s Pawfect Wedding Chaperone®

Train & Nourish

Yorkshire Pooches Therapies

Pet Tech Award

FetchSense 

ParrotVerse Holdings 

PetPace

Petscribers 

Raw Store of the Year

Comfort & Nourish 

Embark On Raw

Northampton Raw Dog Food

Poochie Park & Pantry

Sig and Viv’s Natural Pet Pantry

Stefs Pet Pantry

Supplier of the Year 

Herbal Dog Co

Nova Dog Chews 

The Nutriment Company

Ultra Clean Canines - Emmi-pet Training & Distribution

Waita Natural 

We.pet Independent Wholesale

Sustainability Award

Baker Bray Pet Products

Doglyness

Herbie Wilde

Landguth Heimtiernahrung GmbH

Life Of Riley Bakery 

Trinkety Paws 

Wholesaler of the Year

Copdock Mill Wholesale

Vital Pet Group

We.pet Independent Wholesale

Lifetime Achievement Award

To be announced on the night

The 2025 PIF Awards Dinner, generously supported by platinum sponsor Natures Menu, will take place on Thursday 6 November at the DoubleTree by Hilton Hotel, Stoke-on-Trent. Headline sponsors include Cliverton, Nutriment and The Animal People Recruitment Company.

Other valued sponsors are James & Steel (Official Drinks Sponsor), Bella+Duke, Buddycare, Collar, Impact Exhibitions, Associated Veterinary Services, Naturo, Nobull Marketing Agency, Anthesis Enterprise Software and Citation.

Guests at the black-tie event will enjoy a sparkling drinks reception, three-course meal with wine, live entertainment, and a night of recognition and celebration with colleagues from across the sector.

Tickets are on sale now, with discounts available for PIF members and savings for tables of ten. Tickets and accommodation are limited and in high demand, so early booking is recommended. Full details and booking information can be found at: www.petfederation.co.uk/pif-awards/tickets

Details of all finalists can be found at www.petfederation.co.uk

Anticipation is growing as visitors and exhibitors get set for the biggest-ever Pet & Aquatics Trade Show, opening this Sunday, 28th September 2025, in Hall 1 at the NEC Birmingham.

Running for three days until Tuesday, PATS 2025 will feature a record-breaking 430 exhibitors showcasing hundreds of new and innovative products.

Renowned for attracting high-calibre buyers from across the UK and internationally, this year’s show promises more business opportunities than ever before. From major industry names to emerging brands, the event offers a diverse and dynamic platform where innovation meets opportunity – there’s truly something for everyone.

Among the highlights are the New Product Showcase and live grooming demonstrations by top experts – must-see attractions for those looking to stay ahead of the curve and gain valuable industry insights.

Many of the companies taking stand space at PATS for the first time put their decision down to the professional organisation of the event and the outstanding opportunities to engage with retailers.

James Burton, commercial operations manager at Pawfect Foods, explained: "Having just established our UK-based team, PATS presents an ideal opportunity to share information regarding our unique, exciting, premium products with the pet trade in a well-established and popular forum. We would like to extend our sincere gratitude to the PATS team for their tremendous support in enabling and assisting our attendance at this year’s show. They have gone above and beyond to make things easier for us."

Established brands like Ancol also acknowledge the importance of exhibiting at PATS, with director Simon Lane stating: “This event is still quite special to Ancol, after nearly 55 years of trading, and we are excited about the move to the NEC. It’s such an important event that Ancol has invested in a larger stand to show off its new products.”

These sentiments are shared by  Petlife International, which will be showcasing its popular Vetbed range of products. Director James Hancock said: “We as a business exhibit at many trade events, but we consider PATS the number one show in our calendar. PATS gives us an opportunity like no other to meet with clients – old and new – and represents the perfect platform to launch new products. We can’t wait to be part of the first NEC event!”

The Aquatics Zone, a dedicated area for aquatics, watergardening and reptile exhibitors, is returning to PATS after a successful launch in 2024, and will host major companies exhibiting multiple brands.

After exhibiting in the Zone last year, Peregrine Livefoods was quick to book its stand for 2025. Marketing manager Andy Fahy said: “We are excited to attend PATS again this year, showcasing our latest products and innovations. It’s a must-visit event for retailers and buyers seeking fresh opportunities, exclusive deals, and insights into the pet trade’s future.”

One of the major draws of the show is the New Product Showcase, sponsored by pbwnews. This year there are a record number of entries, with over 400 products to be judged across nine categories for the prestigious New Product Awards.

PATS has worked closely with international trade association PetQuip over the past few years to increase international interest in the exhibition. Increasingly, overseas buyers are seeing the value of the show in making connections and sourcing high quality UK products. 

PetQuip will be hosting the Buyers’ Centre on the show floor, supporting international buyers with their product-sourcing enquiries, and will be holding its PetQuip Awards Dinner at the National Conference Centre after the second day of PATS.

Joe Denham, Director General of PetQuip, said: “PATS is the most important event of the year for the pet sector, an unmissable opportunity to meet the major brands, see the latest new products and discover new start-ups.  It's the place to find innovation, catch up with friends and colleagues and meet new contacts. The show's new home at the NEC is ideal for international buyers, with connection to the airport just minutes away. As a trade association who supports British pet business to export, we are excited about who we will meet there.”

Award-winning pet store Trusty Pet Supplies, voted UK Independent Retailer of the Year in the 2024 PetQuip Awards, urged all retailers to attend this year’s exhibition. Owner Hannah Edmondson said: “We've attended PATS every year for as long as we can remember and we are very excited for this new location! PATS is a great chance to catch up with suppliers we already work closely with, but what we love most is finding new products and making new connections. There are always some great deals to be had and lots of goodies to take away too. Don’t miss it.”

