In This Issue
Pet food recalled after testing positive for salmonella
Pets at Home ramps up training recruitment scheme
Ten million owners don't know what's in their pets' food
Ceva launches humorous new TV advertisements
Santa Denzel treats 500 dachshunds for Christmas
Skinner’s donate over £10,000 in dog food to rescue centres throughout the UK
Owners put their pets’ health at the heart of 2019
Vince the Vet completes launch of unique range of clinically proven, natural supplements and remedies,
Taking the stress out of settling, bonding and training
Vitalin to showcase eco-friendly packaging at PATS
Last chance to nominate for Ceva Animal Welfare Awards
Pet Trade Xtra hits the high spots in 2018
New products that caught our eye in 2018 – will they become 2019 bestsellers?
An award-winning product taking the market by storm
Christmas recipe for dogs proves to be a winner
Another festive product that caught our eye
HOWND entered the dog treat market and made instant impact
The best of the previous Pet Trade Xtra
Owner ‘distraught’ after Pets at Home grooming incident
Revealed: Top 50 pet industry news stories of 2018
New appointments at pet food firm
HOWND set to launch Hemp Wellness Treats Starter Pack with free counter display
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An award-winning product taking the market by storm


The Lickimat from Sharples Pet won a New Product Award at PATS Telford in September, and already it has had a big impact in pet stores.


Lickimat Boredom Busters are designed to enhance a pet’s environment as well as benefiting its health. 

Lickimats are designed as tasty boredom busters for a cat or dog. By spreading a pet's favourite soft treat over the surface, an owner can create a tasty fun game with them having to seek out every morsel with their tongue.


Owners can freeze treats in the summer for a refreshing, longer lasting entertainment. They also work well as a slow feeder for cats.

Here are some of the benefits of the Lickimat:

  • Repetitive licking is soothing for your pet, releasing calming the hormone cortisol into the body
  • Medical free way to promote calm behaviour in your pet while home alone or during stressful times, like storms or fireworks, also great for calming pets before a procedure/treatment at the vets or groomers
  • No over feeding because Lickimat makes a small tasty treat last longer
  • Licking enhances the sense of taste, allowing pet to enjoy just a small amount of food
  • Helps promote fresh breath by scraping off bacteria and undigested food particles from the tongue
  • Stimulates saliva production and helps clean tongue, teeth and gums
  • Saliva production can aid digestion as it contains enzymes like Amylase


For fun pet interaction three designs are available.

  • Lickimat Buddy, (the most popular design), with its cross maze design, is perfect for trapping chunky treats like mushy meat or fish. 
  • Lickimat Soother, with its raised bumpy design, is perfect for runny treats like yoghurt or gravy
  • Lickimat Playdate, with its square pocket design, is perfect for trapping chunky treats like mushy meat or fish.

The New Product Award judges commented: “We liked the versatility of this product, and the fact there wasn’t any unnecessary packaging.”


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