New brand-led distributor The PetFellas has announced a strategic partnership with PLATINUM, a market leading premium dog and cat nutrition brand in Germany. The company is renowned for its fresh meat-based recipes and innovative, new standards setting preparation methods.

Launching in January 2026, this partnership marks a significant milestone in The PetFellas’ mission to bring high-quality, differentiated pet products to independent retailers across the UK. PLATINUM, known for its proprietary cooking methods like Fleischsaftgarung (FSG), offers a range of dog and cat foods made with at least 70% fresh meat — delivering exceptional taste, digestibility, and nutritional value. 

The PetFellas will serve as the exclusive UK distributor for PLATINUM to the Independent Pet channel, leveraging its integrated digital platforms, scalable logistics, and customer-first approach to ensure seamless access for retailers and pet owners alike. 

Gerard O’Mahony, Director of The PetFellas, commented:  “We’re absolutely delighted to welcome PLATINUM to our growing portfolio. Their commitment to quality, innovation, and pet wellbeing aligns perfectly with our values. This partnership is a powerful step forward in our mission to redefine brand-led distribution in the UK pet industry. We’re excited to bring PLATINUM’s exceptional products to retailers and pet lovers who demand more from their pet food.” 

Retailers interested in stocking PLATINUM dog and cat food can contact The PetFellas directly or visit https://www.thepetfellas.co.uk for more information. 

Sascha Galinski, Managing Director PLATINUM commented: "Partnering with PetFellas marks a powerful step forward for PLATINUM in the UK. We believe the best partnerships are built on shared purpose — and PetFellas proven leadership, passion for pets, brand-driven mindset, and exceptional service make them the ideal companion to help us reach the right independent retailers and bring our both healthy and delicious nutrition to more dogs and cats across the UK. Together, we will set a new standard in pet nutrition and build partnerships that drive lasting growth across the UK independent pet specialty trade."

Pictured (left to right): Joseph Obrovac (Director Sales International, Platinum), Rainer Voortman (Founder, Platinum), Gerard O’Mahony (Director, The PetFellas), Antonio Martone (International Business Development Director, Platinum).

Vital Pet Group is offering exclusive 10% savings to its customers to mark its achievement of being named Wholesaler of the Year at the Pet Industry Federation Awards.

The accolade recognised VPG’s dedication, passion, and relentless drive to support the pet industry, and celebrates the incredible turnaround the business has achieved in such a short time. From transforming operations to innovating product offerings, VPG has demonstrated what can be achieved with a team united by vision, commitment, and genuine love for the industry.

Peter Brame, Group Trading Director, said: "Winning Wholesaler of the Year is a huge honour for everyone at VPG. This award is a reflection of the hard work, dedication, and passion our team brings to the business every day. We’ve achieved so much in such a short time, and this recognition inspires us to continue innovating and driving the pet industry forward."

To share the excitement and celebrate with the industry, VPG is offering 10% off sitewide from 17th–23rd November.

Amy Spratt, Group Head of Marketing, commented:"We wanted to spread the love and thank our customers for their support, so we’re celebrating this award with a week of exclusive savings. It’s our way of giving back to the retailers and partners who help make VPG what it is today."

Family-owned Superpet Warehouse, based in Preston, has been named Independent Retailer of the Year 2025 in the prestigious PIF Awards. Mark Holderness, who runs the store alongside wife Cheryl, reveals the secrets of the company’s success...

The prestigious award tops a big year for Mark and Cheryl, who were married at Christmas 2024, before moving the business into new premises in January.

Mark gave some background on the new store. “In 2022 we were given the opportunity by our then landlord to purchase the property we leased alongside two other buildings on the same site in Ribbleton, Preston,” he explained. “We worked very hard to secure the finances and completed in September 2022.

“The largest of the buildings had a sitting tenant – ERIKs Industrial Services, who decided to leave halfway through their lease – and we took over the property in May 2024. “It was then a difficult process of keeping the old store running whilst project managing the new store but finally we completed the process in January 2025.”

What does winning this award mean to you and your team?

“This award means an enormous amount to all the team. It’s been a tough year for us as we designed and fitted our new store, moved into the new building and set up the Goods-In warehouse in our old store. The award is recognition for all that hard work.”

Why do you think you won this prestigious award?

“Let’s be fair, any of the eight finalists could have won this award. However, I think we edged it this year with our stunning new store, crafted with knowledge from over 40 years in the trade.”

Who owns the business?

“We are a true family business. It was founded in 1983 by my parents Dave and Sue, who are still involved as owners. My wife Cheryl and I run the business on a day-to-day basis.”

What are your backgrounds?

My mum and dad left jobs in nursing and factory work respectively, to start the business – selling pigeon food from the garage at the rear of our council house. I have previously worked in retail for Morrisons supermarkets and Cheryl is a former pub landlady. We have a four-year-old son James and have very busy lives.”

How many members of staff are employed?

“We have 12 members of staff.”

What makes you different from your competitors?

“All businesses in the independent pet trade offer great customer service so it’s no longer enough to rely on that. We are constantly evolving. We bring in new products every week. We are constantly looking for new ways to improve the instore experience. We never settle.”

How do you attract and retain customers?

“Our customers are good enough to recommend us and that is how we gain most of our new customers. We also use social media advertising and Google ads. We try to retain our customers by offering the best service and advice that we can, offering a great shopping experience and by building relationships.”

How involved do you get in the local community?

“We live in the local community. We sponsor dog shows plus our local kids’ football team, and donate to local pet charities. We’re based in a deprived area so we’re keen to help raise the profile of our community and this award will hopefully help.”

How important is your website and social media?