There’s still time to register for FREE show entry, simply visit www.patshow.co.uk where you will also find supporting information.

PATS is being staged alongside leading equestrian trade show BETA International, which takes place in the adjoining Hall 2 on Sunday (28th September) and Monday (29th September). At BETA International, visitors will be able to explore over 200 brands and engage with over 2,000 equestrian and country sector leaders. You only need to register once for both shows, with BETA International visitors being given access to PATS and vice versa.

PATS 2025 opening times

Sunday, 28th September 2025: 9.30am-5.00pm

Monday, 29th September 2025: 9.30am-5.00pm

Tuesday, 30th October 2025: 9.30am-4.00pm

Pet Brands has signed a licensing agreement with the Royal Horticultural Society, marking a pioneering collaboration that will see the creation of the first-ever RHS pet product category.

The collaboration will bring to market Pets in the Garden – an innovative range featuring designs inspired by the RHS Lindley Collections and its extensive archive of horticultural and botanical imagery. 

Uniting the UK’s leading pet accessories company with the nation’s most respected gardening charity, the range will celebrate the bond between people, their pets, and their outdoor spaces.

Designed with the needs of both pets and gardeners in mind, Pets in the Garden will feature a variety of stylish, functional, and environmentally conscious products, allowing pet owners to enjoy their gardens while alongside their pet companions.

“We’re incredibly excited to be launching the first-ever RHS pet range,” said Amy Spratt, Group Head of Marketing at Pet Brands Ltd. “Garden centres have become key destinations for pet owners, and this range perfectly reflects the shared values of both the pet and horticulture communities – care, wellbeing, sustainability, and joy. Pets in the Garden brings these worlds together in a way that’s never been done before.”

Cathy Snow, Licensing Manager at the RHS, added: This range aims to combine usefulness with style and a love of pets and the outdoor life, and, thanks to Pet Brands’ years of experience in premium pet products and our own gardening expertise and design assets, it achieves exactly that. It also brings the RHS name to an important market which has a strong appeal both for our supporters and for gardening lovers in general.”

The Pets in the Garden range will be available across selected retailers and garden centres in early 2026, but pre-launch is available to discuss now.

For more information contact sales@petbrands.com

Vital Pet Group has been appointed as the exclusive UK wholesale distributor for Real Simplicity, an all-new premium cat food and treats range that champions sustainability, transparency and complete nutrition.

Real Simplicity has been introduced to the UK by Pet Brands; the UK brand owner, while Vital will take the lead in bringing the range to independent retailers nationwide. This collaboration combines Pet Brands’ expertise in sourcing and brand building with Vital’s unmatched distribution network in the UK pet trade.

A range with premium credentials
Real Simplicity has been developed to deliver high-quality, responsibly sourced nutrition with clear labelling and no unnecessary fillers. The launch collection includes:

• Complete & Balanced Kibble – protein-rich recipes with added freeze-dried protein bites
• Complete & Balanced Pâté – smooth and highly palatable meals
• Creamy Protein Treats – hydrating, protein-dense lickable snacks
• Freeze-Dried Treat Bites – single-protein, minimally processed treats

Each recipe has been carefully formulated to meet cats’ nutritional needs while aligning with modern pet owners’ demand for sustainable sourcing and transparency.

Premium cat nutrition on the rise
The UK pet food market was worth £4.1 billion in 2024 (UK Pet Food Association), with cats representing one of the fastest-growing segments. The UK cat food market is projected to reach £2.75 billion in 2025, growing at a 2.2% CAGR through 2030(Mordor Intelligence). This growth is being driven by a surge in cat ownership and consumer demand for premium, health-led nutrition.

Launch at PATS 2025
Real Simplicity will officially debut at PATS 2025, where independent retailers will be the first to preview the full product portfolio. The brand will be showcased at Stand F10.

"We’re excited to add Real Simplicity to our exclusive wholesale portfolio. This brand perfectly reflects the growing demand for premium, sustainable and transparent cat nutrition in the UK market," said Peter Brame, Group Trading Director at Vital Pet Group.

"The launch of Real Simplicity represents a real step forward for the premium cat food category in the UK. With Pet Brands bringing the range into the market and Vital Pet Group ensuring it reaches independents nationwide, we’re able to combine our strengths to deliver a brand that truly champions transparency, sustainability and high-quality nutrition for cats," said Amy Spratt, Group Head of Marketing.

Ghostdog Pets Ltd, an impact-driven UK pet innovation company, is launching its first brand – Sync® – at PATS 2025 this weekend.

Ghostdog Pets Ltd is a revolutionary new pet care company committed to using impact-driven innovation to solve some of the greatest challenges in the pet world.

Unlike its namesake, the Amazonian ghostdog, which is so seldom seen, Ghostdog Pets has no intention of being elusive; rather, it seeks to boldly disrupt the industry with game-changing innovation and go-to-market strategies.

Glenn Rankin, the brainchild behind Ghostdog Pets, has a career building challenger brands. Having seen the visible health benefits of insect diets, Glenn was determined to reframe the insect story: from just a sustainable ingredient to a smart, functional nutritional formula brimming with health benefits.

“In 2024, the opportunity to launch my own group of brands presented itself, and I didn’t need asking twice. Ghostdog Pets was born out of the desire to make insect protein accessible to all pets and to build a global group of purpose-led brands,” said Glenn Rankin.

Ghostdog Pets is built by a senior team with strong backgrounds in pet retail, nutrition, and FMCG marketing, with all co-founders joining in 2025. The company aims to expand its brand portfolio over the next 18 months, scaling through both organic growth and targeted M&A.

