Dogs Trust will be at the Ideal Home Show Scotland this weekend with The Bark Yard, a new feature for 2026 that puts dogs at the heart of home and garden design. 

Following the successful launch of the garden at the Ideal Home Show in London last month, Dogs Trust will step into the spotlight again at the Ideal Home Show Scotland in Glasgow (22nd to 25th May), sharing its canine expertise through this innovative, design-led installation. Created in collaboration with top designers, the Style Makers, with input from Dogs Trust’s behaviour and veterinary experts, The Bark Yard demonstrates how thoughtful, informed design can support dogs’ natural behaviours while enhancing their safety, comfort and overall wellbeing. 

Designed with a bright and bold Miami summer colour palette, it aims to boost furry friends’ mood, including a ‘yappy hour’ self-serve drinking bowl station, a ‘ball of fame’ toy display, a ‘chill area’ to paws and relax, a ‘pawformance area’ with a splash pool and a ‘sniff area’ with dog friendly plants.  

Drawing directly on Dogs Trust’s expert advice, The Bark Yard brings the top tips to life, from choosing safe, nontoxic plants and creating sensory zones to adding playful climbing features, providing safe water play, and ensuring shaded rest areas. The space gives visitors clear, practical inspiration for creating gardens that look beautiful while meeting the needs of four-legged family members. 

While furry friends won’t be padding through the show themselves, visitors to The Bark Yard will discover plenty of practical, design-led ideas to take home, from smart layout and planting considerations to simple features that encourage play, rest and enrichment. 

Hannah Harris, Behaviour Manager at Dogs Trust said: “A well‑designed garden can make a huge difference to a dog’s quality of life. By working with the Ideal Home Show on The Bark Yard, we’re helping to highlight simple, thoughtful design choices that support dogs’ natural behaviours while keeping them safe at home." 

Darren Brechin, Director of Ideal Home Show Scotland, said: “The Bark Yard is a brilliant example of what the Ideal Home Show does best, bringing together expert advice and inspiring design to reflect how people really live today. Pets are a beloved part of the family, and this new feature shows how gardens can be designed to support dogs’ wellbeing without losing out on style."

Hannah Harris, Behaviour Expert at Dogs Trust’s top five tips on making your garden home-friendly, in collaboration with Ideal Home Show Scotland: 

1. Choose safe, non‑toxic plants: Opt for dog friendly herbs and flowers such as rosemary, sage, calendula, cornflower and sunflower, which provide scent, colour and interest without posing a health risk. While safe, any plant can cause issues if eaten in large quantities.  
2. Create sensory enrichment zones: Give dogs space to explore naturally by planting herbs at different heights, offering varied textures (like grass, sand or woodchip), and encouraging sniffing and foraging behaviours through hidden treats or toys.  
3. Add features for fun and stimulation: Incorporate small climbing elements such as railway sleepers to let dogs explore different levels, helping to keep them mentally and physically engaged.  
4. Provide safe water play: A shallow paddling pool can be a great way for dogs to cool down in summer, just ensure constant supervision, easy exits and that the pool is drained when not in use. 
5. Include a shaded rest area: Designate a quiet spot with shade, shelter and fresh drinking water where your dog can relax, especially during warmer months. 

The Style Makers said: “Our aim with The Bark Yard is to show that dog friendly design can still be beautiful. By combining considered materials, smart layouts, and Dogs Trust’s expertise, we’ve created a space that feels aspirational, practical and achievable for homeowners."

To find out more about Dogs Trust, visit www.dogstrust.org.uk  

Pet wellness hydration brand Pawer Water has launched its Puppy Advanced Milk Formula, a daily supplement created for puppies of all breeds from 12 weeks onwards. 

The response from pet retailers has been immediate: 80% of initial stock sold by launch day. The product is already available at Pets Corner and key independent retailers, with wider rollout underway.

The timing couldn't be better. With around one million new puppies joining UK households each year and a global pet supplements market on track to exceed $3 billion by 2030, early-life pet wellness is fast becoming one of retail's most compelling growth opportunities. The 15.2 million dogs already in UK homes tell only part of the story; it's the next generation of puppies, and the parents who want to give them the very best start, that's driving this surge.

For retailers, this sits at the sweet spot of three converging trends: pet humanisation, preventive wellness and premium daily routines.

"Pet parents today rightly expect the same quality standards for their dogs as they do for themselves. Yet puppyhood, one of the most foundational stages of life, remains an underserved moment in pet wellness. We created our Puppy Advanced Formula to change that: one easy daily routine, built around hydration, that gives puppies everything they need to thrive every morning," said Nathalie Ohana, Founder, Pawer Water.

What sets it apart from traditional puppy vitamins or plain goat milk products is that it was created to do more and make life simpler for pet parents. Goat milk, coconut water electrolytes, collagen, and 11 vitamins specifically targeted to puppyhood, all combined in one daily drink. A soluble nano-powder delivering up to 90% nutrient absorption, significantly higher than chews or tablets. Just mix into their every morning water and serve.

Formulated to support:

• Bone and skeletal development
• Immune support
• Advanced Hydration with optimised nutrient absorption
• Focus and brain development
• Skin and coat health

Product details:

• 150g resealable pouch · approx. 60 servings · scoop included · RRP £23.99 (~£0.39/day)
• Human-grade · UK-made · clean label
• No artificial fillers, binders or preservatives
• Suitable for all breeds from 12 weeks onwards 

Pawer Water Puppy Advanced Formula is available to order through distributor WePet or directly to Pawer Water. With demand already outpacing supply, retailers are encouraged to get in touch soon, particularly ahead of the new puppy season.

WildWash has launched a new size 500ml Magic Mud for Dogs & Cats, offering pet owners a more convenient way to enjoy one of the brand’s most loved grooming treatments at home.

Following the success of the original 1L format, the new 500ml size has been developed in response to growing customer demand for a practical everyday option that fits seamlessly into regular grooming routines.

Designed as a spa-inspired treatment for dogs and cats, WildWash Magic Mud helps deeply cleanse the coat while supporting healthy-looking skin and soft, manageable fur. Formulated using naturally derived ingredients and 100% pure essential oils, it helps lift away dirt, impurities, and excess oils without the use of harsh chemicals.

The launch also follows recent recognition for the product, with WildWash Magic Mud being named a finalist for the Pet Industry Federation’s Innovation of the Year Award – highlighting the growing industry appreciation for premium, naturally inspired grooming solutions that combine performance with gentle care.

The new size makes Magic Mud more accessible for pet owners looking to introduce premium coat care into their home grooming routine, while still delivering the same trusted formula customers already know and love.

As with all WildWash products, the 500ml Magic Mud contains no parabens, sulphates, PEGs, petrochemicals, phosphates, or unnecessary synthetic additives. WildWash continues to champion transparency in pet care, providing full ingredient disclosure across its product range and maintaining its commitment to gentle, naturally inspired grooming solutions.

The launch follows strong early interest from both existing WildWash customers and grooming professionals, with pre-orders already proving highly successful ahead of the official release.

WildWash believes that animals deserve the same quality cosmetics as humans, and the introduction of the new 500ml Magic Mud reflects the brand’s continued focus on creating effective, natural grooming products that support both pet wellbeing and everyday ease of use.

