PPM September 2024

Fo r i n d e p e n d e n t p e t r e t a i l e r s

w w w. p e t p r o d u c t m a r k e t i n g . c o. u k

WIN

Win thousands of pounds worth of STOCK stock for your shop!

September 2024

Pet Product Marketing Four

pages of new products

The essential guide to PATS 2024

• Importance of enclosures • Get Christmas retail ready • Talking Trade with Cotswold Raw

EXPERTS IN PETCARE. supremepetfoods.com LET’S GET CONNECTED @supremepetfoods

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WELCOME

ancy winning £3,000 worth of stock for your shop? Then, you’re in the right place — our Win Stock competition is back. All you have to do is enter online (it takes about 15 seconds) or visit the PPM stand at PATS. We have teamed up with 7 fantastic brands this year so it really is a top quality prize package. You can read all about the products from page 21.

The competition is part of our PATS celebration and in this issue our dedicated guide to the show.

Once you’ve read about our Win Stock prize, the magazine heads straight into our PATS preview. If

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Contents 4 News The latest from the pet industry.

13 Talking Trade We speak with Mark Lewis, MD and co-founder of Cotswold RAW. 14 New products The latest products hitting the market.

15 First Look Exclusive look at the new Dragon Fruit Blue River Diets Gecko food.

18 Pet Anxiety — a growing concern?

How the right products can help anxious pets.

21 Win Stock Your chance to win £3,000-worth of stock for your shop. With prizes from brands including: ● Assisi Pet Care ● Vitalin ● Pointer ● Pet Genie and Litter Genie ● Catit ● Supreme Pet Foods ● HiLife 36 The essential guide to PATS 2024 Your preview of the biggest PATS show ever.

Follow us on social media!

Follow us on Facebook!

you’ve not been to PATS before, I would really encourage you to consider registering for your free ticket. It’s so good for business. Best of all, it’s free — and that includes entry, parking, the show guide, and even a hot drink!

Finally, just a gentle reminder that the Pet Product Marketing app has launched. It’s a one-stop shop of new products, trade news, interviews and handy resources! You can download it for free from the Android and Apple app stores.

Our email: editorial@petproductmarketing.co.uk Our address: Pet Product Marketing, Warners Group Publications, The Maltings, West Street, Bourne, Lincolnshire, PE10 9PH Michael Hallam, editor (for news and product releases, contact Michael on michael.hallam@warnersgroup.co.uk) For advertising queries please contact Stephen Tanner on 01778 392404

Mike Mike Hallam - Editor, PPM.

Nigel Fish, design and production manager Stephen Tanner, key account manager (advertising Pet Product Marketing)

46 PATS New starters Meet the up-and-coming pet brands who will be in the PATS New Starter Zone.

54 Boost your Christmas sales Get Christmas retail ready!

57 Employee activism on the rise A look at how employers can respond to activism.

58 Animal enclosures The importance of enclosures for successful retail.

60 Nobull interview Pet specialist marketing agency Nobull chat to PAWD Drinks.

62 Supporting joint health in pets A retailer’s guide 66 Small companions Innovative nutrition: what’s trending?

68 Fishkeeping Know-how Off the shelf medications — how they can help.

72 Cat advice What to do if your cat is being bullied.

76 Dog nutrition Very important vitamins 78 PPM Puzzles A mental workout with some fun puzzles!

Follow us on Instagram!

Sign up to our free weekly newsletter!

Andrea Walters, key account manager (advertising Your Dog/Your Cat)

Printed by Warners Midlands plc James Buzzel, publisher Subscriptions and back issues Pet Product Marketing is available free to people who qualify for our controlled terms of circulation.

If you’d like to register for a free subscription, please visit www.petproductmarketing.co.uk

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Pet Product Marketing is published 10 times a year by Warners Group Publications. No part of the magazine may be reproduced in any form in whole or in part, without the prior permission of Warners Group Publications. All material published remains the copyright of Warners and we reserve the right to copy or edit any material submitted to the magazine without further consent. The submission of material (manuscripts or images etc) to Warners Group Publications whether unsolicited or requested, is taken as permission to publish that material in the magazine, on the associated website, any apps or social media pages affiliated to the magazine, and any editions of the magazine published by our licensees elsewhere in the world. By submitting any material to us you are confirming that the material is your own original work or that you have permission from the copyright owner to use the material and to authorise Warners Group Publications to use it as described in this paragraph. You also promise that you have permission from anyone featured or referred to in the submitted material to it being used by Warners Group Publications. If Warners Group Publications receives a claim from a copyright owner or a person featured in any material you have sent us, we will inform that person that you have granted us permission to use the relevant material and you will be responsible for paying any amounts due to the copyright owner. We cannot accept responsibility for unsolicited manuscripts, images, or materials lost or damaged in the post. While every reasonable care is taken to ensure accuracy, the publisher is not responsible for any errors or omissions, nor do we accept any liability for any loss or damage, however caused, resulting from the use of the magazine.

See videos of the latest products and trade news

www.petproductmarketing.co.uk

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15/08/2024 12:20

NEWS

PPM News September 2024

Power Pet Brands Ltd. Announces Sale of HOWND® to Pets Choice

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Power Pet Brands Ltd., established in 2013, has agreed to sell HOWND® - the multi award-winning brand for dogs - to leading industry manufacturer Pets Choice.

Known for using exclusively plant-based ingredients, HOWND has been dedicated to enhancing the health and wellbeing of dogs without causing harm to other animals. The brand, which offers a comprehensive range of plant-based wet and dry dog food, wellness treats, and cruelty-free certified pet care products, will

now join Pets Choice’s extensive portfolio of pet brands, including Webbox, Bob Martin, Felight, TastyBone and Vet’s Kitchen.

“We have taken immense pride over the last decade in building HOWND into a leading and trusted ethical pet care brand. The decision to become part of the Pets Choice family is a strategic milestone that aligns perfectly with our vision. We are excited to see HOWND continue to flourish,” said HOWND co-founders Mark Hirschel and Jo Amit.

CEO of Pets Choice Tony Raeburn comments: “This is another fantastic acquisition for Pets Choice as we continue our drive into product premiumisation. HOWND will give our company an entrance into the fast growing plant based sector and strengthens our commitment to sustainability and animal welfare. We look forward to leveraging HOWND’s established market presence and extensive and loyal customer base, further solidifying our position as a leader in the pet care industry.

“The acquisition will also mean customers and listings alike will benefit from Pets Choice’s distribution network, making HOWND products all the more accessible to all. HOWND will complement our existing portfolio of growing brands entering us into another growing premium sector of the market.”

Established in 2015, HOWND® products are accredited by Cruelty Free International, PETA and the Vegetarian (Vegan) Society. The brand was named as one of the most ethical businesses in the world by The Good Shopping Guide in January 2024, emerging top dog in categories such as environmental impact, animal welfare, and public record with a score of 98/100.

The prestigious list of the Top 200 Ethical Companies and Brands recognised HOWND’s commitment to positive ethical practices as they were independently certified through Ethical Accreditation

by The Good Shopping Guide.

Dechra to acquire Invetx Dechra Pharmaceuticals Limited (Dechra) has announced the upcoming acquisition of Invetx, in line with the long term strategy to be an innovation leader in companion animal health.

Invetx specialises in developing proteinbased therapeutics for chronic conditions in companion animals, with a focus on monoclonal antibodies (mAbs). Its proprietary biotechnology innovation

platform combines industry leading technologies to develop species specific and half-life extended mAbs that are longer lasting than currently available products, effective, safe and affordable.

The acquisition secures an exciting pipeline of innovative products for dogs and cats which are highly complementary to Dechra’s broad portfolio of speciality therapeutics, and provides entry into the large and high growth mAbs market. It adds new technology capability, bolsters Dechra’s existing pipeline and provides a significant runway for future growth.

www.petproductmarketing.co.uk

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14/08/2024 11:08

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NEWS

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PetSafe® unveils new brand identity and range additions

Meatly Receives UK Approval for Cultivated Meat in Pet Food

Pet brand PetSafe® has unveiled its new identity, strategic direction for 2024 and beyond, and portfolio additions. The updates are designed to underpin the brand’s commitment to unleashing a lifetime of joy for pets and the people who love them by providing purposeful, quality products and expert support.

With an innovative portfolio, bolstered by more than a quarter of a century’s heritage and customer care for retailers, distributors and consumers, the new PetSafe® brand brings together all elements of its business strategy and empowers owners to conquer life’s daily pet challenges with the most pioneering of products and confidence-boosting education.

The new brand identity is also modern, trustworthy and reliable and attracts attention on shelf and online.

Its standout new-brand packaging features easy-to-read product features and benefits, and retailer support will also be provided on and offline with updated in-store point-of-purchase displays, and sales and marketing collateral.

New products include two new additions to the everpopular PetSafe® pet fountain range, a ScoopFree Clumping Self-Cleaning Litter Box, and the Big Cat Flap.

Rob Steele, Brand Marketing Manager at PetSafe®, said: “Our brand purpose is to unleash a lifetime of joy for pets and their families, and it’s from this that our new tagline, Unleash Joy, is derived.

“Crucially, our rebrand is based on real insight and celebrates all of the amazing things we do for our beloved companions. We’re delighted to have unveiled it to our European customers, and to rolling it out, during coming months, to our retail partners and consumers across the UK and Europe.”

For further information on PetSafe® visit http://uk.petsafe.net/ and follow on Facebook or Instagram and X. For trade enquiries, email intlemea@petsafe.net

Meatly has announced it has received regulatory clearance to sell cultivated meat for pet food in the UK, making it the first in the world to get authorisation for cultivated pet food. A huge leap forward for the cultivated meat industry, gaining regulatory approval also makes Meatly the first-ever cultivated meat company approved for sale in any European country.

The public announcement follows a close collaborative process between Meatly and the UK’s regulatory bodies, the Food Standards Agency (FSA), the Department for Environment, Food and Rural Affairs (DEFRA), and the Animal and Plant Health Agency (APHA).

As a result of this process, Meatly’s cultivated chicken for pet food can now be sold in the UK. Testing included demonstrating that their cultivated chicken is free from bacteria and viruses, that the nutrients used to grow the cells are safe, and that the final chicken product is safe, nutritious, and free from GMOs, antibiotics, harmful pathogens, heavy metals, and other impurities. As a result of this process, Meatly’s cultivated chicken for pet food can now be sold in the UK. Meatly plans to launch the first samples of its commercially available pet food this year, making it the first cultivated pet food sold. Beyond these initial samples, Meatly’s primary focus will remain on cost reduction, and it will start scaling production to reach industrial volumes in the next three years.

Commenting on the announcement, Owen Ensor, Meatly CEO said: “Today marks a significant milestone for the European cultivated meat industry. I’m incredibly proud that Meatly is the first company in Europe to get the green light to sell cultivated meat. We are proving that there is a safe and low-capital way to rapidly bring cultivated meat to market.”

How does Mealty make cultivated meat?

Their meat is real meat, made without animals. They took cells from a single chicken egg, just once, and now they can produce meat under laboratory conditions. There are three steps to Meatly’s production: 1) They took a small sample of cells from a chicken egg, once. After this, they never use another animal product in their production, ever.

2) Just like making yoghurt or beer, they nurture these cells in large containers that control temperature and ph.

3) Instead of animals eating grass and creating nutrients to feed these cells, Meatly do it themselves. They provide all the vitamins, minerals, and amino acids the cells need to grow until they become healthy meat.

www.petproductmarketing.co.uk

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14/08/2024 11:09

Introducing our latest addition to the Naturals range – Camel Collagen Braids, available in medium, large, and giant sizes! Camel is hypoallergenic, high in protein, rich in nutrients and low in fat. Camel collagen is great for joint health: it aids mobility and can reduce LQÁDPPDWLRQ DV ZHOO DV KHOSLQJ WR LPSURYH VNLQ FRQGLWLRQ DQG DGGLQJ VKLQH WR WKH FRDW Easily digested, the braided texture helps clean teeth and reduce plaque.

The UK’s largest range of natural dog treats. #ANCODOGTREATS INFO@ANCO.PET WWW.ANCO.PET

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NEWS

Marriage’s® relaunches indoor and aviary bird range Marriage’s® has relaunched its indoor and aviary bird food range. It marks the first phase of the brand’s new identity, which will be extended across other ranges later in the year.

“We are very excited to present our enhanced, premium quality indoor bird range,” said Sarah Kitson, Head of Marketing. “The new consumer-tested packaging creates real stand out on shelf and provides retailers with the key benefits to share with their customers.

“Each specific food has been expertly formulated to help to provide birds with the individual nourishment they need to stay healthy and happy, no matter the age or breed.”

The 22 innovative products in the category cater for the individual nutritional needs of budgies, canaries, foreign finches, parrots, cockatiels, parakeets and lovebirds. Every product contains only the finest ingredients, to help support optimum health and wellbeing and contribute to healthy plumage and skin.

The new fresh-looking pack design has been utilised across

PSR Trading Ltd acquires Pets & 8 Friends Family-owned PSR Trading Ltd (PSR), owner of awardwinning retail chain Just for Pets, has announced the acquisition of Pets & Friends from Kennelpak, the pet specialist wholesaler, brand owner and distributor, for an undisclosed fee.

The acquisition includes Pets & Friends’ 19 stores and 17 grooming salons predominantly across Nottinghamshire and Derbyshire, as well as its thriving online business and subscription service. Pets & Friends will continue under its existing trading name and will operate alongside Just for Pets, as PSR looks to leverage synergies between the two brands.

All Pets & Friends store and salon colleagues will transfer to PSR ensuring that the expertise that Pets & Friends stands for remains.

The acquisition sees the pet specialist expand its number of stores to 42, predominantly in the Midlands, with the

Burgess Pet Care appoints trade marketing specialist Yorkshire-based Burgess Pet Care has appointed Emily Watmough as trade marketing manager.

With almost 10 years’ marketing experience with a strong retail focus, Emily has worked across several sectors including pet care.

In her new role, she will continue to build on Burgess’ strong relationships with independent pet care specialists.

Emily’s key responsibilities include developing and implementing strategic marketing plans, creating trade marketing materials, coordinating product launches and managing trade

every pack format and size, to bring strong brand identity across the range. Clearer product names and key call outs bring the product features and benefits to life on the pack face, for greater clarity of proposition on shelf. Every pack also includes the Marriage’s® 6 Step Well-being Plan, providing useful feeding tips and helpful ways to support a companion bird’s well-being.

New pack sizes have also been introduced across the category to cater for customer purchasing requirements with weights ranging from 1kg all the way up to 20kg.

For further information on how to stock the new indoor and aviary bird range, please call 0845 257 0232 or email contactus@marriagesmillers.co.uk

company already on the lookout for new store locations. It also allows Kennelpak to accelerate its ambition in the development of its wholesale and distribution division.

Paul Lewis, Managing Director of PSR Trading Ltd, said: “We’re excited to welcome Pets & Friends to PSR, it offers something different to customers and complements our portfolio of brands, Just for Pets and DOG by Just for Pets.”

Claire Bayliss, Chief Executive Officer of Kennelpak, said: “Our wholesale and distribution division has been the cornerstone of Kennelpak’s heritage for the past 50 years. Our aim is to strengthen its position as the trusted pet specialist, with an even greater emphasis on supporting our distributor partners’ plans for growth and continuing to deliver exceptional service for our customers.

“We wish Paul and the team at PSR all the very best for the continued success of the Pets & Friends business.”

events. She will also lead one of Burgess’ flagship welfare campaigns later this year – Guinea Pig Awareness Week, or GPAW. Emily said: “I’m excited to join Burgess Pet Care. As a huge animal lover, this is a great opportunity for me to combine my professional skills and personal interests. I’m really looking forward to leading Guinea Pig Awareness Week, as well as meeting our customers at PATS in September.”

Peter Lancaster, head of marketing at Burgess Pet Care, added: “We’re really pleased that Emily has joined Burgess Pet Care. Her knowledge and experience are clear to see and she also shares our passion for responsible pet ownership and pets’ health and wellbeing.”

www.petproductmarketing.co.uk

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15/08/2024 13:50

Play All Day, Sleep All Night.

• 90-year old heritage in manufacturing baby products, exceeding industry standards to create a distinctive and compelling pet proposition • All products are tested by globally accredited independent laboratories • A wide variety of toys and bedding available

Contact sales@kennelpak.co.uk to find out more Kennelpak_2.indd 2

15/08/2024 10:56

NEWS

Doggy Doggy Yum Yum helps assistance dog charity Dogs for Good

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Sales of award-winning tasty frozen treat Doggy Doggy Yum Yum are raising funds for leading dog charity Dogs for Good.