Glenn was determined to hire experienced partners for this ambitious agenda and is delighted to confirm that industry veteran Paul van der Raad has joined as Group Senior Vice President & Chief Commercial Officer, effective 1 October. Paul brings more than 30 years of hands-on leadership across the global pet industry, from ingredients and innovation to brands, retail, and strategy.

“Paul knows this industry inside out,” said Glenn Rankin, Founder and CEO of Ghostdog Pets. “He’s sharp, practical, and fully plugged into what makes a brand work in today’s market. His experience with insect-based nutrition, functional health, and retail is exactly what we need as we grow. Having Paul on board gives us the commercial firepower and focus to build momentum fast and stay true to our mission.”

Paul has held CEO roles at Vital Petfood Group, Best Friend A/S, Henne Pet Food, and Petbuddy Group, and served in a global new business development leadership role at Protix, the world’s leading insect-based ingredient company. At Ghostdog Pets, he will be responsible for commercial strategy, retail partnerships, and commercial growth, starting with the successful launch of Sync, a functional nutrition brand for sensitive dogs introduced at PATS 2025.

“Joining Ghostdog Pets is an exciting step for me,” said Paul van der Raad. “I’ve spent my career pioneering and building pet businesses, from ingredient level to brands. SYNC® is a great example of what happens when you combine deep pet nutrition insight with bold thinking. It delivers something new, not just to pets, but to the trade as well: functional nutrition and strong support for retail.”

In addition, Glenn has appointed Joanna Botwood as Chief Marketing Officer to lead marketing and innovation for this revolutionary new portfolio. Joanna brings decades of experience leading FMCG businesses and building sustainable brands. 

Motivated by the prospect of building something from the ground up, she said: “I’ve had the benefit and fortune to work on some incredible global brands across many different categories over my career. But when presented with the opportunity to build something from scratch, I couldn’t say no. While I don’t have experience within the pet industry, I see an obvious opportunity to act, behave, and operate differently, ultimately benefiting pets, pet parents, and the planet in the long run.”

Retailers and trade partners can experience Sync® first-hand at PATS 2025, with pre-orders available from September 2025 and full consumer availability in January 2026.

Stockists are encouraged to contact the Ghostdog Pets team directly via email at hello@ghostdogpets.com.

Ghostdog Pets are exhibiting on stand A40 at PATS.

Born and bred on the Lake District fells in 2020, Fell Dog has quickly established itself as a brand creating stylish, durable, and adventure-ready products for dogs.

The brand is the creation of designer Carolyn Harker, who brings over 20 years of product design expertise from the outdoor industry. Having worked with leading names such as Rab and Berghaus, Carolyn brings a wealth of technical knowledge and a deep understanding of materials and performance design.

Fell Dog has recently opened its Headquarters on the edge of the Lake District - a dedicated design and innovation centre where new ideas are tested, developed, and brought to life.

The latest launch, the Drench Waterproof Jacket, is a perfect example of Fell Dog’s ethos. Combining elegant styling with serious outdoor performance, the jacket boasts an 8,000mm hydrostatic head, 5,000 breathability rating, and fully taped seams - delivering rugged protection for adventurous dogs. Alongside it, the new Drench Collars & Lead are fully waterproof, odour-resistant, and feature a lockable buckle strength-tested to 70kg.

“Technical design has always been at the heart of Fell Dog,” says Carolyn Harker, founder and designer. “With my background in product design, I wanted to create pieces that are both stylish and rugged - products that look good but also deliver tried-and-tested performance.”

Since launching, Fell Dog has attracted a loyal community of dog owners who share its ethos: embrace the outdoors, celebrate every adventure, and find joy in the little things, even a rainy-day walk. Its ambassadors include fell runners and mountain rescue search-and-rescue dogs, true outdoor enthusiasts who embody the Fell Dog spirit and inspire others to explore life with their four-legged companions.

Fell Dog is exhibiting at PATS on stand B38.

For more information, visit: https://felldog.com/

Sales:  bark@felldog.com

As one of the longest-established bird food manufacturers gets set for PATS 2025, we look at why you should make Countrywide Bird Food’s stand (G59) one of your first stops at the show.

1. NEW EYE-CATCHING BIRD SEED MIXES

Countrywide, part of Albert E James, will be showcasing its new, eye-catching wild bird and aviary bird seed mixes. Visitors will be able to view Countrywide’s impressive designs, including eight wild bird mixes and a wide range of popular indoor and aviary mixes, in a variety of sizes.

With strong shelf-appeal, they’re perfect for retailers looking to offer their customers something fresh and different.

2. INTRODUCTORY OFFERS & 6 MONTHS’ EXTENDED CREDIT

Visitors can take advantage of special introductory offers, including extra savings and six months’ extended credit.

Despite increases in costs, Countrywide is keeping prices low for the 2026 season. In today’s challenging market, they remain committed to supporting retail partners and delivering great value for customers. More than ever, you can count on Countrywide to make quality affordable.

3. QUALITY, DUST-FREE, CHAMPION-WINNING MIXES

Used by leading breeders and show winners, the company carefully sources only the finest, natural ingredients. Their expertly formulated blends are full of flavour and texture and are designed to cater for the needs of different types of birds.

All seeds undergo a multi-stage cleaning process to remove dust, which can be harmful to birds. Countrywide pride themselves on offering the highest levels of cleanliness and quality, guaranteeing product excellence, whilst also offering great value and service.

4. PRIVATE LABEL OPPORTUNITIES

Interested in own-label? Countrywide has extensive experience in private label ranges, including tailored recipe development and packaging design. They have full control over the entire manufacturing process from their mill near Bristol and decades of experience in selectively blending seeds, grains and oils.  

5. HAVE YOUR SAY
PATS is the ideal opportunity to meet the experienced Countrywide team and explore how they can help boost your sales. Countrywide believe strong partnerships with retailers of every size are the key to success. Together, they’ll tailor ranges that work for your business – whatever your needs, Countrywide has the solution!

