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.