Five pence from every tub of the doggy frozen treat sold will be donated to Dogs for Good. Dogs for Good train dogs to help people affected by disability, dementia, autism, other conditions and mental-health challenges to live happier, healthier and more independent lives. A donation of £539.00 has already been presented to the charity from the manufacturers of Doggy Doggy Yum Yum. In a letter from Tina Williams, Regional Fundraiser for Dogs for Good, she thanked Doggy Doggy Yum Yum for their support and said that the funds would be used towards a puppy partnership helping to fund the training of one of their new puppy recruits.

Tina said: “Puppy partnership is such a lovely, tangible way to see the difference your support is making to us as you follow your puppy on the first stage of their journey into becoming a life changing assistance or community dog.”

Made with 100% peanut butter (with no xylitol) and bananas

Prestigious wholesale contracts for The Pets Larder in Cornwall A Cornish Pet Shop that started life as a small shop on doggy day-care premises in St. Erth has come a long way since its early days in 2017. Now, with large warehouse facilities, its own range of quality pet food and treats, a wholesale division, countless awards and as one of the largest pet shops in Cornwall, The Pets Larder, which recently changed its name from the Natural Cornish Pet Shop, has recently won two prestigious wholesale contracts with major retailers in Cornwall.

The Pets Larder is headed by Katy Peck who is the creative side of the business developing the products and branding for the

which dogs find hard to resist, this frozen treat uses coconut milk instead of dairy so it is kinder to dogs’ tummies. New ingredient changes also mean that any ‘ultra processed food’ emulsifiers or stabilisers from the product have been removed, something the manufacturers are extremely proud of.

If you are interested in becoming a distributor or stockist of Doggy Doggy Yum Yum, visit: www.doggydoggyyumyum. com or contact Sam Hanbury at hello@doggydoggyyumyum. com

Natural Cornish Pet range of products which include Alfora pet food, fish treats, chews, peanut butter and a whole host of other best-selling products which are now sold wholesale to the trade.

She has also started to develop a range of new products under The Pets Larder umbrella as well and these will be launched to the trade in the coming weeks.

The Pets Larder’s new wholesale contracts are with Trevaskis Farm and Great Cornish Food. Both are renowned in Cornwall for selling high quality produce.

Katy comments: “We have a mixture of dog friendly cafes, farm shops, groomers and independent pet shops stocking our range of Cornish treats. It is our aim to establish a core range of basic pet care products for all companion animals and to become the one stop shop for owners’ care needs. Our team has extensive backgrounds in animal care, and firsthand experience with a range of pet health care issues.”

For further information, visit: www.thepetslarder.co.uk

www.petproductmarketing.co.uk

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NEWS

Pedigree Wholesale Become Owners and Sole Distributors of Collards Dog Food Brand Pedigree Wholesale has announced the acquisition of the Collards Dog Food brand. The range, previously owned and distributed by KennelPak, includes over 30 dry and wet dog food products suitable for all life stages, from puppies to senior dogs.

Julian Grindey, Managing Director at Pedigree Wholesale, said: “The Collards brand is already well known in the marketplace and is a valuable addition to Pedigree Wholesale’s own and exclusive brand offerings.”

He continued: “We want to assure current Collards stockists that we are in strong supply of the product already, while offering other specialist pet retailers the opportunity to stock the brand in their stores and online in the coming weeks.”

Pedigree Wholesale will be getting in touch with current stockists of Collards.

The Collards dog food brand is now exclusively available through Pedigree Wholesale. To place orders or for more information, please contact your Business Development Manager or the Customer Services Team at 0115 982 3900.

Breeder Celect 25L Pet Wholesale Exclusive

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Breeder Celect recycled paper cat litter will be available in an exclusive 25L bag size to the pet wholesale channel. This will provide independent pet specialist retailers and their shoppers with a big bag offer at a lower price point, sitting alongside the current 10L and 20L bags. New 25L bags will be available to order from the end of August.

Breeder Celect is the award-winning recycled paper cat litter. Voted Your Cat Best Cat Litter 2024 and PPM Retailer Recommended Awards 2024 Cat Litter of the Year.

Visit www.breedercelectcats.co.uk to find out more.

Lintbells – home of YuMove – joins forces with Vetnique Labs Lintbells – Home of YuMOVE – the UK’s number one joint supplement for dogs and cats, has agreed to be acquired by Vetnique Labs – a U.S. based pet supplement manufacturer, backed by Gryphon investors.

Lintbells is best known for its joint range YuMove and a vision to improve pets’ lives through supplements. While Vetnique Labs is a leading pet health and wellness company based in Naperville, Illinois, and is best known for its Glandex brand, North America’s number one solution for anal gland disease.

Chris Slager, Executive Chairman of the newly combined company, said: “We are thrilled to unite these well-known brands and expand our presence in two of the largest pet supplement markets in the world, the U.S. and the U.K. Our combined portfolio greatly increases our company’s scale across the key areas of Hip and Joint and Digestive, and will allow us to bring science-backed formulations, clinical efficacy, and patented products to pet owners globally.”

Vetnique founder James Bascharon will remain CEO of Vetnique, with responsibility for North America operations. Fiona Hope will continue to serve as CEO of Lintbells, with responsibility for the UK, Europe, and the rest of the world.

www.petproductmarketing.co.uk

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14/08/2024 15:49

TALKING TRADE

About Cotswold RAW Cotswold RAW is an independent, family-run company in the Cotswolds producing high quality Biological Appropriate Raw Food (BARF) for dogs.

The inspiration for the business came after the owners saw the benefits of a raw diet on their own dogs.

Talking trade with…

Mark Lewis, MD and co-founder of Cotswold RAW

Q

You’re on the move! Tell us how Cotswold RAW began its journey and why this move is such an important milestone.

Cotswold RAW was founded in a barn at home, making 100kg batches of fresh raw food for our family dogs! We welcomed our first canine customers by selling our raw meals at a local Cotswold village show in 2015. Fast-forward nine years, and we’ve built up a substantial loyal customer base.

It wasn’t long before we struggled to keep up with production demands at our first factory in the North Cotswolds.

Finding a new facility that aligned with our business needs wasn’t easy. The search took two years, as we were determined to stay true to our Cotswold roots, and keep our manufacturing within the countryside, and retain our 30-strong loyal team, many of whom have been with us since we started.

The relocation, an investment of over £1 million, sees us move to Bourton-on-theWater, just 15 miles from our original site.

Providing over 30,000 sq ft, the new modern facility will double production capacity, producing over 4 million meals a year — a total game changer for us. The move will also hugely improve overall team efficiency by bringing everyone together at one central location.

Introducing a new digital adoption will also aid our growth with software, bringing teams, data, and technology together to automate our processes. Capacity freezers and a separate unit for dispatch will also prove to be transformative for the business.

Initially, the focus will be on ensuring

all our ranges are in stock all the time.

Previously, we’ve had stock challenges from the increased demand for our products, such as our single protein range and our award-winning sausages. We look forward to being fully stocked across all our ranges and meeting the increased demand. In turn, it will be great to see the Cotswold RAW ranges stocked more widely in retailers across the whole country. It’s an exciting time for the business and the team.

Q

What makes Cotswold RAW’s range of raw food stand out?

At Cotswold RAW, we’re a passionate, family-run company that is independently owned and dedicated to making nutritious, wholesome meals for dogs. Our quality ingredients are at the heart of everything we do. All our fresh ingredients are from Britain and we support local farming wherever possible by using ingredients from our southwest region. We also use freerange and organic chicken. Our customers expect the very best quality across our wide range of meals and treats.

Q

How important are independent retailers to your business?

Independent retailers have supported us from the very start — without that support, we wouldn’t be where we are today. With our production capacity substantially increasing, we look forward to working with more independents across the country, introducing them to our popular ranges.

Q

Why are owners choosing to feed their pets raw?

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Many pet foods continue to be created for the ease and convenience of humans, not always for the nutritional benefit of the dog. Thankfully, more dog owners are checking food labels for ingredients and researching cooking methods used, keen to learn how much goodness actually remains in their dog’s food bowl.

Dog owners have become far more aware of the many health benefits from feeding raw. At the same time, feeding a raw diet is no longer seen as complex and timeconsuming. Our complete meals contain everything a dog needs to stay fit and well, making it much easier to follow a raw diet and feel confident that your dog is getting all the nutrients, vitamins, and minerals it needs to be happy and healthy.

With Cotswold RAW, you know you’re getting high-quality ingredients, freshness in preparation, and nutrition you can trust.

Learn more on the Cotswold RAW diet at cotswoldraw.com or to find out about stocking the range, contact the trade team at retail@cotswoldraw.com

www.petproductmarketing.co.uk

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15/08/2024 13:51

NEW PRODUCTS

SMOLZZ wet pet food storage solutions SMOLZZ is a new range of colourful silicone storage containers, resealable bags, and lids, specifically designed to fit all trays, pouches, and tins of wet pet food.

They provide pet owners with specialist, silicone storage containers to keep their chosen brand of wet pet food safely and airtight while in the fridge. The SMOLZZ website lists all brands so it is easy to find which container, pouch, or lid is needed.

SMOLZZ come into their own when aiding portion control and supporting the fight against the ongoing problem of pet obesity. The easy to use and practical storage solutions support pet owners in serving their pets the correct quantity of food to keep them fit and healthy.

The storage also helps to prevent food wastage and at the same time saving money. Having an easy to use and reusable storage option means pet owners can give just the right amount of food, and store the rest for the next meal The silicone is dishwasher, microwave, and freezer safe and has the added benefit of pet owners being able to write relevant information directly onto their chosen storage option, which can be easily wiped off with a damp cloth ready for their next use.SMOLZZ by Petzfoodware is available to the trade. You can visit the trade area of their website: www.tradepetzfoodware.com

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To find out more about SMOLZZ, visit www.smolzz.com or get in touch by email: info@smolzz.com

New Products Beaphar launches plant-based protection with new herbal flea repellent Beaphar has launched a new plant-based flea repellent spot-on called VETOpure.

The VETOpure Spot-On range contains well-recognised plant-based repellents: margosa extract (from the neem tree) and eucalyptus citriodora oil. The range comprises a cat spot-on 3 pipette, small dog (less than 15kg) 3 pipette, and large dog (over 15kg) 6 pipette pack.

The brand has been developed in response to Beaphar’s latest market research which demonstrated significant demand for a more natural solution within the flea category. The research found that 39% of pet owners were actively looking for natural protection against fleas and 70% would consider purchasing a new flea treatment based on natural herbal ingredients.

Beaphar Marketing Manager, Claire Edmunds says the plant-based protection segment offers a tremendous opportunity for retailers: “The trend for more natural products is well established. Our existing plantbased Spot-On range grew significantly in 2023 and online searches for natural flea products continue to grow year on year. VETOpure offers retailers an opportunity to meet an unmet need and fill an important gap in a high-value category.

To help retailers boost awareness, Beaphar have developed a range of point of sale materials, as well as digital and social content.

To find out more, visit www.beaphar.co.uk/p/beaphar-vetopure-news-sign-up/ For trade enquiries, retailers can contact their Beaphar Account Manager or email info@uk.beaphar.com www.petproductmarketing.co.uk

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14/08/2024 10:42

FIRST LOOK

The Dragon has Landed New Limited Edition Blue River Diets Flavour Heats the UK. lue River Diets has added a new limited-edition flavour to its roster of 5 original flavours. The complete crested gecko diet brand, founded and manufactured in the UK, has introduced a unique “dragonfruit” flavour.

Blue River Diets is famed for its naturalistic approach to gecko diets, featuring more fruit content, higher protein and lower fat than any other brand. Made from completely natural ingredients and inspired by field research on the Pacific islands of New Caledonia, the brand is quickly becoming the nation’s

B

best-loved gecko food.

Dragonfruit comes packaged in an enticing black and purple pouch with dragon graphics, a medieval crestie character and foil gold accents. Two sizes are available XX and XX and are available through Peregrine Livefoods.

The launch coincides with the season finale of HBO’s “House of the Dragon” and is set et to capture the imagination of the rapidly growing, younger ger demographic of crested gecko keepers across the country.

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If you’re interested in stocking the Blue River Diets range please email sales@peregrine-livefoods.co.uk www.petproductmarketing.co.uk

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NEW PRODUCTS

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Tug-E-Nuff new interactive dog toy

New lines in the Natures Deli Tasty Treats and Training Treats range

Tug-E-Nuff has expanded its range of interactive dog toys with the launch of a new Faux Fur Pocket Bungee Squeaker.

The Faux Fur Pocket Bungee Squeaker is available in three colourways, and features a shock absorbing bungee handle to eliminate jarring, a puncture-proof squeaker and an ultradurable soft faux bite area.

The new toy is also pocket-sized for taking out and about, and using for on-the-spot interactive play.

Tug-E-Nuff ’s Managing Director Danny Nelis-Rouse commented: “This supreme squeaky dog toy ticks all the boxes for play-shy dogs, excitable dogs, and dogs who need some help finding their focus and ignoring distractions.

“Like all Tug-E-Nuff toys, it’s made to last and help build the bond between a dog and their owner - whether it’s used for hiding, retrieving, training or, best of all, playing. We’re looking forward to seeing this toy in action and can’t wait to hear what consumers think of it.”

The Faux Fur Pocket Bungee Squeaker has an RRP starting at £20.95.

Pedigree Wholesale has added five new lines to its Natures Deli Tasty Treats and Training Treats range. These new treats, available in various proteins, are grain-free, low in fat, and contain no artificial flavours or colours.

The new Training Bites in Chicken with Cheese and Chicken with Liver flavours are naturally nutritious and delicious and are the ideal training aid for all dog breeds.

The Tasty Treats feature Soft Duck Strips, Lamb Sticks, and Duck Sticks with Sweet Potato, which can be broken up and fed to dogs in smaller pieces, making them great for rewarding, training or just because. Slowly oven-roasted to retain flavour, they are made from choice cuts with up to 87% meat content.

Retailing at £3.99 per pack and sold in cases of 10, the new Natures Deli treats are available now through Pedigree Wholesale and are exclusively offered to the specialist pet trade.

For trade enquiries, visit www.tug-e-nuff.co.uk/pages/wholesale

Donald Cooke Ltd to distribute Oralade and Vets Menu Donald Cooke Ltd has agreed a new partnership with Macahl (Mac Animal Health Ltd) to distribute the Oralade® Active rehydration drinks and the Vets Menu® Gravy ranges to the UK pet trade.

Oralade With its unique, highly palatable formula, Oralade® is a hydration solution for veterinarians and pet owners. Available in two expanding ranges: Advanced for veterinary-led animal care (Vet channel only) and Active for sporting and working dogs, with continuous product development in progress.

Oralade® Active provides hydration support for active dogs when they need it most. Coming in a handy 250ml bottle, it is ready to use but can also be diluted in water or used as a food topper. The Isotonic formula quickly absorbs, replenishing essential fluids and electrolytes.

Free from citrates, preservatives, and artificial flavourings as well.

Available in Chicken, Duck and Vegetable flavours, it has an RRP of £2.49 per 250ml bottle. Delivered to the trade in shelf ready packaging at just £1.33 per bottle, offering a 35.9% margin.

For trade enquiries, visit www.petproducts.co.uk

Vets Menu In 2023, the Vets Menu® brand launched, bringing the scientific backing of Oralade® to the healthy pet treat market. The debut of meal-enhancing gravy toppers provides a junk-free boost to your dog’s dining experience while promoting healthy bodily functions. The Vets Menu® range is set to grow further with more healthy treats and cat-specific product development underway.

With the Vets Menu® Gravy 250ml bottles, simply pour on wet or dry food, or serve as a treat. It can be served warm, at room temperature, or it can be frozen for hotter days.

All natural ingredients and free from artificial additives, preservatives, and colours too!

Available in Chicken (with added Skin and Coat support) and Lamb (with added digestion support) flavours. The RRP is £2.49 per 250ml bottle. They are delivered to the trade in shelf ready packaging at just £1.33 per bottle, offering 35.9% margin.

Donald Cooke Ltd is based in Sheffield and offers nationwide distribution to pet retailers across the country. With a low £100 MOQ for free delivery, they offer a broad range of their own branded Dog Treats under the K9 Chew Co, alongside brands such as Tick Twister®, Frozzys, No More Plaque, Good Wood, Chewllagen, and now Oralade® Active and Vets Menu® gravy.

For trade enquiries, email info@donaldcooke.co.uk or call on 0114 2693901

www.petproductmarketing.co.uk

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Cooper & Co Dental and Fussy Dog Treats Pedigree Wholesale has extended its Cooper & Co range with two wo new lines to the dog treat range. The new additions are Dental Crunchy biscuit treats with Mint and Coconut, and the Fussy SemimiMoist biscuits with Salmon and Fennel.

