Advances in veterinary medicine, nutrition and everyday care mean cats and dogs are living longer than ever – but with this comes a rise in age-related challenges.

Changes in cognitive function have been observed in apparently healthy dogs from as early as six years of age and in cats from 7.7 years, but these signs can be subtle and difficult for owners to recognise.

These changes can include becoming disorientated, interacting differently with people or other animals, changes to sleep patterns, house soiling, altered activity levels or increased anxiety.

In dogs, these signs are often grouped under the acronym DISHAA: disorientation; interactions (social); sleep-wake cycle alterations; house soiling; activity; and anxiety. While DISHAA has historically been used for both dogs and cats, the more recent VISHDAAL assessment for cats also includes vocalisation and learning or memory deficits.

Although changes in cognitive function can occur as pets age, there are a range of ways owners can help support brain health and cognitive performance throughout their pet’s later years. These can include appropriate nutrition, behavioural enrichment, environmental adaptations, nutraceutical support and veterinary guidance.

Introducing Protexin CogniCare

Protexin has launched Protexin CogniCare, a daily supplement developed to support cognitive function and gut health in dogs and cats.

Protexin CogniCare combines antioxidants, brain-supporting nutrients and Petbiotix®, a range of biotics scientifically developed by Protexin. The formulation is designed to provide nutritional support for brain function in ageing pets while also supporting a balanced gut microbiome.

Protexin is also encouraging greater awareness of the behavioural changes that can occur as pets get older, helping owners recognise when a change in routine or behaviour may warrant further attention.

Supporting the gut-brain connection

Growing understanding of the relationship between the gut and the brain is also shaping the way healthy ageing is approached.

The gut and brain are closely connected, sending signals to each other in ways that can influence both physical and emotional wellbeing. The gut microbiome – the community of bacteria and other microorganisms living in the digestive tract – plays an important role in this relationship and helps to support normal communication between the gut and brain. But, maintaining a healthy and diverse microbiome can become more challenging as animals age.

Commenting on cognitive decline, Dr Ronan Fitzgerald BVetMed MRCVS, Senior Veterinary Technical Advisor at Protexin, said: “Cognitive change can be difficult for owners to recognise because the early signs are often quite subtle. A pet may sleep more, interact differently, become less interested in play or simply seem a little less like themselves.

“Protexin CogniCare has been developed to provide nutritional support for cognitive function while also recognising the importance of the gut microbiome and gut-brain axis. By combining brain-supporting nutrients, antioxidants and biotics, it is designed to support ageing pets as part of a broader approach that should also include enrichment and environmental management.”

Protexin CogniCare

Protexin CogniCare is suitable for dogs and cats and is supplied as an easy-to-give, meat-free, liver-flavoured powder. It should be given once daily, mixed with a main meal or sprinkled over food. For picky pets, the daily amount can be split across two meals. For those who feed dry kibble, you can try slightly moistening the kibble to make it more appealing.

For more information visit https://www.protexinvet.com/products/cognicare/

Veterinary innovator Elanco Animal Health has announced the launch of Eluracat – an innovative new treatment designed to support cats experiencing poor appetite or unintended weight loss associated with chronic medical conditions, like CKD.

Eluracat is now available to vets across the UK and Ireland, offering a once-daily oral solution that supports cats in gaining and maintaining body weight and is suitable for long term use.

Eluracat is the first licensed capromorelin product for veterinary use in the UK & Ireland, representing an important milestone in feline medicine.  It is the only weight gain treatment to activate a cat's own physiological hunger pathways. By mimicking ghrelin, a cat's endogenous ‘hunger hormone’, Eluracat stimulates secretion of growth hormone and release of IGF-1 to promote weight gain. This dual action increases food intake and drives metabolic changes that together result in weight gain.

Maintaining weight is particularly important for cats living with chronic conditions such as CKD, with cats experiencing shorter survival times if they do not maintain their weight.6Unintended weight loss can be detected up to three years before CKD diagnosis and accelerates following diagnosis, highlighting the importance of early intervention.

In a real-world study, 83% of cats gained and maintained weight with Eluracat3 demonstrating its efficacy for managing weight loss in cats with chronic medical conditions like CKD. 

The once-daily oral solution with vanilla flavouring is suitable for long-term use. Practices are encouraged to start patients on treatment from the first signs of unintended weight loss and continue for as long as clinically appropriate. IRIS Guidelines recommend capromorelin (Eluracat) for the treatment of weight loss in cats with CKD, and Eluracat has been used alongside other common medications for CKD and chronic conditions.

Jacqui Skelly, Head of Veterinary Technical Services, UK & Ireland, comments: “Unintended weight loss is one of the earliest and most visible signs that a cat living with a chronic medical condition may be struggling, yet it can often be overlooked until it becomes significant. Supporting cats to maintain a healthy body weight can help them stay active and continue enjoying their everyday life. It is particularly important for cats with chronic conditions like CKD, where failure to maintain weight has been associated with shorter survival times.

“Innovations in veterinary medicine like this are increasingly important in improving quality of life and long-term outcomes, especially as the UK cat population is now estimated at 10.2 million and cats across the UK and Ireland continue to live longer. As vets care for increasing numbers of ageing cats, there is a growing need for early intervention and effective long-term management of chronic medical conditions."

The launch of Elanco's newest feline innovation, Eluracat, marks another milestone in the growing feline medicine portfolio from Elanco, following the earlier launch of Varenzin. It reinforces the company's commitment to supporting vets and nurses with innovative therapies that improve clinical outcomes and help cats live longer, healthier lives.

The National Foundation for Retired Service Animals (NFRSA) has teamed up with British manufacturer Big Dog Bed Company (BDBC) to create a collection of Blue Light Tartan dog beds, with proceeds supporting the charity’s work.

The beds were created to help provide dogs with somewhere comfortable to rest their paws, and provide a helping paw to service animals whose working days are behind them.

The Blue Light Tartan pays tribute to the emergency services, with the beds among the first products to feature the new design.

The two beds launch today (Thurs 1 Oct) and can be purchased online. The beds retail for £169 with all proceeds from the sale of each bed donated to the NFRSA.

The NFRSA helps owners meet the veterinary and ongoing care costs of retired service dogs and horses across the UK. These animals have spent their careers working alongside people in demanding, and sometimes dangerous, roles. While retirement brings a well-earned rest, it can also bring expensive treatment and long-term health needs.

Entirely supporter-funded, the NFRSA works to ensure those who take these animals into retirement have somewhere to turn when they need help.

The Countess Bathurst, founder and Chair of the NFRSA, said: “Our retired service animals have done extraordinary things throughout their lives. Their owners adore them, but sadly love alone doesn’t pay a veterinary bill, and that is where we can help.