For more information click here.

From sandy beach walks and countryside escapes to dog-friendly cafés and camping adventures, more people than ever are taking their dogs on holiday with them, and packing the right gear can make all the difference.

For British dog accessory brand Trinkety Paws, creating products that are both practical and stylish for real adventures has always been at the heart of the business.

Handmade in Northamptonshire using premium waterproof BioThane, their collars and leads are designed to handle muddy paws, salty sea air, rainy walks and everything in between, without compromising on comfort or aesthetics.

At a time when many consumers are becoming more conscious about where products are made, Trinkety Paws is also proudly championing British craftsmanship and small business manufacturing. Every product is handmade in the UK by their small Northamptonshire-based team, supporting local production while offering dog owners carefully crafted accessories designed to last beyond just one holiday season. The brand’s focus on quality materials, durability and timeless design reflects a growing movement towards buying fewer, better products that can truly keep up with adventure.

Founder Nadine Berger explains: “We wanted to create products that genuinely make life easier for dog owners on adventures. Holidays with dogs should feel enjoyable, not stressful, and having easy-clean, durable equipment that still looks beautiful really does make a difference.”

One holiday essential growing in popularity is the handsfree training lead, particularly for busy staycations, hiking routes and dog-friendly city breaks. Designed to be worn around the waist or across the body, Trinkety Paws’ waterproof handsfree leads allow owners to keep their dogs safely attached while still having their hands free for coffees, luggage, maps, pushchairs or simply enjoying the walk. Integrated grab handles also provide quick control when passing livestock, cyclists or busy areas, making them particularly useful for countryside holidays and coastal paths.

For everyday exploring, waterproof BioThane dog leads are becoming a go-to alternative to traditional fabric or leather leads. Unlike standard materials, BioThane® is waterproof, odour-resistant, mud-proof and wipe-clean, ideal after sea swims, rainy woodland walks or muddy caravan parks. The material stays flexible and comfortable in all weather conditions, while drying quickly ready for the next adventure.

Long line leads are another increasingly popular travel companion for dog owners wanting to offer freedom safely. Particularly useful on beaches, open countryside and National Park walks where wildlife or livestock may be present, long lines allow dogs to explore, sniff and paddle while still remaining under control. Available in multiple lengths, Trinkety Paws’ waterproof long lines are lightweight, durable and easy to clean after sandy or muddy adventures, a practical solution for recall training and safe exploration during holidays.

And while practicality matters, many dog owners no longer want to compromise on style. 

Trinkety Paws’ limited Edition BioThane Dog Collars combine bold and beautiful designs with adventure-ready durability. From floral prints and woodland-inspired patterns to artistic splatter finishes and elegant colour combinations, the collars are designed to stand out while still being built for swimming, hiking and everyday wear. Unlike fabric collars that can stay damp or hold odours after outdoor adventures, BioThane collars have a soft unique PVC coating that simply wipes clean and ensures your dog’s collar is ready to wear straight away again.

With dog-friendly travel continuing to rise across the UK, products that combine durability, easy maintenance and style are becoming must-haves for modern pet owners.

Because at the end of the day, holidays are meant to be about making memories — not worrying about your pooches safety, muddy collars, soaking wet leads or smelly accessories.

For further information visit: www.trinketypaws.co.uk

Garry Howard, director of veterinary-approved online retailer Direct4Pet, gives advice to pet parents travelling with their cats and dogs this holiday season.

As we look forward to the warmer months, thoughts turn towards the summer holidays. For pet parents there are now so many pet friendly holiday options available both abroad and, in the UK, but preparing to travel with pets requires careful planning starting weeks in advance to ensure all health legal and comfort requirements are met. 

Essential Health & Legal Documents

If you are travelling abroad the most critical step is to verify the requirements of your destination, as regulations for international travel vary widely. Firstly, ensure your pet has an ISO-compliant microchip. A rabies vaccination is also mandatory for most international travel. Pets must typically be at least 12 weeks old for the shot and wait 21 days after vaccination before they are eligible to travel. Tapeworm treatment is also required for dogs entering certain countries like Ireland, Finland, Norway, and Malta, as well as for those returning to Great Britain. We stock a variety of leading tapeworm treatments here at Direct4Pet.

Having the correct health certificates is very important for international travel. Pet passports are no longer valid for GB residents; you must obtain an Animal Health Certificate (AHC) from your vet no more than 10 days before travel. For Non-EU Travel you will likely need an Export Health Certificate (EHC) or a country-specific health certificate endorsed by official government vets (e.g., USDA in the US or CFIA in Canada).

Choosing & Preparing Your Carrier

Whether by car or plane, your pet must be secure in a well-ventilated, sturdy carrier or harness. For air travel, the crate must meet International Air Transport Association standards, allowing your pet to stand, turn around, and lie down comfortably. Acclimatise your pet to the carrier weeks before you go on holiday. Use treats, toys, and familiar bedding to make it a positive, "safe" space. For cargo travel, crates must display "Live Animal" stickers and your contact details. Our approved carriers and travel harnesses can be viewed online including the CarSafe Crash Tested Dog Harness and the Henry Wag Folding Fabric Crate.

Travel Day Tips

On the day of travel feed a light meal 6–8 hours before travel to prevent motion sickness. Offer water regularly, but limit intake immediately before departure.: Give your pet a long walk or play session before the trip to help them nap during the journey. When travelling by car, plan breaks every 2–3 hours for toilet stops and stretching. Never leave your pet alone in a parked car, as temperatures can reach dangerous levels in minutes

Packing Checklist

Preparing a packing checklist can be a useful exercise before you embark on your trip. As well as preparing the pet carrier, you should ensure that your pet has enough food and water.  Just like humans, pets need to stay hydrated during their travels. Pack enough fresh water in spill-proof bottles or collapsible bowls and ensure insure regular access to clean water throughout the journey. Additionally, bring along your pet's regular food, preferably pre-measured and stored in airtight containers. Sudden dietary changes may upset their stomach, so stick to their usual diet whenever possible. Bring along non-breakable bowls and enrichment toys to keep them occupied. We stock many brands including Kong and Likit.  

If your pet requires medication, make sure to bring an adequate supply for the duration of your trip. Store medications in a secure, waterproof container and keep them easily accessible. It's wise to consult your veterinarian before traveling to understand any specific requirements or precautions for administering medication on the road.

Ensure your pet wears a collar with an ID tag displaying their name, your contact information, and any relevant medical details. Additionally, carry a recent photograph of your pet to assist in case they become lost.

To help your pet feel secure and calm during the journey, pack comfort items such as their favourite blanket, toys, and a familiar bed. These items will provide them with a sense of familiarity and help reduce anxiety in unfamiliar environments. Scruffs snuggle blankets are perfect for keeping your pet cosy and relaxed on their travels and toys are great to keep your pet relaxed and calm. Calming supplements and sprays are also available but take advice before use.

Traveling with your pet can be an incredible adventure, provided you plan and pack thoughtfully. By following these travel essentials, you and your beloved companion will be ready to embark on a paw-some journey together. Happy holidays!

For further information on Direct4Pet visit: www.direct4pet.co.uk

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Burgess Pet Care, the independent UK pet food manufacturer, has announced two new appointments to support brand development across its portfolio.