The Dental Crunchy Biscuits are made with Mint, which is a great source of nutrients and helps to freshen dogs’ breath. They are gently ently shaped and baked to ensure maximum flavour and also contain Coconut which is packed with antioxidants that help support thee immune system.

The Fussy Semi-Moist Biscuits contain salmon, which is an excellent source of omega 3 and 6 that can help to support healthy thy skin and coat, and fennel, which can help to support the immune ne system as it is a great source of vitamins and minerals.

These new treats have been thoughtfully developed with the same ame stringent quality requirements as the rest of the range, which aree crafted in Devon using only the finest quality ingredients sourced ed in the UK. Every pouch of Cooper & Co Treats contains no added ed salt, sugars, artificial sweeteners or preservatives. Cooper & Co was developed in-house by Pedigree Wholesale to provide a perfectlyy balanced diet for Cooper, the dog owned by the company’s CEO,, Steve Brown.

Offering above average retailer margins, the new treat recipes retail for £4.99 and are sold in cases of 10. The new Cooper & Co Biscuit uit treats are exclusively available to the specialist pet trade.

For trade enquiries, nquiries, visit www.petproducts.co.uk

17 Global

100

2020 WINNER Best Dog Collar Manufacturer 2020 – UK

Winners 2013-2024

For Dog People by Dog People Because your dog deserves the BEST

Start stocking Dogmatic’s award winning products TODAY! Excellent Profit Margins with Low Minimum Orders

Your Customers deserve the BEST so call today

‘PRODUCT I CAN’T LIVE WITHOUT’

Call to join the ever growing number of Retailers changing to Dogmatic on 01952 245330 or visit us at www.dogmatic.org.uk Endorsed by Dr David Sands BSc PhD CFBA Fellow of the Canine & Feline Behaviour Association

AWARDED ‘Best Dog Collar Manufacturer 2020-21 - UK’ and Most Innovative Dog Collar Manufacturers 2019 www.petproductmarketing.co.uk

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ADVERTISING FEATURE

n a UK 2023 survey, 14% of pet owners felt that their pets just about coped and experienced “some anxiety issues.” A further 3% of pet owners felt their pets didn’t cope when their owners went back to work after the pandemic with separation anxiety being a real issue for pets. Research also indicates anxiety is further triggered at key times or events such as bonfire night, traveling, moving, or during the festive holidays. The 2022 UK PSDA report estimates that 44% of dogs,

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30% of cats, and 16% of rabbits fear fireworks.

Pet anxiety is on the increase and occurs for various reasons, including being left alone, noise from thunderstorms, fireworks, separation anxiety, changing or altering your home, and travel. This presents itself in several ways, depending on your pet, such as excessive barking and nervousness from dogs, cats cowering and hiding, while rabbits freeze or hide.

One of the UK’s most successful

pet calming ranges comes from the VETIQ Healthy + Serene Calming stable which has developed an excellent range of calming products both across supplements and treats which have helped to alleviate, calm, and soothe your pet during periods of anxiety, nervousness, or stress for over 37 years.

Its range includes therapeutic tablets, drops, ointment and diffusers and nonsedative functional treats designed for all pets and pet sizes.

The range has been designed to soothe, calm, and relax your pet during periods of anxiety, stress, or nervousness over a short or a longer period depending on the individual animal. The therapeutic range will aid, calm, settle, and relax your pet over long or short periods depending on the situation. The functional calming treats can also be used as part of a behavioural training regime and are an excellent reward for encouraging good behaviour.

Pet Anxiety – A Growing Concern?

New in 2024 for our Feline Friends Cat anxiety is very common and is often overlooked by pet owners as a cat’s behaviour differs and is harder to spot than dog anxiety. However, it is a big issue for pet owners with 44% of UK cat owners reporting that their cats are showing signs that may be indicative of stress.* To help address this problem, the VETIQ Serene Calming range has recently launched a new calming pheromone portable diffuser, the first in Europe. 100% natural, it is a portable transparent holder with a liquid cartridge that releases a pheromone into the air to relax and pacify your cat naturally without the sedative effect. It’s non-perfumed, so will not overpower any scent you may have in your home.

No plugs, batteries, or electricity and carbon friendly — leave your home and pets knowing that they are safe. Bring it anywhere — it is suitable for travel. If you need to leave home for work or are away on holidays, the diffuser is easy to use in a cattery or your pet sitter’s home.

The diffuser works quickly and lasts for 30 days, with refills available. The VETIQ

diffuser for cats and kittens is suitable for all ages, sizes, and breeds. It supports calming and soothes your feline friends when they experience separation anxiety, anxiousness, or hyperactivity. The calming diffuser pheromone is scientifically proven to help reduce the anxiety symptoms of marking, scratching, and meowing as your cat calms.

www.petproductmarketing.co.uk

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for the VETIQ Serene Calming range of calming tablets, drops, and treats.

The product is designed specifically for those unexpected events or incidents such as -fireworks, thunderstorms, or travel that may cause your dog to be anxious unexpectantly or for a specific event such as going on a holiday or a home renovation. The unique licensed formula is scientifically proven, easy to use, and provides your dog with fast relief within 20 minutes.*** If your dog is occasionally anxious, and you value a good night’s sleep, this is one for the cupboard!

Serene Calming Treats and Bites

DOGS — prepare for the unexpected A dog’s sense of smell is their primary faculty by which their bodies perceive external stimuli. While it is an area still being researched, it is now evident that you can use your dog’s sense of smell to help ease stress and modify behaviour.

Studies into this area have shown that the pheromone used in the new Serene Calming Ointment is such a product. Serene Calming relief works by applying ointment directly to your pet’s nose, releasing a pheromone that allows your dog to relax, calm, and settle quickly.** In several controlled trials, the use of this product showed that it has rapid physiological effects such as slowing the pet’s heart rate when elevated due to a stressful event such as a loud noise or simulated thunderstorm. There are also significant effects on the dog’s behaviour with the products use. Stress symptoms such as pacing, cowering (sitting or lying down), and vocalisation (barking/howling) were notably reduced after application. This calming effect remained in place after the stressor event had ceased in the presence of the hormone remaining in situ. The ointment has little or no residual effects and therefore is a very suitable complementary product

VETIQ® Healthy Serene Calming Bites or Treats are available for cats, small dogs, or puppies or your small animal including rabbits, gerbils, guinea pigs, pet mice and rats, and are a firm favourite to relax your pet in a functional treat format.

The range has been developed with natural ingredients, including chamomile, lemon balm, and ginger oil to naturally calm and soothe your pet. The tasty treats are crispy cereal shells filled with a creamy centre, which contain magnesium and vitamins A, D3 and E to promote relaxation and calmer behaviour. The treats are also free from wheat, artificial colours, flavours, or preservatives.

The Serene calming treats or bites are an ideal treat to use as a reward and when used in conjunction with a training program, it can improve your pet’s ability to concentrate and learn simply because they feel more motivated to respond as the feelings of reward are enhanced. Pet-parent bonding can also improve. These treats are ideal for

younger pets, such as kittens and puppies, as it helps them relax during their playful first year.

Conclusion Pet anxiety remains one of the biggest issues for pet parents and there is help available to help both you and your pets live happier, more fulfilled lives. Try the renowned and well-established VETIQ Serene calming range for proven results with old-time favourites such as tablets, drops and treats, as well as new innovations such as the Serene Calming Diffuser for cats and VETIQ Serene Ointment for dogs to help your pet relax naturally.

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veƟq.co.uk enquiries@veƟq.co.uk * Annual PDSA Animal Wellbeing (PAW) Report UK 2022 & 2023 ** Data on File Vetiq *** Based on scientific trials

WE LOVE... WE CARE... WE SHARE YOUR PASSION FOR PETS www.petproductmarketing.co.uk

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UNLEASHING

EXCITING NEW BRANDS

AT PATS

Find us at stand F20 Pure & Natural

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& many more

WWW.SU-BRIDGE.CO.UK Su Bridge.indd 2

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WINSTOCK 2024

WIN STOCK

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Win £3,000 worth of stock for your shop!

Prize package includes excellent products from:

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Assisi Pet Care

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Vitalin

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Pointer dog treats

Or enter at PATS, by visiting the Pet Product Marketing stand X6 in the foyer!

viii Litter Genie and Pet Genie x

Sca n m e

Catit

xii Supreme Pet Foods xiv HiLife How to enter: To enter for your chance to win thousands of pounds worth of stock, visit

www.petproductmarketing.co.uk/information/win-stock www.petproductmarketing.co.uk

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WINSTOCK 2024 ssisi understand the special bond between pets and their owners, and it is their mission to strengthen this bond by delivering products that exceed expectations.

They are committed to supporting and growing the pet industry by delivering innovative, high-quality products that drive customer satisfaction and loyalty.

Their portfolio boasts established and loved brands including Burns Pet Nutrition, HiLife, Hollings Natural Treats and Pet Munchies.

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Assisi drives positive change in the pet industry At the heart of Assisi Pet Care are their core values of quality, innovation, and compassion.

Assisi’s diverse brands offer something for every pet owner, delivering complete nutrition in recipes to suit every lifestyle.

HiLife is dedicated to putting your pet’s health and happiness first. When your pet is thriving, it means that you’re both living life to the fullest. They know that owners and pets have a deep emotional bond that can be strengthened and supported with natural food rich in healthy ingredients, which is why HiLife creates quality products that help you live the life you love with your pet.

Hollings is home to naturally rewarding dog treats that are crafted just as nature intended. With a no nonsense, honest

What you will win An Assisi Pet Care brand bundle worth £530 at RRSP: ● Burns Original Chicken & Brown Rice 12kg Bag x 4 ● Hollings Gourmet Pork Sausages1kg Bag x 2 ● Hollings Mini Roast Bones x 16 Bones Pack x 2 ● Pet Munchies Chicken Training Treats 8 x 50g pack x 1 ● Pet Munchies Chicken Strips Dog Treats 8 x 90g pack x 1 ● HiLife Kitten Tender Chicken Pate x 1 case (8 x 70g) ● HiLife Adult Cat Chicken Recipes in Jelly x 1 case (8 x 70g) ● HiLife Puppy Chicken Recipes x 1 case (8 x 150g) ● HiLife Adult Dog Jelly Selection x 1 case (8 x 150g)

Product subject to availability and may be switched to equivalent alternative.

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approach, Hollings believe that their treats satisfy your dog’s natural instincts for real food. The pet owners who choose Hollings prioritise animal welfare by choosing natural, wholesome options for their pets. From natural chews to meaty treats, Hollings treats are designed to provide the best for dogs, offering quality that aligns with the values of owners just like you.

Pet Munchies understand that today’s pet owners need a convenient way to treat their dog without compromising on quality and goodness. This is why their treats are always 100% natural and crafted with care.

Pet Munchies tasty treats are perfect for all dogs, of any breed, including those with sensitive stomachs. They’re mess free, easy to handle and the ideal choice for pet owners who value simplicity, good health and the well-being of their furry companions. With natural ingredients and wholesome recipes, you can trust that you’re feeding your dog only the very best with Pet Munchies.

Burns Pet Nutrition is a pioneering pet food brand responsible for creating some of the first healthy and hypoallergenic recipes available on the market. They were built on promoting good health and wellbeing for all pets through natural, wholesome and healthy food made with ingredients you can recognise. In its 30-year history, Burns has won numerous awards, sold over 3 billion bowls to date and continues in their mission to create the healthy and hypoallergenic food that pets love.

Assisi Pet Care puts people, pets and the planet at the heart of everything they do. www.petproductmarketing.co.uk

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Pets and People in Partnership

Premium brands from Assisi Pet care that cover every pet food needs, from wet to dry, complete meals to treats. assisipetcare.com

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WINSTOCK 2024

Win £500 worth of Vitalin and £100 worth of Marketing support for your store! italin’s recipe for vitality starts on the farm, where they work iv with the seasons and the sunrise to gather the nutrient-dense ingredients that make their food so special. From their freshly prepared meats to their actively healthy kitchen garden botanicals, every Vitalin recipe is underpinned by generations of farming and nutritional expertise and designed to give dogs a zest for life.

Made in their factory here in the UK, Vitalin offers a host of options including grain-free, with oats & barley, vegetarian, and a choice of protein. Designed for all dog kind, for small breed or large, joint support is included in all adult recipes, supporting ng the joints of dogs of every age. With h 10% fresh meat enhanced

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with prebiotics, paraprobiotics, herbs & botanicals, Vitalin delivers everyday holistic vitality. Vitalin prides itself on being sustainably sourced and responsibly reared, sourcing locally first where it can, with UK-sourced meats including some from their farms.

All packaging is recyclable at larger stores with a handy reseal on the bags, keeping the last bowl as fresh as the first, providing nutrient-dense vitality.

The Future of Vitalin Vitalin’s new range is formulated for all dog kind, from grain-free to vegetarian. There is plenty of choice for your four-legged friend.

The grain-free recipes include chicken with with thyme & root vegetables and lamb wi feedback, the mint. In response to customer feedba

lamb with mint developed i recipe i has h been b d l d without chicken, using lamb as a single animal protein source.

Chicken with thyme & root vegetables and lamb with mint will be available in small breed formulations, with smaller kibble sizes and bespoke fat and protein levels for your smaller furry friends. Vitalin’s Farmhouse recipes offer the inclusion of oats and barley providing slow-release energy and a natural source of fibre while allowing the recipe to be more cost-effective and keeping the quality of the food high.

Completely new to the world of Vitalin is their vegetarian recipe, a complete recipe for adult dogs. This formulation has vegetarian sources of vitamin D and uses soya as a protein source. Vitalin’s puppy recipe has been specially formulated for puppies, providing all the nutrients that your puppy needs to grow. Vitalin puppy includes high nucleotide yeast, which is an excellent protein source, to support muscle growth and development.

What you will win For stockist information please email info@vitalinpetfood.co.uk You can also follow Vitalin on Facebook and Instagram @VitalinPetFood

● 16 bags of Vitalin of your choice (approximately £500) ● £100 marketing support, which will include brochures, one FSDU, online support and more.

www.petproductmarketing.co.uk

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ased in the heart of Lincolnshire and stocked in pet shops across the whole of the UK, Pointer is still a leading ‘biscuiteer’ making both tasty baked and semi-moist treats. We bake our treats right here in the UK, using barley and wheat harvested from our fields.

We take pride in the fact that our treats are made right here in the UK, using locally sourced ingredients whenever possible. By supporting local farmers and businesses, we ensure that our treats are not only of the highest quality but also help contribute to the sustainability of our community.

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Pointer biscuits and treats At Pointer, we understand the importance of providing your customers with treats that not only taste great but also contribute to their overall well-being. That’s why we carefully select ingredients that are not only tasty but also nutritious.

Our baked treats are perfect for satisfying their pet’s cravings for a crunchy snack, while our semi-moist treats, like our new and improved Pointer sticks, are chewy and satisfying. We’ve revamped the sticks with a new shape and some delicious new flavours such as peanut butter and blueberry as well as succulent duck with a hint of orange. Best of all, they are part of our grain free range of treats, so whether your customers prefer to buy a biscuit or a softer treat, we have something for every preference.

We also have a vast menu of treats that would be suitable for puppies and small dogs, right through to larger breeds who might want a bigger bite. Our 400g treat bags, such as Puppy Love, Assorted Bones, Meaty Beefy Rolls and our ever-popular Salmon Burgers are perfect for those in training. Additionally, our Grain Free range is expanding to include mini milky paws, cheesy stars, turkey stars and of course, our delicious grain free hot dogs. At Pointer, we

are sure we have something that will keep noses twitching and tails wagging every time!

So why settle for mediocre treats when you can give your pet the best? Choose Pointer for delicious, traditional treats that your customers will love giving to their furry friends.

list, or get in touch if you are a stockist and want to be listed on our website).

Many pet shops also have our Pointer ‘pick and mix’ stands too, where customers can hand-pick a selection of their dog’s favourite recipes to take home for a special treat. They are a great way to get treats noticed, and you cannot fail to miss these stands – they’re Pointer Purple just like us!

Are you a pet shop wishing to stock Pointer dog biscuits?

If you are a wholesaler or pet shop and would like to supply your customers with our tasty snacks and treats, contact us via email at: pointer@foldhill.co.uk or speak to one of our customer service representatives on 0800 098 8057 and we’ll put you in touch with our trade team who will talk you through the process of stocking Pointer.

Although we have grown considerably in our offerings of innovative dog treats, and our Pointer purple packaging has seen a few changes recently, our original values remain at the heart of our brand.