“This lovely bed collection in partnership with the Big Dog Bed Company offers a cosy and practical way to support the work we do.

“Your dog gets a comfortable bed, and a retired service animal benefits from the purchase. I love the thought of dogs helping other dogs simply by having a snooze.”

An existing customer of the Big Dog Bed Company, Lady Bathurst approached the manufacturer who were more than happy to work on the new bed collection.

Designed and made in the UK, the high-quality beds come in two cushion styles: Signature, for active dogs, and Active Recovery, which offers pressure relief for dogs with arthritis and other joint conditions.

The hardwearing tartan covers are waterproof, machine washable and resistant to urine and stains – because even a handsome bed needs to cope with muddy paws and the occasional mishap.

Both BDBC cushion styles carry a three-year guarantee covering materials and manufacture.

Dru Ross, founder of Big Dog Bed Company, said: “We’re delighted the NFRSA got in touch and chose us to make the Blue Light Tartan beds and help raise money for this special charity.

“We’ve worked closely with them to bring the collection to life. We know people buying a bed for their dog will get a product they’ll be happy to use every day – with the added satisfaction of knowing their purchase is helping retired service animals.”

To support the work of the NFRSA visit www.nfrsa.org.uk

The Paws Lab's breakthrough in everyday pet oral hygiene – Dental Care Wipes – has made the final of the PIF Awards in the New Product category (Health & Hygiene). The brand's 'Healthy Pets Start at Home' campaign designed to promote daily pet care in the home has also made the final in the Best Marketing Campaign of the Year category.

The Paws Lab Dental Care Wipes are dual‑sided, single‑use finger wipes that slip comfortably over the finger, allowing owners to clean their pet’s teeth and gums in seconds without a toothbrush, paste or mess. 

Ideal for puppies, senior pets and those who resist traditional brushing, the wipes remove plaque, food residue and buildup while freshening breath and supporting cleaner teeth and gums between professional dental visits.

Dental hygiene is one of the most neglected areas of pet care, often because pets dislike brushing and owners struggle to maintain a routine. The Paws Lab Dental Care Wipes solve this problem with a unique dual‑surface format:

• Micropearl‑textured side — lifts plaque, residue and buildup
• Soft, smooth side — gently wipes and massages gums

This gives owners one simple tool for two complementary stages of daily dental care 

The wipes are formulated with SilverTi+, The Paws Lab’s patented nano‑silver and titanium dioxide technology, as part of the brand’s advanced approach to everyday hygiene. The formulation also includes cereal extract, which complements the mechanical cleaning action of the wipe by supporting oral hygiene and breath management, while helping reduce the conditions that can contribute to plaque mineralisation and tartar formation. The wipes are alcohol‑free and contain no added fragrance; their naturally light scent comes from ingredients within the formulation itself, including the cereal extract. Together, the targeted formulation and purpose‑designed dual‑sided wipe create a distinctive and practical approach to everyday pet dental care.

Nothing else on the market combines this format, this formulation and this level of ease‑of‑use. 

Transforming Daily Dental Care

The Paws Lab Dental Care Wipes make consistent dental hygiene achievable for all households:

• Clean teeth and gums
• Help reduce plaque buildup
• Freshen breath
• Support long‑term oral health
• Encourage early routine building for puppies
• Provide a manageable alternative for pets who dislike toothbrushes

Strong Retail and Professional Support

Already one of the brand’s bestselling products, the wipes are stocked across 30+ London and UK retail locations and contribute to The Paws Lab’s 4.7 Trustpilot rating. Groomers frequently recommend them to clients as an easy way to maintain dental hygiene between visits, reinforcing their credibility and everyday practicality.

A New Standard in Pet Oral Hygiene

By combining a controlled finger‑cot format, two purpose‑designed surfaces and a targeted SilverTi+ formulation, The Paws Lab Dental Care Wipes turn a difficult, often avoided task into a simple daily routine. They offer a distinctive, effective and accessible approach to preventative pet dental care.

Company Contact: The Paws Lab hello@thepawslab.co +44 (0)7440 335 601 www.thepawslab.co

For further information please visit:  www.thepawslab.co

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A new independent pet store is set to open later this month in Basingstoke.

Clearway Pets, which currently has a store in Salisbury, Wiltshire, is getting ready for the official opening of its new outlet in the Hampshire town of Basingstoke.

Posting on its Facebook page, the pet store said: “We're so excited to invite you to the opening day of Clearway Pets in Festival Place, Basingstoke.

“We're a family run, independent pet shop which means every customer, every pet and every visit matters. We want to create a friendly, welcoming place where you can pop in for advice, discover great products, and have a chat. We can't wait to welcome you and your pets through the doors.”

Petplan has revealed the five most claimed for conditions in dogs:

Ahead of National Obesity Awareness Day on 14th October and in light of these findings, Petplan’s veterinary expert, Dr Brian Faulkner, shares five ways owners can support their dog’s health this year:

• Tailor their diet: Match nutrition to your dog’s age, breed and energy levels.
• Keep them active: Balance physical activity to suit their breed and age while keeping them mentally stimulated.
• Watch their weight: Keeping dogs lean can reduce their risk of arthritis, diabetes and heart disease.
• Prioritise dental care: Gum disease affects many dogs by age four, so brush regularly and offer suitable dental chews.
• Book routine vet checks: Spot warning signs before they become major health issues.

It’s Halloween, which means millions of Brits nationwide will be preparing for the annual spooky celebrations by shopping for fancy dress outfits and tasty snacks.

While this time of year might be fun for humans, increased exposure to sweets and chocolate can make it dangerous for dogs.

A survey by InsureYourPaws shows almost one in five dogs (19%) have eaten chocolate, and 14% have consumed sweets intended for humans. Meanwhile, the Association of British Insurers says that treating a pet that has eaten something it shouldn’t can cost around £4,000.

More than a quarter of Brits (28%) hand out sweets to trick-or-treaters, and many leave bowls of treats by the front door, within easy reach of inquisitive pups.

Why are chocolate and sweets harmful for dogs?

Chocolate contains theobromine and caffeine, stimulants that humans process easily, but dogs break down very slowly, which build up in the body. Consuming even a small amount can result in vomiting, diarrhoea, restlessness, and a racing heart, and in severe cases, tremors, seizures, and, in a small percentage of cases, death.

Sweets can also be harmful. Sugar-free sweets commonly contain xylitol, which is a sweetener that can cause a dangerous drop in blood sugar and even liver failure in dogs. And consuming a large amount of sugary, fatty treats can trigger pancreatitis, a painful inflammation of the pancreas. Plus, wrappers and lollipop sticks can cause choking or blockages in the gut.

