The boss of an award-winning pet treat company has revealed that businesses need to keep innovating if they wish to remain successful.

Pet Trade Innovations was crowned Supplier of the Year at the PIF Awards last week, and managing director Steve Driver said: “With over 30 years’ experience in the pet industry, I feel we’ve moved with the times.”

Steve added: “Winning this award is like putting the icing on the cake! 2024 has been a great year. We’ve launched Wonderful World of Treats, which fulfils dog owner’s expectations to offer ‘human cuisine’ tastes and nutrients at a cost-effective price point. We pride ourselves in understanding what owners need to keep their dogs happy and enriched as reflected by our wide range of chews and accessories.

“Adapting to satisfy a new customer ‘s demand and interest in maintaining their pet’s wellbeing. Offering eco-conscious solutions, WWOT is the only treat brand in the UK to be plastic free. We’re proud to offer product solutions that can improve the lives of pets and their people. We’re excited about building on our customer network in 2025 with a few surprises in store.”