You can find our Pointer dog treats on the shelves of pet shops all over the UK (why not check out our stockists page on www.pointerpetfoods.co.uk for our full

What you will win £500 worth of Pointer stock.

www.petproductmarketing.co.uk

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Win £500 of Pointer stock

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Visit the Pet Product Marketing stand (X5 in the foyer) at PATS Telford, for your chance to win £500 of Pointer stock.

Winner to be announced after the show. pointerpetfoods.co.uk 0800 098 8057

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www.petproductmarketing.co.uk

15/08/2024 11:46

WINSTOCK 2024

he Litter Genie® and Pet Genie™ products have redefined convenience in pet care, transforming routine chores into simple, efficient tasks for pet owners. Developed

by The Angelcare Group—known for their 25-year legacy in innovative care solutions like the Diaper Genie®— these products bring the same level of excellence to pet waste management.

Available now in the UK.

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Unlocking Convenience for UK Pet Care: viii

The Litter Genie® and Pet Genie™ Revolution effectively seals away unpleasant smells.

This makes managing cat litter far less of a hassle, contributing to a cleaner and more comfortable living environment.

Designed with the same commitment to odour control, Pet Genie™ bins are built to be durable, with UV-protected plastic that can withstand outdoor conditions.

Its wide opening and easy-to-carry handle accommodate various waste types, from dog poop to pee pads, making it a versatile solution for both indoor and outdoor use.

Commitment to Innovation and Care

Litter Genie®: A Game-Changer for Cat Owners Launched in 2012, and now available in the UK Litter Genie® has quickly become a go-to solution for cat owners worldwide.

It addresses the common challenge of litter box odours through a streamlined, threestep disposal process: Scoop it, Drop it, Lock it. The key innovation lies in its odourlocking system, featuring a multi-layer refill film with odour barrier technology that

Pet Genie™: Expanding the Genie® Legacy to Dog and Small Pet Waste Following the success of Litter Genie®, Pet Genie™ extends this convenience to dog owners and small pet enthusiasts.

Speak to the Litter Genie & Pet Genie team at PATS on stand P17 to find out more about the pet waste revolution. For more information contact cgrech-cini@angelcaregroup.com or visit www.littergenie.com/en-uk www.petwastegenie.com/en-uk

At the core of both Litter Genie® and Pet Genie™ is The Angelcare UK’s dedication to innovation, care, and user convenience.

These products not only simplify waste management but also enhance the overall pet ownership experience by allowing owners to spend more quality time with their pets, free from the hassles of odour and mess. As these brands continue to evolve, they set new standards in pet care, ensuring that everyday tasks are made easier, cleaner, and more enjoyable.

What you will win Pet Genie & Litter Genie are offering one lucky store the chance to win an amazing £500 (at RRP) of Pet Waste Products including the Litter Genie Accessories.

www.petproductmarketing.co.uk

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Visit us at PATS 2024 P17 - New Starter Zone

Love your cat but hate the constant litter box clean up?

Litter Genie is a convenient cat waste disposal system that helps keep homes smelling fresh.

Keeping you- and your cat- happy.

Ultimate odour control No more daily trips to the outside bin Multi-layer refill film with odour-locking barrier technology

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Locks waste and odours away Convenient for outdoor or indoor use Easy clean-up and containment of dog messes

The NEW Pet Genie dog waste disposal system makes cleaning up dog poop so easy!

More Play, Less Hassle.

Multi-layer bags with odour-locking barrier technology

Please contact UK Sales Chris Grech-Cini at cgrech-cini@angelcaregroup.com littergenie.com and petwastegenie.com www.petproductmarketing.co.uk ANGELCARE.indd 3

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WINSTOCK 2024

atit has become one of the most established names in the cat accessory and treat markets, and last year they successfully introduced a new range of wet and dry foods to take the brand to the next level.

Over the last 24 years Catit has delighted cats and their owners around the world with innovative products such as their insanely popular Senses

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Playground cat toys and the now ubiquitous ‘Flower’ drinking fountain range. Following this success, the Hagen Group owned brand ventured into the treat market with Catit Creamy, which went on to become one of the world’s best-selling creamy cat treats. Catit then expanded their focus to include a cohesive range of healthy and nutritious dry and wet cat foods for adult cats.

Check out Catit’s amazing range of cat foods!

Catit Recipes is a range of healthy, complete dry cat food featuring three different formulas: Adult Poultry, Adult Poultry with Ocean fish and Adult Poultry x for Indoor/Sterilised cats. Each formulation is made with real meat and fresh ingredients which have been locally sourced and gently cooked to maintain their nutritional benefits. They are cram packed with superfoods such as liver, blueberries and cranberries that help maintain health and wellbeing in our pets. All recipes are high in naturally occurring taurine, an essential nutrient for cats’ eyes and heart health.

Catit Recipes is available in 400g and 2kg recyclable, resealable bags.

Catit Cuisine is a range of ten tasty, wholesome grain-free wet foods that are just

as good as if they’d been cooked at home!

The exciting range consists of three different textures which cater for adult cats of all lifestyles: Pates, Mousses and Stews.

Catit Cuisine Mousse and Pate feature a high meat content and offer cats a complete nutritional diet, while Catit Cuisine Stews are an innovative complementary wet food which are low in calories and loaded with tender chunks of meat and vegetables in broth, making them the perfect hydrating accompaniment to a dry food diet. Catit Cuisine is innovatively packaged in recyclable TetraPak cartons, which are easy to store, easy to serve and minimise wasted space in transit, making them a more sustainable option. With up to 95g of food in each carton, Catit Cuisine offers better value compared to most other single serve cat foods.

Designed to Sell In a recent research study amongst cat owners, Catit was listed as the most recognised cat accessory brand. With a strong focus in social media engagement and online reach, demand for Catit products is growing daily so don’t miss out on the fastest growing cat brand in the market!

Catit’s food range is supported by a full suite of in-store display materials, digital and printed based media along with sampling activities to encourage initial trial.

New kitten food coming soon!

Following on from the success of Catit’s food launch last year, they are now introducing a kitten range that not only caters for young kittens but also for pregnant or lactating cat mums.

The new range consists of a dry and wet formula which will help to aid the growth and development of kittens from 8 weeks old right up to 12 months old.

Catit Recipes Kitten formulation provides 100% complete nutrition for kittens and includes natural calcium to support strong bones and teeth as well as offer EPA & DHA fish oils to aid healthy brain development.

Catit Recipes Kitten will be available in 400g and 2kg recyclable, resealable bags.

Catit Cuisine Kitten is a silky-smooth grain-free mousse that will delight any young cat and help to provide them with a complete nutritional diet that can also be fed alongside their Catit Recipes Kitten dry cat food.

Catit are offering one lucky store the chance to win an amazing £500 RRP of Catit foods and treats to give you a taste of the success that you could have with adding the brand to your store.

What you will win £500 worth of Catit foods and treats.

For more information visit: www.catit.com or speak to the team at PATS on Stands D66-70.

www.petproductmarketing.co.uk

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N AT URA L LY TA T ST Y Available in 10 varieties

Up to 25 25% more foo food in the box*, goo good for an extra se serving (*) as compared to a can, containing 75g on average.

NEW HEALT H Y A N D D EL ICI ICIOUS OUS

Available in 400g & 2kg bags

Irresistible, highly digestible, and packed with natural goodness (*) as percentage out of total protein content

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Also available from

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WINSTOCK 2024

rom its roots over 30 years ago, Supreme’s founding motive to improve welfare and quality of life for small pets has remained at its heart. With Science Selective and Tiny Friends Farm, Supreme now has the widest range of species-specific food and treats, catering for rabbits, guinea pigs, degus, chinchillas, mice, rats, gerbils, hamsters and ferrets.

However, meeting the species-specific needs of small pets involves more than just providing a diet that meets their nutritional requirements. Today’s pet owners view their small pets as family, seeking premium, natural food options that support health and wellbeing.

F

Embrace natural nutrition with new Selective Naturals Botanicals Premium rabbit and guinea pig food xii

Food For Life Science Selective provides tailored nutrition for all lifestyles and life stages. Rich in high quality natural ingredients, the extruded nuggets have a delicious crunchy texture and are full of flavour with no need for added sugar. With high fibre to promote dental and digestive health and tasty linseed for healthy skin and a glossy coat, Science Selective supports optimum wellbeing.

Feed them happiness Supreme’s multi-award-winning Tiny Friends Farm (TFF) range features fun characters including Russel Rabbit, Gerty Guinea Pig and Harry Hamster for excellent emotional engagement with the products.

The small herbivore diets are high in fibre and made with tasty natural ingredients for optimum digestive health. The company has also entered the canine category with its oven-baked Tiny Friends Farm Dolly Dog and Danny Dog treats, exciting recent additions to the range.

Botanicals Rabbit Food offers a blend of herbs and forage, including mint, thyme, basil, parsley and dandelion and Selective Botanicals Guinea Pig Food also contains stabilised vitamin C to meet the speciesspecific requirement for this essential nutrient.

The nuggets are fully extruded ensuring a delicious crunchy texture and consistent nutritional value in every bite. With no added sugar and no artificial colours or flavours, Botanicals offer the perfect blend of nutrition and palatability.

Feed their natural instincts Rabbits and guinea pigs are natural foragers and in the wild they will spend hours grazing on a variety of foods with different shapes, tastes and textures. Selective Botanicals feature a variety of nugget shapes, so every nibble mimics this instinctive natural foraging behaviour, providing essential environmental enrichment and keeping rabbits and guinea pigs mentally stimulated.

Irresistible taste, superior nutrition Selective Naturals Botanicals Rabbit Food and Selective Naturals Botanicals Guinea Pig Food are exciting premium additions to Supreme’s existing Selective range of high fibre, no added sugar, vet-recommended small pet diets and treats.

Recipes are formulated with an array of botanical herbs, ensuring even the pickiest pets are tempted. Selective Naturals

Botanicals meet this demand by offering rabbit and guinea pig diets that are not only nutritionally superior but also irresistibly tasty. With premium natural ingredients, pet parents can feel confident that Botanicals meet their pets’ dietary needs while also enhancing overall quality of life.

A natural choice Eighty-seven percent of rabbit and guinea pig owners say the most important feature when considering a new food product is that it is ‘natural and healthy’. Selective Naturals

What you will win Supreme Petfoods are offering a fantastic bundle worth £500 including Selective Naturals Botanicals rabbit and guinea pig food, Russel and Gerty nuggets, Harry fruity nutty mix, selective naturals grain free and selective Timothy hay.

To find out more, visit the Supreme team at PATS on stand M29, contact Supreme Petfoods on experts@supremepetfoods.com or visit www.supremepetfoods.com/products/ www.petproductmarketing.co.uk

SUPREME_WinStock.indd 2

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WIN

£500 OF STOCK! *

VISIT US ON PATS STAND M29 TO ENTER T

NEW

NEW supremepetfoods.com LET’S GET CONNECTED @supremepetfoods

* T&Cs apply. Draw to take place during PATS

SUPREME_WinStock.indd 3

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100 %

PLUS EXTRA WA GS

HiLifepet.co.uk

&P

S.

HILIFE.indd 2

T E. E L P OM

R UR

C

Happy Life.

Healthy Life.

Loving Life.

15/08/2024 11:34

Giving shoppers (and their pets) what they want ‘Your pet’s loving its life because of how healthy and happy it is.

You’re loving life because your pet’s happy and brings you joy.

You’re living a loving life together because of the emotional bond between you.

You’re both loving HiLife, because it’s supporting the life you love.’

HiLife pet food has always been a premium offering for dogs and cats of all ages, but now it’s even better. We’ve listened to what owners want for their pets and have changed things inside and out.

We know pet owners are label-readers when it comes to the food they eat themselves, but this is also the case for the food they give to their dogs and cats. This is why we’ve introduced industry-first ‘Recommended Daily Amount’ information so pet owners can be sure they’re providing their pet with a complete and balanced diet. Not only that, our packaging confirms that, as it always has been, HiLife is 100% natural and wholesome.

Owners see their pets as part of their family, so want to know that they are giving them the best chance of a long, healthy and happy life, which is why we’ve added a range of ingredients called LifePlus™ to help them do just that. LifePlus™ ingredients are life-stage specific and support a variety of crucial factors such as heart health, immune system, brain function, joints & bones and urinary health. HiLife it isn’t just pet food, it’s food for enjoyment, health and happiness giving owners the chance to enjoy more wags and purrs from their pets.

HILIFE.indd 3

As well as wanting the best for their dogs and cats, we also know that owners need convenience and cost effectiveness in everything they buy. That’s why we’ve made sure all of the HiLife range is complete, wet pet food. Wet food provides a higher percentage of water than kibble, which is especially beneficial for cats. It also tastes and smells great, which is vital for dogs, especially those that can be a little fussy.

Despite being complete, HiLife can also be fed in combination with dry food to ensure cats and dogs have a variety of food which won’t go to waste.

Our extensive range means that pets can enjoy different flavours to keep them interested, but owners can be reassured that every HiLife product is 100% natural, high in protein and includes no artificial colours, additives or preservatives.

Specially formulated to contain 100% or more of the recommended‡ amounts of:

>100%

>100%

>100%

>100%

Zinc

Calcium

Vitamin B12

Vitamin A

Our range is suitable not only for every breed of dog and cat. It’s also suitable for every lifestyle. HiLife Kitten and Puppy food provides support for growth and development, while our Adult and Mature SKUs are created provide everything for a healthy, happy life.

While our packaging communicates everything needed in terms of information, with it’s eye-catching design and innovative use of photography, HiLife’s brand now tells owners that we understand them and their pets. Dogs and cats aren’t supermodels or AI generated, they’re daft, perfectly imperfect and real which is why we love them. And the best way to show them love, is by feeding them HiLife. Finally pet owners will see that a brand understands them and the relationship they have with their dogs and cats.

What you will win: A HiLife wet cat and dog food product bundle worth over £500 at RRP All flavours

All lifestages

No nasty artificial colours, flavours or preservatives.

To find out more about the new HiLife products, please contact hello@assisipetcare.com

15/08/2024 11:34

PATS PREVIEW

ore than 340 pet brands exhibiting in four halls over three days will help to create the biggest-ever Pet & Aquatics Trade Show (PATS) in the show’s 15-year history. It is the only event in the UK where buyers from specialist pet stores and garden centres can view all the latest product launches under one roof.

A visit to PATS is a huge opportunity for pet product retailers to find the best products to stock in their shop as they discover new releases, meet brands, and build supplier relationships.

M

Your ultimate guide to PATS 2024 It’s the biggest show in PATS history.

Be sure to make the most of your visit with our guide…

When:

10 reasons PATS is a must-visit 36

● Discover new products ● Get exclusive show offers ● Build relationships with brands ● Seminars and demonstrations ● Dedicated aquatics hall and product awards ● Meet up and coming pet brands in Pet Starter Zone ● Free entry ● Free parking (1,300 free spaces) ● Free coffee or tea voucher ● It’s a great day out!

Three-day show for the first time!

Sunday, 29th September 2024: 9.30am-5.00pm Monday, 30th September 2024: 9.30am-5.00pm Tuesday, 1st October 2024: 9.30am-4.00pm

Where: Telford International Centre, International Way, Telford TF3 4JH Show organiser Gordon Thomas said: “The response to PATS 2024 as an allencompassing three-day exhibition has been fantastic. The UK’s major pet and aquatics companies have booked their space, with many of them taking larger stands, alongside a growing number of start-up businesses and international exhibitors.

“PATS prides itself on being the place where the pet and aquatics industry meet to do business. This year’s exhibition is poised to set so many records, from the biggest number of exhibitors and visitors, to the largest-ever showcase of new products.”

The Aquatics Zone is located in Hall 1A immediately next to the show entrance at the Telford International Centre and will include its own dedicated New Product Showcase and catering areas.

The Zone’s dedicated New Product Awards and Showcase will be judged by industry experts and retailers under the following three categories: • Indoor • Outdoor • Reptile

What to see

Aquatics Zone A dedicated hall for almost 40 of the UK’s leading aquatics, reptile and watergardening exhibitors showcasing their latest launches.

New Product Showcase Winning an award in the PATS New Product Showcase can be the launchpad to huge sales. That’s according to companies whose new products have been recognised

www.petproductmarketing.co.uk

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at previous exhibitions.

The New Product Showcase is a great opportunity for visiting retailers to see and touch the new products they will be stocking for the coming season. The Showcase is designed to help buyers to easily find the latest and most exciting products to hit the pet trade. Once visitors have seen what they like they then have the opportunity of visiting the stand of the manufacturer or supplier of that product to discuss it in more detail.

There is an information card beside each product, giving details such as suggested retail price and where in the show you’ll find the item’s exhibitor.

All entries in the Showcase will be judged for the New Product Awards on the first morning of the show, so the results will be known and highlighted throughout the exhibition hall for the rest of the show.