Make the most of your visit at PATS this year and don’t miss Countrywide Bird Food at Stand G59 near the Visitor Lounge.

Alternatively, contact the team on enquiries@aejames.com or call 01275 463496.

Pet supplements brand LitPet has embarked on a poster advertising campaign on the London underground during September to raise awareness of its product range.

The range of canine supplements is described as a blend of traditional Chinese medicine and modern science and includes products targeting stress relief, heart health, digestion, immunity, and overall wellbeing.

The range comprises Pawsitive Powder 200g  (RRP £42), a calming supplement combining traditional herbs schisandra and valerian with clinical ingredients including Lactium and DHA; CardioPlus 200g (£39), a health supplement formulated to support cardiovascular function in dogs featuring hawthorn and salvia as well as nutrients such as CoQ10 and taurine; ImmunoPro 200g  (£35), an all-in-one immune and vitality booster containing astragalus and ganoderma as well as beta-glucans and probiotics; and Body Balance 200g (£38), a holistic formula for restoring internal harmony and promoting overall wellness featuring herbs codonopsis and atractylodes as well as key nutrients.

LitPet founder Stephen Hu said: “LitPet is beautifully unique – meticulously developed in-house to mirror the way pets illuminate our lives. Each formula is a reflection of the light our pets bring us, crafted to help them thrive with natural care and scientific precision.”

Each formula is carefully balanced using clinically active ingredients at therapeutic levels, ensuring both safety and efficacy. LitPet supplements are made with no fillers, artificial colours, or preservatives. All products are manufactured in GMP-certified UK facilities and undergo third-party testing for quality and safety giving pet parents full transparency and trust in what they give their animals. Their products are thoughtfully designed for daily use, ensuring high palatability and compliance, even for picky pets. LitPet’s packaging is also FSC-certified and 100% recyclable.

LitPet made its European debut at the Zoomark International show earlier this year, and Pawsitive Powder was a finalist in the Pet Industry Federation’s 2025 Innovation Award. LitPet has also made the finals of the PetQuip Awards for Best New Product (Healthcare and Grooming) again with their Pawsitive Powder and for Most Promising New Business Start-Up. They will also be exhibiting at PATS 28-30 September, Birmingham NEC Stand A88.

Following a new partnership with JoyBuy UK, LitPet is now shipping across the UK and the EU — making their vet-formulated, herbal pet wellness blends more accessible than ever. To celebrate this, throughout September an awareness poster advertising campaign has been appearing on the London Underground in 5 iconic stations: King’s Cross, Waterloo, Baker Street, Bond Street and Paddington. 

Stephen added: “You’ll spot Pawsitive Powder, ImmunoPro, and CardioPlus — our three hero products supporting emotional balance, immune strength, and cardiovascular health in pets. But this isn’t just about visibility. It’s about community. This campaign represents a new chapter — not just in expansion, but in our mission to bring emotionally intelligent care to pets everywhere.”

Feeding guide:

• For small size dogs, 5-10kg, 200grams can supply 100-200days. 
• For medium size dogs, 15-25kg, 200grams can supply 40-66days.
• For body weight over 30kg, 200grams can serve 30days.

In October a smaller range will be introduced weighing 90 grams, priced between £15.99 and £19.99. This means that dogs of all sizes can find the right size for their needs!

To find out more about LitPet visit: www.litpet.co/en-uk

Award-winning pet brand DotDotPet has partnered with Battersea to launch a co-branded grooming range. The collection includes easy-to-use dog shampoos featuring a unique low-irritation fragrance designed to keep dogs calm during bath time, and 100% natural, biodegradable Eco Dog Towels.

For all licensed products sold, DotDotPet Co Ltd will donate a minimum of £15,000, and will give distributable profits to Battersea.

Market Opportunity

Pet grooming is a growing category, driven by the ongoing humanisation of pets and demand for high-quality products from pet parents. 

The UK pet grooming category is currently valued at $1.15 billion, growing at a 6.7% CAGR. Sustainable pet products are expanding even faster, with a 7.6% CAGR, and 65% of pet parents now view sustainability as an important factor when choosing products (sources: Grand View Research, GM Insights).

Trust and credibility are hugely important in the pet industry, particularly given the limited regulation of products. By combining DotDotPet’s expertise in science-led, innovative pet care with Battersea’s brand strength and consumer trust, this new range provides retailers with a premium, differentiated option in a crowded and confusing category.

Harry Chapman, founder of DotDotPet, said: “This is a hugely exciting partnership for DotDotPet. We have always prioritised creating high-quality, science-led products. That is why we developed our shampoos with a fragrance designed to be non-irritating to a dog’s powerful sense of smell. The fact that Battersea has recognised this and put their brand alongside ours demonstrates the difference our products can make. We are honoured to be able to support such a fabulous charity that does so much good work for pets in need of re-homing.”

Christoper Vernazza, Corporate and Commerical Partnerships Manager at Battersea added: “We’re pleased to collaborate with DotDotPet to help pets to feel fresh, clean and comfortable, and look forward to reaching even more pets, owners and Battersea supporters. Each purchase made and their generous donation will help to support even more dogs and cats in need."  

Retail & Commercial Opportunity

The new range presents a strong commercial opportunity for pet specialists, wholesalers, and retailers looking to grow their grooming category. With trusted branding, premium quality, and eco-credentials, the Battersea grooming range helps retailers meet consumer demand while driving incremental sales.

If interested in stocking the Battersea range contact DotDotPet on 07474736012 or hello@dotdotpet.com

Paleo Ridge has announced a special promotion on its popular Essentials range. From midday on Tuesday 23rd September to midday on Wednesday 1st October or until stocks last, all six Essentials products will be available at a reduced price, with 10% off, bringing the price down from £2.39 to just £2.15 per pack.