“Social media is massively important to us. It allows us to get news of new products, promotions, events etc. out there to our customers quickly and in a fun and engaging way. We don’t sell online and our website needs an overhaul. My brother Simon, who works with us, is charged with that task in 2026. He is an ex-policeman with outstanding design talents and a fantastic understanding of AI! We aim to have a click and collect system with live stock levels in place by Q3 2026 before possibly dipping our toe into the online market.”

What’s the secret of your success?

“Relationships. We build great relationships with our customers, our suppliers and our team.”

For more information visit www.superpetwarehouse.co.uk

See gallery of Superpet Warehouse pictures below...

Last week’s Pet Industry Federation (PIF) Awards 2025 not only celebrated excellence within the UK pet sector but also demonstrated the industry’s extraordinary compassion. During the black-tie event, attended by over 300 guests, attendees pledged more than £15,000 to fund transport carrying donated pet supplies to Ukraine.

The funds will help cover the cost of lorries needed to deliver thousands of pounds’ worth of food, medicines, and essential pet products donated by UK pet companies, which have been awaiting transportation to war-torn Ukraine. Each truck costs around £3,500 to send, meaning the pledges raised will fund several shipments through the Save Pets of Ukraine GoFundMe campaign.

In recognition of their generosity, The Big Biscuit Co and The Doggy Daycare Centre, whose tables pledged the highest amounts, each received a bottle of champagne for their table on the night.

Nigel Baker, PIF CEO, said: “We were absolutely delighted and incredibly proud of the generosity shown by everyone at the PIF Awards. The pet industry has once again demonstrated the kindness and solidarity that define it. This money will make a real difference to animals in desperate need, helping to get vital food, medicine, and supplies to pets left behind in Ukraine.”

The donations will be sent directly via the Save Pets of Ukraine GoFundMe page, ensuring that funds are used immediately to support transport and aid distribution.

The PIF Awards, held annually, recognise outstanding achievements across the UK pet sector, from retailers and groomers to manufacturers and service providers, with finalists representing the very best in innovation, welfare, and community spirit.

Details about the Awards, including photos from the night, can be found at www.petfederation.co.uk

The Dog Trainer School (TDTS) has launched a new Recommended Product mark, an independent endorsement awarded to pet products that have been proven effective in real training and handling environments. The initiative is designed to help brands stand out in a competitive market with credible, welfare-aligned validation.

All products are assessed by professional dog trainers and pet industry specialists using a criteria-based testing framework covering usability, durability, welfare alignment, clarity of instructions, and value for money. Products achieving an 80% or higher “would recommend to clients” rating earn the right to display the Dog Trainer School Recommended badge for 12 months before reassessment.

“Our testing process mirrors the independent product trials I helped run at the Good Housekeeping Institute,” said Helen Wainwright, Co-Founder of The Dog Trainer School. “We’ve brought that same evidence-led approach into the pet industry, focusing on whether a product really works in everyday, muddy, training-ground conditions.”

“The Recommended logo gives brands a genuine point of difference,” added Lee Hobbs, Co-Founder. “We started with smaller independent companies to give them a lift, helping retailers identify quality products with authentic trainer backing.”

The first wave of approved products includes:

• Tug-E-Nuff – Fauxtastic Powerball Bungee: engaging tug toy with cushioned bungee, secure grip and strong durability feedback.
• No Fuss Fill – SkooGo® Gloves: warm, grippy and dexterous gloves rated highly for handling and winter training.
• My Anxious Dog – Squeezy Reward & Affiliate Pack: practical, mess-free reinforcement option with strong welfare messaging.
• DotDotPet – Eco Towels & Conditioning Shampoo: sustainable, compact grooming essentials favoured by dog walkers.

Brands can apply for inclusion in the next testing window at thedogtrainerschool.co.uk, where testing feedback is collated from the TDTS community of over 300 professional dog trainers across the UK.

Leading pet food and health brand Pooch & Mutt has acquired a new laboratory at AberInnovation, a world-class innovation campus supporting cutting-edge agri-tech and biotech research.

Pooch & Mutt acquired BIOME9 earlier this year, a pioneering microbiome research company for veterinary partners across the UK. This allows the growing pet care brand to offer customers an at-home Gut Health Test that uses science, research and AI to deep-dive into dogs’ unique microbiomes, to identify current or potential future health issues.

The new facility, located alongside the University of Aberystwyth and Aberystwyth Vet School, will bring all BIOME9 laboratory operations in-house. This move strengthens the scientific foundation behind Pooch & Mutt’s Gut Health Test, ensuring even greater accuracy, faster turnaround times, and expanded research capacity for ongoing product innovation.

Paul Dennison, CEO of Pooch & Mutt, said: “This expansion strengthens our commitment to bringing even better pet care to owners. By investing in BIOME9’s in-house laboratory capabilities, we can ensure the highest level of quality control and deliver faster, deeper insights from our Gut Health Tests. It’s another major stride towards making good gut health accessible and actionable for every dog.

“This development also supports where we’re taking Pooch & Mutt in the future. We’re continuously improving our expertise, product portfolio and overall brand to offer the best, science-backed care to all dogs.”

The investment also welcomes two new bioscientists to its growing team, expanding technical and analytical expertise ahead of a broader 2026 research pipeline, including plans to extend microbiome testing to new sample types and animal species.

This development strengthens Pooch & Mutt’s long-term commitment to be a leader in pet health by combining premium nutrition, behavioural insight and advanced science to improve the health and happiness of pets everywhere.

Wellness brand Pet Remedy has spoken out about growing concerns surrounding unregulated dog trainers and behaviourists in the UK, warning that many pet owners are unknowingly turning to unqualified individuals giving outdated or even dangerous advice.

Unlike professions such as veterinary medicine, the dog training and behaviour industry currently has no legal regulation. This means that anyone can call themselves a dog trainer or behaviourist, regardless of their level of education or experience, a situation experts from the Devon-based, veterinary-led brand say is putting both dogs and their owners at risk.

