Bestselling wild bird care products are set to hit the sweet spot with customers at Gates Garden Centre in Cold Overton, Oakham, Leicestershire, thanks to an exciting display refresh from Henry Bell & Co.

Working with the centre’s retail team, Henry Bell National Sales Manager Andrew Mellowes and agent Dominic Wright addressed customer flow, increased shelf space for seed mixes – including two of Gates’ specially developed own labels – and provided impactful promotional areas to ensure that customers are put firmly in front of the centre’s key lines of bird feed and accessories. A similar programme of improvements will be carried out at Gates’ second centre, Woodlands Hinckley, Leicestershire, over the coming weeks.

“Good merchandising doesn’t just happen by chance – every element has to be carefully planned and considered,” said Andrew. “Using our expertise in this field, we have successfully created an enhanced consumer shopping experience by generating a category journey in which no product lines are missed. This allows customers to make more informed purchasing decisions and helps to drive up basket spend and grow sales.”

Gates Senior Manager Natalie Gregg added: “We are thrilled with the new merchandising, which has brought a real breath of fresh air to our wild bird sales area. Andrew and Dominic together with our in-house team, have done an absolutely fabulous job and we’re really looking forward to moving into one of our busiest times of the year with clear and attractive displays that support our work and set tills ringing.”

If you would like to reinvigorate your wild bird category, grow your sales and open up display flow, get in touch with your Henry Bell agent or speak to Andrew at Head Office on 01476 565761.

As summer fades, wild birds face changing conditions and increasing demands on their energy reserves. Autumn sees many species moulting, resident birds preparing for colder weather and migrants stopping to refuel.

“Autumn is a season of preparation,” says Sarah Kitson, Head of Marketing at Honeyfields. “Supplementary feeding can help wild birds build the condition they need to survive winter, while giving retailers an opportunity to engage customers with the importance of year-round bird care.”

Fuel for winter

Honeyfields recommends energy-dense foods as feeding activity increases, including:

• Sunflower hearts – packed with oils and calories, and easy for birds to eat with minimal mess.
• Peanuts – a source of protein and healthy fats, provided in a suitable peanut feeder or kibbled appropriately.
• Suet – high in fat and ideal for providing energy as temperatures fall. Blocks, pellets and fat balls attract a wide variety of garden birds.
• Quality seed blends – offering variety to appeal to different species.

Feed little and often

Birds need to make the most of every opportunity to find food, to build energy reserves to see them through colder periods. As a result, retailers may have  customers reporting that feeders are emptying considerably faster than they did during summer. Regularly checking and replenishing feeders helps ensure food remains available when birds need it.

For retailers, this provides an opportunity to reinforce the value of maintaining a regular feeding routine and of choosing convenient, reliable feeding solutions.

Hygiene matters

Good feeding is about more than nutrition. Clean feeding stations and fresh water are essential to maintaining a healthy environment, particularly where large numbers of birds gather.

Honeyfields recommends removing wet or uneaten food regularly, cleaning feeders and water vessels at least weekly, providing fresh water daily and positioning feeders apart to help reduce overcrowding.

“At Honeyfields, we believe successful bird feeding is about more than simply putting food outside. It is about providing the right nutrition, consistently and responsibly, while maintaining a clean, hygienic environment in which wild birds can thrive.” 

“Birds that enter winter in good condition are better placed to face the challenges of the colder months and emerge into spring ready to establish territories, nest and raise the next generation,” says Sarah.

For pet retailers, autumn is the perfect time to turn customers’ interest in garden wildlife into practical action – with the right products and simple advice helping to establish responsible feeding habits all year round.

To find out more, contact your Regional Sales Manager or call 0845 257 0232.

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Fraudsters used a bricks-and-mortar pet shop as cover for their bogus online business, conning people out of vast sums of money.

Once the owner of Bakewell Pet Supplies in the Peak District realised what was happening, he posted a warning to customers online.

The online message from the ‘real Bakewell Pet Supplies said: “Please do not buy from this site – they take your money and no goods are received. We are a small shop in Bakewell and do not have a website. These fraudsters are imitating our company and using our details, We are doing everything to get this site taken down. If you have purchased please contact Action Fraud.”

The pet shop owner Mark Wakeman also contacted his local newspaper, the Derby Telegraph, to highlight the fact that hundreds of people were being tricked by fake website.

Mark first realised that fraudsters were using his pet shop’s business name after receiving dozens of calls from customers asking where their orders were.