Entries will be displayed under the following nine award categories: • Cat Accessories & Toys • Cat Food Products • Dog Food Products • Dog Treat Products • Dog Accessories & Toys • Dog Harnesses, Leads & Dog Wear • Small Animal & Bird Products • Pet Care Products • Grooming Products

New Starter Zone The PATS New Starter Zone in Hall 3 at the Telford International Centre is a space entirely dedicated to new businesses and start-ups.

Supported by trade association PetQuip with Pet Product Marketing the official media partner, the New Starter Zone will enable visitors to source new and innovative products all in one place. With 33 businesses taking stands to showcase their products and services, it will be the largest New Starter Zone in PATS’ history. You may be an early

adopter of a brand that goes on to take the pet trade by storm!

There will also be a New Starter Award chosen from all entries submitted by New Starter Zone exhibitors into the New Product Showcase.

Find out who all the New Starter Exhibitors are as we introduce them on page 44

Grooming workshops PATS will be presenting state-of-the-art grooming demonstrations, competitions, workshops and talks throughout the show.

The grooming programme, in association with For All DogKind, will include some of the country’s leading groomers.

There will be BIGA (British Isles Grooming Association) workshop/ competitions for groomers to compete in, with each participant receiving individual feedback from industry experts. Awards will be given for the best groom, best handling and best prepared dog. All

grooming levels will be accepted, and to enter groomers should contact BIGA to book a slot by emailing admin@mybiga. org There will also be talks on all three days with topics including: • How social media can benefit your business • Learn about pet grooming • Improving your grooming business including how to add value by introducing pet retail • How BIGA can improve and help your grooming business

37

With an increasing number of pet retailers introducing grooming salons into their stores, the PATS programme of talks and demos will provide invaluable insights into this side of the business.

Taking a break There are refreshment outlets at the show and plenty of seating areas to rest your legs before going again!

Register to visit for free, visit www.patshow.co.uk www.petproductmarketing.co.uk

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PATS PREVIEW

List of Exhibitors

38

AATU F10c Acana H54 Ace Antlers N32 Adios Plastic G18 AK-9 B52 Akela & Nutriwolds Raw P40 Albion Pet Foods M11 Alex Sharp Photography N60 ALF AZ23 Alpha C10 Ancol Pet Products H10 Anglo Aquatic Plant AZ12 Aniforte E51 Animeal K26 Animology E43 Antler Chew Wholesale L24 Aqua One AZ53 Aquadip AZ29 Aquatlantis AZ32 Aqueos E31 Assisi Pet Care F42 Axels Elixir C18 BAM B70a Bamfords N15 Barking & Meowing Heads F10b Bartholomews B42 Beco G74 Benevo M45 Benyfit Natural C52 Bermuda AZ15 Best In Show Q18 Betta Aquatics AZ67 Better Natural Treats G32a Billy + Margot G46 Bionic D68 BiOrb AZ45 Blue Cross X3 Bodens N50 Bosco and Roxy’s M50 Botanica P20 Brave Pet Care K5 Bronte Glen E71 Bros Pets Q1 Bucktons & Peckish D50 Buddycare C34 Bugalugs Pet Care B12 Bullybillows K11 Burgess Pet Care H60 Burns Pet Nutrition F42a Butcher’s Pet Care F34 BYMiT Wholesale D54 C J Wildlife N8 Calibra P22 Canagan F52 Cardology N16 Carnilove H52c Catit D70 Ceramic Nature AZ62 Chanelle Pharma G14 Charlie the Vet Q2 Choyu Himalyan Treats Q7 Chuckit!

D10a CIANO Aquarium AZ63 CJ’s Cat Litter C72 Classic Pet Products A56 Clearseal Aquariums AZ61 Cliverton Insurance M20 Cloverleaf AZ17 Cobbydog J64 Cold Room Rental D82 Collarways E66 Company of Animals G42 Connolly’s Red Mills N30 Cooper & Co D10c Copdock Mill Wholesale D64 Cotswold Raw J12 Coucour E74 Countrywide Bird Food K10 Coveris L20 COYA (part of the IFD Group) D30 curli - The Harness Specialists from Switzerland F14 Danish Design C30 Dennerle AZ70 Digby & Fox (Shires Equestrian) A40 Dog & Bond Q26 Dog Space D36

DogDoov P25 Donald Cooke K35 Doodlebone L15 Doodle’s Deli D10e Dorwest Herbs H44 Dougie’s Pets E35 Dr Veneta J70 Dr Zoo M60 Drool Pet Products L8 DryDogs J44 Duggan Veterinary Supplies J56 Durham Animal Feeds A50 Dymax AZ60 Earth Animal E10 Earth Rated P30 Earthbound H8 Earthz Pet M40 easibed & easichick E64 EasyEat P19 Eden Pet Foods D56 Edition Dog Professionals K15 EHEIM AZ68 ELS Pet Q23 eSHa Labs AZ69 Eurofins ABPs/ Pet Food Testing C20 Exo Terra AZ49 Ezydog L14 Fabric Innovations C44a FELL DOG Q28 Finer By Nature M5 Fipnil Plus G14a Fish4Pets G16 Fleischeslust H52 Fluval AZ47 Fold Hill Foods E50 For All DogKind P60 Forthglade B44 Frozzy’s J40 Furr Boost M23 Gambol Pet Group N40 Gizzls P16 Glowcroft M14 Goo-Eez N20 Gor Pets F74 Green & Wilds H40 GWF Nutrition E52 Hackney Dog House P11 Hangzhou Cute Pet (Cute Smart) Q22 Happy Pet Products M10 Harringtons F10d Harvest Pet Products M24 Healthy Option Pet Food M13 Hem and Boo G32 Henry Wag E32 Herbal Remedies for Animals T/A Phytopet J60 Hertford Shelving (HSL) B62 Hi Life F42d Hill’s Pet Nutrition C62 History & Heraldry K21 Holistic Hound Q15 Hollings Dog Treats F42c Hound Headz J36 HugglePets H74 iGSM, COCO JOJO & DOOG H66 Imaginelles P14 Imidaflea G14b In Vogue Pets C64 Inaba Foods B60 Inspired M34 Instant Gifts H24 Intersand H52b Inventor Cat Q21 Inspired Pet Nutrition F10 J & K Aquatics AZ65 James & Steel B70 Johnson’s Veterinary Products B40 Jollypet E32a Joules F70c JR Pet Products G50/G60 Just 6 F10a K9 Chew Co K35a K9 Connectables L17 Karnlea P29 Kelly & Co’s N7 Kennelpak B20

Kittilitt Cat Litter J62 Kiwi Walker M3 KONG Company H30 LBC (Ultralight) Boots P15 Leucillin Antiseptic Skincare L32 LickiMat A10 Lillidale Animal Health M15 Litter Genie P17 Little BigPaw G6 Lords and Labradors C50 Lumi-noble N11 Lyfe Style Nutrition J58 Mark and Chappell G12 Marriage’s C42 Mealberry E22 Mimi’s Daugters N14 Miro & Makauri/Maks Patch D42 Mopetpet Q30 Mr Johnson’s/Henry Bell E14 Mud Daddy D78 Muttshrooms Q6 Mydog F70e N Smith A42 Naked Dog C70 Naturals F70a Naturaw E23 Naturefood F70b Natures Deli D10b Natures Forage N45 Natures Grub A70 Naturo Natural Pet Food C4 NAW G44 Neil Hardy Aquatica AZ10 Nilaqua Pets N17 No Fuss Fill P9 Nobbly’s D10d Norfolk Pastures C54 Nova Dog Chews E61 NT Labs AZ51 NuEPOS A30 Nutriment E49 OASE AZ43 Oh So Precious D34 okpet.co.uk - Fish Systems AZ24 Ole Pet Snacks N3 Olympia Pet Food L16 Optimizon A60 ORIJEN H56 OurPetsLife K40 Paleo Ridge B2 PAWD DRINKS Q32 Pawer Water Q14 Paws Wholesale J4 Paws Wholesale: Woof D80 Pawsome Paws D32 Pawsome Suits L19 Pawtastic Pets Q16 PBW News X1 Peake Pet Products Q8 Pedigree Wholesale D10 Pedro Pet Foods L50 Percuro Planet Friendly Pet Food K49 Peregrine Livefoods AZ26 Pero Foods F2 Pet Concept L30 Pet Industry Federation (PIF) X2 Pet Munchies F42b Pet Rebellion H20 Pet Remedy E70 Pet Star K46 Pet Trade Innovations C22 Pet Treats Wholesale H22 Peterals M18 Petface B30 PETIO UK Q13 Petlife International C44 PetQuip P35 Pets Choice D40 Pets Purest M31 Pet’s Up / Lennox K45 Pettex AZ41 Pip’s Bootique Q4 Podium Pet Products G20 PondXpert AZ57 Poorly-Paws M16 Portable Cold Stores K2 Porta-Bowl N18

PowAir - Natural Odour Neutraliser PPM PPM Winstock Prazitel Premier EPOS Proflax Pup & Kit Red Gorilla Ridaworm Rogz Rosewood Pet Products Ruffingtons Sana Dog UK Schesir Sciantec, part of Cawood ScientifEQ Scoff Paper Scruffs Seaweed for Dogs & Borvo Nutrients sera Simply2 Pet Products Skinners Snif-Snax Snug & Cosy Some Grub Soopa Pets Spetacular Sportspet Stag Print & Packaging Stix & Co Storeys and Tails Su-Bridge Superfish / Colombo / Aquafleur Supreme Petfoods Symply Pet Foods Tangle Techlink Group The Animal People Recruitment Company The Barking Bakery The Golden Paste Company The Innocent Hound The Pawfume Shop The Ruff and Tumble Dog Company Tick Twister Tillymint Communications TNC Pets/4 Dogs Total Pet Solutions Trespaws Trinkety Paws Trixie TRM Pet Tropica Aquarium Plants Tropical Tropiclean Tufflove Tug-E-Nuff Twiggy Tags Unipet United Petfood UK Verm-X Versele-Laga Vetfleece Viola Pets Vitalin Wag and Walks Wagg Walker & Drake We.pet Whippa Snappa Whitebridge Pet Brands Wilder Pet Foods Wilsons Pet Food Windsor Food Machinery Wonderful World of Treats Woof & Brew Woofles Wyld Cub Yora Zeus Zoo Med Laboratories ZOON

C58 X4 X5 G14d L6 A32 D44 P48 G14c K20 F70 E47 K29 C14 N25 Q5 J42 E11 K30 AZ13 N42 E40 L10 B64 N5 D20 Q24 A22 A62 Q27 P13 F20 AZ16 M29 F50 P18 E75 E33 J20 D22 G78 E20 M19 K35b P12 F78 A36 C40 A20 F30 P10 AZ14 AZ21 E12 F70d Q9 M30 F80 C2 D24 D58 B50 P34 C10a Q3 F10e A34 G10 Q10 C12 Q20 B10 E38 C22a N10 N19 Q11 F54 D66 AZ34 F66

www.petproductmarketing.co.uk

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HALL 3 P60

P65

N60

M60 K46

P48

N50

P40 N45

N32 N42

P34

N40

M45

M50

L50

K49

in association with

P35

K45

M31

M40

K35/K35a//K35b

N32 M2 M29 29

M34

L32 K29

N30

M30 M20

L30

K40

Business Lounge Q28 Q30

P30

Q32 P29

M24

Q27

N25

M23

P20 P22 N19

N20

M19

P18 P16 N17

N18

P14

N16 M15

Q24 Q26 P25

Q23

K30

L24

K21

K26

39

K20 P19

Q22 Q21

Q20

Q18

P17

Q16 Q14 P1 P15

Q15

Q10

P13 P

Q13

N15

P12

N11

N14 M13

P10

N7

N10

N5

N8

M20

L19

M18

L17

L20

M16 L15

L16

M14

L14

K15 K10

Q8 Q6 P11

Q11

Q2 Q4 P9

Q9 Q7

Q5 Q 3 Q 1

M11

M10/M10a

L10

K11

L8

M5

K2 N3

M3

L6

K5

www.petproductmarketing.co.uk

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HALL 2 G80

New Product Showcase

G78

F80

F78 E75

H74

G74

F74

F70 E71

J70

J64 H60

H66

G60

F66

E61

J62

J60 J58 J56

H H56 H54 H52c 2b H52b H52

G50

H44

G44

F50/F52/F54

E51

E49

J44 J42

40

F42 F42a

G46

H40

G42

H30

G32/G32a

F42b b F42c c F42d

E47 7 E43

J40 F34

J36

E35

F30 E33 E31

J20

H20

H24

G18

H22

G16

G20

F20

E23

E11 J12

H10

G14 G14a

G10

F14

G14b G14c G14d

G12

F10 F10a F10b F10c F10d F10e

J4 H8

G6

F2

www.petproductmarketing.co.uk

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HALL 1 D78

D80

D82

New Product Showcase

C80

E74 D70/D68/D66

E70 0

C72

C70

B70/B70a

A70

C64 B64

E66

D64

C62

B62

A62

A60

B60

E64 C58

D58

E52

D56

E50

D54

C52

D44

C54

B50/B52

A50

C50

D50

E40

A56

D42

C44/C44a

B44

B42 A42

D40

C42

C40 B40

A40

41

A36 E38

D34

D36

C34

B30 A34

D32

E32/ E32a

D30 A32

C30

A30

D24

E22

D22

D20

A22

C18

E20 D10

E14

B20

C22/C22a C20

A20

D10a D10b

A10

B12

C12/C14

D10c

E12

D10d D10e

C10/C10a

B10

E10

C4

C2

B2

FOYER X6

X5 5

X4

X3

X2

X1

www.petproductmarketing.co.uk

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PATS PREVIEW

Entrance

AZ61

AZ62

AZ63

AZ65

AZ67

AZ68

AZ69

AZ53

AZ57

AZ43/AZ45

AZ47/AZ49

AZ70

AZ60

AZ51 AZ41

42

Entrance

AZ50

AZ29

AZ32 A

AZ34 Z3

AZ17

AZ21

AZ23 3

AZ24

Entrance

AZ26

AZ10

AZ12

AZ13

AZ14

AZ15

AZ16 6

www.petproductmarketing.co.uk

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Pet & Aquatics Trade Show

• All the major brands • 100’s of new launches • Aquatics Zone under one roof • New Three-day event • New Starter Zone • Networking events • Free show catalogue • Thousands of products • Free entry & parking *

New Product Showcase

New Product Showcase

Hall 2

Hall 1

Largest ever PATS See our 340+ exhibitors here

International Buyers’ Centre

Hall 3

in association with

in association with

Hall 1A

See the Grooming Workshops and learn how to add value to your business with grooming.

Entrance & Registration

Meet our NEW and innovative businesses all in one place in the New Starter Zone.

See our NEW Aquatics Zone at PATS for the first time, featuring aquatics and watergardening products.

Where the industry meet to do business New Product Showcase

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*For up to 1300 cars, on a first come, first served basis.

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PATS PREVIEW

upreme Petfoods has specialised in the care and nutrition of small pets for over 30 years. Using veterinary and nutrition expertise, it was the first company to make species-specific small animal diets that reflected the unique nutritional requirements of each type of small pet. The product range has continued to evolve, and Supreme now has the widest range of veterinary recommended species-specific food for small pets.

From those early days, Supreme has remained at the forefront of small pet nutrition and the company’s recent success at the PPM Retailer Recommended Awards, where they won Small Animal Product of the Year for their Science Selective range, Manufacturer of the Year, and Shopfitting/POS of the Year, is testament to this.

S

44

Supreme Petfoods at PATS Passion and dedication Supreme is passionate about small pets and dedicated to achieving high standards in small pet nutrition. Only ingredients of the highest quality are used in the Supreme range of foods and the recipes are developed to be palatable without added sugar. Wherever possible, production methods operate to the same standards as for the preparation of human food and each production line is dedicated, meaning that Supreme manufactures all of its herbivore diets in vegetarian facilities.

Leading brands Supreme has two of the strongest performing small pet food brands. Science Selective single-component extruded diets are made with science-based nutritional expertise to meet the dietary needs of small pets at all life stages, with Timothy Hay and Selective Naturals treats complementing this quality range. Supreme’s original Tiny Friends Farm is an award-winning range of nutritionally balanced, great value diets, treats and bedding for small pets.

and wobblers to care guides, free samples, and loyalty cards. Since the diets are highly palatable, free sample trials often prove a great success, with owners keen to try before they buy. Supreme now offers free samples of all life stage diets, starting owners on a lifelong journey of optimum nutrition for their pet.