Are there any other foods that they should avoid this Autumn?

While chocolate and sweets are common triggers for poorly pups around Halloween, a few lesser-known autumnal foods can also be dangerous for dogs at this time of year.

For example, raisins are commonly found in autumn bakes that many owners underestimate. The PDSA says that grapes, raisins, sultanas and currants are potentially poisonous. Worryingly, the exact cause still isn’t fully understood, but even small amounts can make some dogs very poorly and, in serious cases, cause kidney failure.

Here are some Halloween-themed foods you can give your dog instead:

Pumpkin

There’s no shortage of pumpkins at Halloween, which, in addition to making spooktacular decorations, can double up as a tasty, nutritious treat for your dog. However, avoid giving them raw pumpkin, leftover pumpkin pie, or seasoned pumpkin, as this can cause digestive problems or contain toxic ingredients like nutmeg.  Instead, plain, cooked pumpkin and plain, unsweetened canned pumpkin are rich in fibre and other nutrients that support digestion.

Sweet potato

A classic autumn vegetable often found in human recipes for roasting, baking and soups, sweet potato is also full of goodness for your pups. It’s low in calories and is best served cooked, so it’s easier to digest – and soft on their gums.

Apples

Offer them a few slices of apple with the core and seeds removed. Apples are a crunchy, low-fat source of fibre and vitamins that taste deliciously sweet. 

Add a spoonful of peanut butter, a good source of protein and healthy fats, for an occasional treat. However, be cautious, as a small number of products may contain the sugar substitute xylitol, which may be listed as wood sugar, birch sugar, or E967 on the label.

Alternatively, for a ready-made option, treats like Fish4Dogs Apple or Sweet Potato Fish Wraps pair these ingredients with fish and are low in fat.

The Advertising Standards Authority has upheld a complaint against Luma Pet, which posted a social media advert for its red-light therapy pad, and criticised the company for not responding to its investigation.

The paid-for Facebook ad, seen on 21 April 2026, featured the caption “More stability. More play. More years without flare-ups. LumaPet’s red light therapy pad supports spinal health, reduces inflammation around the discs, and strengthens the tissues that keep IVDD flare-ups from happening in the first place. Because protecting their back today means protecting every tomorrow with them.”

The ad included an image with large text that stated: “STOP BACK PAIN before it becomes PARALYSIS!” followed by “Treat existing damage. Prevent future flare-ups. No drugs. No surgery.” 

It showed three black devices labelled “Luma Pet” with a red glow around them. Below the image, text included “Prevent IVDD Before It Starts” next to a “Learn more” button.

The complainant, a veterinary surgeon, challenged whether the efficacy claims were misleading and could be substantiated. 

Luma Pet Ltd did not respond to the ASA's enquiries, and the watchdog said it was concerned by the firm’s lack of response. 

In the absence of a response, the ASA concluded that claims in the advertisement had not been substantiated and were therefore misleading. 

The ASA ruled: “The ad must not appear again in the form complained of. We told Luma Pet Ltd not to claim that its red-light therapy pad could reduce inflammation around the spinal discs, treat existing spinal damage or back pain, prevent IVDD-related flare-ups or paralysis, unless they held adequate evidence to substantiate the claims.”

The full ruling can be viewed here

https://www.asa.org.uk/rulings/luma-pet.html

PATS 2026 has been hailed a major success by exhibitors, with the record-breaking show attracting a high-quality audience of pet retailers, buyers and industry professionals with attendance numbers up by 8% on last year.

A total of 6,505 visitors attended the three-day event at NEC Birmingham, compared with 6,021 in 2025, underlining the growing appeal of the UK’s leading Pet and Aquatics Trade Exhibition.

With more than 600 brands showcasing a record number of new products across Halls 3 and 3A, exhibitors reported strong levels of engagement from visitors keen to discover new products, meet suppliers and explore the latest opportunities in the pet market.

There was a real buzz throughout the exhibition, with a host of new features adding an extra dimension to this year’s show and helping to create an upbeat and vibrant atmosphere.

Visitors were wowed by the sheer scale and visual impact of the show, which occupied 20% more floorspace than last year, while a dazzling array of eye-catching stands brought the exhibition halls to life.

Among the new attractions was live entertainment from a saxophonist and caricaturist, while PATS TV took to the show floor to interview exhibitors and visitors and spotlight products and features, with the broadcasts shown live on screens throughout the halls.

The show also had a truly global feel, with new initiatives including the International Pavilion and Hosted Buyers Programme attracting an exciting mix of exhibitors and visitors from around the world.

The Hosted Buyers Programme welcomed senior buyers from international companies including Fressnapf in Germany, Chewy in the US and Pet’s Delight in Dubai. Farah Al Khojai, founder and managing director of Pet’s Delight, summed why the programme had been such a success: “It has been wonderful. It was a great opportunity to see what’s in, what’s new, discover new suppliers and catch up with old ones.”

Other new features also contributed to the success of the show, with Animal Encounters, Aquascaping and an expanded Grooming Zone programme giving visitors valuable insights into a diverse range of topics.

Another highlight was the new Coffee & Connect feature, which provided an informal setting for networking, insight and discussion. Visitors heard about some of the key trends shaping the pet trade before staying on to network over coffee with fellow retailers and buyers.

The show was officially opened by television presenter and farmer Jimmy Doherty, who also walked the show floor interviewing visitors and exhibitors for his new YouTube series. He said: “It’s a great place to come and find out what’s new in the industry, and discover what the new trends are going to be. From the innovation in pet food to aquascaping, it’s just so exciting.”

The New Product Showcase and Awards proved more popular than ever, with the presentation of the awards at the drinks party at the end of day one creating a tremendous atmosphere and providing a memorable highlight for exhibitors and visitors alike.

Hound Hose won the Grooming sector award with its Portable Dog Washer, with founder Maisie Osborne saying: “I’m absolutely thrilled. It still hasn’t sunk in. This is our first ever trade show, and the feedback has been incredible. To win this award genuinely means the world to me. I’m so grateful.”

Danish Design picked up the Cat Accessories & Toys award. Director of sales and operations Rob Newsome said: “We’re very grateful that all our hard work has been rewarded in this way. We’ve won a PATS award in the past, so we realise how important it is to get this recognition.”

The show’s packed programme of features offered plenty for visitors to see and do, while also providing opportunities to boost their professional development. Through an initiative organised in partnership with AMTRA and Vetpol, SQPs (Suitably Qualified Persons) could claim valuable self-reflection CPD (Continuing Professional Development) points simply by attending the show.