He told the newspaper: "Sometimes we have had as many as 50 calls in a day, and we have also had people turning up at the shop wanting to know where their goods are that they have paid for, and they can get quite angry.

"I have to break the news to them that there aren't any goods and that they need to report the problem to the fraud people or at least to the police.”

To read more on this story click here.

A family-run pet Cumbrian pet food company is set to change hands after the current owners announced they were stepping away from the business after 32 years.

R W & P J Park Pet Foods, located in the town of Millom, will move to new ownership on October 1.

Current owner Phil Park told customers of his family’s decision on the company’s Facebook page.

He wrote: “This is probably one of the hardest posts I will ever have to write. After 32 years in business as a family, we have made the incredibly difficult decision to hand over the reins to a new family.

“This hasn’t been an easy decision. In fact, it has probably been one of the hardest decisions we have ever had to make. But after a lot of thought, we know in our hearts that it is the right thing for us and the right time to start a new chapter.

Phil added in the social media post: “Over those 32 years, I have also had the privilege of meeting some truly wonderful people. The friendships, conversations, laughs and relationships we have built along the way are probably what I will miss the most. The business may be changing hands, but those memories and friendships will always stay with me.

“From 1st October, we will begin handing everything over to the new owners. Things will remain much the same, and I will be there to help them learn the ropes and make sure the transition is as smooth as possible.”

BSB Products has launched a new range of pet food to the UK at Glee Birmingham. Made in Czechia by pet food producer Vafo, Sam’s Field is a great range of premium dog and cat foods (wet and dry) and treats for budget conscious pet owners. With grain free, gluten free and low grain, Sam’s Field has something for every dog and cat.

Sam’s Field premium dry dog food is expertly formulated to meet the specific nutritional needs of dogs of all breeds, sizes and life stages. Made with high-quality fresh meat, animal proteins, fruit and vegetable extracts, and carefully selected functional ingredients, each recipe supports healthy digestion, optimal nutrient absorption, and overall wellbeing. Recipes include:

• Low Grain Chicken & Potato,
• Grain Free Venison,
• Gluten Free Beef & Veal.

Sam’s Field also has an irresistible range of crunchy and functional Treats with options including:

• Goose,
• Herring,
• Dental Care,
• Skin & Coat.

Many traditional dog foods contain grains, particularly wheat, which can be more difficult for some dogs to digest. Sam’s Field grain-free and low-grain recipes are designed to support sensitive digestive systems and help reduce the risk of food intolerances and adverse dietary reactions. The result is complete, balanced nutrition that supports a lifetime of quality nutrition and health.

The Dry Dog Food range comes in 2.5kg and 13kg bags with a recipe for Small Breeds, Sam's Field Fresh Chicken & Potato Adult Mini, in 8kg. SRPs range from just £46.95 for 13kg Fresh Chicken & Potato.

Sam’s Field’s cat food range is crafted with the same commitment to quality. Carefully balanced recipes are rich in meat and made from premium ingredients to support cat health, wellbeing and natural instincts.

Whether a cat requires nutrition for growth, maintenance or specialised dietary support, Sam’s Field offers delicious, protein-rich recipes tailored to their needs. With irresistible flavours and carefully selected ingredients, every meal is designed to keep your feline companion healthy, active and satisfied. With recipes including:

• Delicious Wild with Duck, Chicken and Rice,
• Duck & Jerusalem Artichoke Pouch,
• Beef Filet & Beetroot Pouch for Sterilised Cats.

The Dry Food range is available in 2.5kg bags and the Wet in 85g pouches. SRPs range from £1.15 for an 85g Cat Pouch with Duck Filets & Jerusalem Artichoke to £17.95 for 2.5kg Adult Delicious Wild.

Colin Rodger, Director at BSB Products, exclusive UK distributor of Sam’s Field said: “Sam’s Field is a great quality range of pet foods at an attractive price point for budget conscious owners who want to feed the best they can. The recipes are well balanced with natural, wholesome ingredients and options for all life stages and most dietary needs. We are delighted to be launching Sam’s Field in the UK & Ireland and look forward to discussing it with our retail partners and establishing this fantastic brand with pet lovers.”

*20% Discount on first order over £250 available from 8th – 18th September includes Free Delivery.

Sam’s Field has had an immediate impact, winning a New Product Award on the first day of its launch at Glee at the NEC Birmingham.