Phoebe Painter has joined the business to lead the next phase of brand development for Burgess Sensitive, Burgess Supadog and Burgess Cat. Her role will focus on ensuring the brands continue to deliver clear, credible and nutritionally focused product propositions for retailers and pet owners.

Phoebe brings experience in FMCG and brand strategy, joining Burgess Pet Care from the Face the Future e‑commerce platform.

Additionally, Sam Johnson has been appointed as Digital Marketing Manager on a maternity cover basis. Sam will support growth marketing activity across all Burgess brands over the next year, bringing experience from roles at Abode and Luceco.

The appointments form part of Burgess Pet Care’s ongoing investment in its brand portfolio. By strengthening the brand and digital teams, Burgess is building stronger and more clearly defined brands to support retail partners and drive category growth. Combined with the company’s wider growth strategy, the team is confident that Burgess will continue to lead in the competitive pet food market.

Susanne Moyes, Deputy Managing Director at Burgess Pet Care comments: “We are delighted to welcome both Phoebe and Sam to the team. As we continue to grow in highly competitive markets in the UK and internationally, having people who are passionate about expanding our brands and products will make a real difference in animal care.”

Phoebe Painter, Junior Brand Manager at Burgess Pet Care said: “I’m excited to be joining Burgess Pet Care at such an important time for the brands I’ll be managing. Animal welfare sits at the heart of the business, which aligns closely with my own values, especially since adopting my goldendoodle puppy.”

Sam Johnson, Digital Marketing Manager at Burgess Pet Care adds: “Digital plays such an important role in how the Burgess brands connect with pet owners, so having the opportunity to support the team across their digital platforms and help bring the brands to life online is something I’m really looking forward to.”

To find out more about Burgess, visit: www.burgesspetcare.com

The Pet Industry Federation has announced that Glowcroft, a specialist in flexible contract packing and packaging design, has become its newest Associate Member.

Glowcroft brings a wealth of expertise in supporting pet food brands with high-quality, scalable packaging solutions, making them a natural fit for the PIF community. Their membership strengthens the Federation's growing network of suppliers and service providers committed to driving standards and innovation across the UK pet industry.

Jayne Tarrant, Managing Director of Glowcroft, said: "We're delighted to join the Pet Industry Federation as an Associate Member. At Glowcroft, we're passionate about supporting pet food brands with flexible, high-quality contract packing and design solutions that help them scale with confidence. Becoming part of the PIF community allows us to collaborate more closely with like-minded businesses, share expertise, and continue raising standards across the sector. We look forward to building strong partnerships and contributing to the ongoing growth and innovation of the UK pet industry."

Nigel Baker, CEO of the Pet Industry Federation, added: "We are really pleased to welcome Glowcroft into PIF associate membership. Packaging plays a vital role in how pet food brands communicate their values and reach consumers and Glowcroft's expertise in this area is a genuine asset to our membership community. We look forward to seeing the contribution they'll make to the sector."

For more information about PIF membership visit www.petfederation.co.uk

Approximately 800 dogs go missing every year across the UK at popular walking locations, and more than 350 dogs go missing in Land’s End alone each year – making it the worst hotspot for lost pets, according to new research conducted by leading GPS animal tracker Kippy.

In light of these shocking statistics, Kippy is calling on owners to take precautions to protect their dogs this staycation season, especially as new research reveals interest in staycations continues to rise, increasing 15% year on year in 2026, whether it's a city break, a seaside escape, or a hiking holiday.

In fact, searches for hiking holidays continue to surge in the UK as holiday goers shift towards active travel rather than relaxing trips.

Land’s End in the South West, which attracts over 500,000 visitors a year3, came in as the top location for missing dogs in the UK, according to the data on reported missing dogs.

It’s followed by Snowdonia in North Wales and Hadrian’s Wall in the North East where 156 and 95 dogs go missing respectively on average each year.

On the flip side, the Cotswolds – which welcomes millions of visitors4 – had the lowest number of incidents.

Iacopo Buccarelli, Brand Reputation Manager at Kippy said: “as staycations only grow in popularity in the UK, we’re encouraging dog owners to remain vigilant and protect their pets as they embark on new adventures this summer.

“When exploring places that they’ve never been before, a dog’s sense of smell can be overwhelmed with new scents and if they lose their owners, it can be harder for them to find their way back.

“We know the idea of losing your pet can be incredibly anxiety inducing for pet owners and is something they'd rather not think about when preparing for a holiday. But in light of these statistics, we recommend taking precautions to keep them safe. Equipping your furry friend with a GPS tracker means even if they lose you, you won’t lose them for very long.”

Ahead of thousands of Brits heading on staycations this half term and into summer, experts in pet safety, Kippy, has revealed its tips for if you do lose sight of your beloved pet as the risk is revealed.

Kippy’s dog GPS model is lightweight and durable, offering peace of mind for any owner with a battery life of up to 15 days, live GPS tracking in real time, and coverage across all of Europe. Plus, it provides activity monitors, escape warnings, and a community of supportive users.

Bill Bailey, with his rescue dog, and Clare Balding, reveal their pet parent confessions with Mars at Goodwoof.

Almost half of UK pet owners (48%) admit they would consider breaking up with a partner if their pet didn't approve, as new research, from Mars, Incorporated – the company behind loved brands including PEDIGREE, WHISKAS, SHEBA, Ben’s Original, EXTRA, SNICKERS – highlights a major shift in how pets factor into our most important life decisions. 

This trend is most pronounced among Gen Z, who are redefining the pet-owner relationship: More than a quarter (27%) regularly confide in their pet about their love life – almost twice as likely as the UK average (16%), nearly one in five (18%) have prioritised time with their pet over dates, while over a third (35%) trust their pet’s judgement of other people more than their own (vs 24% UK average). 

Dr Tammie King, Animal Behaviour Scientist at Waltham Petcare Science Institute, part of the Petcare business at Mars, explains why this trust might be well-placed: “Pets can be surprisingly good judges of character. Paying attention to their behaviour and body language can tell owners a lot about what makes their pet feel comfortable, safe and at ease.”

It's not just about romantic dealbreakers; according to the data, based on thousands of honest and humorous “pet parent confessions” more than half of UK pet owners (53%) have willingly given up their spot on the sofa for their pet and 31% confess to confiding in their pet, sharing gossip, secrets, or even opening up about their relationship revealing just how strong the emotional bond with pets has become.

Beyond everyday moments, even milestone moments aren’t taking precedence, with owners admitting they would skip a friend's birthday (14%), a major sporting event (11%), or even a wedding (8%) to stay with their animal companion. In fact, over half of owners (52%) admit to cancelling on friends or other plans at least once a week to spend time with their pet. For many Brits, the reasoning was easy – they feel happier knowing their pet wasn't alone (45%). 

And it is no surprise that Brits are happily choosing to spend time with their pets. Broader industry research from a 2025 Mars x CALM study shows  83% of owners feel their pet has a positive impact on their mental wellbeing. Most find the simple presence of their pet relaxing (84%), while more than half  (56%) say their pet provides comfort through quiet companionship during stressful moments – so much so that  58% would prefer to spend time with their pet when feeling stressed over their partner (32%) or family (23%). The latest research confirms this, with a quarter (25%) of all respondents admitting their pet is simply their favourite member of the household.