Commitment to success

Exciting new products

Although targeting a global market, Supreme’s success is in no small part down to its ethos of supporting retailers. Retailers can benefit from a raft of material to promote their products and foster customer loyalty, from traditional POS such as barkers

Supreme is returning to PATS this year after an 11 year absence. The team will be offering delegates first sight of the exciting new Selective Botanicals range which had its

official launch on 1st September. Available as multi-shaped extruded nuggets for rabbits and guinea pigs, the range contains a rich blend of herbs and forage, including mint, thyme, basil, parsley and dandelion.

They will also be showcasing the new Tiny Friends Farm dog treats, alongside the rest of the Science Selective and Tiny Friends Farm small pet ranges.

Retailers who would like to refresh their approach to the small pet diet and treats category or discuss category insights that can be actioned to grow sales, are encouraged to visit stand M29 and talk to the Supreme team.

www.supremepetfoods.com www.petproductmarketing.co.uk

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VISIT THE PET MANUFACTURER OF THE YEAR AT PATS: STAND M29 45

SEE OUR NEW PRODUCT LAUNCHES:

supremepetfoods.com LET’S GET CONNECTED @supremepetfoods

www.petproductmarketing.co.uk

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PATS PREVIEW

The up-and-coming brands Meet the emerging companies that will be featuring in the PATS New Starter Zone.

he New Starter Zone at PATS is one of the most exciting elements of the show. The area features businesses that are in their infancy but are set for big things. Bringing innovation, creativity and fresh ideas to the UK pet trade, it’s the ideal time to meet these brands and be an early adopter of products that could go global! Here, we meet the companies that will feature in the New Starter Zone…

T Best In Show

Best in Show is a family-owned business where all of their products have been made, baked, sourced, or created with love and care. From mouthwatering Biscuit Bites, crafted with allnatural ingredients, to Grin ‘n’ Tear it rope toys designed for dental health, each item serves a purpose. Their unique treat and gifting collection

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Charlie the Vet Charlie the Vet is your at home pet care expert, offering premium, vet-approved pet wellness products. Their comprehensive pet first aid kits, innovative wound and skin care spray, and expert-led pet first aid course sets them apart in the market.

They are dedicated to providing the highest

offers everything from Dog Beer to treat-filled Christmas stockings. With meticulous attention to detail, their products merchandise beautifully.

They have a stock service on lines and can take Christmas gifting orders at the show.

Website: www.bestinshow.co.uk Stand: Q18

quality solutions for enhancing pet health and safety. Trust Charlie the Vet to empower both pet professionals and pet owners with the tools and knowledge needed to be there for their pets.

Website: www.charliethevet.com Stand: Q2

Choyu Himalayan Treats Crafted with real hands and timeless tradition, Choyu Himalayan Treats are made from the purest yak and cow milk. The animals graze freely on the mountain herbs and organic pastures of Illam, known for its lush tea-estates, and Jiri, the gateway to Mount Everest. Using ancient techniques passed down through generations of chhurpi farmers, they create

Dog & Bond Dog & Bond is all about helping people build a more meaningful connection with their dogs. They make experiences and treats to bring pet parents and their dogs closer together.

Their current offerings include make-your-own dog treat, ice-cream and cake mixes. Everything they do is grain-free, gluten free and made from regular, human safe ingredients so pet parents can enjoy them together with their dogs.

Dog & Bond are constantly developing baking kits,

the quintessential Himalayan treat for your furry friends. Each bite is a testament to the rich heritage and natural bounty of the Himalayas, ensuring a wholesome and delightful experience for your pets. Health and happiness have never looked better together!

Website: www.choyuhimalayantreats.com Stand: Q7

enrichment experiences, and fun gifts for dogs and dog lovers to enjoy together. They can’t wait to meet you and learn what you’re excited about!

Website: www.dogandbond.com Stand: Q26

www.petproductmarketing.co.uk

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DogDoov DogDoov is a new and innovative Dog Bed. Sold as a cover and internal net, the customer utilises old bedding and clothing from home to fill the bed themselves. No more toxic foam fillers! Customers will have the satisfaction of upcycling their old linens to make a comfortable dog bed while

EasyEat The EasyEat Feeder has been created in the UK by passionate pet lovers Callum Saunders and Declan Poole in order to alleviate the harm that is caused by the unhealthy eating position from traditional and even raised bowls.

The open, edgeless entry creates a natural feeding position — a straight back and elongated neck with a forward facing head creating open airways. Opening airways is essential for some breeds, particularly flat faced breeds as they are prone

helping to save the planet.

The DogDoov Bed is made from organic cotton canvas and is easy to display in store with up to 30 Beds in a 1m display stand. DogDoov is also easy and inexpensive for online shipping!

Website: www.dogdoov.com Stand: P25

to suffer with narrow nasal passages which can lead to breathing problems.

It has a slow feeder option and six pastel colours.

Website: www.easyeatofficial.com Stand: P19

ELS Pet ELS operate a modern 150,000 sqm facility with advanced equipment, certified by ISO9001 and International BSCI for quality and social responsibility. They offer OEM/ ODM services tailored to customer needs, supported by a professional R&D team driving continuous innovation. Recognised

with 50+ industry awards, their products carry 65+ trademarks and certifications including ROHS, CE, and FCC. They hold 130+ patents ensuring product uniqueness and competitiveness.

Website: www.cutepetsmart.com Stand: Q23 47

FELL DOG F E L L D O G is an adventure gear brand for dogs, born and bred on the Lake District fells.

It was founded by designer Carolyn Harker, who has 25 years of experience in the outdoor trade, designing technical clothing for the brands Rab, Berghaus and Low Alpine. Carolyn

felt frustrated by how much inadequate gear she had for her dog, and felt inspired to make quality kit that was fit for purpose, functional and visually inspiring.

Website: www.felldog.com Stand: Q28

Hackney Dog House Hackney Dog House is a natural dog supplement company, providing minimally processed natural supplements to keep your furry friends happy. They were the first UK pumpkin powder provider and have since launched a variety of different supplements including bone broth, goat’s milk, and more.

They are stocked in over 300 national and regional pet shops across the UK. They offer attractive trade discounts and reasonable MOQs. They are looking forward to meeting more potential partners to work with at PATS.

Website: www.hackneydoghouse.com Stand: P11

Hangzhou Cute Pet (Cute Smart) They offer OEM ODM using premium natural rubber. Enjoy endless fun and dental health with Cute and Smart toys.

Exclusive sets expand the fun!

Website: www.cutepet.en.alibaba.com Stand: Q22

www.petproductmarketing.co.uk

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PATS PREVIEW

Holistic Hound Discover the ultimate range of well-being supplements for pets with their exclusive line of 100% natural products specially crafted for dogs and other pets, designed to nurture their good health from the inside out.

Their products combine the best nature has to offer, free from additives, colourings and preservatives. Their carefully curated range of pet care products is crafted

Inventor Cat Inventor Cat is pioneering the rise in health toys. Their goal is to reduce the number of cats suffering from periodontal disease.

They combined their knowledge in feline behaviour and dentistry to invent the Dental Wand. They’ll be showing the one-of-a-kind, game-changing product at stand Q21.

Benefits of the Dental Wand: ● Cleans buccal and lingual surfaces of cat’s teeth

Website: www.inventorcat.co.uk/b2b Stand: Q21

The original shelf stable liquid bone broth for pets. Since launching, they’ve expanded their range to include whole food supplements including Goat Milk Powder, Slippery Elm & Marshmallow Root, Super Premium Pumpkin Powder and new and completely unique Goat Milk Plus Supplement.

They bring convenience, quality, versatility

LBC (Ultralight) Boots LBC Ultralight Boots redefine comfort and durability in footwear with vibrant colours for men, women and kids. Often called ‘The Lightest Wellingtons you’ll ever wear’ they are made from lightweight EVA material meaning

Website: www.theholistichound.com Stand: Q15

● Recently featured on Dragon’s Den ● Development reviewed by ICC and the BVDA ● Provides high margins ● Consumers return, offering repeat purchase opportunity ● They offer Money-Back Guarantee for Consumers, increasing the inventory turnover

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with the utmost dedication to providing holistic and natural care.

The Holistic Hound is an Irish grown company. All of their products are manufactured in small batches in Co. Kerry, Ireland. They have a UK distributor based in N. Ireland.

and understanding to the pet supplement market, and to offer your customers super premium and affordable solutions and benefits, suitable for cats and dogs of all ages and sizes. Their range creates bespoke solutions, suits all feeding types, and all products can be used alongside one another.

Website: www.karnlea.com Stand: P29

they will never split, crack or perish and come with machine washable liners for added comfort.

Website: www.lbcboots.com Stand: P15

Litter Genie More Play, Less Hassle — love your cat but hate the constant litter box clean-up?

Litter Genie is a convenient cat waste disposal system that helps keep your home smelling fresh. Simply scoop the soiled litter and deposit it into Litter Genie. It holds up to

Mopetpet As a budding pet toy wholesaler in the UK, they’re thrilled to introduce themselves to the vibrant pet community at PATS. Their startup is fueled by passion for pets and a commitment to delivering exceptional products. With a fresh perspective and innovative approach, they aim to offer a carefully curated selection of toys that engage pets and delight their owners. Their collection is designed to enhance the bond

two weeks of litter, thus eliminating daily trips to the trash.

Brand new in 2024: Pet waste disposal system dedicated for dogs. UK Premiere.

Website: www.littergenie.com/en-uk Stand: P17

between pets and their families. As they embark on this exciting journey, they look forward to partnering with retailers and distributors to bring their high-quality pet toys across the UK.

Website: www.mopetpet.co.uk Stand: Q30

www.petproductmarketing.co.uk

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Muttshrooms Welcome to Muttshrooms, established in January 2024 by Ellis, driven by a fervour for holistic pet nutrition and the boundless potential of mushrooms. Muttshrooms pioneers premium mushroom powder supplements tailored to enrich our beloved pets’ lives, introducing

No Fuss Fill Welcome to No Fuss Fill, home of the best-selling No Fuss Fill® Enrichment Toy filler.

Say goodbye to messy, time-consuming toy filling with their unique, innovative, hassle-free solution. Made in the UK, it’s quick and easy to use.

Explore their range of products designed to make life easier and more enjoyable for dogs and the people who care for them, including the revolutionary SkooGo® Dog walking Gloves with integrated pockets for treats and poo bags,

Website: www.nofussfill.com Stand: P9

Founders Rory and Archie created PAWD DRINKS inspired by their pets, Scrumpy and Pickle, to provide an easy-to-use liquid supplement for dogs. Their goal is to ensure more healthy, happy years for dogs and their owners.

PAWD DRINKS offers rapid absorption and higher nutrient utilisation, making them gentler and more efficient than pills.

Pawer Water are the new wellness hydration supplements tailored to dogs’ specific health needs: Mobility & Glow, Calming, and Gut & Digestion. Their unique, lightweight powder formulas blend essential electrolytes with a mix of powerful active ingredients, collagen, vitamins, and antioxidants, all human-grade, to complement our dogs’ nutrition and enhance their health and vitality.

Pawer Water effortlessly dissolves in dogs’ water, offering a

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Website: www.pawddrinks.com Stand: Q32

Website: www.pawerwater.com Stand: Q14

Pawtastic Ltd. specialises in pet care essentials with a focus on eco-friendly tofu cat litter, inventive cat climbing structures, and a curated range of cat-centric products. Emphasising quality and sustainability, they strive to enrich the lives of felines and their human companions.

Their products are designed to create a

They produce a fantastic range of Natural and Organic Grooming Therapies for your Pets. They’re passionate about animals and their health, so they’ve developed an amazing range of Shampoos, Conditioners, Lotions, Ear Cleaners and Omega 3 for dogs, puppies, cats, kittens, horses and ponies.

Thr products are so versatile and effective that they can be

Developed by expert animal nutritionists, PAWD DRINKS is veterinarian-approved and tested at the University of Berlin. Its pHneutral formulation targets common health issues like Calming and Joint support, using 100% natural ingredients with no added preservatives or acidifiers.

convenient and delicious way to support their wellbeing beyond traditional nutrition. Ideal for any setting, Pawer Water ensures our furry companions stay healthy, hydrated and happy!

Pawtastic Pets

Peake Pet Products

Website: www.muttshroomsltd.com Stand: Q6

making dog walks a breeze.

Proud finalists of the Product Innovation Award (PIF) 2022 & 2023 and Pet Quip 2023.

PAWD DRINKS

Pawer Water

innovative products to the market. Join them at stand Q6 to delve into the world of fungi and discover how their meticulously crafted supplements can enhance your pet’s well-being.

nurturing and engaging home environment, ensuring the well-being and happiness of pets.

Pawtastic Ltd. is dedicated to being a trusted name for pet owners seeking responsible, high-quality solutions for their beloved cats.

Website: www.pawtasticpets.co.uk Stand: Q16

used on most pets such as rabbits, guinea pigs and birds.

Website: www.peakepetcare.com Stand: Q8

14/08/2024 10:23

PATS PREVIEW

Petio UK UK exclusive distributor for PETIO Corp, one of the most well-known pets product companies in Japan. PETIO product range includes cat toys, accessories, care products and homeware such as scratchers and beds. They truly believe

the Japanese create unique, innovative and high quality pets products, which will bring lots of fun and opportunity to explore the curiosity and playful side of cats and cat lovers!

Website: www.cats1stuk.com Stand: Q13

Pip’s Bootique

Trustpilot and Facebook, their commitment to canine comfort speaks volumes. Crafted from special sound-altering material, their snood helps dogs acclimatise to noises rather than isolating them completely.

Discover the revolutionary Anti-Panic Snood by Pip’s Bootique®, meticulously designed to be your dog’s sanctuary during storms, fireworks, gunfire, aircraft noise, construction work, and unexpected disturbances.

With approaching 300 5-star reviews on

ScientifEQ POOZ is a rapid laboratory test which detects worm eggs in poo samples. It is the first retail laboratory test kit for pets. POOZ retail kits can be sold through pet retail outlets, even without an SQP license. The results emailed directly to owners.

Website: www.scientifeq.co.uk Stand: Q5

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Spetacular Spetacular Ltd is at the forefront of eco dog toys, transforming recycled balloons into vibrant, durable, and safe products that dogs love. As a distributor, they supply pet stores and retailers with top-quality, eco-conscious toys that stand out in the market. Each toy complies with the European Standard EN 71 for Toy Safety, ensuring

Stix & Co Stix Dog Coats make breed specific stylish dog coats for everyday use. Thanks to their signature neon zip, they are easy to use. Designed and made in England using Polartec Fleece. Key features are Water resistant, Highly Breathable, Warm without

Website: www.pipsbootique.com Stand: Q4

non-toxic, antibacterial play for pets.

Spetacular Ltd is dedicated to creating a positive impact on the environment while keeping dogs entertained and happy. Say goodbye to boring dog toys - Go Spetacular!

Website: www.spetacular.co.uk Stand: Q24

weight, Wicking, Machine Washable, and Fast Drying. Made from 100% recycled materials.

They will keep your dog warm, dry and mud free.

Website: www.stixandco.co.uk Stand: Q27

Storeys and Tails Storeys & Tails make stylish and practical dog accessories right here in the UK. The art of crafting high-quality, distinctive pet accessories was originally conceived by founder Natasha after her years of experience working in the leather trade and later product development roles. Their expertise

lies in creating exquisite dog collars that set the standard for premium pet products, radiating character and style. All their products are handcrafted in their studio in Devon, UK.

Website: www.storeysandtails.co.uk Stand: P13

www.petproductmarketing.co.uk

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ADVERTORIAL: PATS EXHIBITOR

Happy Pet Products at PATS 2024: A Year of Exciting Innovations!

Suppliers of innovative and unique pet products, Happy Pet Products tells us about their exciting plans for PATS. to become a staple in the outdoor play routines of many dogs, offering endless hours of fun and exercise.

Keep an eye on our Groom range also, our dedication to pet care doesn’t end with play; we want to pamper your pets at home exactly as you would expect to be pampered.

In addition to these new products, we are thrilled to introduce a selection of licensed products featuring beloved characters such as Paul Frank, Minions, and Paddington Bear. These fun and recognised designs are sure to appeal to both pets and their owners, adding a touch of nostalgia to playtime.

Our dedication to feline friends has not been overlooked either. We are launching a comprehensive range of new cat toys, including teasers, kickers, and an extensive selection of catnip toys. These products are designed to engage and entertain cats, catering to their natural instincts and ensuring they stay active and happy.

Here at Happy Pet all pets large and small are catered for, so watch out for some exciting new additions for even the smallest of pets.

appy Pet Products is thrilled to announce its participation in PATS 2024!