The new range of dog and cat food took the major honour in the pet product category, beating off stiff competition along the way. 

Director Colin Rodger, director at exclusive UK distributor BSB Products, said: “We are thrilled to have won this fabulous award – which actually comes 18 years after our first Glee.

“Sam's Field is a great opportunity for retailers  – premium pet food and treats in attractive packaging, well priced for pet parents on a budget. Many thanks to the judging panel – it's a great way to launch in the UK market.”

Sam’s Field had been shortlisted by the judges alongside Meat Sausages from Bear's Kitchen Natural Dog Treats and Treat Ball from Creative Products.

After being shortlisted Colin, pictured receiving the award on Tuesday, then had to pitch the merits of Sam's Field to the panel of judges before they made their final decision.

The Wild Bird Care category was won by AgriGrub with Dried Calciworms.

The PetFellas has announced its latest partnership with Montego Pet Nutrition, a well-loved, innovative and leading pet care brand from South Africa. The move will result in the innovative KAROO Wild dog treat range arriving in the UK.

The partnership marks another significant milestone in The PetFellas' mission to introduce distinctive, premium-quality pet brands to UK retailers and pet owners. The KAROO Wild range will make its official UK debut at PATS 2026, where visitors will have the opportunity to discover the brand and learn more about its unique story.

Developed in the heart of South Africa's Karoo region, KAROO Wild features sustainably sourced African antelope as its primary ingredient, offering dogs a novel protein treat that is naturally high in protein, low in fat, and rich in essential nutrients such as iron, amino acids and B vitamins.

All dogs will appreciate the distinctive, full-bodied gamey flavour and soft, chewy texture. The range is free from grain, gluten, artificial colours and flavours, and is available in multiple formats including Training Bits, Trail Bites and Sticks, each infused with natural herbs such as rosemary, oregano and thyme. 

KAROO Wild has been created not only to provide exceptional nutrition and palatability but also to support sustainable farming practices and the revitalisation of South Africa's game meat industry. The brand's purpose is captured in its philosophy:  ‘Reward. Revive. Rewild’.

Gerard O'Mahony, Director of The PetFellas, commented: "We're incredibly excited to be partnering with Montego Pet Nutrition and introducing KAROO Wild to the UK pet market.

“Innovation remains at the centre of everything we do, and KAROO Wild brings something genuinely different to retailers and consumers alike. The combination of premium quality, novel protein, sustainability credentials and a compelling story rooted in South Africa's Karoo region makes this a standout addition to our portfolio.

“We know UK pet owners are increasingly looking for products that deliver both nutritional value and a unique experience, and KAROO Wild does exactly that."

Montego Pet Nutrition commented: "We’re delighted to partner with The PetFellas to bring KAROO Wild dog treats to families in the UK. This is more than an expansion; it’s about building a partnership with a brand that shares our passion for pets on a global scale.

“Their passion for building premium brands, strong retail relationships and deep understanding of the UK pet market make them the ideal partner for KAROO Wild.

“We look forward to introducing UK retailers and pet owners to a product that reflects our commitment to quality, sustainability and innovation. Together, we believe we can make KAROO Wild a truly exciting new proposition within the premium treats category."

The PetFellas will showcase the KAROO Wild range at PATS, NEC Birmingham, September 2026, where visitors can explore the full product line, meet the team and learn more about the opportunities available for UK retailers and distributors.

The announcement follows The PetFellas' continued investment in sourcing innovative, premium brands from around the world and reinforces the company's ambition to become the UK's leading partner for distinctive pet nutrition and pet care products.

For more information about KAROO Wild and to arrange a meeting during PATS, contact The PetFellas team. General enquiries hello@thepetfellas.co.uk

Rosewood Pet Products is bringing one of Britain’s best-loved character brands into the pet aisle this autumn, with the launch of a collection of nine Mr Men Little Miss dog toys at PATS 2026, stand O30, 27–29 September at the NEC.

The collection, which will be previewed at PATS with pre-orders being taken, marks Rosewood’s new partnership as the exclusive UK pet products licence holder for Mr Men Little Miss, with products arriving in January 2027. Rosewood is delighted to have secured the licence from Sanrio, marking the first time the iconic Mr Men Little Miss brand has entered the UK pet products sector.

It arrives at an especially timely moment, as 2026 marks 55 years since Mr Tickle was created, while the brand continues to build momentum with new animated content and a feature film in development.