The confessions were brought to life this weekend at Goodwoof, an annual festival which brought together tens of thousands of dog-lovers from across the UK, with competitions, activities, wellness workshops, and entertainment for pets and their owners. Mars invited festival goers to share their wildest confessions, which included people turning down a dream job because the office wasn’t dog friendly, getting a tattoo of their dog and taking a trip to Paris for their pooch’s birthday.

The event celebrated the ‘Year of the Rescue’, and for every confession shared at Goodwoof, a £5 donation was made to leading animal welfare charity Battersea, a partner of Mars for 18 years, to support its work in caring for dogs and cats at its centres, across the UK and around the world.

Nick Foster, General Manager of Mars Pet Nutrition, North Europe, said, “We’ve always known that people love their pets, but this research shows they are now central to our lives in ways we’ve never seen before. They’re our confidantes, our support systems, and, it seems, our most trusted relationship advisors! These confessions beautifully reflect the joy and companionship pets bring, and it’s our privilege to help support that incredible bond.”
 
The new insight reflects the human-animal bond Mars has been supporting for decades. From its humble beginnings in 1935 with the acquisition of UK based Chappell Brothers, makers of Chappie canned dog food, Mars has grown into one of the world’s most trusted names in pet care worldwide. Since then, the company has expanded its portfolio while establishing the pioneering Waltham Petcare Science Institute to deepen scientific understanding of pets’ needs. 

Today, that same commitment underpins the approach from Mars to modern pet parenthood globally, helping families navigate the everyday choices and routines reflected in these confessions and supporting healthier, happier relationships between pets and the people who love them. Most recently, Mars has played an active role in driving change for pet-friendly renting, helping influence the direction of the Renters’ Rights Act, working with Battersea to equip both renters and landlords with clear, practical guidance as the legislation comes into effect through its Renting with Pets Guide.

European pet and aquatics specialist Aquaja has announced that Tom Bootsma, currently director within the company, is joining as co-owner. As of May 1st he has acquired 50% of the company shares. With this step, Aquaja consciously chooses an independent future and the further professionalisation of the organisation.

After nearly 15 years within the company, starting as an intern in 2011, Tom has grown into one of the key driving forces behind Aquaja. With his extensive knowledge of the internal organisation, production and project execution, he plays a central role in the company’s daily operations.

Over the past years, Aquaja has developed into an internationally active company within the pet retail and aquatics sector. With projects both within and outside Europe and a strong focus on tailor-made solutions, concept development and complete retail solutions, the company continues to invest in further growth, innovation and professionalisation.

With this step, Aquaja makes a clear strategic choice for an independent future and the further professionalisation of the organisation. This decision aligns with Aquaja’s long-term vision to continue growing through its own strength within the international market.

The entry of Tom Bootsma as co-owner reinforces this vision and creates a solid foundation for further growth.

Within the renewed partnership, Danny Janssen will focus even more on external activities such as concept development and international growth. Tom will take responsibility for the internal organisation and operational processes.

Tom Bootsma said: “I am proud of the trust that has been placed in me, and I look positively towards the future. There are exciting challenges and opportunities ahead as we continue building the future of Aquaja together.”

Danny Janssen added: “Tom started at Aquaja as an intern in 2011 and has developed over the years into one of the key pillars of the company. He has always remained loyal, even during more challenging periods, and through his dedication, knowledge and commitment, he has made a major contribution to the development and success of Aquaja as it stands today. For me, he has always been the ideal partner within the company, allowing me to focus even more on commerce, strategy and the further growth of the business in the future.”

Aquaja specialises in the design and realization of retail concepts and aquatics solutions for the pet retail industry and operates throughout Europe.

The Royal Veterinary College recently launched a dedicated Oncobiome Bank to collect and store microbiome samples from dogs and cats diagnosed with cancer.

Funded by the RVC Animal Care Trust, the Oncobiome Bank is a collection of clinical samples from veterinary oncology patients including faecal microorganisms such as bacteria, viruses and fungi. It will help researchers investigate the links between the intestinal microbiome, disease development, treatment responses and long-term cancer outcomes in pets, and helping improve their cancer care.

The intestinal microbiome, which is the community of bacteria and other microbes living in the gut, is becoming an increasingly important focus in human cancer research. Studies have shown that gut health can affect immune function, cancer risk, response to treatment and overall patient outcomes. While these relationships are well studied in people, far less is currently understood in dogs and cats, highlighting the need for dedicated veterinary research in this area.

The RVC’s Oncobiome Bank will store residual faecal, plasma and serum samples, collected from canine and feline cancer patients at the time of diagnosis by the RVC’s Oncology team, which handles more than 1,500 small animal cases every year.

These samples will support future DNA, RNA and metabolomic research projects, helping researchers investigate how cancer and cancer treatments may affect the gut microbiome, and whether changes in gut health could influence treatment response and recovery.

The bank will also support research into emerging approaches to oncology including dietary interventions, probiotics and faecal microbiota transplantation. Many cancers in dogs and cats share biological similarities to those seen in humans meaning these findings could inform our wider understanding of cancer and treatment responses in human medicine.

Dr Andy Yale, Lecturer in Veterinary Oncology at the RVC, said:

“I’m incredibly excited to be launching the RVC Oncobiome Bank, as the role of the microbiome in veterinary oncology is still in its infancy and represents a largely unexplored frontier. While human medicine is beginning to uncover how profoundly the microbiome can influence cancer development, treatment response and outcomes, this area remains very novel in our field.

“By establishing this resource, we aim to enable future larger-scale, clinically meaningful studies that would otherwise take years to develop and ultimately generate insights that can be translated into better care for our patients. I am very grateful to the RVC Animal Care Trust for funding this initiative.”

To the RVC’s knowledge, the Oncobiome Bank is the first dedicated veterinary oncobiome bank in the UK and Europe, providing a new platform for future comparative cancer research. It also adds to the RVC’s existing Biobanks: the Companion Animal Brain Bank (CABB) set up 2019; RVC’s Canine Pericardial Effusion Biobank (established in 2022); the RVC’s Cancer Biobank; and the SUB (subcutaneous ureteral bypass) biobank.

A family-run pet shop in Harrogate, quoted as having ‘a consistent turnover in excess of £5,000 per week’, has been put up for sale.

HG Pets in Cold Bath Road has built up a loyal customer base since opening in 2022 when owner Jon decided to leave his corporate job of 30 years to run the shop with wife Sarah.

The pet shop informed customers of the imminent sale on its Facebook page:

“Such a sad and emotional moment as our very own ‘Pet Shop Jon’ has decided the time has come to sell the pet shop and pass it on for someone else to continue. 

“This shop has been Jon’s heart and soul for years, a true family business and such a huge part of the Cold Bath Road community. So many people and dogs have walked through those doors happier because of him.

“Jon always said he wanted to build a successful business, and he absolutely did. 

“Now the time has come for him to move on to new opportunities, spend more time with family and finally take a well-deserved break.

“Cold Bath Road won’t be the same without him. Thank you for everything you’ve given to the community you should be incredibly proud. 

“The business is now up for sale, so if anyone is interested in stepping into Jon’s boots and continuing something special, pop in to see him.”