Visitors could also make the most of an unrivalled range of special deals from exhibitors, with more offers available this year than ever before. The scale of the savings was reflected in the biggest-ever Red Book, bringing together all the exclusive deals alongside entries for the New Products Showcase.

Retailer Laura Palmer, director of Mutleys Pet Supplies in Norfolk, summed up why PATS remains a must-visit event for the pet trade. She said: “I have visited PATS for 17 years, and truthfully this was the best one yet. The show was busy, and the atmosphere was so upbeat. I loved the PATS Café in the centre of the hall. It was a real pleasure to attend the show – I could easily have stayed for all three days.”

The PATS New Product Award winners have been celebrating their success during the show. We got their reaction to their award success...

Cat Accessories & Toys

Pet Tee Pee

Danish Design (stand L20)

Director of sales and operations Rob Newsome: “We’re very grateful that all our hard work has been rewarded in this way. We’ve won a PATS award in the past, so we realise how important it is to get this recognition.”

Judges' comments: "This a great quality modern design with a neutral colour that would fit into any home. It’s a great price for a very nice looking cat bed."

Cat Food Products

Purrform Fresh Deli

The Nutriment Company (stand E40)

Peter Roy, managing director UK: “We believe this product will open-up great opportunities in the cat category for pet shops, so it’s great to know that the judging panel of retailers recognised that fact.”

Judges' comments: "This product comes in a good variety of different flavours. Moving cat food into the fresh food sector is a good innovation."

Dog Food Products (sponsored by Petfellas)

Real Simple

Naturaw (stand K50)

Director Chris Broadbent: “This honour makes all the hard work worth it. It’s a great value, high-quality product, and has been well received.”

Judges' comments: "This product is high-quality with clear labelling and comes at a great price. It’s exactly where the raw market should be heading."

Dog Treat Products (sponsored by Law Print & Packaging)

Pure & Natural Doggy Bag (Natural Chew Variety Pack)

Su Bridge (stand I10)

Lynne Hopwood, National sales manager: “We are delighted to have won this award in our 50th anniversary year. It was great to hear the judges’ comments, saying that the trade has been waiting for such a product.”

Judges' comments: "The natural feeding world has waited a long time for a mixed treat bag like this – it’s a great product."

Dog Accessories & Toys (sponsored by Paws Wholesale)

Booster Enrichment Toy Range

Fidelis Dog (stand E32)

William Cullen, UK director: “We launched the Booster range at PATS, so it’s fantastic to have been recognised in this way – we’re so happy.”

Judges' comments: "This is a wonderful concept and is very well made. It comes at a good price point and should be robust for larger dogs."

Dog Harnesses, Leads & Dog Wear

Truelove Ultra-light Magnetic Top Harness

Truelove x That Dog (stand F58)

Stylianos Rigakis, director: "We're proud to be the Winner at PATS 2026 New Product Award for Dog Harnesses, Leads & Dog Wear. Our Truelove magnetic dog harness fastens one-handed and opens at the neck for easy on/off. At only 144g in medium, it's ultra-light and ideal for active dogs. It's made from CORDURA® fabric in four colourways, with a Dyneema chest loop at the front and a grab handle on top. If buckles are hard work for stiff or sore fingers, you only have one hand free or limited dexterity, this harness is easy to put on!"

Judges' comments: "This harness is ideal for those owners with dexterity issues and is also just a cool-looking product."

Small Animal & Bird Products

Teewy Meadow Wheel for Small Animals

Chongqing Pet Union Biological Technology (stand N54)

Grace Gu, vice-president: “This is the first time we have exhibited in the UK so we’re delighted to have won this award.”

Judges' comments: "This product is naturally produced and pleasing on the eye - and is a great boredom-buster."

Pet Care Products (sponsored by Pedigree Wholesale)

Oralade Active +

Oralade (stand B13)

Managing director Anthony Mackle: “It’s a special year for our company and for us to win an award is the cream on top. We felt that PATS was the perfect platform to showcase our products and we’ve had a lot of interest in the range. People are very focused on hydration at the moment, so Oralade Active + is creating a lot of interest at the show.”

Judges' comments: "If we continue to have hot summers, hydration drinks such as this great product will become ever more important for dogs and their owners."

Grooming Products

Portable Dog Washer

Hound Hose (stand A74)

Maisie Osborne, founder: "I’m absolutely thrilled that Hound Hose has won the New Product Showcase Award in Dog Grooming at PATS. It still hasn’t sunk in! This is our first ever trade show, and the feedback has been incredible. I created Hound Hose because, as a dog walker, I was cleaning muddy dogs every day and couldn’t find a washer that could keep up. To win this award genuinely means the world to me. I’m so grateful, and I can’t wait to see where Hound Hose goes from here."

Judges' comments: "This is a great innovative product. It’s portable, practical and ideal for muddy walks and muddy paws."

Aquatics Indoor Products

Interpet Scape Kit Cube Aquariums

Sera Group (stand T30)

Graeme McCartan,senior national account manager: “Aquagarden Interpet are delighted to receive the PATS 2026 Indoor Product award for the Interpet Scape Kit Aquarium set, offering the retailer a set of 3 separate Aquariums in one carton! Each individually sold Aquarium is designed for all consumers looking for a quality starter setup that features a proven and reliable filter complete with Biodegradeable coir tech media for clean water, a clean aquarium pod water conditioner, and importantly an LED lighting unit to aid daytime viewing. The retailer pack comprises 3 Aquariums in 19l, 32l, & 50l and is immediately available from Aquagarden Interpet!”

Judges' comments: "An ideal starter kit with a good range of sizes and price points."

Aquatics Outdoor Products

Pond in a Pot

Anglo Aquatic Plant (stand R3)

Caroline Everett, manager director: “We’re delighted to have won. It was wonderful to hear what the judges had to say about the product. We’ve worked hard in bringing it to market.”

Judges' comments: "This product looks amazing and is fantastic value. It’s super cute and is well designed."

Reptile Products

Fast Acting Reptile Calming & Emotional Wellbeing Kit

Pet Remedy (stand L18)

Rob Tyler, sales director: “This award is fantastic recognition for a product that brings the proven Pet Remedy concept to reptile keepers in a simple, practical format. Reptiles can experience stress just like other pets, and we’re really pleased to help retailers offer their customers a natural calming solution designed with this community in mind.”

Judges' comments: "This is a great product for wellbeing, at a good price and something we haven’t seen before."

Retail group Jollyes Pets has opened its latest store – its 128th in total – in Sheffield with comedian Paul Chuckle cutting the ribbon. The Drakehouse outlet is the first of its kind to be located inside an Asda superstore.