Created by Roger Hargreaves in 1971, Mr Men Little Miss has evolved from a much-loved collection of children’s books into a global cultural icon, with over 90 characters, each representing a distinctive personality. Its enduring appeal is particularly powerful for pet retail because the characters provide an instantly recognisable way for owners to express their own personality – and now, that of their dog.

“Everyone has a Mr Men or Little Miss character inside them, and we think the same is true of dogs,” says Kate Burnett, Senior Category Manager at Rosewood Pet Products. “The idea behind the collection is simple: find the character that best matches your dog. Is your dog a Mr Greedy because they are always looking for snacks? A Mr Messy because chaos follows them everywhere? Or perhaps a Little Miss Sunshine who brings happiness wherever they go?”

The nine-strong collection comprises six plush toys and three latex designs, combining instantly recognisable characters with engaging play features. Highlights include Mr Tickle with his distinctive extra-long rope arms for tugging and shaking, Mr Greedy with a hidden treat pocket, and Mr Strong, designed for rougher play. Mr Happy, Little Miss Naughty and Little Miss Sunshine offer fun latex options for throwing and fetching, while Mr Messy, Little Miss Giggles and Little Miss Princess bring character-led plush designs with squeakers and interactive elements. RRP is positioned from £6 to £11, offering an accessible price point for consumers and a compelling range for retailers.

The personality-led concept also gives retailers a strong point of difference and easy consumer story. Rather than simply choosing a toy, dog owners can choose a character that reflects their pet’s personality – creating opportunities for multiple purchases, gifting and social sharing.

For Rosewood, however, this is just the beginning. The company sees significant potential for new product development across the extensive Mr Men Little Miss character universe, with more than 90 personalities providing virtually endless possibilities for future pet products. Seasonal opportunities are particularly exciting, with Christmas and Halloween offering natural extensions. Seasonal Mr Men Little Miss products are already hugely successful in other sectors, creating the opportunity to bring this proven consumer appeal into pet retail.

Rosewood has a strong reputation for successfully developing and launching licensed pet products and has established itself as a go-to supplier for seasonal pet merchandise. The company sees the Mr Men Little Miss licence as an opportunity to combine the strength of an internationally recognised brand with Rosewood’s pet market expertise and product development capabilities.

For retailers, the wider brand opportunity is equally compelling. Mr Men Little Miss has more than five decades of heritage and is deliberately positioned across children, families and 30+ consumers, giving it rare multi-generational appeal. Nostalgia among parents and grandparents sits alongside renewed engagement from younger audiences through digital content, social media and new licensing partnerships.

The Mr Men Little Miss brand is currently in a four-year programme of new content and development, including new animated series and a feature film planned for 2028. Season 1 of the new short-form animated content has generated almost 2 million YouTube views, with Season 2 launched in July 2026 with12 brand-new episodes.

With 250 million books sold worldwide, Mr Men Little Miss offers independent pet retailers an opportunity to tap into a familiar, trusted brand with genuine cross-generational recognition.

Rosewood will showcase all nine designs at PATS 2026, stand O30, where retailers can discover the collection and place pre-orders for January 2027 delivery.

The Pet Industry Federation is calling for greater consistency and transparency in the way local authorities calculate Animal Activity Licence fees in England.

A new PIF review, based on Freedom of Information requests to local authorities, found significant differences in the way councils calculate fees under the Animal Welfare (Licensing of Activities Involving Animals) (England) Regulations 2018.

While councils generally seek to recover the costs of running the licensing system, the review found different approaches to officer time, overheads, compliance work, enforcement and the treatment of historic deficits.

Some authorities supplied detailed calculations showing exactly how fees were built up. Others provided considerably less information behind the amounts businesses are required to pay.

Nigel Baker, PIF Chief Execitive, said: "The issue is not simply that one council charges more than another. Local costs will inevitably vary.

"The important question is whether businesses can see how their licence fee has been calculated and whether councils can demonstrate that charges are reasonable, proportionate and based on genuine costs.

"Our research shows that greater consistency and transparency would benefit both local authorities and the businesses they regulate."

PIF recommends a clearer national fee-setting framework, greater publication of the calculations behind licence fees, clearer treatment of surpluses and deficits; and more consistent separation of application, compliance and enforcement costs.

Baker added: "We are not calling for a single national licence fee. We are calling for a consistent way of calculating those fees so businesses understand what they are paying for."

PIF will use the findings to support discussions with DEFRA, the Local Government Association and local authorities about improving the operation of the licensing system.