Andrew Hale, Behaviour Consultant for Pet Remedy, said: “This is a serious welfare issue. Many loving owners simply don’t realise that dog training is an unregulated field. They assume that a trainer advertising online or on social media must be qualified, when sadly that’s not always the case. Choosing the wrong person can lead to long-term emotional and behavioural damage for dogs.”

To help pet owners make informed decisions, Pet Remedy has published a professional partners map of reputable animal care businesses who have signed the company's ethical pledge: https://petremedy.co.uk/partners/

The company says owners should always ask about a trainer’s education and qualifications, noting that dog trainers and behaviourists are very different roles. Trainers typically teach useful life skills such as recall, loose lead walking and confidence building, while behaviourists are trained to assess and support more complex behavioural issues such as aggression, anxiety or reactivity.

According to Pet Remedy’s advice, a qualified dog behaviourist should hold at least a Level 5 qualification in dog behaviour, with many now educated to Level 6 or higher. Owners are also encouraged to look for accreditation from recognised bodies such as the UK Dog Behaviour and Training Charter or the Animal Behaviour and Training Council, as this adds extra accountability.

The company further warns owners to be wary of anyone promoting “dominance-based” training methods or using aversive tools such as shock collars, choke chains or punishment techniques. These approaches, it says, are outdated, can cause pain and fear, and have no place in modern, evidence-based dog training.

Instead, owners should look for transparency and compassion, trainers who openly share their credentials, clearly describe their methods, and prioritise emotional wellbeing. Reputable professionals will also be insured and happy to answer questions before taking on clients.

As part of its drive to bring an ethical framework to the UK animal care industry, Pet Remedy has introduced the Pet Remedy Pledge,  a commitment signed by trainers, behaviourists, groomers, walkers, breeders and other companion animal professionals who wish to be promoted by the brand.

All Pet Remedy Professional Partners pledge never to use or endorse methods or tools designed to cause pain, fear, or intimidation, including shock collars, prong collars, or choke chains. They commit to working under a “Do No Harm” philosophy, supporting the Animal Welfare Act 2006 and prioritising every animal’s emotional, physical and mental wellbeing.

By signing the pledge, professionals become part of a growing network of like-minded animal experts who believe in humane, science-based handling and education. Depending on their level of involvement, partners can join as Affiliate, Commercial, or Corporate Partners, gaining access to exclusive resources, training, promotions, and marketing support, as well as being listed on the Pet Remedy website as trusted professionals.

Andrew Hale added: “The Pet Remedy Pledge isn’t just a statement, it’s a movement. By uniting ethical trainers and carers under one compassionate standard, we can give pet owners the confidence to make choices that genuinely protect their animals’ wellbeing.”

Pet Remedy is also a proud supporter of the UK Dog Behaviour and Training Charter, reinforcing its commitment to advancing education, transparency and welfare across the pet care sector.

Dog owners looking for trusted professionals, or animal care workers wishing to sign the pledge, can find more information at www.petremedy.co.uk

Purina PRO PLAN kicked off off this year’s Nitto ATP Finals in Turin, Italy, with a joyful and unique twist by enlisting a team of dogs to help warm up the ball kids ahead of the tournament’s first match.

The energetic dogs joined the ball boys and girls on court in the Fan Village as the competition got underway yesterday, fetching dog-friendly tennis balls and performing playful tricks such as give a paw, high five and roll over, creating an unforgettable connection with the ball kids and the crowd.

Spectators cheered from the sidelines as the PRO PLAN dogs hyped up the ball kids to motivate them for their upcoming matches, whilst sparking smiles from the crowd. This memorable start to the Nitto ATP Finals comes as new research from PRO PLAN® reveals that over three-quarters [79%] of British pet owners says their pets help them stay motivated, with [71%] admitting that pets keep them healthy, as the ball kids took part in energy-boosting warm up exercises to prepare for the event.

Elisa Riboldi, Head of Marketing, Purina Europe, said: “At Purina PRO PLAN, we know that high-quality nutrition is vital for peak performance and that was evident on the court today as our PRO PLAN dogs helped warm up the ball boys and girls ahead of the tournament’s first match. It’s also clear that the special bond humans share with pets can inspire motivation and create moments of connection, whether it’s on the tennis court or at home. We hope our unique session with the ball kids at the Nitto ATP Finals continues to inspire cat and dog owners to care for their pets like a PRO.”

The playful session complements Purina PRO PLAN’s latest campaign, bringing together a squad of elite tennis players and their pets from across Europe, including Andy Murray and his puppy Bonnie, Jasmine Paolini and her dog Cesare, Çağla Büyükakçay and her cat Izo along with powerhouse couple Gaël Monfils and Elina Svitolina and their dog Wizz.

Together, they aim to inspire dog and cat owners to care for their pets like a PRO, with the same level of dedication top athletes bring to their sport. Just as these players give it their all on the court, PRO PLAN® is encouraging pet owners to do the same for their four-legged family members.

Professional athletes rely on optimum health and nutrition to achieve excellence and peak performance, which aligns with Purina PRO PLAN's commitment to provide high-quality pet food, developed by a team of Purina nutritionists and vets, to help dogs and cats lead active, healthy and long lives.

Andy Murray said:“This is a great initiative from PRO PLAN. I don’t think dogs have ever been seen on court at the ATP Finals before. It was a fun way to warm up the ball kids and I think the crowd loved it too. Plus, it definitely relaxes the players who are about to step on court - the spotlight is on the PRO PLAN® dogs performing their exercises instead.” 

The professional squad are currently featuring in a new PRO PLAN TV advert, which puts pet nutrition in the spotlight. The advert has now rolled out across TV, digital and social channels.