The company said: “We’re bringing Jollyes’ pet expertise to Asda customers, with everything from frozen raw and natural treats to our new fresh food brand, Freshpet. 

“We had special guest Paul Chuckle join us who did the honours of cutting the ribbon, as well prizes up for grabs with our Wheel of Fur-tune.”

Store manager Alan Burgar, said: "I'm really excited to be opening the new Drakehouse store and welcoming Sheffield's pet parents through the doors. Since joining Jollyes last year, I've loved learning more about the different types of pets we cater for and the products that help keep them happy and healthy - something I know my own cat Ozzy appreciates too.

"We've got plenty planned to celebrate the opening and we're looking forward to meeting our new customers and their pets. I'm also really excited to have the opportunity to build and develop another brilliant team here at Drakehouse, with a real focus on great customer service whilst providing great value to the pet community here in Sheffield."

View a gallery of pictures from the store opening below...

Joint venture marks the next phase of Raccoon’s ambition to build a world-leading animal health ecosystem, connecting trade and consumer audiences through a growing portfolio of specialist events.

Raccoon Media Group has announced a new joint venture with Edition Media Ltd, bringing Edition Dog Live into its growing animal health portfolio and setting out plans to significantly grow the event.

The partnership will combine the established Edition Dog brand and community with Raccoon’s investment and experience in building specialist events. The two businesses will work together to develop the event’s marketing, content, commercial proposition and visitor experience, with plans to grow its reach across the UK dog market.

Edition Dog Live is the UK’s largest non-competitive consumer dog show, bringing together dog owners, brands and industry experts at NAEC Stoneleigh. The event features more than 200 exhibitors alongside expert content, live arenas and interactive experiences spanning dog health, wellbeing, nutrition, training and responsible ownership. Welfare sits at the heart of the event, with Stoneleigh’s extensive indoor and outdoor space providing an ideal environment to grow the show while continuing to put the needs and wellbeing of dogs first.

The partnership comes at a time of significant growth in the UK dog market. The UK is now home to an estimated 15.5 million dogs, three million more than five years ago, with 41% of households now owning a dog compared with 33% in 2021. Ownership is particularly strong among younger consumers, with 58% of 25 to 34-year-olds now owning a dog. The continued growth and changing profile of dog ownership makes this a timely investment for Raccoon as it builds its presence across the animal health market.

The joint venture is the latest investment in Raccoon’s growing animal health ecosystem, which now includes PATS, BETA International, the National Equine Show and Edition Dog Live. This announcement bolster’s the plans for a broader Animal Health ecosystem week, bringing complementary specialist events together around a shared timeline. The model will create focused events for distinct trade and consumer communities while connecting them through a wider programme designed to raise the profile of the animal health sector as a whole.

Raccoon has already invested significantly in growing its established animal sector events. Since acquiring PATS, the team increased attendance by 70% in one year. International attendance increased by 169%, with a record 445 exhibitors from 15 countries. BETA International has also grown to more than 200 exhibitors for 2026, alongside an expanded international presence and Hosted Buyer Programme. National Equine Show, a consumer equestrian event held annually attracts over 17,000 visitors over two days. The same approach will now be applied to Edition Dog Live, retaining the identity and community that have driven its success while providing the investment, expertise and resource to support its next stage of growth.

Mike Seaman, Group Chief Executive of Raccoon Media Group, said: “Edition Dog Live is exactly the kind of event we want to work with. It has a strong brand, an incredibly engaged community and huge potential.

“We’ve seen through PATS and BETA International what can happen when you take established, much-loved events and put serious investment, resource and ambition behind them. We’ve respected the heritage of those brands while giving them what they need to grow, and the response from their industries has been exceptional.

“We no longer think about markets simply as B2B or B2C. We think business to customer. Our job is to understand all of the communities within a market and build events that genuinely serve them. Our ambition is to build an animal health ecosystem, with complementary specialist events working together around a shared timeline. That doesn’t mean putting everyone into one event. It means creating focused events for distinct communities and connecting them in a way that raises the profile and creates opportunities across the whole sector.

“Edition Dog Live is an important part of that strategy and, alongside PATS and BETA International, takes us another step towards Animal Health Week and a much bigger proposition for the industry.”

Jennifer Dow, Edition Media Ltd, said: “Edition Dog Live has always been built around the health, wellbeing and welfare of dogs, and that won’t change as we grow. Stoneleigh gives us a fantastic home for the event, with the space and flexibility to create a brilliant experience for visitors while making sure dogs have room to step away from the busy show environment when they need to.

“Partnering with Raccoon gives us the investment, expertise and resource to take Edition Dog Live to the next level without losing what has made it special. They understand specialist communities and they share our ambition for what this event can become. We’re incredibly excited about the next chapter.”

The partnership comes as Raccoon strengthens its animal health leadership team with the appointment of Tess Drew as Portfolio Director. Drew brings extensive experience in the animal and pet events sector, including roles at the RSPCA and Touchpoint Live Media, where she led a portfolio including DogFest, The Vet Festival, SuperDog Awards and Big Dog Walk. Her wider experience includes the Daily Mirror Animal Hero Awards and BBC Countryfile Live. Drew will work across the division as Raccoon continues to invest in its existing events, develop its Animal Health Week proposition and explore further opportunities across the market.

A popular independent pet shop has been saved from closure after a last-minute rescue package was secured.

Primrose Hill Nurseries near Warrington has worked with the directors of Pets Pantry to safeguard the store's future.

The new owner announced the deal on its Facebook page: 

“Primrose Hill Nurseries is pleased to announce that it has worked closely with the directors of Pets Pantry to secure a rescue package aimed at safeguarding the future of the much-loved local pet shop.

“Following the initial announcement that a rescue package was being explored, discussions have progressed and the necessary arrangements have now been secured to help the business move forward.

“The agreement will see Primrose Hill Nurseries take on the Pets Pantry brand, helping to preserve its future and ensure it can continue serving loyal customers across Stockton Heath and the surrounding area.

Adam Halford, owner of Primrose Hill Nurseries in High Legh, said: “We’re delighted to have worked with the directors to secure a package that gives Pets Pantry a future. We know how much the business means to its customers and the local community, and we’re pleased to be able to take the brand forward and build on the reputation it has established over the years.

“There is still work to do as we put the arrangements in place for operational changes, but this is an important step towards securing the future of Pets Pantry.”

“Customers can continue to contact Pets Pantry from Tuesday (6th October) regarding existing enquiries and place new orders in the usual way by calling 01925 398598 or ordering online at pets-pantry.com.”