For a full copy of the report, email info@petfederation.co.uk

PATS 2026 is gearing up to deliver its biggest and most feature-packed show yet, with a host of exciting new attractions waiting for visitors when the doors open at the NEC Birmingham later this month.

Alongside the popular features that have become firm favourites with visitors, the Pet & Aquatics Trade Show has introduced a range of new experiences designed to provide even more inspiration, insight and valuable business opportunities for retailers.

With more than 425 exhibitors and over 600 brands represented, PATS 2026 is on course to be a record-breaking event – and these new attractions will add even greater depth and interest to the three-day show, taking place from 27-29 September.

Animal Encounters, in partnership with Animal Teach, will bring expert-led education directly to the PATS show floor. Visitors will be able to gain practical, trade-relevant knowledge, ask questions and see animals up close, with sessions designed to provide information they can take straight back to their businesses.

Sessions will be led by Animal Teach founder and zoologist Naomi Ennis, supported by the Animal Teach team. Animals taking part will be selected on the day following individual health and behaviour checks, ensuring the highest welfare standards throughout the show.

Another exciting new attraction is Aquascaping with George Farmer, featuring the internationally recognised aquascaper, author and educator. George will deliver three days of live aquascaping demonstrations, showing retailers how they can turn this increasingly popular specialist interest into an accessible and profitable retail opportunity.

Coffee & Connect is PATS' new informal networking event, combining market insight with real-world retail experience in a relaxed coffee-morning setting. Visitors will hear from a market analyst, a brand founder and a major retail buyer about the trends and developments currently shaping the pet trade, before having the opportunity to network over coffee with fellow retailers, buyers and exhibitors.

Reflecting PATS' growing international reputation, the show will also introduce its first-ever International Pavilion. This dedicated space will bring together companies from around the world, providing an opportunity to discover new brands, products and innovations from international markets.

The ever-popular Grooming Zone, meanwhile, will feature a new programme of retailer sessions delivered in partnership with the British Isles Grooming Association (BIGA). Industry experts will provide practical, trade-focused advice covering product knowledge, customer conversations and how to sell grooming ranges more effectively.

All these new features have been designed to complement PATS' established attractions and create an even more valuable experience for visitors – as the show prepares to welcome what is expected to be its largest-ever gathering of exhibitors and pet trade professionals.

PATS 2026 will once again be co-located with BETA International, the leading equestrian trade exhibition, taking place on 27–28 September 2026. Retailers and buyers will be able to visit both events with a single registration, giving BETA International visitors access to PATS and vice versa.

Visitor registration is open at https://bit.ly/4aLE1Hp with free admission available to qualifying trade professionals. For more information about PATS 2026, including a full list of exhibitors, visit www.patshow.co.uk

Neerdog has announced that its colourful, nature inspired GO-B-BOLD dog walking range is now available through Decco Wholesale, Ipswich.

Designed in the Peak District, the range combines practical, high quality dog walking kit with bold, collectable colours and patterns, bringing a fresh look to the pet accessories category.

The GO-B-BOLD range includes harnesses, collars and leads, with features designed around comfort, durability, visibility and everyday adventures.

The move into Decco Wholesale also marks an exciting step for Neerdog as the brand continues to expand beyond traditional pet retail, making its distinctive dog kit more accessible to independent garden and outdoor retailers across the UK.

Multi‑award‑winning canine‑accessory manufacturer Trinkety Paws will exhibit its premium waterproof BioThane collections at PATS 2026 on stand H22, unveiling its newest design series: the Celestial Range.

Following record sales at Crufts and continued growth among independent stockists and multi‑site retailers, Trinkety Paws is strengthening its position within the UK pet‑accessories market. The brand is recognised for colourful, high‑quality designs, all handcrafted by its small team in Northamptonshire.

The new Celestial Range takes Trinkety Paws’ signature hand‑splattered finish in a striking new direction. Rich, cosmic‑inspired colourways – including Navy Celestial and Burnt Orange Celestial – are paired with premium solid‑brass hardware to create exceptional visual impact.

The range includes collars, leads and wide‑fit sighthound collars, all handcrafted in Northamptonshire from genuine waterproof BioThane. Durable, odour‑resistant and easy to clean, the material offers everyday practicality without compromising on style.