Throughout its multi-year partnership with the ATP and squad of well-known tennis athletes, Purina PRO PLAN will engage with tennis supporters and pet owners to showcase how quality nutrition and care helps support pet health and well-being. 

Luxury dog lifestyle brand Oscar & Hooch has launched the Harlow range of dog collars, designed for discerning, eco-conscious pet owners. The collection combines premium materials, British craftsmanship and sustainable credentials.

Every collar in the Harlow range is handmade in the UK, carefully constructed to reflect the highest standards of finish and durability. What sets this collection apart is its luxurious design: the outer material is a rich vegan leather alternative that mimics the look and feel of premium leather without compromise. Inside, each collar features a plush recycled-velvet lining, offering comfort and a refined aesthetic for a dog’s neck.

Whether strolling through the park or attending a stylish outing, the Harlow range delivers the elegance and comfort that customers of Oscar & Hooch have come to expect.

In an era when pet accessories often fall short of sustainability, the Harlow collection takes a bold stand:

• The outer material is a high-quality vegan leather
• The inner lining is crafted from recycled plastic-derived velvet, giving new life to materials and reducing waste.
• Each design is machine-washable and quick-drying — not only built for style, but for everyday practicality and longevity.

The Harlow collection is available in a selection of rich, modern colours — including blue, brown, green, red and yellow — and a full size range from XS to XL to cater for breeds of all shapes and sizes.

The range is available now via the Oscar & Hooch website at: www.oscarandhooch.com/shop/dog-collars-harlow-range and direct for trade customers.

Yorkshire-based pet food maker The Innocent Hound has launched a trilogy of videos designed to bring its air-dried food process to life – from the brand’s story to the benefits of its unique method.

The first film is a brand story, featuring founders and directors Chloe and Justin Heaton, who share the journey of The Innocent Hound and offer a behind-the-scenes look at their Yorkshire factory.

The second and third films are aimed at trade and retail partners, helping them understand the distinctive air-drying technique that sets The Innocent Hound apart, and how this method benefits dogs’ health and wellbeing. These videos are also valuable tools for retailers, helping them educate customers and support more informed purchasing decisions.

“From day one we’ve always wanted the very best for dogs – nutritious and delicious food that supports long, healthy lives,” says Chloe Heaton, Founder of The Innocent Hound. “Our gentle air-drying process delivers exactly that, whilst offering convenience for owners. We created these films to help tell our story and explain why not all air-drying methods are the same.”

The Innocent Hound’s air-drying process is inspired by traditional preservation methods. The process begins with recipes made from a minimum of 60% high-quality, British meat, mixed with carefully selected ingredients. The food is slowly air-dried at temperatures below 40°C for up to seven days, removing moisture while preserving essential nutrients, vitamins, and natural enzymes that aid digestion and nutrient absorption.

The result is a nutritious, ready-to-serve food that’s as close to nature as possible – maintaining flavour, colour, and texture while delivering convenience for owners. Every product is made in The Innocent Hound’s own Yorkshire facility, where the team oversees the entire process from sourcing ingredients to packing.

The three-part video series is now available to view via The Innocent Hound’s trade website: www.innocentpetcare.co.uk

Fettle has introduced three new products to its functional range: pure & gentle calming support, pure joint support, and pure & natural nettle powder. 

Launching first through Fettle’s trusted stockist network, each product has been developed and blended in-house using only real, natural ingredients – no fillers, no artificial additives, and no compromises.

These launches build on Fettle’s growing commitment to wholefood-led wellness and are part of a wider product development programme now made possible by the brand’s recent facility expansion.

pure & gentle calming support
A powdered supplement designed to soothe stress without sedation. Made with calming botanicals like ashwagandha, valerian and lemon balm - plus a nourishing goat milk base – this blend supports dogs through anxiety, reactivity and change. It’s fast-acting but gentle, offering comfort without affecting personality or energy. No chews, no syrups, no resistance – just a clean, easy powder that mixes into meals. 

pure joint support
Designed to support mobility, comfort and ageing well. This blend includes green-lipped mussel, eggshell membrane, turmeric, and ginger - natural sources of glucosamine, collagen and anti-inflammatory compounds. It’s a powder that works with the body, not against it, supporting joints without synthetics or flavour masking.

pure & natural nettle powder
A single-ingredient powder that supports itchy, sensitive dogs during allergy seasons or flare-ups. Naturally rich in quercetin, vitamins and plant-based antihistamines, nettle powder helps soothe skin, reduce licking and sneezing, and support immune health. Can be added to food or used topically as a herbal rinse.

These products are designed not just to ease common issues like stress, joint discomfort and seasonal sensitivities, but to help pets stay at their best, every day. They reflect Fettle’s belief that wellness isn’t just about fixing problems; it’s about supporting long-term health with ingredients that are natural, honest and easy to trust. Because when pets feel good, everything else falls into place.

Alex Taylor-Grout, Co-Founder of Fettle, said: “These are the kinds of products that give choice back to pet owners. They’re honest, practical, and rooted in the power of real food, no noise, no synthetic shortcuts. We’ve developed them in-house, from blend to batch, so we know exactly what’s going in and why. It’s something we’re proud to stand behind, and excited to bring to our trade partners.” 

All three SKUs are available now for pre-order exclusively through Fettle stockists ahead of their general market release. Designed with shelf clarity and customer education in mind, each pouch features clean iconography, natural illustrations, and clear benefit messaging to help drive in-store confidence and conversion. This early access reflects our ongoing commitment to supporting our trade partners first.

For trade samples or ordering trade@fettlepets.com
Visit: https://trade.fettlepets.com/

Phone: 01379770112205

A new free game designed to help cat lovers has just launched in the UK – and pet owners across the country are being invited to play and discover how to give their favourite furry companions the best possible care.