Pats Pantry had announced closure of the business at the end of September, writing on social media: WITH THE HEAVIEST OF HEARTS…Today, we closed the doors of Pets Pantry for the final time. Sadly, we will not be reopening.”

An Isle of Wight dog treat business is entering its next chapter with the launch of Worth - The Dog Bakery, the new name and identity for the business previously known as Happy Hound Artisan Bakery (HHAB).

Founded in January 2024, the family-run business has grown rapidly from its Island roots, building a network of more than 15 stockists across the Isle of Wight while also supplying businesses on the mainland, including hospitality venues in Cornwall.

Worth is run by mother and daughter Jan and Hannah Brookes, alongside co-owner Kerrie Reed and local businessman Mark Reed, who serves as a director of the company and brings his experience in business growth and development to the venture.

The new identity has been created to reflect the growth of the business while retaining the principles behind Happy Hound Artisan Bakery: carefully considered ingredients, handmade products and treats created with dogs at the heart of every decision.

That history is also carried through into the new branding. Bertie and Copper, who are an important part of the business’s story, continue to have a legacy within the Worth identity, ensuring the new brand still has a connection to the dogs and personalities that helped shape what came before.

Dogs remain very much at the centre of the family business today too. Bonnie and Biscuit, belonging to Jan and Hannah, and Margo, belonging to Mark and Kerrie, are part of everyday life behind Worth and continue the strong canine influence running through the business.

Its new tagline, ‘For dogs who are Worth more”, captures that approach and forms part of a wider refresh including new packaging, signage, staff clothing, displays and a new online home at Worthdogbakery.co.uk.

Worth specialises in handmade dog bakery products created using ingredients chosen for a purpose. The bakery range is grain free, nut free and made without preservatives, with chickpea flour used in place of traditional wheat flour.

The range includes biscuits, training treats, Woofles, doughnuts, Pupcorn, celebration cakes and pupcakes, alongside a separate selection of 100% natural dog treats.

The business has also invested heavily in the standards behind its products. Bakery items undergo analytical testing, documented food safety procedures are in place, and the company is fully insured for pet food manufacturing.

Worth isn’t just registered with Trading Standards, it is Trading Standards Approved, making it the only dog bakery on the Isle of Wight to hold this approval.

Co-owner Hannah Brookes said:“Happy Hound Artisan Bakery gave us an incredible foundation, but the business has grown so much since we started that we felt the brand needed to grow with it.

“Worth represents what we have always believed. Dogs are part of the family, and what we give them matters. We want our products to be fun and exciting, but there also needs to be thought behind what goes into them and why.

“It was really important to us that the new brand didn’t lose the heart and history of the business. Bertie and Copper will always be part of that story, while Bonnie, Biscuit and Margo are very much part of the Worth family today.

“We are incredibly proud to be an Isle of Wight business and, while we are excited to continue growing our wholesale network both on and off the Island, keeping that personal, handmade approach is really important to us.”

Director Mark Reed, who will bring his extensive experience in business development and growth to the next stage of the business, said: “Worth already has all the ingredients of a really exciting business: a strong product, a loyal customer base and a team with genuine passion for what they do.

“My role will be to help build on those foundations and bring some of my experience in developing and growing businesses to the venture. There is a significant opportunity to expand the Worth brand and its wholesale presence, but we want to do that in a considered way that protects the quality, personality and values that have made the business successful in the first place.”

The first public event for the business under the Worth name will take place at Robin Hill Adventure Park on 17 October 2026.

Worth will also be part of the Santa Paws Fayre on 19 December 2026, held in partnership with the RSPCA and Pawsitive IOW.

UK pet suppliers are being offered the chance to present their product ranges to a Canadian distributor in a special online event organised by the Garden Industry Manufacturers Association (GIMA).  

The meetings with Paw Valley Distributors (www.paw-valley.ca) will be held via Teams with each supplier being offered a 25-minute, one-to-one pitch.

Paw Valley operates as an importer/distributor and commercial agent, also offering 3PL services.  It is the dedicated pet division of long-established garden distributor, Footprint Products Ltd.

The company’s centrally located head-office and warehouse in Mississauga, Ontario, facilitates distribution to retailers nationwide.

Paw Valley already represents several well-known UK pet suppliers.

The buyer is now looking for further new, premium, stand-out and distinctive products in the following categories: toys, grooming & pet care, cat litter, beds, natural treats/chews and pet food.

The event will take place on Friday, 30 October (afternoon UK time), and the deadline

for applications isWednesday, 14 October

For full information, booking-form and cost, please click here or contact Eleanor Wigram by email eleanor.wigram@gima.org.uk.  

All applications will be reviewed by the buyer. They will select which applicants to meet, ensuring the meetings are worthwhile for all concerned.

My Anxious Dog founder Sarah Jones has received a Highly Commended award in the Animal category of the BBC Make a Difference Awards for her work raising awareness of dogs who need space.

Sarah, who created the national #dogsinyellow awareness day and wider campaign, has spent more than a decade working to change public understanding of what it means when a dog wears yellow – with one simple message: if you see a dog in yellow, give them space.

What began with Sarah's own anxious Cocker Spaniel, Bella, has grown into a national awareness campaign supported by dog owners, trainers, pet professionals and organisations across the UK.

But behind #dogsinyellow is also an unusual marketing story.

When Sarah began developing yellow awareness products for dogs who needed space, she quickly recognised a fundamental challenge: she could create the best products possible, but they would only work if the person approaching the dog understood what yellow meant.

Rather than simply marketing the products, Sarah realised she needed to market the message behind them.

That thinking became #dogsinyellow.

What started as a way of educating the public about the meaning of yellow has grown into one of My Anxious Dog's most powerful marketing tools – creating a recognisable identity around the campaign while simultaneously raising awareness of an issue that affects dogs and their owners every day.

Sarah said: “I realised very early on that I wasn't just selling a yellow harness or lead slip. If somebody bought one from me but the person walking towards their dog didn't understand what the yellow meant, I hadn't really solved the problem.

“So the marketing had to be bigger than the product. I needed to get people who might never buy anything from My Anxious Dog to understand the message too.

“The person approaching Bella is just as important to the effectiveness of the yellow as the person who bought it. That's what makes #dogsinyellow quite different because my marketing has to reach beyond my customer.

“That completely changed the way I thought about marketing the business.”

Sarah established the first #dogsinyellow awareness day in 2021, held annually on 20 March, creating a focal point around which dog owners, pet professionals and businesses could share the message.

The distinctive yellow visuals, Bella's story, social media, educational resources, talks, podcasts and Yellow Space Zones at major dog shows have all helped build recognition of both the message and the campaign.