Created to stand out both in‑store and online, the Celestial Range offers retailers:

• Distinctive hand‑splattered finishes, making every piece unique
• Weather‑ready durability for muddy, wet and coastal adventures
• Wipe‑clean, odour‑resistant practicality for everyday use
• Handcrafted British quality with robust, strength‑tested construction
• Coordinating collars and leads that encourage matching‑set purchases
• New branded FSDU display options for impactful merchandising
• Special PATS bundle deals for cost‑effective range introductions

The Navy Celestial Collar and Lead have also been entered into the New Product Showcase, giving visiting buyers another opportunity to discover the new collection.

Alongside the Celestial launch, Trinkety Paws will showcase its wider Waterproof BioThane and Premium Rope Collection. Handcrafted in Northamptonshire, the range brings together award‑winning designs, proven bestsellers and distinctive limited‑edition finishes, including collars, leads, hands‑free training leads and long‑line recall leads.

While the brand works with a palette of more than 25 colours, its trade offering is centred around curated collections that make buying, displaying and coordinating products straightforward for stockists. Each collection combines considered design with dependable performance and the British craftsmanship for which the brand is known.

The company also operates Trinkety Equine, a direct‑to‑consumer sister brand offering UK‑made waterproof BioThane headcollars, lead lines and lunge lines. Although not yet part of the wholesale offering, it demonstrates the team’s high level of craftsmanship.

Trinkety Paws works with a growing network of independent stockists, online retailers and multi‑store groups in the UK and overseas. Its trade model supports businesses at different stages of growth—from new retailers introducing a selected collection to established businesses expanding their ranges.

Approved retailers can access:

• Traditional wholesale accounts with an achievable initial MOQ and no MOQ on top‑ups
• Curated collections and bundle deals featuring proven products, colours and sizes
• Branded FSDU displays and merchandising support
• UK dropshipping for approved UK‑based online retailers
• Selected white‑label manufacturing using established designs
• Bespoke product‑development discussions for projects requiring sampling or manufacturing

Founder Nadine Berger said: “Retailers want products that look beautiful, perform reliably and are made to last. The Celestial Range brings together our signature hand‑splattered finish with the durability customers expect from Trinkety Paws. PATS is the perfect place to introduce these new designs to trade buyers who value quality, craftsmanship and UK manufacturing.”

She added that the brand will also unveil its limited‑edition Christmas Range, available exclusively from Trinkety Paws.

Visit Trinkety Paws at PATS

Retailers attending PATS can explore the full Celestial Range, preview the Christmas Collection and discover the Splattered, Premium Rope and core waterproof BioThane® collections. Visitors can also view the new FSDU displays, access special PATS bundle deals and speak with the team about wholesale accounts, UK dropshipping and white‑label opportunities.

identibase has become identi, unveiling a new name and brand identity alongside the launch of Locator, a new service combining a smart tag and companion app to help pet owners stay connected to their pets and get extra support if they go missing.

The changes mark the next stage for the pet protection business, bringing its microchip registration services together with new products and digital tools designed to make pet protection simpler, more accessible and more connected.

The new identi identity is now appearing across its website, products and communications, with the rollout taking place gradually over the coming months.

While the name and appearance are changing, customers and partners can continue to rely on the same team, services and support. Existing registrations, accounts and pet details will remain in place, and no action is required from customers as a result of the rebrand.

For more than 35 years, identibase has helped protect pets and support their safe return home. During that time, the business has grown and evolved, expanding the ways it helps pet owners stay connected to the animals they love.

The shorter name, refreshed visual identity and warmer tone have been created to make the brand feel simpler, more accessible and more reflective of the care behind its work.

The new identity brings together bold colours, friendly design and people-and-pet-led photography, while retaining the trust, experience and reassurance customers and partners have come to expect.

Claire Jefferies, CMO at identi, said: “identibase has been trusted by pet owners and professionals for many years, but our business has continued to grow and evolve. We wanted our brand to evolve with it.

“identi gives us a warmer, simpler and more distinctive identity that better reflects the care behind everything we do. Although our appearance is changing, our purpose remains exactly the same: to help protect pets and reunite them with the people who love them.”

Alongside its microchip registration services, identi is introducing Locator, a new service designed to give pet owners even greater peace of mind.

Combining a smart tag, the identi app and identi’s Alert service, Locator helps families stay connected and access additional tools if a pet goes missing.

Locator includes Alert, identi’s established lost and found pet service, which brings together a community of pet experts, vets, wardens, police, animal welfare organisations and pet owners across the UK to help bring pets home.