The Essentials range was introduced during the cost-of-living crisis in 2022, to make raw feeding more accessible and affordable, without compromising on quality. Carefully developed by Paleo Ridge experts, the range offers a balanced and nutritious raw diet that supports dogs’ health and wellbeing, at a price point designed to ease financial pressures for owners.

Director of Marketing Will Green said: “We launched the Essentials range to ensure that more people could experience the benefits of raw feeding, regardless of budget. This promotion is a further step in supporting our community, giving customers the opportunity to stock up on high-quality raw meals for their dogs at an even more affordable rate.”

As part of this promotion, customers who subscribe to Essentials products will enjoy their usual 5% subscription discount on top of the 10% promotional saving, bringing the price down to just £2.03 per pack.

The Essentials range is crafted from high-quality meat, bone, and offal, combined with 20% seasonal vegetables. Each recipe features a blend of proteins, ensuring dogs enjoy a balanced variety of meats in every meal.

Sourced from high-welfare farms with a commitment to sustainability and animal welfare, the Essentials range continues to reflect Paleo Ridge’s ethos of putting pets, people, and the planet first.

This limited-time offer is available on the Paleo Ridge website. Customers are encouraged to act fast, as the discount will only be available while stocks last and will end at midday on 1st October.

Paleoriodge.co.uk

Air-dried food specialists The Innocent Hound is unveiling From the British Countryside – a premium new collection of three single-protein, grain-free complete food recipes crafted with 85% fresh British meat or sustainably caught fish.

Inspired by the landscape’s dogs love most, the collection includes three carefully crafted recipes:

• From the Woodland – British venison, a lean and highly digestible protein, paired with blackberries, mushrooms, nettles, and hawthorn berries.
• From the Meadow – British Lamb, rich in amino acids and easy to digest, blended with rosehips, dandelion leaf, chamomile, and peppermint.
• From the Coast – Atlantic Salmon, combined with kelp, dill, and spinach, for a taste of the sea.

Each recipe is naturally enhanced with raw British honey, offering added nutritional benefits.

The launch also introduces new-look packaging. Each 1kg resealable bag is designed in bold, eye-catching colours to stand out on shelves and maximise retail visibility.

"We know there is increasing demand from pet owners for foods that are both natural and high in protein, mirroring their own approach to health and wellbeing. Building on the success of our 70% complete food range, From the British Countryside offers recipes with even higher protein content, British provenance, and bold new packaging designed to stand out on a shelf. This collection reflects our passion for creating nutritious, convenient meals that celebrate British provenance while supporting dogs’ health and wellbeing," said Chloe Heaton, Founder of The Innocent Hound.

The new range will be unveiled at PATS, stand F90, with an exclusive launch bundle available, including the complete From the British Countryside collection.

RRP & Availability

• Available from: Friday 26 September
• Format: 1kg resealable bags
• RRP: £32.00 (Salmon & Lamb) | £42.00 (Venison).
• Retailers: Order via The Innocent Hound Trade Website - innocentpetcare.co.uk

Award-winning herbal pet care experts Dorwest Herbs continue to lead the way in supporting anxious dogs with their bestselling Scullcap & Valerian Tablets  – with over 1.5 million doses sold during the 2024 fireworks season!

With fireworks season becoming longer and less predictable, helping owners manage anxious pets is more important than ever. Dorwest’s calming supplements are proven¹ to help reduce anxiety in dogs, with a 2022 University of Cambridge trial showing that 87% of owners observed a reduction in fireworks-related anxiety behaviours after using Scullcap & Valerian Tablets.

To further support retail partners, from 22nd September to 5th November, Dorwest is offering a Trade Calming Product Pack for fireworks season. Priced at just £75 + VAT (RRP £161.90), each pack includes:
1 eye-catching display box
6 x Scullcap & Valerian 100 tablet pots
2 x Scullcap & Valerian 200 tablet pots
3 x 30ml Valerian Compound
20 x Advice leaflets
1 x A4 poster – perfect for any window display!

This pack provides stockists with everything they need to help support customers in managing their dogs’ stress during fireworks and other anxiety-inducing events.

This year, Dorwest is proud to partner with accredited dog behaviourist Adem Fehmi, aka ‘Dogtor Adem’, for expert guidance during the annual fireworks campaign. Adem brings over 20 years’ experience in canine behaviour and training, helping owners recognise signs of anxiety and use effective strategies alongside herbal supplements.

Dorwest Herbs continues to provide stockists and pet owners with trusted, evidence-backed solutions to keep dogs calm, happy, and healthy.

For more information on trade support and products, call one of the team now 01308 897272 or visit trade.dorwest.com

Andy Murray’s adorable puppy Bonnie has landed her first role at just 8-months-old, as the pair team up with Purina PRO PLAN for an exciting new partnership.

Purina PRO PLAN, part of Nestlé Purina PetCare Europe, has rallied its first ever squad of elite tennis players and their pets to inspire dog and cat owners to care for their pets like a PRO. Research shows that 85% of British pet owners prioritise their pet's nutrition needs equally or above their own, with 64% putting their pet’s needs first.

The dynamic duo has joined forces with fellow tennis stars Jasmine Paolini and her dog Cesare, Çağla Büyükakçay and her cat Izo along with powerhouse couple Gaël Monfils and Elina Svitolina and their pet dog Wizz for the inspiring new campaign.

Professional tennis players work closely with health and nutrition experts to fine-tune their diets, always striving to achieve excellence for peak performance. This aligns with Purina PRO PLAN's commitment to provide high-quality pet food, developed by a team of Purina nutritionists and vets, to help dogs and cats lead active, healthy and long lives.