The sale is being marketed by online agents Rightbiz. It states:

“An exceptional opportunity to acquire a beautifully presented and well-established pet supplies business, superbly positioned on one of Harrogate’s most sought-after and high-footfall trading locations. 

“The business has been successfully owned and operated by our client since its establishment in 2022 and is now being offered to the market solely due to ill health.

“The business trades during convenient and manageable hours across seven days, generating a strong and consistent turnover in excess of £5,000 per week. This is further enhanced by excellent profit margins, making it an attractive and sustainable venture for a new owner. 

“In addition, the business benefits from exclusive local supply arrangements with a number of highly regarded and popular brands, including Dry Robe, George Barclay and Muck Boots, providing a significant competitive advantage within the area.

“The premises comprise an eye-catching double-fronted unit, offering a bright and spacious retail environment with outstanding display potential. The ground floor provides a well-laid-out sales area with multiple retail zones, attractive merchandising opportunities, and a dedicated counter and point-of-sale facility. 

“Below, the lower ground floor offers valuable ancillary space including a staff room with kitchenette, WC facilities, and a separate room currently sublet to a dog grooming business. This arrangement provides a reliable rental income, along with additional ancillary trade generated by grooming customers visiting the shop on a daily basis.

“Externally, the property boasts a sizeable forecourt area, which is currently utilised to excellent effect as additional retail and display space, further enhancing the shop’s visibility and trading appeal. The premises are held on a secure lease with sensible and affordable rental terms, contributing to the overall attractiveness of this opportunity.”

For more information visit the Rightbiz website by clicking here.

Picture of ‘Pet Shop Jon’ outside HG Pets, taken from the store’s Facebook page.

Assisi Pet Care has announced the acquisition of Sniffers Pet Care and its lead brand NAW, a fast-growing natural dog treat brand.

NAW has quickly established itself as one of the most exciting emerging brands in the natural treats category.

Built around a clear proposition of single-ingredient, meat-based products, NAW combines a strong ‘nose-to-tail’ ethos with a modern, engaging brand that resonates with today’s pet owners. Its commitment to using every part of the animal; reducing waste while delivering simple high-quality nutrition, has helped it stand out in a rapidly growing segment of the market.

Since launching in 2023, NAW has achieved strong momentum across Specialty Pet Trade, retail and e-commerce channels, building a loyal customer base and establishing itself as a compelling new choice for pet parents seeking natural, minimally processed treats.

“We’re incredibly excited to welcome NAW into the Assisi portfolio,” said Chris Melander, CEO of Assisi Pet Care.

“It’s a brand with a clear point of view, strong consumer appeal and real momentum. NAW strengthens our position in natural treats; one of the fastest-growing parts of the category, and brings us closer to a new generation of pet owners.

“We’re looking forward to working with Simon and his team to build on the great foundations they’ve created and unlock the brand’s full potential as part of Assisi.”

Simon Brown, CEO of Sniffers Pet Care, added: “We’re proud of what we’ve built with NAW and excited to join forces with Assisi. Their scale, expertise and shared commitment to natural, high-quality products make them the ideal partner for the next phase of growth. We believe this combination will allow NAW to go further and faster, while staying true to what makes the brand special.”

This acquisition reflects Assisi’s continued focus on building a leading platform in natural, purposeful pet care — bringing together distinctive brands with strong consumer relevance, high-quality products and exciting growth potential.

Several leading companies have announced a joint initiative to adopt a European Raw Feeding Manufacturing Standard, building on best practices established by UK Pet Food.

This initiative is a defining moment for the category, representing a collective step forward in setting clear quality, safety and transparency benchmarks, and actively shaping the future of raw and fresh pet nutrition in Europe.

The companies involved include Freshfrozen for Pets (brands: Jolipet, Wolf's Menu, and BARF Buffet), Snellman Petfood (brands: Benyfit Natural, Mush and Fodax Foder), and The Nutriment Company (brands: Nutriment, DIBO, Barfgold, Natural Instinct, and Purrform).

Raw and fresh feeding continues to grow across European markets, reflecting increasing consumer interest in minimally processed pet nutrition and greater transparency around ingredients and manufacturing practices. The initiative reflects growing scientific and industry interest in raw and fresh feeding approaches. 

As the category develops, participating companies believe there is a growing need for clear, credible and consistent manufacturing standards that support product safety, responsible production and consumer confidence across Europe. 

Raw pet food now accounts for up to 10% of the pet food market in some European countries – and as the category grows, so does the responsibility to ensure that growth is supported by robust, harmonised standards.

With this initiative, the industry is not waiting for change – it is joining forces to define sound regulation in collaboration with industry associations and create a shared framework that reflects the category's maturity with a clear commitment to do what is right for pets, pet owners, and the wider ecosystem.

From best practice to industry benchmark

The initiative is designed to go beyond minimum compliance. Building on proven best practices already successfully defined and implemented in the UK by UK Pet Food, it translates them into a consistent, scalable framework across European markets. The standard is intentionally open – any manufacturer committed to meeting its criteria is welcome to join. Participating manufacturers commit to:

• Adhering fully to EU and local regulatory frameworks, while proactively exceeding requirements where this enhances product safety and quality; 
• Implementing robust manufacturing controls and quality assurance systems, aligned with leading industry practices;
• Generating awareness among consumers on how to safely engage in raw feeding that supports responsible growth of the category

A core element of the standard will be regular audits conducted by independent third-party organisations to ensure that participating manufacturers consistently meet the defined entry and ongoing participation criteria.

The European Raw Feeding Manufacturing Standard is intentionally designed as a collaborative, open initiative, with the ambition to create alignment across EU markets, support regulatory dialogue and clarity, encourage continuous improvement across the industry, and provide clear guidance for retailers and consumers.

By working together, participating companies aim to contribute to a more transparent, well-regulated, and future-ready raw and fresh pet food sector.

The initiative takers share a science-led commitment to natural pet nutrition – grounded in high-quality raw materials, rigorous testing, and collaboration with veterinarians and nutritionists. As long-term, responsible operators, they are united in their dedication to raising standards, ensuring full transparency, and providing clear guidance on safe handling – for the benefit of pets, pet owners, and the industry as a whole.

Pierre Kemseke, Founder and CEO of Freshfrozen for Pets: "Companies are a way to do good to society. When I started this company in 2013 from scratch, I wanted to create a place where we make healthy products in a healthy working environment for a better society. It goes without saying that this only works in a production environment exceeding the highest standards at all levels. This has been at the forefront of everything we do, from the first kg we produced back then till the tons we daily make. I'm delighted to have found likeminded partners in Snellman and TNC, with whom I can inspire more producers to follow our lead."

"Raw feeding is one of the most natural and beneficial ways to nourish companion animals," says Anders Kristiansen, CEO of The Nutriment Company. "And with that comes responsibility. As an industry, we have the opportunity to define what excellence looks like and to make it the standard across Europe. At The Nutriment Company, we have always placed safety, quality, and transparency at the centre of everything we do. By launching this initiative today, we are proud to contribute our expertise to a collaborative effort that will strengthen trust and raise standards across the entire category."