With Locator, that community can grow even further. A quick scan of the smart tag using a smartphone can help connect the person who finds a missing pet with their owner and the support available through identi.

Claire Jefferies continued: “We’re so proud to launch Locator. The power of our lost & found pet service, Alert, has always been the community we create, from our pet experts in our 24/7 contact centre to the identi community of vets, wardens, police and pet owners across the UK.

“With the introduction of Locator, we can now expand that further, making anyone with a smartphone part of our finding network with a quick scan of the smart tag.

“The more people who can help bring missing pets home, the better.”

To discover more about Locator and the new brand, visit identi.pet.

LitPet, one of the UK’s fastest‑growing science‑led pet wellness brands, is unveiling three new clinically engineered products at PATS 2026 (stand J56).  

The launch continues the momentum of a company founded less than two years ago, born from a deeply personal catalyst: the sudden loss of founder Stephen Hu’s British Shorthair cat, Kung Hey, to a stress‑related urinary condition. This moment exposed a major gap in the supplement market – chronic stress and underlying health imbalances were being overlooked, while most products focused only on surface‑level symptoms.

Stephen’s research journey led him to explore Traditional Chinese Medicine (TCM) alongside modern biomedical science. With research teams in London and Hong Kong and collaborations with experts trained at Oxford, Cambridge and Johns Hopkins University, LitPet is committed to clinical rigour, sustainability and meaningful community impact.

LitPet works with scientists whose work focuses on collagen biology, metabolic pathways, mucosal absorption, and nutritional modulation of chronic inflammatory conditions. This dual‑discipline approach – Eastern herbal philosophy combined with Western clinical methodology – forms the foundation of LitPet’s product development.

Since launching in 2025, LitPet has achieved rapid industry recognition, including Gold for Most Promising New Start‑Up and Silver for Best New Product at the PetQuip Awards, and finalist positions at the PIF Innovation Awards 2025 & 2026.

THE NEW PRODUCT RANGE

FLEXIGUARD – Advanced Joint & Mobility Support Powder

FlexiGuard is designed as a daily meal topper that supports joint comfort, cartilage structure and long‑term mobility. Joint stiffness affects up to 37% of dogs and 40% of cats, with joint degradation impacting more than 80% of senior dogs and 90% of senior cats. Tablets often lead to rejection and poor compliance; FlexiGuard® solves this by delivering clinical‑grade actives in a highly palatable powder.

At the core of the formula is Xelflex, a patented hydrolysed collagen peptide matrix developed using research methodologies originating from Oxford and Cambridge biomedical labs. These peptides have been shown in vivo to significantly reduce joint swelling and oedema at 50mg/kg, supporting cartilage resilience, synovial fluid integrity and collagen fibre repair. FlexiGuard builds on this foundation with glucosamine HCl, MSM, turmeric and yucca, creating a comprehensive five‑way approach to mobility support.

The product offers exceptional value for pet parents, providing up to a 90‑day supply for small pets at under 28p per day, and is manufactured in Ireland under strict quality standards.

PROJOINT ADVANCED ORAL GEL

ProJoint Oral Gel is engineered for pets who refuse pills or have reduced appetite – a challenge highlighted repeatedly in LitPet’s customer feedback. The gel delivers fast‑acting mobility support through direct‑to‑mouth dosing using an included calibrated syringe.

Its efficacy comes from Kynosil, a bioactive compound at 7.5mg/ml that absorbs through the oral mucosa, bypassing slower liver metabolism. This sublingual route allows Kynosil to act quickly on collagen fibre cross‑linking (Types I, II and III), supporting connective tissue density, ligament strength and cartilage repair. The mucosal‑absorption model used in ProJoint reflects research principles taught within Oxford’s physiology departments and Cambridge’s veterinary medicine programmes, where oral‑mucosal delivery is recognised for its speed and efficiency.

The natural salmon flavour eliminates pill‑swallowing stress, and the product is available in both 30ml trial size and 60ml value size. ProJoint is manufactured in the UK in GMP‑certified facilities, consistent with LitPet’s commitment to clinical rigour and third‑party testing.

METABOLIC ORAL GEL  –  Species‑Specific Formulas for Dogs & Cats

With 50% of UK dogs and 43% of cats classified as overweight, pet owners increasingly need safe, non‑medicinal support for maintaining a healthy body condition. LitPet’s Metabolic Oral Gel provides this through species‑specific formulas calibrated to canine and feline glycaemic pathways – a distinction often overlooked in generic weight‑management supplements.