Created in collaboration with vets and animal welfare experts, Cat Angels Triumph is a game experience that combines heartfelt storytelling, dramatic decision-making, and practical lessons in feline welfare.

Originally launched in New Zealand, the game has now arrived in the UK, aiming to help cat owners prepare for real-life challenges – from missing moggies to unexpected health scares. Each story is designed to be both emotional and educational, encouraging players to think, choose, and learn what it means to be a confident, caring cat owner.

Across the UK, cat ownership is thriving. According to recent figures, the top ten areas for cat-loving households are:

Each episode of Cat Angels Triumph places players in emotionally charged, realistic situations that test their decision-making and compassion. You might find yourself searching for Apollo, the cat who doesn’t come home, or playing detective to find out what those strange noises in the garden might be. Every choice you make shapes the story - and reveals something important about what it takes to be a confident, caring cat owner.

“We’re thrilled to see Cat Angels Triumph launch in the UK,” says Lorri Seymour-Baynes, Chief Executive Officer at The Cat Welfare Group. “This game offers a fantastic opportunity for owners to move beyond affection and into true empowerment - helping them anticipate the unexpected, deepen their understanding, and build stronger bonds with their feline family members.”

It’s not your typical cosy game. Behind the playful animations are hard-hitting truths: one in 25 cats goes missing, and more than 70% of cats that end up in shelters have no microchip. Cat Angels Triumph was designed to help owners prepare for those worst-case scenarios, so their cats don’t become part of those statistics.

Play for free and leave feedback at CatAngelsTriumph.com

Fresh dog food brand Years has made waves again as it celebrated its launch into all Just for Pets stores last weekend with a hugely successful event.

Shoppers at Just for Pets store in Tamworth were greeted with balloons, a purple carpet entrance and even a celebrity chef (look-a-like) running live cooking and nutrition events and nutrition demos (all for dogs, of course!)

The team behind Years.com, known for their restaurant-quality dog food dishes such as beef wellington, paella and roast dinner with all the trimmings, were on hand to meet pet owners, chat about canine nutrition and introduce the freshly prepared meals now available at all Just for Pets stores.

Years specialises in fresh meals made with wholefood ingredients that you can store in the cupboard – the sort you’d recognise from your own dinner plate. Instead of dry, processed dog foods, Years’ dishes are slow cooked and designed to support health, energy, digestion, joint care and more.

The main event at Just for Pets, Ventura Shopping Park, Tamworth included:

• A spin the wheel prize game – with Years goodies
• Cooking and nutrition chats – hosted by Years head chef Luke Alkemade & celebrity chef lookalike
• Customer Q&A – ran by Years expert panel featuring nutritionists and behaviourists
• Staff meet and greets – with both Years and Just for Pets teams on hand for customers and their pets

PLUS lots of happy dogs in store sniffing out and collecting free samples including the infamous beef wellington.

There was even a bit of real life comedy as the team worked together to tidy up excitement related accidents outside the store – proving that every event comes with some unforgettable moments.

Pet owners can now pick up Years meals directly in Just for Pets stores including their specials like their King Prawn & Giant Squid Paella and the Chef’s Christmas Wellington. Years are the highest rated fresh dog food on allaboutdogfood.com.

Just for Pets customers can also enjoy 7 days of Years for their dog from just £7 with free shipping using the code: JUSTFORPETS

For further information go to www.justforpets.co.uk/years

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More than a quarter of new pet parents book time off work to bond with their cat or dog when they first bring them home. 

A poll of 2,000 owners found over three quarters (76%) believe early attachment is very important for the long-term relationship with their pet. With an estimated 26 million cat and dog owners in the UK, that’s almost 19.8 million who believe early attachment is vital.

The activities pet parents believe helped most in building trust with one another were playing (50%), giving cuddles (42%) and treats (36%).

Almost half (45%) said it took a week to build a connection with their pets, but 48% admitted they found that first week a challenge in general.

In fact, 56% of Gen Z found that their pet warmed up to them faster than they expected, compared to 32% of boomers.

However, 36% of pet owners were surprised by how quickly their new addition settled in, and 25% by how playful they were right off the bat.

Interestingly, more than a quarter (28%) said they spent significant time researching their pet’s breed, mix, and behaviour before bringing them home, with 62% believing this information would help them care for their pet better.

Animal behaviourist Caroline Wilkinson, who has teamed with pet DNA testing service Wisdom Panel, which commissioned the research, said: “Bonding isn’t just about affection - it’s about understanding your pet’s signals, body language, and needs.

“The early days set the tone for your entire relationship, so giving your pet time, patience and positive experiences helps build the trust that every healthy human animal bond relies on.”

In terms of what information would have been most useful to owners before bringing their new pet home, 29% said understanding their pet’s behavioural background  - including any fears or training progress was key. Others said knowledge around their medical history (28%) and dietary requirements (23%) would have been useful.

But 40% still wish they had a better understanding of their pet’s breed, behaviours, and traits.

While 62% reported knowing a lot about their pet, they still said they would love to learn more and deepen their bond further, with 38% of those polled via OnePoll considering using a pet DNA test to learn more about their pet’s health, breed, behaviour or relatives.

A spokesperson for Wisdom Panel said: “Understanding your pet on a deeper level is key to building a lasting, healthy relationship.

“Every breed – and every pet – has its own set of behaviours, preferences and health considerations.

“By uncovering these insights early on, owners can nurture a more confident, trusting connection that benefits both sides whilst offering more tailored care to their pet.

“It’s great to see how many would consider using a pet DNA test as the insights these show you really help you learn even more about the way your pet behaves, which ultimately allows you to make more informed decisions about their care.”

Although dogs don’t experience seasonal affective disorder (SAD) in the clinical sense, there are several seasonal factors that can influence their emotional wellbeing. And it’s critical that pet owners recognise the signs.