Just as these top players give it their all on the court, PRO PLAN is encouraging pet owners to do the same for their four-legged family members. Research shows that half (50%) of British pet owners say they view their cat or dog as a family member.

The findings also reveal that pet care is a priority for many, with almost a third (32%) of owners actively researching to stay updated on pet nutrition topics, with 17%4. even claiming to know more about their pet’s nutrition than their own. The whole squad shared the exciting collaboration across their own social media today, with two-time Olympic gold medallist Murray even giving his LinkedIn profile a playful update – transforming it into a joint account with his puppy Bonnie to spotlight their role as part of the Purina PRO Plan squad.

Andy Murray said: “Bonnie only joined us this spring, and she’s such a big part of our family already, so for me it’s important that we prioritise her health and nutrition. Throughout my career, nutrition has been key to my performance, and so it makes sense that we do this for Bonnie too because she’s going to be busy as she keeps up with life in the Murray house. I’ve learnt so much about pet nutrition and how important it is since I started working with Purina PRO PLAN and I hope Bonnie and I can inspire PRO level care among other pet owners”. 

Harriet Morley, Specialist Channel Director, Northern Region, PURINA Europe, said: “We’re incredibly excited about this partnership. Assembling this squad of professional athletes is the perfect way to help inspire cat and dog owners to care for their pets in the same way top players prioritise their own health and nutrition.

“We are proud to be working alongside Andy Murray and his beautiful dog Bonnie for this partnership – alongside the rest of the squad – to connect with tennis fans and pet owners alike. I know this will be an incredible adventure, one that creates powerful moments to celebrate the bond between pets and their owners.”  

Throughout the partnership, Purina PRO PLAN will engage with athletes, tennis supporters and pet owners to showcase how quality nutrition and care helps support pet health and well-being.  The professional squad will also star in a new PRO PLAN TV advert, which puts pet nutrition in the spotlight. The advert will roll out across TV, digital, and social channels in autumn.

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An independent pet store in Bath has closed after the owners failed to find a buyer for the business.

Park Pets in Moorland Road posted on its Facebook page: “Well, the rumours are true – we are unfortunately closing down. 

“We had sold the business and were hopeful that it would stay as a pet shop but the potential new buyer was unable to agree a new contract with the agent so unfortunately we will be closing the shop down.

“Please come in to say goodbye and support us one last time and treat your pet to something in our half-price sale (exclusions apply.)

“Coopers Cuts will be contacting their clients to rearrange their appointments, please be kind to them as this is totally out of their control.

“Thank you for your support over the past four years, we couldn’t have done it without you.”

The search is on for a new CEO at Pets at Home following the sudden departure last week of Lyssa McGowan.

Ian Burke, non-executive chair, has assumed the role of executive chair until a permanent CEO can be found.

McGowan became CEO of the business in 2022 following a spell at Sky as its UK Chief Consumer Officer.

sera, the internationally renowned brand for premium aquarium and pond foods, is now officially available in the UK through Aquagarden Interpet.

Well-established across Europe for its high-quality nutrition and care products, sera brings trusted expertise to UK aquarists and pond keepers. With this launch, trade customers can now benefit from a wider range of proven nutrition and care solutions — all stocked locally in the UK.

Backed by Aquagarden Interpet’s strong market presence and established distribution network, sera’s arrival will significantly expand product choice for retailers and hobbyists alike. The portfolio extension is particularly impactful in the pond category, where sera’s foods are set to raise the standard for quality and reliability.

To further support the trade, sera and Aquagarden Interpet are providing a stronger, more focused level of retailer support to help partners maximise sales opportunities.

The official UK launch of sera food with Aquagarden Interpet takes place at PATS Birmingham — the perfect opportunity for retailers to explore the new range and discuss stocking options. Visit the sera Group on Stand K39!

Two multi-award-winning brands, Poorly Paws and Leucillin, have announced a powerful new partnership with one shared mission: to protect and care for our beloved pets.

This collaboration unites the innovative Interactive First Aid Kit from Poorly Paws with the UK’s leading antiseptic skincare solution for animals, Leucillin. Together, they are bringing the future of pet first aid into the hands of every dog owner, professional, and pet lover across the world.

Poorly Paws has always believed that “because accidents happen,” every dog deserves access to fast, effective first aid – wherever adventure takes them. Their ultra-compact first aid kits are designed to travel wherever dogs do, supported by 24/7 veterinary access and free interactive video guidance.

Now, with Leucillin as their wound and skincare partner, the combined expertise offers the best in pet protection. Renowned for its powerful yet gentle antimicrobial solution, Leucillin provides unrivalled defense against minor cuts, bites, stings, irritations, and everyday injuries. It is fast-acting, vet-trusted, and safe enough to use in eyes, ears, and even the most sensitive paws.

This partnership isn’t just about combining two products – it’s about uniting two brands with a shared commitment to quality, education, and animal welfare. As the pet care industry grows, dog owners are seeking smarter, more portable, and more reliable ways to care for their companions on the go.

Whether it’s grazed paws, scratched noses, or unexpected stings on woodland walks, Poorly Paws and Leucillin together give dog lovers everything they need to handle minor emergencies with confidence, clarity, and compassion.

Both brands are widely respected within the pet care industry, trusted by dog walkers, trainers, groomers, and rescue organisations across the globe. Accredited affiliate partners include The Institute of Modern Dog Trainers (IMDT), Photizo, Pets at Home, and Jollyes, further strengthening their professional credibility.

The combined offering empowers professionals and pet parents alike with industry-leading protection in one compact, travel-ready solution.

The partnership comes at a pivotal time. With new guidelines requiring professional dog and cat groomers to have pet first aid certification and emergency veterinary contacts, the demand for accessible, reliable first aid solutions is at an all-time high.