The gel is powered by Pep2Dia®, delivering 75mg/ml of patented bioactive peptides clinically validated to inhibit α‑glucosidase in the small intestine.

 This slows carbohydrate breakdown, reduces post‑meal glucose spikes and supports daily satiety. In a 60‑day feline clinical trial (15mg/kg twice daily), Pep2Dia® produced a 24% reduction in fasting blood glucose and a 4.5% reduction in body weight.

LitPet (Stand J56)  PATS 27 – 29 September.

For further information visit: www.litpet.co

Zooomy, the fast‑rising veterinary‑developed joint‑care supplement for dogs and cats, is returning to PATS 2026 (Stand O2) for its second consecutive year – this time with even greater momentum, a significantly expanded customer base, and the launch of its pioneering mobility‑tracking web app.

Developed by veterinary surgeons Humphrey and Joanna Grimmett, Zooomy has rapidly become one of the UK’s most disruptive joint‑support brands. Zooomy is a ground‑breaking health supplement for dogs and cats which is designed to support their joint care using “long‑chain Hyaluronic Acid as the key ingredient. This scientifically validated formula has reshaped expectations of joint care for pets and established Zooomy as a credible alternative to glucosamine, chondroitin and short‑chain HA products.

A Year of Exceptional Growth

Zooomy’s second appearance at PATS comes on the back of extraordinary commercial performance:

• 698% year‑on‑year sales growth
• 1,100% increase in subscription revenue
• Over 9,000 customers across Shopify and Amazon
• 48.2% repeat purchase rate, with 31% returning for a third order

Zooomy has evolved from a newcomer to one of the fastest‑growing joint‑support products in the UK. Its second year at PATS marks a major milestone in its national expansion.

Introducing the Zooomy Mobility‑Tracking App

Zooomy’s presence at PATS 2026 will spotlight its new digital innovation: the Zooomy mobility‑tracking web app, designed to help owners monitor their dog’s joint health over time. The app strengthens Zooomy’s identity as a knowledge‑led mobility brand.

This digital tool offers retailers and professionals a new way to engage customers and reinforce long‑term mobility care.

Veterinary‑Led, Science‑Driven Joint Support

Zooomy’s long‑chain Hyaluronic Acid formula replenishes depleted HA levels in joint fluid—an issue that can reach up to 90% depletion in older, severely diseased joints. The mega‑chain HA is produced via microbial fermentation, ensuring purity, consistency and suitability for pets with allergies or sensitivities.

The liquid is odourless and tasteless making it ideal for fussy eaters and is administered by a syringe to the mouth which avoids the battle with pills, powders and chews.

Award‑Winning Brand Recognition

Zooomy’s second year at PATS follows a series of industry accolades:

• Finalist: Pet Industry Federation Awards 2025
• Finalist: Pet Product Marketing Retail Awards 2026
• Winner: Branding Award – Veterinary Marketing Association Awards 2026

The VMA win highlights Zooomy’s standout identity, scientific clarity and veterinary credibility.

Deepening Community Loyalty

Zooomy has cultivated strong loyalty among raw‑feeding communities, senior‑dog owners, physiotherapists, hydrotherapists and behaviourists. The brand’s affiliate programme gives professionals access to veterinary guidance, ensuring recommendations are based on welfare and science—not trends.

Zooomy’s vet team provides direct Q&A support, responding to every query and comment. As Humphrey says, “we are always on call to help.”

Sustainable, Responsible, Evidence‑Based

All Zooomy packaging is fully recyclable, including PET bottles, HDPE syringes and recyclable cardboard. Ethical sourcing and evidence‑based education remain central to the brand’s mission.

Zooomy at PATS 2026 – What Visitors Will See

At this year’s show, Zooomy will present:

• The Zooomy mobility‑tracking app
• Live veterinary‑led demonstrations of HA joint support
• Senior‑dog mobility guidance
• Trade and stockist partnership opportunities
• Affiliate programme information
• Exclusive PATS offers for retailers

Zooomy’s second year at PATS marks a new phase in its national growth—cementing its position as one of the UK’s most exciting, scientifically credible and fast‑advancing pet‑health brands.

Website: www.zooomy.com Facebook: facebook.com/zooomydog Instagram: instagram.com/zooomydog TikTok: tiktok.com/@zooomydog