Greg van Praagh, Managing Director at Benyfit Natural (part of Snellman Petfood) adds: “Safety, standards, best practice and transparency underpin the future of raw feeding. Having worked closely with UK regulators to develop and accredit the standard for our brand Benyfit Natural, extending it across Europe is a natural and exciting next step. This ground‑breaking initiative is built on collaboration, and we are delighted to work with national associations and manufacturers across Europe. We strongly encourage other raw manufacturers to engage with their local national associations and join the scheme so that, together, we can raise standards and lead the future of manufacturing excellence.”

Further details on the framework, governance model, and certification process will be shared in the coming months.

The initiative marks an important step towards establishing Europe-wide benchmarks for quality, safety, and responsibility, ensuring that the growth of raw and fresh feeding is supported by strong, credible standards.

Cultivated meat pioneer Meatly has raised £10.4 million in Series A funding that will enable the company to build Europe’s largest cultivated meat facility.

Three leading European VC funds have joined the company’s existing investors to support the next phase of Meatly’s growth. These include Oyster Bay Venture Capital, a food and agtech venture capital firm backed by institutional investors; Clean Growth Fund, a specialist climate tech venture capital platform; and JamJar Investments, a consumer fund that invests in early-stage consumer companies.

In a vote of confidence for the sector, all three investors are bringing significant external capital to the cultivated meat industry. This latest raise builds on the £7 million in seed funding provided by founding investor, Agronomics, and Pets at Home, bringing total funding raised to date to £17.4 million.

Owen Ensor, CEO of Meatly, said: "This investment marks a powerful endorsement – not just of Meatly, but of Britain's foodtech and biotech sectors. Meatly has one focus – to make commercially viable cultivated meat a reality. Over the last four years, Meatly’s pioneering team has systematically focused on reducing key costs and building the strongest possible technical foundation for growth. Now we have our own industry-leading technology, and we are ready to scale.”

Ensor continued: “This step will allow us to prove commercial viability at scale and start to continually produce Meatly Chicken for the UK pet food market.”

Since launching in 2022, Meatly has solved the key technical cost challenges facing the cultivated meat industry, accelerating the path to scalable, affordable production. In 2024, Meatly announced it had reduced the cost of its chemically defined protein-free medium to an industry-leading £0.22/l, and in 2025, announced it had reduced the cost of bioreactors by ~10x. Following its regulatory authorisation in 2024, Meatly sold the world’s first cultivated pet food in 2025.

This new funding will enable Meatly to build a 20,000-litre bioreactor facility in London, which is the largest of its kind in Europe. Fit-out of the facility will begin immediately, with product releases expected to follow in 2027.

Connor Duffy, Investment Manager at Clean Growth Fund, said: “Rethinking how we produce protein is an essential part of tackling the climate crisis. We’ve invested in Meatly because they are showing it’s possible to produce real meat cost-competitively and with a fraction of the environmental impact. The team is focused on building a commercially viable path to scale, which will ultimately determine whether solutions like this can deliver meaningful change. We’re delighted to be backing Meatly as they set out to build Europe’s largest cultivated meat production facility.”

Elise Schumacher, Investor at Oyster Bay Venture Capital, said: “Meatly is not just building a new product - it’s laying the foundations for an entirely new protein category.

“Cultivated meat is emerging as one of the most sustainable and ethical ways to produce meat today. From advancing the science to early retail sales for pets, Meatly has shown a clear ability to move from concept to real-world application, with the foundations to scale across Europe and globally. Having built and grown some of the most successful food businesses ourselves, we know what it takes - and this is exactly the kind of company we like to back. Owen, Helder, and the Meatly team are doing the right things early and are primed to make a meaningful difference to both the planet and in transforming the food ecosystem for the better.”

Jim Mellon, Executive Chairman at Agronomics and Chairman and Founding Investor at Meatly, said: "The market opportunity for sustainable and high-quality protein is enormous, but success in this category ultimately comes down to one thing: bringing down the cost of production. The team at Meatly has consistently cracked this challenge, reducing costs by building their own bioreactors, developing their own culture medium, and staying focused on what it takes to scale.

“That combination of technical rigour and financial discipline is exactly what wins in this market, and that's why we founded the company and continue to support them. This approach has earned Meatly fresh capital from new investors as the company scales production, aiming to build a more resilient, secure and sustainable protein supply chain across the UK and Europe.”

Jollyes Pets has announced that Adam Dury has been formally appointed as chief executive officer after becoming CEO-designate in October 2025.

Adam initially joined Jollyes as chief operating officer in January 2025 after five years as chief commercial officer at Card Factory plc and a member of its group operating board.  Prior to Card Factory, Adam worked in commercial roles at Tesco and Marks and Spencer.

Jollyes also today confirmed the permanent appointment of Gary Temple as chief financial officer, following his 12-month interim assignment as CFO.

Adam’s new leadership team now comprises Gary Temple (chief financial officer), Sean McGinty(chief marketing officer), Claire Goldenberg (chief people officer), Anne Galloway (commercial director), and David Stokes who has recently joined as retail and supply chain director.

Adam’s formal appointment comes as Jollyes launches a five-year growth strategy that sets a clear direction for sustainable growth, including an ambition to bring Jollyes to significantly more customers as it strengthens its position in the UK pet market.

Now trading from 120 stores, last month Jollyes released the locations of over 160 towns and cities across Great Britain where it would like to open new stores over the next five years, should the right sites become available.

So far in 2026 it has brought its special combination of low prices and pet expertise to four new communities, opening stores in Blackpool, Ponders End, Hartlepool and Whitehaven.

This week Jollyes will begin its latest series of store launches, opening in Lincoln on 15 May, followed by Kidderminster on 29 May, Yeovil on 19 June and Derby on 10 July.

On Adam’s appointment, Jollyes’ chairman Andy Bond said: “Adam has run the business with clarity and purpose over the past six months, and I’d like to thank him for his commitment, energy and leadership.

“The board has been impressed with the progress made under his guidance, and we’re delighted that he’ll continue to lead the business into its next phase.”

Adam Dury said: “It’s a real privilege to be appointed to lead this amazing business as we embark on our next chapter of growth.

“We have a unique and exciting opportunity to bring Jollyes to more pet parents over the next five years, bringing our special combination of value, expertise and exciting pet ranges to more customers than ever.

“With customer expectations of pet care rising, Jollyes will introduce fresh pet food ranges, making nutrition more accessible through outstanding value.”

Earlier this year Jollyes began rolling out Simply Jollyes, the lowest-priced own-label pet range in the UK, covering essential pet food and accessories designed to help households manage the cost of pet ownership without any quality compromise.

Over the past three years Jollyes has almost doubled the number of stores it operates across the UK, becoming a clear challenger brand for the 62% of UK households that own one of the UK’s 36.5m pets.

It was named as one of The Sunday Times’ best big companies to work for in 2024, and in 2025 won the Retail Week Award for Head Office Heroes following its highly successful raw frozen food roll out.

A leading independent retailers association is calling on the government to halt plans that could remove common flea treatments from pet shop shelves, warning the move would damage high street businesses and leave pet owners facing higher costs.

Bira, which works with over 6,000 independent retailers across the UK, is urging the Veterinary Medicines Directorate (VMD) to carry out a full retail impact assessment before any decision is made to reclassify imidacloprid and fipronil-based spot-on flea treatments. Under current proposals, these products would be removed from general sale in pet shops and restricted to vets, pharmacists and specially qualified persons.