Following the first #dogsinyellow awareness day, Sarah conducted a survey of 1,000 owners of fearful dogs to understand the impact wearing yellow was having. The results found that 91% felt yellow had enhanced their walks, while 78% said it had made them feel more confident.

For Sarah, one of the most important measures of the campaign's success is that the message is increasingly being shared by organisations and professionals beyond My Anxious Dog's own audience.

“The really exciting part for me is when somebody talks about dogs in yellow and My Anxious Dog isn't necessarily at the centre of the conversation,” Sarah said.

“That means the message is travelling on its own – and ultimately that's what I wanted to achieve.

“Of course #dogsinyellow has become an incredibly powerful way of building awareness of My Anxious Dog, but it has done that by putting education first. The more people who understand yellow, the more useful yellow becomes for every dog and owner who needs it.”

The campaign has increasingly reached beyond the pet industry too, with organisations including the National Trust and The Crown Estate helping to communicate the message around dogs wearing yellow and the importance of giving them space.

Sarah believes there is an important lesson in the campaign for other independent businesses within the pet industry.

“Marketing doesn't always have to start with asking people to buy something,” she said. “Sometimes the most powerful thing you can do is give people a reason to care about the problem you're trying to solve.”

The campaign now reaches hundreds of thousands of people through social media, educational resources, talks, events and collaborations, while #dogsinyellow has developed a community of owners who Sarah affectionately calls her “Yellow Army”.

Sarah has also developed resources specifically to help pet professionals spread the message, including the My Anxious Dog Professional Partner Pack, providing educational materials that can be used with clients and within pet businesses.

The campaign's Yellow Space Zones have brought the same principle into busy dog events, creating dedicated areas where dogs and their people can step away from the crowds and decompress.

For Sarah, however, the recent BBC recognition ultimately comes back to Bella, now 14, whose experiences inspired everything that followed.

“Bella is the reason My Anxious Dog exists,” Sarah said. “What started with me simply trying to make life a little easier for my own dog has become something much bigger than I ever imagined.

“I want people to feel confident using yellow and to feel proud that they are standing up for what their dog needs.

“But my ultimate goal has always remained the same – that one day, wherever you are, if you see a dog in yellow, you will automatically know to give them space.”

Pet professionals and businesses interested in supporting #dogsinyellow or helping spread awareness can find out more at www.myanxiousdog.co.uk

On Friday 30th October, during Guinea Pig Awareness Week (GPAW), guinea pig owners, veterinary teams, charities and rescues across the UK are being encouraged to take part in the Big Pig Health Check, a nationwide challenge aiming to deliver 500 five-minute guinea pig health checks in a single day. 

The challenge comes as new research from the Small Animal Census by Burgess Excel reveals that more than one in three guinea pig owners do not regularly check the weight or body condition of their guinea pigs, despite these being among the most important indicators of overall health and wellbeing.

Running from Monday 26th to Friday 30th October, Guinea Pig Awareness Week (GPAW) 2026 will champion the theme 'Happy, Healthy Guinea Pigs', encouraging owners to take a more proactive approach to their small animal’s wellbeing. 

At the heart of this year's campaign is the Big Pig Health Check, a nationwide challenge calling on guinea pig owners, veterinary teams, charities and rescues to help 500 guinea pigs receive a simple five-minute 'Piggy MOT' on Friday 30th October.

The challenge has been launched to encourage more regular health checks and help owners spot potential problems early, as guinea pigs are particularly skilled at hiding signs of illness. As prey animals, they often mask symptoms until they become more serious, meaning subtle changes in behaviour, appetite, weight or daily habits can be some of the first signs that veterinary attention may be needed.

Anyone who signs up to take part will receive a free guide explaining how to carry out a Piggy MOT at home. Taking just a few minutes, it is designed to help owners become more familiar with what is normal for their guinea pigs while building confidence in identifying potential concerns.  

The guide covers everything required for the challenge including checking eyes, ears, noses, fur, feet and nails, as well as further useful information such as monitoring weight, looking for lumps and spotting changes in behaviour, eating habits and droppings.  

Suzanne Moyes, Deputy Managing Director and In-house Vet at Burgess Pet Care, said: "Guinea pigs can be very good at masking signs of discomfort or illness, so owners often need to look for subtle changes in their usual behaviour, appetite, weight or appearance. 

"The Piggy MOT is designed to make those checks feel more manageable, showing owners what to look for and help them recognise when something may need veterinary attention. We hope to see many people get involved to support this cause towards better care for guinea pigs."

To support participants, Guinea Pig Awareness Week is also partnering with veterinary influencer Cat the Vet, who will share practical advice and demonstrations across social media to help owners carry out a Piggy MOT with confidence.

By bringing together owners, rescues and veterinary professionals to complete 500 health checks in a single day, the Big Pig Health Check aims to show just how easy it can be to monitor guinea pig health and how small actions can make a big difference. The campaign hopes to encourage more people to carry out regular checks, seek veterinary support when needed and ultimately help guinea pigs live longer, healthier lives.

John Chitty, Chair of Guinea Pig Welfare UK, added: "Guinea Pig Awareness Week is about putting guinea pig welfare firmly in the spotlight and giving people clear, trusted information that can make a real difference to the small animals in their care. 

"This year’s Big Pig Health Check gives the campaign a practical focus, uniting owners, rescues and veterinary professionals behind one simple action."

The Big Pig Health Check is open to anyone who cares for guinea pigs, including owners, veterinary teams, charities and rescues.  

Sign up to take part in the Big Pig Health Check here: Resources | Guinea Pig Awareness Week 

Tuft, the booking and business management platform for pet groomers, has been named in TechRound's SaaS66 2026, the annual list of standout software companies published on 1 October.

The list is judged by a panel of technology, sales and marketing specialists on innovation, scale and real-world impact. TechRound described this year's entry round as its largest to date.

Founded in 2021, Tuft now works with thousands of pet groomers across the UK, Ireland and Spain, and the platform has seen its booking volumes grow sharply, with a significant share of all appointments it has ever handled taken within the past year.

Tuft combines booking software for pet groomers with a marketplace app used by pet owners. Groomers get a calendar, card payments, deposits, automated reminders, pet profiles and consent forms. Pet owners can find and book a local groomer directly.

Deposits have proved the strongest draw for salons. Groomers using deposit rules report a marked drop in no-shows. Tuft's data also shows that a substantial proportion of bookings are made while salons are closed, appointments that would previously have depended on someone being free to answer the phone.

