The winner of the PIF Innovation Award will be revealed at the Business of Pets conference, which takes place at the Cranfield Business Management Centre, near Milton Keynes, today (Thursday) and tomorrow (Friday).

Sponsored by Worldpay, the Innovation Award celebrates trailblazing products and services that are reshaping the pet industry. This year’s shortlist showcases the most forward-thinking ideas across health, wellbeing, tech, and lifestyle, from both start-ups and established brands.

The 2025 Innovation Award Finalists are:

1. AniVatio – ProGut
   A veterinary-backed gut supplement for pets, designed to support digestive health and immunity.
2. By Teddy – The Cosy Car Seat
   A stylish, safety-first car seat for dogs that brings comfort and security to every journey.
3. Indoorcat Ltd – Ready Grown Cat Grass
   A zero-hassle, nutritious solution for indoor cats to support natural behaviour and digestion.
4. Inventor Cat – Dental Wand
   A playful, easy-to-use dental care toy helping cats maintain cleaner teeth and gums.
5. Pet Trust UK – Centralised Pet Database
   A ground-breaking platform to store and share key pet information securely and reliably.
6. Petcare Technologies Ltd – Pawpal Booking App for Pet Professionals
   A powerful booking and business management app built specifically for the pet services sector.
7. Petscribers – Petscribers Prescription Platform
   A streamlined solution for pet prescriptions, improving access and efficiency for pet owners.
8. Porter Labs – Pupstation
   Intelligent devices designed to enhance the relationship between dogs and their humans.
9. The Clorox Company – Ever Clean Senior Cat
   A premium cat litter formula designed to meet the specific needs of older cats.
10. The Muzzle Movement – Size Mitzy
    A revolution in muzzle sizing and comfort, promoting responsible pet ownership.
11. The Pet Carpenter Ltd – Bespoke Pet Furniture Design
    Beautifully crafted furniture for pets and pet lovers, made to order in the UK.
12. UK LitPet Biotech Co Ltd – LitPet Pawsitive Powder
    The first traditional Chinese medicine (TCM) calming supplement for dogs, using natural herbs.

The winner will be revealed during the conference, which brings together the brightest minds in the pet industry. From thought-provoking keynotes to hands-on workshops and strategic panels, the two-day event is designed for ambitious businesses looking to scale up, innovate, and stay ahead.

The Business of Pets Conference will feature:

• Exceptional Programme: A powerful mix of business strategy, tech, investment, and sector insights
• World-Class Speakers & Panels: Learn from the most influential voices in the industry
• Workshops for Growth: Actionable takeaways tailored to scaling your pet business
• Networking Opportunities: Meet potential buyers, collaborators, partners, and investors
• Innovation Showcase: Discover what’s next for the industry