Nick Jones, dog behaviourist expert at Petplan, shares the signs of depression in dogs, and advice on how to support them during the months ahead.

How does autumn affect your dog?

There are several reasons your dog may be experiencing a low mood, such as: changes in their environment, illness, boredom and grief. However, the change in seasons can also play a role.

Nick comments: “During the colder months, our dogs naturally spend less time outside which can affect their mental stimulation. Walks may be shortened and their usual route may be changed. Poor weather can also make outdoor activities less appealing for both parties, and dogs are very receptive to our emotions. It’s important to be aware of these factors and recognise the symptoms of depression so we can step in and seek support.”

Signs your dog may be depressed include:

• Not interested in walks
• Changes in appetite (eating more or less than usual)
• Sleeping more
• Less interest in play, toys, or interactions
• Hiding away or appearing withdrawn
• Excessive licking or chewing
• Whining, whimpering or unusual vocalization

Which dog breeds are more prone to seasonal changes?

Some breeds, such as working dogs and those who thrive on plenty of exercise, tend to be more affected by seasonal changes due to shorter daylight hours.

Nick shares, “Working dogs like Border Collies and German Shepherds are highly intelligent breeds that thrive on mental and physical challenges. These dogs have high stamina, and reduced stimulation can leave them feeling frustrated or depressed.

“The same can be said for hunting dogs like Pointers and Setters. Even Corgis, who despite their short legs, have surprisingly high energy levels and need more than just a short stroll.”

Four easy ways to support your dog this autumn:

• Stick to a routine – no matter the weather, keep your dog’s mealtimes, walks and other routinely activities as consistent as possible
• Get fresh air – continue your daily walks to lift your dog’s mood
• Make the indoors fun – puzzle toys and scent games are a great way to mentally stimulate your dog when you can’t get out as often
• Encourage social interaction – spend one-on-one time with your dog and organise playdates where possible

Nick shares, “Sticking to your typical daily routine and encouraging play is vital for a dog’s health. If you notice any ongoing symptoms of depression in your dog, lasting two weeks or longer, make an appointment with your vet.

“Early intervention is key to addressing behavioural or health issues. And if those vet visits become necessary, having dog insurance can provide invaluable peace of mind.”

Shop workers across Britain are facing an escalating crisis of violence and abuse, with violent attacks doubling since 2022, prompting the British Independent Retailers Association (Bira) to back a nationwide campaign .

Respect for Shop Workers Week, which runs from 10-16 November, forms part of Usdaw's long-running Freedom From Fear Campaign and aims to raise awareness of the true scale of attacks on retail staff whilst encouraging the public to show respect for shop workers.

Usdaw's survey data shows that violent attacks against shop workers have doubled since 2022, with many incidents continuing to go unreported.

Andrew Goodacre, CEO of Bira, said: "We support this campaign as it is offering support to retail workers as well as asking the general public to think about their behaviours in shops. For too long retail workers have been easy targets for angry customers or thieves stealing from the shops.

"Alongside this campaign we would also like to see the relevant authorities renew their focus on retail crime and deliver meaningful support to shop workers. This support could be in the form of more police on the streets and greater use of community behaviour orders for serial offenders."

Bira's own research echoes these concerns. The association's October survey found that physical abuse incidents against shop workers have nearly doubled to 7.04% in the past six months, whilst a shocking 91% of physical abuse incidents now go unreported due to lack of police response. Some 83% of independent retailers say theft has worsened over the past year, and 68.5% believe they are being targeted by repeat offenders.

The findings reveal a retail crime crisis that is intensifying across all retail sectors, with shop workers bearing the brunt of violence and abuse whilst criminals operate almost unchallenged.

The week encourages retailers and the public to take action by reporting every incident of violence or abuse to store management and police, raising awareness of the true scale of retail crime, and promoting respectful behaviour towards shop workers.

Bira champions the cause of independent traders and shopkeepers across Britain and campaigns on issues affecting the high street, including retail crime, business rates and legislation.

CSJ’s Ceri Rundle says: “Our PrePro Paste is an advanced strength Prebiotic AND Probiotic paste! 

In fact it goes even further and is actually a triple action natural formula of Prebiotics, Probiotics plus 3 super ingredients which help to dry out stools and remove toxins from the body. 

Our advanced Probiotic is three times stronger than most dog probiotics whilst our Prebiotic feeds the good bacteria and helps them to flourish and multiply - helping them to overpower bad bacteria. 

Festive times are kicking in early and can be a nightmare for many dogs’ tummies as unsuitable food (often human food) items are given as a ‘special treat’, unwittingly dropped on the floor or scavenged whilst attention is not fully on the dog.

Its tasty meaty flavour is formulated by experts to promote healthy gut function and normal stools often upset during times of stress such as Fireworks and Xmas.”

To soothe dogs’ tummies and maintain firm stools, PrePro Paste is an easy to dispense complementary supplement to help maintain a healthy digestive system in dogs of all ages.

Using finest quality ingredients with full traceability and highly palatable it can be fed directly into the mouth or added to the daily feed of puppies for up to 5 days, or as needed for adult dogs - or as directed by a vet.

It’s numerous benefits also include supporting the immune function, stabilising internal gut microflora and enhancing levels of beneficial bacteria and is easy to administer with its own applicator.

It’s even vegan friendly … isn’t it a good idea to be prepared with a Pre AND a Pro biotic ‘plus’ all in one – PrePro Paste.

For more on CSJ products visit www.csjk9.com or call 01745710470.

Pet industry expert Steve Driver has urged suppliers and manufacturers to give extra support to independent pet retailers during the current economic climate.

With the Chancellor’s Autumn budget looming later this month, Steve said suppliers should make some products exclusive to independents so that pet owners had a reason to shop with them.