Chloe Smith (pictured), founder of Tuft, said: "The idea came from watching my dad fail to book a groomer back in 2019. I told him he was being old, of course there was an app for this. Then I looked, and there wasn't. Grooming is a proper industry with thousands of skilled small businesses in it, and most of them were still running on a paper diary and a mobile phone. Being recognised on a list where nearly everything else is AI feels like a win for an unglamorous problem solved properly."

Kelly Davis of KD Grooming Studio, one of the platform's longest-standing users, has cut her weekly admin substantially since joining and has opened a second salon, also running on Tuft.

Tuft offers a free Essential plan with no booking caps or time limit, alongside paid plans for larger salons.

There’s a new vacancy in town – and this time, man’s best friend is the ‘paw-fect’ candidate for the job. 

Vintage Inns is on the hunt for Britain's most qualified dog to take on the very important role of 'Chief Doggie Treat Tester' – a newly created vacancy to support the launch of the Canine Menu at its venues nationwide.

The country pub chain is inviting dog owners across the UK to put their pooch forward for the chance to be officially appointed to coveted role, with applications now open via the Vintage Inns website https://www.vintageinn.co.uk/caninemenu#/

Dog owners are being encouraged to share a photo of their canine companion and a brief 50-100 word submission explaining why their dog is ‘best in show’ when it comes to putting their taste buds to the test.

A shortlist of the most promising applicants set to be selected by an expert judging panel from Vintage Inns and Canine Menu, with three regional finalists set to face the ultimate test: a public vote on Vintage Inns’ Instagram and Facebook pages.

And there’s plenty at stake for the successful applicant. The winning dog will be officially crowned Vintage Inns’ Chief Doggie Treat Tester for an entire year, securing a VIP prize package worth wagging their tail over. Their new role will come with a professional photoshoot with their owner, including a printed photograph to keep, a £100 Vintage Inns gift card and a hamper packed full of delicious Canine Menu treats, worth £100.

The judging panel will be looking for more than just a love of licking the bowl clean. Applicants will be assessed on their treat-testing skills, personality, application and camera-ready credentials – because the successful candidate will need to be ready for their new role both on and off the lead.

"Finding Britain's Chief Doggie Treat Tester is certainly not a job we recruit for everyday," says Linda Elliott, Operations Director at Vintage Inns.

"We’re delighted to be partnering with Canine Menu to bring the range to Vintage Inns pubs up and down the country. We know that for many of our guests, their dogs are an important part of the family, so we wanted to create something that means they don’t have to miss out when enjoying a meal or drink together.

"The Chief Doggie Treat Tester competition is a fun way to celebrate the launch and find a four-legged expert who can help us put the menu through its paces."

Applications for Vintage Inns’ Chief Doggie Treat Tester are now open at https://www.vintageinn.co.uk/caninemenu#/ with the competition closing at midnight on Monday 26th October 2026.

Pet Remedy has added another accolade to its award-winning year after its reptile calming kit impressed judges at one of the pet industry’s biggest trade shows.

The company won the Reptile Products category at the PATS 2026 New Product Awards for its Fast Acting Reptile Calming & Emotional Wellbeing Kit.

The win follows Pet Remedy receiving the King’s Award for Innovation earlier this year, giving the brand further recognition for its work supporting pets’ emotional wellbeing.

Held at the NEC Birmingham, the PATS awards attracted more than 400 entries to the New Product Showcase, a record for the event.

A panel of expert pet retailers assessed products on innovation, design, quality, packaging, value for money and sustainability, with judging taking place on Sunday, 27 September.

Pet Remedy’s winning kit brings the brand’s calming concept to reptile keepers in a format designed specifically for their pets.

Judges said: “This is a great product for wellbeing, at a good price and something we haven’t seen before.”

Martyn Barklett-Judge, Managing Director of Pet Remedy, said: “We’re absolutely delighted to win the PATs New Product Showcase Award for our Reptile Calming Kit. 

"Pet Remedy has always been about supporting the emotional wellbeing of all pets, and this kit is an important way of making that support more accessible and relevant to the reptile-keeping community.”

The award also highlights the importance of considering emotional wellbeing across a wider range of companion animals.

Pet Remedy has also welcomed specialist exotic pet insurer ExoticDirect as an official ambassador, in a partnership designed to support the health and emotional wellbeing of reptiles, birds, rabbits and small mammals.

Rob Tyler, Sales Director at Pet Remedy, said: “This award is fantastic recognition for a product that brings the proven Pet Remedy concept to reptile keepers in a simple, practical format. Reptiles can experience stress just like other pets, and we’re really pleased to help retailers offer their customers a natural calming solution designed with this community in mind.”

The awards, sponsored by Leopard Co and supported by pbwnews, celebrate new products across the pet sector, from food and toys to grooming, aquatics and reptile care.

Winners were presented with their awards by pbwnews editor David Rees and PATS 2026 show director Ian Reynolds on Sunday evening.

Purrform Fresh Deli, the gently cooked, fresh complete cat food from The Nutriment Company, has won the Cat Food Products category at the PATS 2026 New Product Awards, sponsored by Leopard Co and supported by pbwnews.

A panel of expert pet retailers judged each entry on innovation, design, quality, packaging, value for money and sustainability.

Commenting on Purrform Fresh Deli, the judges praised its good variety of flavours and said that moving cat food into the fresh food sector is a good innovation.

Until now, cat owners looking to feed real, species-appropriate food have largely had to choose between frozen raw and conventional wet food. Purrform Fresh Deli offers a third option: a gently cooked, fresh complete food made from food-grade meat, organs and bone, composed to reflect a cat’s natural prey.

As a complete food, Fresh Deli requires no additional supplementation. It contains no grains or fillers and is naturally high in moisture. The range is available in four single-protein recipes in 70g pouches: Beef Trim with Ox Heart & Liver, Chicken Breast with Heart, Gizzard & Liver, Turkey Breast with Heart, Gizzard & Liver, and Wild Boar Trim with Pork Loin, Heart & Liver.

Fresh Deli is the result of close collaboration between The Nutriment Company’s teams in the UK and Germany, from recipe development and packaging through to production and launch.

Ryan Winwright, Head of UK Marketing Operations at The Nutriment Company, said: “Winning at PATS is a fantastic recognition for everyone who worked on Fresh Deli. We set out to create something genuinely new for cat owners, and to have that confirmed by a panel of independent retailers means a great deal to the whole team in the UK and Germany.”

Fresh Deli is recommended by vet Dr Michael Lazaris, who feeds it to his own cats, Otto and Patsy: “As a vet, I wouldn’t put my name behind something I didn’t believe in. With Fresh Deli, we know exactly what goes into the bowl.”

Purrform Fresh Deli is available now for retailers. Contact support@purrform.co.uk for more information.