Andrew Goodacre (above), CEO of Bira, The British Independent Retailers Association, said: “Independent pet shops are community assets. They provide knowledgeable, affordable, accessible service to pet owners, often for routine products that owners have relied on for years. Removing flea treatments from their shelves, through a regulatory process that has involved no retail impact assessment and no meaningful consultation with our sector, is simply wrong.”

Independent pet retailers, many of them family-run businesses serving their local communities for decades, rely on flea treatments as a key purchase category that drives footfall and repeat custom. Bira warns that the costs involved in staff achieving the Suitably Qualified Person status required to continue selling these products under the proposed reclassification would be prohibitive for many small businesses.

The association is also raising serious concerns about the impact on pet owners. More than two million cats and dogs in the UK are not registered with a vet, in many cases because local practices are not accepting new patients. For those owners, independent pet shops are often the most accessible and affordable route to routine preventive care.

Mr Goodacre added: “This is a cost-of-living issue as much as it is a high street issue. Pet owners are already under financial pressure. Pushing a routine, widely available product into the veterinary channel, a sector the Competition and Markets Authority has just found to be charging consumers too much, will mean higher prices and fewer choices for ordinary families trying to look after their animals.”

Bira is not opposing action on environmental concerns linked to the chemicals involved, but points out that reclassification would do nothing to address the wastewater pathway identified in recent research, since vet-prescribed versions of the same products follow the same route into the water system. The association is calling for any proportionate response to the environmental evidence to be separated from decisions that would transfer a valuable product category away from independent retail.

Bira is calling for a full retail impact assessment, formal consultation with trade bodies representing affected retailers, and recognition of the role independent pet shops play in providing accessible, responsible advice to their communities.

A rare opportunity to acquire a thriving, long-established aquatic and pet retail business alongside a spacious 4-bedroom home, all set within approximately 3 acres in North Yorkshire, has become available.

Aquatic Finatic has traded successfully for over 30 years in Northallerton, earning an outstanding reputation and loyal repeat customer base. The substantial retail premises includes over 100 aquariums, ponds, reptiles, small animals and extensive pet supplies.

The business benefits from multiple revenue streams, including:

• Small animal & reptile boarding
• Pond & aquarium maintenance
• Educational visits & pet therapy
• Children’s pet parties both on-site and off-site

Low operating costs are supported by a newly installed biomass boiler, providing heating and hot water for both the retail and residential properties, together with valuable RHI payments for a further 10 years.

Excellent growth potential with significant space to expand further.

Genuine retirement sale. Full financial and operational information available to seriously interested parties. 

For more information click here.

Quality is now the single biggest factor driving pet product purchases in the UK, with trust and knowledgeable service close behind, according to a major new survey commissioned by Johnson's Veterinary Products.

The Pet Owner Survey Report 2026, the second in a series tracking the habits and attitudes of UK pet owners, found that 49% of respondents cited quality as the leading influence on their purchasing decisions, with cost on 45%.  Trust also proved to be an important factor at 39%, highlighting the importance pet owners place on buying from sources they have confidence in.

For Johnson's, which has manufactured pet healthcare products since 1921, the findings reinforce a long-held belief: that pet owners are best served when quality, affordable products are backed by knowledgeable, personal advice. It is a combination that independent pet retailers are uniquely placed to provide.

Paul Gwynn, Chairman of Johnson's Veterinary Products, said: "Our job is to make products that work. The independent pet shop's job is to put those products into the hands of customers who trust them. This survey tells us that pet owners value both: they want quality products that offer value for money, and they want to buy them from people who understand their pets.

"Two-thirds of pet owners told us that independent pet shops are important to their community. Nearly six in ten would pay slightly more at a local shop to support the high street. That kind of loyalty is not something you can manufacture. It is earned through knowledgeable service, good advice, and being there when a customer needs help.

"We produce this research for the benefit of the whole trade. The better we understand what drives pet owners, the better we can support the retailers who serve them. That has always been what Johnson's is about."

The survey of UK pet owners, conducted by Censuswide in February 2026, also found that 71% always or often read product packaging before treating their pet, confirming the value of clear labelling and staff who able to offer advice about products.

The 25 to 34 age group emerged as the most engaged customers of independent pet shops, with 52% visiting at least once a week. They also expressed the strongest emotional connection to their local shop, with 70% saying they would be upset if it closed. However, this generation is also feeling the pressure of the cost of living, with 55% having switched products for affordability in the past year, underscoring the importance of stocking ranges that offer genuine value.

The emotional bond between owners and their pets remains strong, with 58% saying they care more about their pet's wellbeing than their own, consistent with 59% recorded in the last report, published in 2023. More than half (52%) believe that visiting a pet shop offers children valuable animal education, and 44% say it teaches responsibility.

Meanwhile, 54% of 25 to 34 year olds now regularly turn to social media or AI tools for pet information, presenting an opportunity for retailers who develop their digital presence alongside their in-store experience and knowhow.

The full Pet Owner Survey Report 2026 is available from Johnson's Veterinary Products. For further information or to request a copy, contact info@johnsons-vet.com.

With just two weeks to go, final tickets are now available for the Pet Industry Federation’s Business of Pets Conference 2026, taking place on 3 and 4 June at the Cranfield University Management Development Centre near Milton Keynes.

Built around the theme of ‘Building Resilience’, this year’s conference brings together senior industry figures, economists, brand strategists and business experts to help pet businesses navigate one of the most challenging trading environments in recent years.

Generously sponsored by Worldpay, this two-day programme is packed with practical, commercially focused insight designed specifically for pet businesses.

Highlights include:

• NielsenIQ - State of the Nation on UK Pet Spend
  An exclusive deep-dive into changing consumer behaviour, the growing tension between premiumisation and price sensitivity and where pet owners are really spending their money in 2026. 
• PwC - Consumer Sentiment & Spend Outlook for 2026
  Forward-looking analysis based on PwC consumer research, exploring which pet categories consumers now see as ‘essential’ versus ‘discretionary’ and how confidence is expected to shift throughout the year. 
• Venturebrand- Leveraging Your Brand for Investment and Sale
  A practical session on building brand equity that attracts investors and future buyers, positioning businesses as scalable assets rather than simply products or services. 
• Your Hiring Process is your Brand
  Insights into how candidate experience and Employee Value Proposition (EVP) influence wider business reputation, recruitment success and long-term retention. 
• PwC Breakout Session - Investor Ready
  A focused session exploring the M&A landscape, investment readiness, navigating the sales process and what investors are really looking for from pet businesses. 
• Small Business Commissioner - Getting Paid Faster
  A practical session from Emma Jones, the UK Small Business Commissioner, on tackling late payments, strengthening cash flow and making the most of new 2026 regulations.

The conference will also feature the Innovation Award 2026 finalist pitches, with delegates hearing directly from the businesses behind some of the sector’s most exciting emerging products, services and technologies ahead of the final award presentation.

Additional sessions cover topics including scaling, digital marketing strategy, cyber security, AI search visibility and leadership development.

Alongside the conference programme, delegates will benefit from extensive networking opportunities with businesses from across the pet sector, including the evening networking BBQ and the Worldpay Experience Zone.