Steve added: “We all need to work together and support the independents.”

The managing director of Pet Trade Innovations, who has offered advice to SMEs at various pet industry forums, gave his assessment of the state of play in the UK pet industry.

How would you assess the current pet market in the UK? 

It seems very quiet in the market – order value is down and I think consumers are worried about money. People seem to be waiting for the budget and the impact this might have on their finances 

Are independent pet retailers given enough help and support in these challenging times? 

It’s very difficult for a retailer if customers aren’t coming into the stores or they are just buying the essentials. There are lots of promotions and deals out there at the moment which can help but I feel a lot of consumers are being driven into budget stores because money is tight. If everything starts coming down to price this can be challenging.

Does the supply chain get enough assistance/encouragement from government?

We don’t get any encouragement from the government or support. We are left to fend for ourselves and when business drops off we just have to try and ride these times out. 

What advice would you give to small businesses in the pet market – both retailers and manufacturers/suppliers?

Review all your costs and run as lean as you possibly can so you are more robust during tough times. For me it’s about getting your brand or business in front of more customers so they at least have the chance to make a decision on buying. Social media is still great for this and can be combined with Ai to make some interesting and stimulating posts. Once you have a customer in your store then look at new ways to upsell and keep things fresh each couple of weeks. Focus on a few star products that can add extra pounds to the basket spend. 

How important is social media in getting a marketing message out there?

It can be very important and worked the right way there is a lot of free marketing available. If you can give consumers a good reason to visit your store with maybe a very strong deal on an essential, or something new and exciting, then you have the opportunity to sell them something else at full cost price. 

What needs to happen to make sure the UK pet market remains strong in difficult times?

We all need to work together and support the independents. The problem is the volume is now coming out of discounters and online stores but the independent retailer is still important, offering great customer service, more premium products and a better selection of brands. We all need to support the retailers and keep some products exclusive to them so pet owners still have a reason to go there.

The very best of the UK pet industry came together last night (Thursday 6 November) for the Pet Industry Federation Awards 2025, held at the DoubleTree by Hilton in Stoke-on-Trent.

More than 300 guests attended the glittering black-tie dinner and awards ceremony, which celebrated excellence and achievement across the full breadth of the pet sector: from retailers, groomers and daycare providers to manufacturers, suppliers and new businesses. The Awards were led by Nigel Baker, PIF CEO, with guest presenter, Simon Lewis of PBW News.

This year’s Awards featured a record 27 categories, reflecting the continued innovation, care and professionalism within the industry. New categories included Raw Store of the Year, won by Stefs Pet Pantry, and Best Newcomer, awarded to Alex Dimmock of Bella + Duke.

The prestigious Lifetime Achievement Award was presented to Gordon Thomas, long-time organiser of PATS, in recognition of his outstanding contribution to the UK pet industry over many years. Ahead of the Awards, guests raised their glasses to industry stalwart, John James, of James & Steel, who sadly died earlier this year. James & Steel were generous sponsors of the drinks at the Awards.

Nigel Baker, Chief Executive of the Pet Industry Federation, said: “The PIF Awards are the highlight of our calendar and are a chance to recognise the passion, commitment and creativity that drive our industry forward. Each year the calibre of entries rises, making the judging process increasingly tough. What remains constant is the clear dedication to animal welfare that sits at the heart of every business represented.”

The Pet Industry Federation extends its sincere thanks to all sponsors for their continued support, in particular Platinum Sponsor, Natures Menu; and Headline Sponsors: The Animal People Recruitment Company, Cliverton and Nutriment, and all the category sponsors, whose partnership made the event possible.

The prestigious Lifetime Achievement Award was presented to Gordon Thomas (above centre), long-time organiser of PATS, in recognition of his outstanding contribution to the UK pet industry. 

A total of 27 honours were handed out at the PIF Awards 2025.

PIF Award Winners 2025

Innovation Award – sponsored by Worldpay
Muzzle Movement – Size Mitzy

Best Newcomer – sponsored by The Animal People Recruitment Company
Alex Dimmock – Bella + Duke

Cattery of the Year – sponsored by James & Steel
Farm Springs Cattery

Pet Retail Chain – sponsored by Naturo
Pet Pavilion

Dog Daycare Business of the Year – sponsored by Collar
The Doggy Daycare Centre

Dog Walking Business of the Year – sponsored by Collar
Beacon Barkers

Export Award – sponsored by Associated Veterinary Services
Boil & Broth

Garden Centre Pet Department of the Year – sponsored by Natures Menu
Homeleigh Garden Centre, Bude

Grooming Business of the Year – sponsored by Buddycare
Pet Pavilion

Home Boarding Business of the Year – sponsored by Cliverton
The Country Dog Hotel & Spa

Independent Retailer of the Year – sponsored by Bella+Duke
Superpet Warehouse

Kennel of the Year – sponsored by Collar
Canine Karma

Manufacturer of the Year (Over £10m ) –  sponsored by Anthesis
Landguth Heimtiernahrung

Manufacturer of the Year (Under £10m) – sponsored by Anthesis
Cobbydog

New Business of the Year – sponsored by Worldpay
Sniffer Shop

New Product (Accessories) – sponsored by PBW News
Pawdaw of London, Luxury Amenity Pack for Dogs

New Product (Food) – sponsored by PBW News
Nutriment Gently Steamed Range

New Product (Health & Hygiene) – sponsored by National Pet Shop Day
Karnlea Cat Supplement Toppers

New Product (Treats) – sponsored by the Big Biscuit Company
Antler Chew Venison Sticks

Online Business of the Year – sponsored by Worldpay
Dorwest Herbs

Pet Service Business of the Year – sponsored by Cliverton
Yorkshire Pooches Therapies

Pet Tech Business of the Year – sponsored by PBW News
Petscribers

Raw Store of the Year – sponsored by Nutriment
Stefs Pet Pantry

Supplier of the Year – sponsored by Dog Friendly
Herbal Dog Co

Sustainability Award – sponsored by Citation
Doglyness

Wholesaler of the Year – sponsored by Natures Menu
Vital Pet Group

Marketing Campaign of the Year – sponsored by Nobull
Tug-E-Nuff

Lifetime Achievement – sponsored by PATS
Gordon Thomas

A UK pet care start-up behind the world’s first cat-friendly toothbrush has been named one of Europe’s most innovative companies, winning the Fressnapf Innovation Award 2025.