This year marks an incredibly exciting period for us, most importantly by numerous positive changes and groundbreaking innovations in the pet products market. Our commitment to providing premium pet products has never been stronger, and we are eager to showcase our latest offerings to shop owners, retailers, pet owners, and pets alike.

Over the past year, we have been working to bring a variety of new and innovative products to the market, catering to the needs of pets and their owners across the UK, EU, and beyond.

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Stand out products One of our standout products, the Lamb Chop dog toy, was launched exclusively

by Happy Pet in the UK this past June.

The response has been overwhelmingly positive, and we are optimistic about its continued success in the coming months.

Another major highlight for us has been the introduction of BetterBone, an award-winning innovation that has quickly become a favourite among dogs who love to chew. BetterBone is an all-natural dog chew toy that comes in various sizes, densities, and flavours, ensuring there is a perfect option for every dog.

Looking ahead, we are excited to unveil a range of new products that will be hitting the market soon. Among these are our Loofa toys and supersized dog toys, which have been designed to make a big splash. A particularly notable addition is our famous Highland Cow toy, which charmed many customers and passersby at Interzoo 2024. This toy, along with others in our upcoming range, promises to capture the hearts of pets and their owners alike.

Another exciting launch is our Breeze Ball, an interactive floating ball designed for dogs who love to run and play outdoors. This innovative toy is sure

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Vist stand M10!

We invite everyone to visit the Happy Pet stand at PATS this year to explore our new products and see firsthand what we have been up to. Our stand, located at M10, will feature all our latest innovations and provide an opportunity to learn more about our exciting plans for the future.

Join us at PATS 2024 and be a part of the excitement at Happy Pet Products! www.petproductmarketing.co.uk

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PATS PREVIEW

Tug-E-Nuff Tug-E-Nuff are a family run business who make the number one tug toys in the world.

Designed by dog trainers, their exciting toy ranges are well known for being exceptionally well-made and wildly good fun. Trusted and recommended globally by thousands of trainers, Tug-E-Nuff toys are renowned for overcoming playtime

Wag and Walks Wag and Walk are the new kids on the block — they are a pet supplies company trying to make a difference.They are focused on being sustainable in all areas of their business, from the supply chain, their products, and their operations.

Their interests also lie in improving their

Website: www.tug-e-nuff.co.uk Stand: Q9

communities by holding events, and helping charities.

Right now, they sell compostable poo bags, compostable wipes, and hemp rope toys. But so much more is coming...

Website: www.wagandwalks.co.uk Stand: Q3

Whippa Snappa Whippa Snappa offers premium harnesses and bandanas with built-in flea and tick repellent. Their products provide effective, long-lasting protection against fleas and ticks, ensuring your dog stays safe and comfortable.

Their insect repellent is safe for pets, humans

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struggles, enhancing training success, and enriching dog’s lives through the power of play.

With various routes to market, they’d love to invite you to meet the team, see their toys first-hand, and learn more about how Tug-ENuff toys could boost your business.

Wilder Pet Foods Wilder Pet Foods Ltd is a small, family-owned business based in Northern Ireland, specialising in the production and supply of premium natural raw dog food products. Since launching in 2021, they have dedicated themselves to providing the highest quality nutrition for your furry friends.

Their product range includes frozen raw dog food mince, sausages, and a variety of frozen and dried

and the environment. It’s hypoallergenic, odourless, and even better - their accessories are machine washable with no need to reapply the repellent! It’s the pet revolution we’re all barking about!

Website: www.whippasnappa.com Stand: Q10

raw natural treats. They proudly supply stockists throughout the UK and Ireland, ensuring pets everywhere can enjoy the wholesome, natural goodness of Wilder Pet Foods.

Website: www.wilderpetfoods.com Stand: Q20

Wyld Cub Wyld Cub is an award-winning, ethically accredited dog brand that puts dogs at the heart of every decision. They believe dogs deserve high-quality walking essentials that are comfortable, safe and stylish.

Their unique harness lining minimises trapped dirt and fur matting and has breed

inclusive sizing. Their walk-wear is tested by a UKAS Accredited Laboratory to meet EU & UK Standards and their products are rated 5 stars on Feefo. Awarded PetQuip ‘Business Start-Up of the Year’ and ‘Pet Accessories of the Year

Website: www.wyldcub.com Stand: Q11

www.petproductmarketing.co.uk

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15/08/2024 11:08

CHRISTMAS RETAIL

veryone knows just how important Christmas is to every retail business. It’s the most lucrative time of the year (sang to the tune of the Andy Williams festive hit!). There’ll be pet owners spoiling their companions, festive products on sale, toy sales boosted, extra treats sold, and owners stocking up on essential supplies…

OK, so it may not be as catchy as the song ‘It’s the most wonderful time of the year’ but the sentiment holds true: Christmas is a key time for business. To help you delight owners and make the most profits this festive season, we have some top tips to enhance your Christmas retail strategy…

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Boost Your Christmas Sales: Top Tips for Independent Pet Shops 1

Festive Store Decorations

Creating a festive atmosphere in your store is essential. Deck your shop with Christmas decorations that appeal to both pet owners and their pets. Use a mix of traditional holiday decor and petthemed decorations. For example, you can hang stockings with pet names, decorate

with paw print ornaments, and set up a Christmas tree adorned with pet toys and treats. A well-decorated store not only attracts customers but also creates a joyful shopping experience.

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Seasonal Product Range

Stock up on a range of Christmasthemed products that pet owners can’t resist. This includes holiday-themed toys, treats, clothing, and accessories. Consider offering advent calendars for pets, Christmas-themed bedding, and special festive food. Additionally, you could create bundles or gift hampers that make perfect presents for pets. Ensure that your product range includes options for various pets, from dogs and cats to small animals and birds.

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Exclusive Offers and Promotions

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Host Festive Events

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Online Presence

Hosting in-store events can draw in crowds and enhance the customer experience. Consider organising a pet friendly meet Santa experience, where children and pets can get a photo with Santa. Other event ideas include Christmasthemed pet grooming sessions, festive pet costume contests, and education events in collaboration with local shelters. These events can create a buzz and provide memorable experiences for your customers.

Ensure your online store or website is ready for the holiday rush. Update your website with festive themes and highlight special offers and new products. Provide a seamless shopping experience with clear product descriptions, high-quality images, and easy navigation. Offering gift wrapping services and flexible delivery options can also be a big draw. Utilise social media platforms to promote your products and

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Special offers and promotions are key to attracting customers during the holiday season. Offer discounts on popular items, run buy-one-get-one-free promotions, or provide a free gift with every purchase over a certain amount. Loyalty cards and early bird discounts for regular customers

can also drive sales. Promote these offers through your social media channels, email newsletters, and in-store signage to ensure maximum visibility.

www.petproductmarketing.co.uk

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15/08/2024 11:37

ADVERTORIAL ADVER

The ultimate Christmas collection! et ready to unleash the holiday cheer with the 2024 Rosewood Christmas collection! This collection has everything you need to make Christmas magical for your furry friends — dogs, cats, rabbits, and other small animals included.

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Discover the ultimate festive paradise with our range that suits every budget, style, and trend. Dive into a wonderland of innovative products, unique features, and adorable holidaythemed goodies guaranteed to spread joy to both pets and their owners.

From savoury real meat treats to plush dog toys, playful cat toys, cat scratcher houses, fun gnaws, charming carrot cottages, engaging snuffle mats, stylish jumpers, and so much more, our collection is packed with everything you need to pamper your e pets this Christmas.

Christm Building on the t success of our previous gifting ranges, we’ve made sure your pets can fully join in m the festive fun with giftable products perfect for every furry friend. fr Our new packaging adds a splash of festive flair, p with vibrant vibran colours for dogs, cats, and small animals. Plus, Pl we offer a library of high-quality imagery, including lifestyle shots and product in pictures, perfect for online and in-store displays. p This holiday season, make Rosewood your ho go-to for f a perfectly festive celebration!

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ROSEWOOD christmas @rosewoodpet

www.petproductmarketing.co.uk

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CHRISTMAS RETAIL

engage with your audience through festive content and interactive posts.

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Gift Cards and Vouchers

Gift cards and vouchers make excellent presents for pet owners who might be unsure about what to buy. They provide flexibility for the recipient and guarantee future sales for your shop. Display gift cards prominently at your checkout area and promote them online as well. Consider offering a small discount or bonus value for gift card purchases over a certain amount to encourage sales.

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Collaborate with Local Businesses

Collaborating with other local businesses can enhance your visibility and attract new customers. Partner with nearby coffee shops, florists, or bookstores for joint promotions. For example, you could offer a discount to customers who show a receipt from a partner business, or create a combined Christmas hamper featuring products from each store. These collaborations can help you reach a wider audience and strengthen community ties.

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8

Customer Service Excellence

During the busy holiday season, excellent customer service will set you apart from larger retailers. Ensure all your team are well-trained, knowledgeable,

and friendly. Personalise the shopping experience by offering advice tailored to individual pets and their needs. Encourage staff to engage with customers and their pets, creating a warm and welcoming environment. Exceptional customer service vice can lead to repeat business and positive word-of-mouth referrals.

season. By planning ahead, you can maintain momentum and continue to drive sales into the new year.

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Utilise Social Media and Email Marketing

Social media and email marketing are powerful tools to promote your Christmas mas offerings. Create engaging content such as festive pet care tips, holiday safety advicee for pets, and behind-the-scenes looks at your store’s preparations. Run contests and nd giveaways to increase engagement and attract new followers. Use email newsletters ters to inform your customers about special offers, upcoming events, and new products. cts.

Personalise your messages and segment your audience to ensure relevant and targeted communication.

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Plan for Post-Christmas Sales ales

The post-Christmas period can also be a profitable time with the right strategy. Plan for clearance sales to movee any leftover holiday stock, and consider promoting New Year’s resolutions for pets, ts, such as health and wellness products. Off er ffer discounts or loyalty points to encourage customers to return after the holiday

www.petproductmarketing.co.uk

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15/08/2024 11:38

ore businesses are finding that employees are driving activism around topics in the workplace that are important to them. In fact, 59% of employers expect employee activism to increase even further.

But what are some key topics that could drive employee activism in the workplace? And what can employers do to address them? Ben Mercer outlines four of the most important issues…

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Employee Activism on the Rise: The Most Important Issues to Employees and How to Respond with Empathy Cost of living and pay concerns The cost of living is a huge concern to residents of the UK, with the Consumer Prices Index (CPI) finding that consumer prices are 3.4% higher compared to the previous year. As the gap between the cost of living and salaries grows, it’s likely that employee activism will focus on seeking increased pay.

It is important for businesses to take note of how this might affect headcount in their workplace, as talented workers will begin looking elsewhere for better pay, which could, in turn, damage their reputation.

Sustainability and environmental impact As public perception of sustainability becomes more prevalent, so does that of workers throughout the UK. Research

by KPMG found that 20% of UK office workers would turn down a role if environmental, social, and governance (ESG) factors of a business were deemed as ‘lacking.’ This shows the shifting importance of prioritising sustainability in business strategies when looking at employee retention and attraction.

There are several ways that employers can emphasise their commitment to sustainability and ESG, such as investing in more energy-efficient solutions and developing greener products and services through the materials used for production and packaging.

Ben Mercer of Leisure Lakes Bikes, a leading retailer of quality road bikes in the UK, has outlined where offering a cycleto-work scheme could help promote their sustainability commitments: “Encouraging workforces to embrace different ways of commuting helps to promote sustainability as a major concern from employers. Not only does cycling offer a carbon-less travel option but promotes travel that can benefit both physical and mental wellbeing, which exercise like cycling is deeply connected with.”

Automation, AI, and job security Emerging technology, while exciting, offers a daunting look into the future for workers across various industries who may fear that their jobs are at risk of becoming automated. IPPR analysis found that as many as eight million jobs in the UK could become at risk of AI fully displacing the human element of the job.

It’s important for businesses to engage with and integrate emerging technologies into strategies to stay competitive within their respective industries. However, it’s crucial to outline to employees that the human element is still essential to processes and operations.

Refocusing the perspective from human replacement to working aid is one way to encourage workers to experiment with AI and automation tools to streamline monotonous and repetitive tasks and focus more attention on higher-value ones.

Equality, diversity, and discrimination (EDI) Data from Barnett Waddingham found that around 72% of HR directors and C-suite professionals who were surveyed outlined that employee demands for EDI focus were of concern for their business.

Businesses that invest in diversity and inclusivity have been found to actually perform better, with a McKinsey report from 2023 finding that companies within the top quartile for ethnic diversity are improved by as much as 27% financially compared to competitors. This is why it’s important to consider candidates from various backgrounds when recruiting.

Discrimination doesn’t just extend to gender, race, and ability, as social discrimination is also a factor that must be considered. This extends to mental health and wellbeing not being supported by employers. Employers expressing their support for individuals with neurodiversity issues and mental health concerns could help build more empathy within their company for their day-to-day struggles.

By addressing complex topics instead of avoiding them, you can create a culture of communication and better engage your employees. This helps human resources departments explore strategies to prioritise happiness within the workplace and build for the future.

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Ben Mercer, cycling expert and director of Leisure Lakes Bikes. Visit www. leisurelakesbikes.com/road-bike/bikes

www.petproductmarketing.co.uk

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ANIMAL ENCLOSURES

here has been a significant rise in small animal ownership in the UK in recent years, with more than five million small animals kept as pets in 2023 – up by 1.7 million since 2022.

It will come as no surprise that pet shops and garden centres are the most popular places to purchase small animals, with both bricks-andmortar and online stores reporting a substantial uptick in sales of related pet supplies.

Whether it’s rabbits, hamsters or guinea pigs, rats, ferrets or mice, this growing market presents an opportunity for businesses within the sector.

The way animals are cared for in store can have a significant impact on customer experience — and public perception of your business. With the right enriching enclosures, not only can you improve the wellbeing of your animals but you’ll also reap significant business benefits, through enhanced customer loyalty and increased sales.

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Happy Homes: The importance of enclosures for successful retail

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Natural habitats

First and foremost, enclosures should be well-designed to fully meet the needs of the animal, taking into consideration speciesspecific requirements. Ideally, they should

provide natural, enriching environments, with interesting spaces for animals to explore, hide and rest, where possible.

By providing mixed terrains, different levels and textures and integrated graphics,

enclosures can help to ‘bring the outside in’ and mimic the animals’ natural habitats as much as possible. Provision for appropriate lighting and specialist ventilation are also important considerations to ensure the best possible care.

Size matters too. To exhibit their natural behaviours, small animals should be able to lie outstretched and stand upright without touching the sides or roof of their space. In both rabbits and hamsters, for example, research has found that smaller spaces resulted in less active movement, decreased engagement with the surrounding environment and increased gnawing on wire cages.

CASCO Pet’s small animal enclosures — spanning animal racks, islands and rabbit parks — have been carefully designed with all of this in mind, to maximise animal wellbeing and ensure that they feel safe and secure while in store.

The enclosures are spacious and can allow

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— like bedding and toys — and increase overall sales per customer.

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Enhanced education

for multiple animals of the same species to be housed comfortably – particularly important given many small animal species are naturally sociable and should be sold with a conspecific.

Then there’s the operational benefits, with the enclosures designed to allow staff to easily and safely carry out daily cleaning and maintenance requirements, with minimal disruption to the animals inside.

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Providing enrichment

Just as important as the type of enclosure is the enrichment provided within – which can positively influence an animal’s wellbeing and behaviour.

A barren environment can impede mental stimulation, whereas an enriched one enhances an animal’s physical and mental health, allowing it to better act out

positive natural behaviours. This can reduce the likelihood of illness and lead to happier, more contented animals.

Positive experiences and perceptions of animal wellbeing can build trust and loyalty among your customer base and encourage repeat visits. It also serves the purpose of enhancing customer interest and interactions, encouraging longer visits which can also increase the likelihood of further sales.

Whether it’s promoting physical activity (with appropriately sized running wheels or wooden ledges to climb) or providing opportunities for foraging, chewing and burrowing — both important physical and psychological behaviours for small animals — enriched enclosures showcase different products in use, and on sale in store.

This presents a valuable opportunity to upsell additional products for each animal

Prioritising animal wellbeing and making enrichment a focus can act as a key differentiator between you and your competitors — not least against the online offering. By offering real life pet engagement to create a stimulating, interactive and educational experience, you can bring a whole new dimension to your store to drive footfall.

Enclosures play a key role here. CASCO Pet’s small animal range is designed to provide an immersive experience, with eyelevel and eye-catching displays that make for clear and accessible viewing for customers.

With access for staff only, these enclosures lend themselves to conducting workshops for parents and children on handling and feeding, as well as demonstrations on how best to enrich an animal enclosure.