With limited places remaining, businesses are encouraged to secure tickets now.

To view the full programme and to book tickets visit: https://petfederation.co.uk/the-business-of-pets-conference/programme-2026/

Frozzys has expanded its functionally focused ‘Happy Gut’ range with its new high fibre, protein rich Happy Gut Protein Bites. The 100g bags are available in three irresistible flavours – Turkey, Duck and Salmon and retail at £3.49.

The range delivers a carefully balanced recipe that meets the growing demand for functional pet snacks. These are a nutritionally well-thought-out product, designed to earn repeat purchase and build category value.

Positioned as a 3-in-1 treat, the recipe combines functional benefits, strong palatability and premium nutritional credentials. Natural fibre sourced from nutrient-dense pulses supports digestive health and helps pet owners feel confident they are making a smarter everyday choice. Meanwhile, the high-protein formulation not only delivers clear nutritional benefits but also drives the taste and texture dogs love - increasing product satisfaction and supporting repeat sales.

Protein Rich

Protein remains one of the most recognised and sought-after nutritional cues for modern consumers and pet parents are no different. Happy Gut Protein Bites deliver meaningful protein levels to support muscle maintenance, strength and overall vitality, aligning perfectly with the premiumisation trend in pet care. By combining functional performance with everyday appeal, Frozzys Happy Gut Protein Bites offer a treat that taps into health-driven purchasing habits and adds real value to the category.

Powered By Pulses

Today’s pet parents are actively seeking treats that do more than reward - they want snacks with a clear wellness purpose. That’s why Frozzys has developed the Happy Gut Protein Bites recipe around natural fibre from pulses including peas, chickpeas and broad beans, delivering a functional benefit that is both highly relevant and easy to communicate on-pack and at shelf.

Fibre plays a key role in supporting healthy digestion, helping pet owners feel they are making a smarter everyday choice rather than an occasional indulgence. The result is a treat that naturally fits into the fast-growing “functional snacking” space, strengthening category credibility while encouraging more frequent purchase.

Highly Palatable

The high-protein recipe for Happy Gut Protein Bites has been designed for maximum palatability, this treat delivers the flavour and satisfaction dogs crave, increasing the likelihood of immediate approval and long-term loyalty. For retailers, that translates directly into repeat purchase behaviour, stronger product turnover and a treat that earns its place in the fixture. 

Happy Gut Protein Bites are purpose-built for the “humanisation” trend, offering a recipe that feels more like a modern health snack than a traditional pet treat. With recognisable ingredients, a clear nutritional purpose and benefits that are easy for shoppers to understand at a glance, Happy Gut Protein Bites align perfectly with today’s consumers expectations from premium treats. 

For more information visit www.frozzys.com

The Nutriment Company, one of Europe's leading suppliers of premium natural pet food, is acquiring the German online shop Frostfutter Perleberg from K&K Petfood GmbH.

This acquisition will further expand TNC's presence in the German market, integrating one of the leading B2C platforms in the field of high-quality raw feeding (BARF), with its diverse, high-quality product portfolio.

For over 15 years, Frostfutter Perleberg has been producing high-quality pet food with love and passion at its production facility. The company is one of Germany's leading B2C platforms for premium raw feeding and is renowned for its consistently high-quality products and commitment to species-appropriate animal nutrition.

Its range includes fresh frozen products in the raw feeding segment, as well as high-quality wet food, chews and selected supplements. Only the finest ingredients are used, which are gently processed and packaged fresh daily. Production is carried out under strict EU guidelines, with a clear focus on quality, transparency and regionality.

Through this acquisition, TNC is further strengthening its position in the German market, particularly in the growing fresh-frozen product segment, and enhancing its direct-to-consumer expertise.

Anders Kristiansen, CEO of The Nutriment Company, said: "With the acquisition of Frostfutter Perleberg and eBarf, we are gaining a business with a clear quality positioning and high customer loyalty. For over 15 years, they have championed natural, species-appropriate nutrition that meets the highest standards. This mission perfectly aligns with our own commitment to providing healthy, premium pet food that contributes to the long-term health and happiness of dogs and cats."

"The combination of in-house production, regional sourcing and a strong direct customer base makes Frostfutter Perleberg and eBarf an ideal addition to our portfolio. Integrating them into our existing structure will allow us to realise operational synergies and enable further growth," added Julius Adrian, Managing Director Western Europe at The Nutriment Company.

Leading pet care brand Rosewood Pet Products is celebrating a major social media milestone after a light-hearted office video asking viewers to 'Guess Rodney’s Owner' went viral across Instagram and TikTok.

The original video achieved viral status in just over 24 hours after posting, a significant achievement for any brand on social media. In digital marketing terms, content is generally considered “viral” once it surpasses 100,000 views, making Rosewood’s results particularly noteworthy within the pet industry.

The original Instagram Reel has now surpassed an impressive 2 million views, while the TikTok version has generated more than 250,000 views, introducing the Rosewood brand to a huge new audience of pet owners, retailers and animal lovers.

Importantly, all of the engagement and reach achieved by the videos has been entirely organic, with no paid advertising or boosted promotion behind the content. The success demonstrates the growing power of authentic, relatable social media content in capturing audience attention naturally.

Filmed casually in the Rosewood office, the video centres around Rodney, a much-loved office dog, with viewers challenged to guess which member of staff is his owner. In the clip, Rodney calmly interacts with different team members, making it almost impossible for viewers to work out who he actually belongs to thanks to his famously laid-back personality.

The guessing element quickly became part of the entertainment, with audiences flooding the comments section with humorous theories and reactions. Many viewers confidently picked the wrong employee, while others joked that Rodney “belongs to everyone,” “has no owner, only staff,” or was “living his best life managing the office himself.” The relatable humour and simple interactive format drove exceptionally high levels of engagement, shares and repeat viewing.

The success marks a standout achievement within the pet industry social media landscape, where organic reach at this scale is rare for trade-focused brands. Viral content of this level not only boosts visibility but also creates meaningful long-term brand awareness, helping brands connect directly with consumers in an authentic and memorable way.

The momentum has continued beyond the original post, with follow-up videos also performing strongly, including one Instagram Reel that has already reached more than 291,000 views.

Rosewood’s social media team attributes much of the success to the simplicity of the concept and the curiosity-driven “guessing game” hook, which encouraged viewers to watch until the end and join the conversation in the comments. The team has also joked internally about the pressure of trying to replicate another viral moment following the overwhelming response.

As a result of the viral activity, Rosewood Pet Products has seen a substantial increase in followers and engagement across its social media channels, with audiences continuing to grow daily.

Chris Brough, Managing Director at Rosewood Pet Products, said: “We’ve been absolutely delighted with the response to the Rodney videos. What started as a fun piece of content filmed in the office has introduced Rosewood to millions of people and created genuine engagement with pet owners across social media.

“It’s incredibly exciting to see our brand reaching entirely new audiences and consumers in such an authentic way. The continued growth in followers, views and interaction is helping to further strengthen the Rosewood brand, while also supporting awareness and sales opportunities for our trade customers.”

The viral success highlights the growing importance of engaging social-first content within the pet industry, as brands increasingly look for new ways to connect with modern pet owners beyond traditional marketing channels.