The win secures Inventor Smart Care shelf space in Fressnapf stores across Denmark, Switzerland and Austria, alongside entry into the German Fressnapf Marketplace, Europe’s largest pet retail network.

“First time in Germany — and definitely not the last,” said Victor Carpio, Founder and CEO of Inventor Smart Care. “This award is a huge honour and an exciting step in our mission to keep millions of cats healthy and happy.”

Founded in 2023, Inventor Smart Care set out to tackle one of the most persistent issues in pet health: dental disease. Despite decades of “gold standard” recommendations, 85% of cats over the age of three still show signs of dental disease.

Its flagship innovation, the Dental Wand, takes a cat-first approach — allowing the animal’s instincts to lead the brushing experience through interactive play rather than restraint. The result: a cat toothbrush that requires no technical skill, encourage corporation from the cat, and one that boosts the human-animal bond. It has an 89% success rate and has already sold in 16 countries.

The Fressnapf Innovation Award — one of the most respected honours in the European pet sector — recognises products that meaningfully improve pet wellbeing. This win gives Inventor Smart Care access to more than 1,800 Fressnapf stores and their marketplace ecosystem, significantly accelerating its European footprint.

Fressnapf Holding SE, headquartered in Germany, operates across 14 countries and serves millions of customers every week. By partnering with the retailer, Inventor Smart Care positions its Dental Wand at the centre of a rapidly growing market for preventative pet healthcare.

The company’s next chapter will focus on expanding into Asia, deepening partnerships with welfare organisations, and continuing its R&D pipeline in pet health.

“We’re not just putting another toothbrush on a shelf,” added Victor Carpio. “We’re changing the way people think about oral care for cats — making it simple, stress-free, and something both cats and humans enjoy.”

Inventor Smart Care is a UK-based pet health company focused on feline oral care innovation. Its flagship product, the Dental Wand, blends veterinary dentistry with feline behaviour science to create the first truly cat-friendly toothbrush. Launched in late 2023, with DTC customers across 16 countries and with growing demand from major retailers in the UK and EU.

Fressnapf Holding SE is Europe’s largest pet retail group with a rapidly expanding online marketplace. The Fressnapf Innovation Award honours pioneering products and companies shaping the future of pet care.

Marleybones, the premium dog food brand behind Pantry Fresh meals, has raised £2.5m in funding to accelerate growth.

The funding round was led by TAW Ventures, the investment firm founded by Jane Lauder, with follow-on support from existing backers JamJar Investments, Active Partners, and Animal Health Angels. 

Successfully fundraising in today’s climate is an achievement in itself, but what makes this announcement especially notable is the remarkable representation of women on both sides of the table. Marleybones is not only female-founded, but the round was also led by an all-female investor team – a statistical anomaly across the European Venture Capital industry. 

Founded in 2020, Marleybones was inspired by a frustration with the lack of balance between quality and convenience in existing dog food offerings. Thus, they created their own pantry fresh solution – meals that are slow-cooked, nutritionally complete, and packed in sustainable cartons. Alongside its core meals (Boss Beef, Chic Chicken, Lush Lamb, and Sassy Salmon), Marleybones also offers functional, vet developed supplements, an omega oil, and natural air-dried treats – all vet-approved, locally made in the UK, and tailored to modern dog families.

Jane Lauder, founder and managing director at TAW Ventures, commented: “Like the Marleybones team, TAW Ventures was inspired by my dog, Thaddeus, and driven by a shared commitment to advancing pet health, wellness, and longevity. Josephine and Mikala are redefining what dogs deserve at mealtime, and we’re thrilled to partner with them as they continue transforming dog dining across the UK.”

This latest investment comes on the back of over 200% growth since the company’s last funding round, as well as several other noteworthy Marleybones milestones, including: 

• Expanding their retail presence to Pets at Home, Co-op and Ocado.
• Expanding product offerings with key partners such as Waitrose and Whole Foods Market.
• Launching a line of functional vet-developed supplements.
• Piloting a veterinary channel to bring Marleybones closer to clinics and professionals.
• Achieving a Trustpilot rating of 4.8/5 and a growing subscriber community.

Additionally, they have achieved the following sustainability milestones: 

• Partnered with rePurpose Global to achieve plastic-neutral certification.
• Used locally sourced British ingredients for 100% of products produced in the UK.
• Packed all meals in fully recyclable Tetra Pak cartons (avoiding millions of single-use plastic pouches and trays).

Commenting on the company’s growth, Marleybones co-founder Josephine Bager said: “Dog parents shouldn’t have to choose between quality and convenience. With Pantry Fresh meals, we’ve proven it’s possible to achieve both. This funding allows us to reach even more pet parents and further define ‘fresh’ food for dogs.”

Co-founder Mikala Skov added: “We’ve built strong traction across D2C and retail, expanded into supplements, and proven category demand with triple-digit growth. With TAW Ventures and JamJar by our side, we’re ready to accelerate our journey to make Pantry Fresh a household standard.”

On the heels of this fundraising round, the Marleybones team will scale across creative, customer experience, and retail, while building brand awareness through influencers, PR, retail activations, and events. The team is looking forward to accelerating performance marketing and acquisition.