Poorly Paws and Leucillin are stepping up as industry leaders, providing the tools and knowledge to help pet lovers become confident first responders in emergency situations.

With 24/7 veterinary support and step-by-step first aid video guidance, owners can take immediate action – reducing infection risks, minimising blood loss, preventing complications, and giving veterinary practices a crucial head start on recovery.

This partnership sets a new gold standard in canine care – more than just a first aid kit and antiseptic spray, it is a united front leading the way in responsible, prepared pet ownership.

"This partnership is a huge step forward for pet first aid. Together, Poorly Paws and Leucillin are giving pet parents and professionals the confidence and resources they need to protect their animals – wherever life takes them,"  said Alex Surace, founder of Poorly Paws.

"Leucillin is your perfect insurance aid to have on hand for all those just in case scenarios. Now paired with Poorly Paws conscientiously designed kit with educational and emergency support package, there isn’t another combination which provides dog owners with this standard of reassurance on any adventure, large or small," commented Georgina Bashforth , Marketing Director of Leucillin.

Bucktons, a leading indoor pet bird and wild bird food brand, and part of Westland Horticulture, has launched new, smaller bag sizes across a selection of its most popular indoor pet bird blends, making it even easier for customers to pick up and take home their favourite products.

The new range includes compact 2kg and 3kg options, designed with shopper convenience in mind, and the larger 12.75kg and 20kg sizes will still be available for those consumers that prefer to purchase in bulk. The smaller sizes are perfect for customers looking for lighter, more manageable packs without compromising on the high-quality nutrition Bucktons has been trusted for by generations of pet bird owners. 

The new sizes now available include:

No.1 Mixed Canary Food, 2kg

Now available in a 2kg pack size that will feed two canaries for up to four months, this feed features a variety of small seeds that are high in protein and help to maintain plumage condition. 

Special Budgie Food, 2kg

An easily digestible mixture that uses high quality sourced ingredients, is now available in a 2kg format that will feed two budgies for up to two months.

Cockatiel & Lovebird Food, 2kg

Using a selection of the finest quality small seeds that ensure easier digestion, this proven formulation contains a high oil content for improved condition and is now available in a 2kg format that will keep one bird fed for up to three months. 

Foreign Finch Food, 2kg

Suitable for all Finch species, this formulated blend uses only high quality ingredients, making it a great choice as an all-round mix, and is now available in a 2kg pack size that feeds two birds for up to four months. 

Elite Parrot Food, 3kg

This fruity blend of ingredients is now available in a 3kg pack size that will feed one parrot for approximately two months. This elite blend is designed to keep parrots amused as the ingredients are formulated to be in a variety of shapes and sizes. 

No.1 Parrot Food, 3kg

This traditional blend is now available in a 3kg pack size to keep one parrot fed for approximately two months and is suitable for a wide variety of parrot breeds. 

In addition to the smaller sizes, the Bucktons brand is also unveiling refreshed branding that will include clearer labelling to help pet owners understand exactly how long each bag will last the average pet bird. This update aims to remove confusion at point of purchase, making decisions quicker and easier for shoppers.

Kirk Rothwell, Brand Manager, at Bucktons, commented: "We know our customers value both quality and convenience, and these new pack sizes and improved on-pack guidance are part of our ongoing commitment to making pet bird care simpler and more accessible for everyone."

The new smaller packs and branding will begin rolling out in stores from September 2025. As with all Westland products, the new Bucktons range can be ordered 24/7 via Westland Live, and frequent top-ups are easy as part of a Westland weekly delivery. Scan here to login in or sign up. To benefit from the in-store POS and display units contact your Westland Account Manager.

The Pet Industry Federation has published a new analysis of animal licensing data submitted by local authorities under the Licensing of Activities Involving Animals Regulations 2018 (LAIA). These statutory returns, which all local authorities are required to provide, form the most detailed picture available of the licensing landscape across England.

Covering the period between 2023 and 2025, the report highlights clear shifts in the sector. Home boarding and dog daycare continue to show strong growth, while the number of kennels, catteries and licensed pet sales businesses has declined. Licence fees rose by an average of 9% in the past year, with notable increases for dog daycare and steady rises across most categories.

The report also identifies weaknesses in the quality of local authority reporting, with incomplete or inconsistent submissions limiting full comparability. PIF is calling for greater consistency and enforcement to ensure the data can be relied upon by businesses, regulators and policymakers alike and has written to the Government on this.

As the trade association for the UK pet industry, PIF supports its members on licensing and compliance issues, and this report is a valuable tool in helping businesses understand the market and prepare for change. Licensed businesses can also use the report to see how their local authority licence fees compare with other authorities.

The 20-page report provides:

• A three-year comparison of licence numbers across categories
• Analysis of sector trends between 2024 and 2025
• Insight into spurious or missing data from some local authorities
• A breakdown of licence fee trends across England

The report is available free of charge to PIF members as part of their membership benefits and is available from the members’ area of the PIF website. Non-members can purchase the report for £50 plus VAT. Please email accounts@petfederation.co.uk if you would like to purchase a copy. 

Nigel Baker, CEO of PIF, said: “This is the most comprehensive overview of local authority licensing currently available. It provides essential insight into market movements and highlights the need for more consistent reporting to support businesses, regulators and policymakers.”

Following its action earlier in the year to lower the price of two-thirds of its ranges, Jollyes is again making a major price investment as it underscores its reputation as the UK’s only ‘every-day low price’ specialist pet discount store.

From this week, over 600 prices at Jollyes will become clearer and simpler for customers as the retailer embarks on a journey to remove ‘smoke and mirror’ pricing that relies on the psychology of price points that end in anything other than zero or five.

As part of the new investment, many customer-favourites will see significant reductions on big brand favourites. 

Hero reductions will see various popular Whiskas 12-packs reduced from £4.25 to £4.00, Wagg Active 12kg bags come down from £11.00 to £9.50 and Butchers 18-packs reduced from £16.00 to £14.00,

And moving to round price points:

• For dog owners, Bakers Sizzlers Bacon Treats (3x315g) will be reduced from £3.97 to £3.50
• For cat lovers Breeder Celect Cat litter (30L) will be reduced from £16.97 to £15.00
• For those that love to feed the birds in their gardens, Peckish complete no mess 12 seed blend (12.75kg) will be reduced from £24.97 to £16.00
• For small pet owners, Tiny Friends Farm Russel Rabbit Tasty Nuggets (2kg) will be reduced from £4.47 to £2.50.

Alongside its latest pricing investment, Jollyes is pressing the ‘go’ button on the nationwide roll-out of its partnership with Uber Eats.

Last month it began trials of its “Zoomies” service that allowed pet owners in 13 locations to order everything from kibble to catnip in minutes.

Zoomies with Uber Eats has proven to be a massive hit in those pilot areas that allowed customers within a five-mile radius of the store to have pet food, frozen raw food and toys and accessories delivered in as little as 30 minutes via the Uber Eats app.

The new service has in just a few short weeks in a handful of locations, grown to represent almost 10pc of all online orders, creating a new level of convenience for pet parents and their four-legged family members.

Gen Z and Millennial shoppers who are already used to using delivery services for their food and takeaways, appear to be extending that digital revolution to their pets so from this morning, the delivery service is now available in all but five of Jollyes’ 100-plus stores right across the UK.

Ordering is simple via the Uber Eats app.  Just like other Uber Eats partners, customers simply fill their pet’s basket on the Uber app from over 2,000 items, and orders will be picked at their local Jollyes store for instant home delivery via the Uber Eats service.

Popular items ordered by pet parents during the pilot include raw frozen dog food and natural treats, demonstrating the Uber Eats service is particularly attractive to the rapidly growing number of customers choosing to feed their pets raw frozen food.

The pilot has underlined Gen Z customers are taking to the service with significant additional demand for toys and other general merchandise alongside puppy and kitten food – even emergency deliveries of litter trays and training whistles.

Jollyes’ chief executive officer Joe Wykes said: “These continue to be exciting times at Jollyes as we look for new ways to fulfil our commitment to be the lowest-price pet retailer in town – whether customers want to visit us in store or take advantage of convenient options such as Zoomies through Uber Eats.

“For too long, pet parents across the UK have had little choice –high prices at a specialist or the limited range of general retailers.

“We know from our continued growth, there’s a real demand for a expert retailer that takes its commitment to value seriously and lowers the cost of pet ownership, with no compromise on the range or advice they receive from knowledgeable colleagues in store.”

Jollyes was named as one of The Sunday Times’ best big companies to work for last year, and this year won the Retail Week Award for Head Office Heroes following its highly successful raw frozen food roll out.

Versele-Laga, a leading international manufacturer of premium nutrition and care products for pets, is strengthening its position with a refreshed range for dogs and cats. 

The Happy life dog range and the Lara cat range have undergone a complete makeover, with a focus on natural ingredients, delicious flavours and contemporary, sustainable packaging. 

At the same time, Versele-Laga is launching an entirely new snack line: Happy life Nomchies for dogs and Lara Bites & Pillows for cats. Perfect for four-legged foodies dreaming of their next meal or indulgent treat.

The revamped Happy life and Lara kibbles have been redeveloped according to the same principle. Both the dog and the cat food have been upgraded on four levels:

• Concept: contemporary, cheerful and playful – food that matches the lifestyle of today’s pet owners.
• Recipe: made with natural ingredients, rich in animal protein and free from artificial colourings. 100% complete and balanced, ensuring that every dog or cat gets exactly what they need to stay healthy and full of vitality.
• Palatability: irresistibly tasty in a variety of flavours. A culinary experience that supports health while delighting the taste buds.
• Packaging: resealable with Velcro and 100% recyclable, available in different sizes. Not only practical, but also ideal for keeping the kibbles optimally fresh.

On top of that, selected superfoods have been added, such as spirulina as a natural source of nutrients. The result? A complete and balanced menu that perfectly combines health and flavour.

In addition to the revamped meals, Versele-Laga is also focusing on snacks that complete the foodie experience. Here it’s all about irresistible taste and indulgence – with a healthy twist.

Happy life Nomchies (dogs): crunchy bites with a creamy filling, only 5 kcal each, available in five delicious flavours.

Lara Snacks (cats): healthy Pillows with a soft centre and crunchy Bites, made with natural ingredients and rich in animal protein.

These treats guarantee unparalleled healthy indulgence – ideal for not only delighting your dog or cat, but also giving them that extra daily health support.

With the introduction of Nomchies, Happy life is launching its very first snack range. From now on, dogs and cats can not only enjoy their daily meals, but also savour a tasty yet responsible treat.

“At Versele-Laga, we believe that food for dogs and cats can be so much more than just nutrition. With the revamped Happy life and Lara, along with our new snack lines, we give every four-legged friend the chance to enjoy natural ingredients, irresistible flavours and healthy indulgent moments,” says Sarah Lanckman, Corporate Brand Manager at Versele-Laga.

A dog activated water fountain has won the Best Pet Product Award at the Glee trade show being held this week at the NEC Birmingham.

Aqua Power from Creative Products took the top New Product Award at the show, and the honour was presented to company director Mark Hall (pictured above).

The Wild Bird Care and Wildlife category was won by Eggologic with its Nester Pod (pictured below).