By hosting these, you serve to showcase the specialist expertise and knowledge of your staff, enhancing store reputation and trustworthiness — as well as increasing goodwill, encouraging repeat visits, and establishing long-term customer relationships.

The conditions observed at point of sale can inspire — or impede — a sale, as well as influence the way owners house and look after their pet; consider placing educational leaflets on enrichment, wellbeing and care at checkouts, enclosures, or throughout other high foot traffic areas — or provide QR codes leading to relevant web pages.

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Conclusion Walking into a pet store and being able to see and interact with animals is a one-ofa-kind experience in retail. To realise the full business potential, enclosures should cater to the animal’s wellbeing needs for happier, healthier pets, while also keeping customers’ needs front of mind, to create an environment that encourages interactions and drives sales.

And with pet shops also being one of the most popular places to go to when looking for advice on animals (second only to vets), enriching enclosures offer a perfect opportunity to provide your customer base with further education, adding value to your overall retail offering.

Matthew Bubear, CEO, CASCO Pet www.petproductmarketing.co.uk

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NOBULL INTERVIEW

Celebrating innovation PAWD Drinks have brought innovative new gentle natural liquid supplements to the canine market. Nobull, the pet specialist marketing agency, chatted to Rory Hanna, co-founder of PAWD Drinks to find out more… but we identified a big category not being filled for dogs: drinks. It took two years for us to develop our first two functional products which we launched four months ago: one for joints and one for anxiety which solve the pain point for owners.

Tell us more about the scientific basis for your products?

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Tell us how you and your co-founder Archie came to launch PAWD Drinks, and more about the co-founding family dogs, Scrumpy and Pickle?

Scrumpy was the starting point for the PAWD Drinks concept. He was the best dog ever, lived to 17 and a half, and was half Jack Russell and half Patterdale. He loved life and was very active but as he got older, he started to suffer from arthritis, anxiety, and weight loss, but hated taking pills. Watching my mum and dad every day, wrapping up the pills in ham and cheese only for Scrumpy to eat the treat and spit the medication out, led me to think about this pain point. My co-founder Archie had exactly the same problem with his dog Pickle, so we teamed up to find a solution.

Having been friends since school and played on numerous sports teams together, PAWD Drinks was a new journey.

What was PAWD Drinks’ development timeline?

First, we wanted to understand the scale of the problem and our initial research with 200 of our family and friends showed that 87% of their dogs struggled taking pills and their owners were stressed with limited options. We humans get so much functionality out of liquids, whether it be coffee, vitamins, protein shakes, smoothies,

Over the two years of development, we worked with our scientific partners in Germany to test and sample the products across many iterations. The two products for Calm and Joints are easy to give to your dog and you can give the same quantity to any size or breed so there is no complicated measuring and diluting, plus rapid absorption was really important. Our liquid extracts are assimilated by the dog in 1 — 4 minutes and 98% of the nutrients are utilised. Whereas with pills it takes 30 — 40 minutes just to break down the casing and only 40% of the nutrients are utilised.

Vets highlight the bioavailability of liquid supplements and how easy they are to administer.

little bit like a multi-vitamin for humans.

The product has a focus on functional and 100% natural ingredients, prevention, and daily all-round wellness for dogs. Look out for it coming soon.

Are you attending any events over the coming months?

After the scientific basis of our products and efficacy, the most important thing is that our brand is about having fun – with healthier and happier dogs and trying to take away a pain point. So, we have lots of fun events coming up: with over forty small markets, pop ups and activities planned this summer. Community is really important to dogs and their owners, and we really like the opportunity to meet people and tell our story. We had a free walking event recently in Battersea Park, part of our summer series, with an hour’s meet up for dogs to socialise and meet new people, and their owners to do the same: we even had non-dog owners wanting to join in!

How do you help owners and their dogs?

Over two million dogs were bought in the UK during Covid-19, and they missed out on socialising with other dogs and other humans. Many experience generalised anxiety, while others struggle with loud noises, travel or separation anxiety. Our Calming product was launched to help owners tackle these issues, and the Joint supplement helps dogs to live active lives, tackling arthritis and joint issues and mobility support in older dogs. The products are for two of the biggest issues that dogs face and both are functional and preventative.

You have a new product launching later this year — can you give us some teasers?

Our third product is another liquid supplement and will be for everyday use, a

Need help with building your brand?

Visit www.nobullagency.co.uk or email hello@nobullagency.co.uk

To find out more, visit www.pawddrinks.com or for trade enquiries, email hello@pawddrinks.com

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JOINT HEALTH FOCUS

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Supporting joint health in pets: a retailer’s guide When things go wrong

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oint disease in pets is more common than many people realise.

Studies have shown that 40 percent of dogs over four years of age exhibit signs of arthritis on x-ray,1 a number that rises to 80 percent in dogs over eight.2 And it is not just dogs. Ninety percent of cats over 12 are affected too.3

Whatever the underlying cause, joint disease is potentially painful and can significantly compromise quality of life. Recognising the early signs and providing timely support can make a substantial difference in managing and improving the wellbeing of affected pets.

Contrary to popular belief, joint problems can develop at any age and in any breed.

Young, active pets can be prone to joint injuries and developmental diseases like hip and elbow dysplasia can also cause lameness in the early years.

Despite breed health schemes aimed at reducing these conditions, developmental joint disease remains common, especially in large breeds like Rottweilers and Labradors, which are six times more likely to develop elbow dysplasia than crossbreeds.4 Whether joint disease is caused by developmental disease, injury, or ‘wear and tear,’ it will usually result in affected joints becoming arthritic. And with no cure, arthritis is a progressive condition.

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● Bernese Mountain Dog ● German Shepherd ● Golden Retriever ● Labrador ● Newfoundland ● Rottweiler

Early signs of arthritis in dogs and cats ● Stiffness after rest ● Reluctance to climb or jump ● Lagging behind on walks ● Sleeping more ● Temperament changes ● Reduced self-grooming ● Limping (more apparent in later stages)

Start as you mean to go on Recognising the signs and intervening early is essential, but there are also proactive steps that can be taken to reduce the risk of joint disease developing in the first place. Nothing is more important than maintaining a healthy body weight and this starts right from puppy hood, with one study showing that puppies who are an ideal weight are

Table 1. Summary of key joint supplement ingredients and their function

five times less likely to develop hip dysplasia than those who are overweight.5 In those early months, the focus should be on keeping puppies lean and fit. So, should their exercise be restricted? Put simply, the answer is no; exercise-restricted puppies may actually have a higher incidence of hip dysplasia. The ‘five minutes of exercise per month of age’ rule that is often quoted has no scientific basis to it and may actually be detrimental to joint health. While owners should avoid relentless ball-throwing for example (where the drive to retrieve may over-ride the puppy’s need for rest), exercise, as long as it is taken at the puppy’s pace, with opportunities for rest, sniff breaks and socialisation, is beneficial.

A multi-modal approach There is no single ‘go to’ answer for managing joint disease. Instead, management should be multi-modal, involving several different approaches.

Management of joint disease ● Weight control ● Exercise regulation ● Anti-inflammatory medication ● Pain relief ● Joint supplements ● Rehabilitation (e.g. hydrotherapy)

Retailers can provide a key role in providing ongoing support. This support could include regular in-store weigh-ins, advice on weight loss and guidance on exercise. As a general rule, for pets with joint disease, low impact exercise, comprising regular shorter walks is better than no exercise during the week and long walks at the weekend for example.

A thriving market Retailers can also provide expert input to help owners choose suitable supplements to support their pet’s joint health. The joint supplement category has the largest revenue share in the global pet supplement market and is expected to grow year on year.6 However, in a competitive market where shelf space is at a premium, retailers face the challenge of deciding which products to stock. A recent survey indicated that 54 percent of owners would spend at least £26 every month on joint products, while 35 percent would spend more than £45, so getting it right is important.7

What’s new: a focus on UC-II® While ingredients like glucosamine, chondroitin sulphate and omega 3 (Table 1) are likely to be familiar, undenatured type 2 collagen (UC-II®) is a more recent addition to the category. Type 2 collagen is one of the main structural components of cartilage and can be used to help flexibility, strength and mobility in joints. But the action of UC-II®

Ingredient

Benefit

Other information

Glucosamine

Cartilage building block

Not very well absorbed from the gut8

Chondroitin sulphate

Cartilage building block

Not very well absorbed from the gut8

Omega 3

Anti-inflammatory

May improve mobility9

Vitamin E

Anti-oxidant

Improves symptoms in human patients10

Turmeric

Anti-oxidant and may be anti-inflammatory

May be anti-inflammatory

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Breeds at increased risk of joint disease

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JOINT HEALTH FOCUS

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goes further than this. When swallowed, UC-II® ‘switches on’ certain types of cells in the lining of the digestive tract. These cells circulate around the body and when they detect collagen similar to UC-II® – like the type 2 collagen found in joints – they are able to slow the rate at which cartilage degrades, helping to support and retain a healthy layer of cartilage in the joints and also support the body’s natural antiinflammatory system.11 UC-II has also been reported to be more effective than the glucosamine and chondroitin sulfate supplements,11 which are the supplements most frequently used in the market. Because UC-II® works in a different way from glucosamine or omega3s, it adds to the overall health benefits of supplements containing those ingredients, making it an ideal choice for pets that are becoming stiffer and less flexible over time.

supporting the maintenance of healthy joints as well as for the later stages of joint disease. The Beaphar Flexifit® range offers joint support for all ages and breeds. With an easy-to-understand step by step approach (with maintenance, advanced and optimum level products) the range is easy to give, easy to dose and, particularly important in the current financial climate, represents excellent value for money. Of particular note are Flexifit® Chews. Formulated for dogs with reduced mobility that need optimum support, Flexifit® Chews contain the innovative ingredient UC-II® in addition to glucosamine, omega 3 and Vitamins C and E. The range is completed by level one products, Flexifit® Treats for dogs and Flexifit® Bits for cats, for maintenance of healthy joints and the level two product Flexifit® Paste, for dogs and cats who are just starting to show signs of stiffness or reduced mobility.

Set up for success And finally, there are a few key areas to consider when stocking joint supplements: ● Ensure staff are trained on the benefits of specific ingredients. ● Ensure staff are confident making product recommendations. ● Organise the supplement aisle effectively. ● Consider a brand range approach to simplify the shopper journey.

What to stock It is important to have a range of joint supplements available, with options for

exercise regulation and joint supplements, can significantly benefit both pets and owners, maintaining quality of life and mobility for as long as possible.

While there is no cure for arthritis, early intervention through weight management,

References 1. Enomoto et al. (2022) Prevalence of Radiographic Osteoarthritis and Associated Clinical Signs in Young Dogs. ACVS Surgery Summit 2. Wright, A. et al. (2022) Identification of canine osteoarthritis using an owner reported questionnaire and treatment monitoring using functional mobility tests. J Small Anim Pract 63, 609–618 3. Loder, R.T. & Todhunter, R.J. (2018) Demographics of hip dysplasia in the Maine Coon cat. J Feline Med Surg. 20(4):302-307 4. O’Neill, D.G. et al. (2020) Epidemiology and clinical management of elbow joint disease in dogs under primary veterinary care in the UK. Canine Medicine and Genetics 7(1):1) 5. Krontveit, R.I. et al. (2012) Housing and exercise-related risk factors associated with the development of hip dysplasia as determined by radiographic evaluation in a prospective cohort of Newfoundlands, Labrador Retrievers, Leonbergers, and Irish Wolfhounds in Norway. Am J Vet Res. 73(6):838-46 6. Pet Supplements Market Analysis and Segment Forecast to 2030 7. Beaphar Consumer Research 8. Adebowale, A. et al. (2002) The bioavailability and pharmacokinetics of glucosamine hydrochloride and low molecular weight chondroitin sulfate after single and multiple doses to beagle dogs. Biopharm Drug Dispos. 23(6):217-25 9. Roush, J.K. et al. (2010) Evaluation of the effects of dietary supplementation with fish oil omega-3 fatty acids on weight bearing in dogs with osteoarthritis, J Am Vet Med Assoc 236(1): 67-73 10. Tantavisut, S. et al. (2017) Effect of vitamin E on oxidative stress level in blood, synovial fluid, and synovial tissue in severe knee osteoarthritis: a randomized controlled study. BMC Musculoskelet Disord 18, 281 11. Gencoglu, H. et al. (2020) Undenatured Type II Collagen (UC-II) in Joint Health D sease: sea se: A Review Review on o the and Di Disease: C ren Cur rentt Know K owled ledge ge of Companion Current Knowledge Aniimals. l Animals.

A i 10. 697. 10.3390/ Animals. ani10040697.

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The advantage in pet retail It’s here! Get the brand new Pet Product Marketing app – available now on the Android/Apple app stores.

For all the latest product launches, market trends, helpful advice and resources you need to increase sales and keep your customers happy. The new PPM app is free and available now in the app stores (search for “Pet Product Marketing”).

Search “Pet Product Marketing” in your app store

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SMALL COMPANIONS NS

he small pet category has transformed in recent years. Gone are the days when small pets were considered starter or children’s pets. From rabbits and guinea pigs to hamsters and gerbils, small pets are right at the heart of the family. And with this changing picture, comes a growing focus on innovative and tailored nutrition. Pet owners are seeking the latest (and greatest) in pet nutrition and it pays for specialist pet retailers to stay abreast of the current trends.

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Innovative nutritional solutions for small pets: what’s trending?

Tailored nutrition

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Understanding the specific nutritional needs of small pets is fundamental to providing them with the best possible care.

The trend for species-specific nutrition is firmly established. So, while hamsters and gerbils benefit from a diet that includes a mix of seeds, grains and proteins, rabbits and guinea pigs need a high fibre diet to thrive. And tailored nutrition does not just mean providing a diet with all the essential nutrients. For example, nutrition

that mimics natural feeding and foraging behaviours helps provide environmental enrichment, supporting mental as well as physical wellbeing.

Herbivores, high fibre and health When it comes to tailored nutrition for small herbivores, a high fibre diet is essential, both for maintaining digestive health and also for supporting optimal dental wear. In rabbits, long indigestible fibre stimulates gut motility and moves

through to the colon where it is expelled in hard faecal pellets. Meanwhile small fibre particles are moved to a specialised organ called the caecum, where the fibre particles are broken down and fermented by micro-organisms to form nutrient-rich caecotrophs. The caecotrophs are passed and subsequently eaten, with a second journey through the gut maximising nutrient absorption.

A high fibre diet is crucial for keeping this complex digestive system functioning properly. One of the best ways to achieve this is by offering unlimited high quality hay, such as Science Selective Timothy Hay. As well as a high fibre content, Science Selective Timothy Hay has long, large blades to encourage increased chewing time and an abrasive texture to support correct dental attrition.

The rise of botanicals While high fibre diets are well and truly on the radar and have been for some time, a growing area of interest is the trend for botanicals. The traction that these innovative ingredients are generating is driven by two main factors - the humanisation of pets and the interest there is in human nutrition on the potential wider benefits of such ingredients.

In the context of pet food, botanicals refer to plants or their extracts or derivatives.

Their use for health-promoting purposes dates back to ancient times, but today botanicals are incorporated into a variety of human food products, from herbal teas like chamomile, to nutraceuticals that support

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health with biologically active compounds such as carotenoids and flavonoids.

When it comes to rabbits and guinea pigs, the focus on natural ingredients and palatability are key to the popularity of botanicals. In line with the humanisation trend, owners value choice when shopping and also premium products that ensure they are offering their pets the very best.

In a recent survey, when owners were asked to rate the importance of different ingredients when considering a new rabbit food product, while Timothy hay ranked first, dandelion came second, highlighted by over 80 percent of respondents, followed by parsley at 70 percent.1 And when further questioned, 74 percent of respondents said these flavours were important when deciding on their pet’s main food brand.

Furthermore, botanicals in general were said to be ‘very appealing’ by 45 percent of owners.

Nutrition as an enrichment tool Beyond meeting species-specific nutritional needs, recent years have seen a growing interest in the use of diet to provide enrichment. Puzzle feeders, lick mats, and treat balls are popular in the dog and cat aisles and equivalent products are gaining popularity in the small pet category. There is also an awareness that the format of the food is important too, not just its nutritional content. For example, incorporating diverse textures and shapes as well as flavours into pet food, not only makes mealtimes more engaging but also encourages natural foraging and chewing behaviours.

Selective Botanicals Guinea Pig Food. These super-premium diets are formulated with a blend of herbs and forage including mint, thyme, basil, parsley and dandelion and the extruded nuggets come in assorted shapes to promote natural wild foraging behaviour.

Choice and innovation While over 70 percent of owners are satisfied or very satisfied with the current choice of rabbit and guinea pig food available, there is a demand from owners for continued innovation and 74 percent would be interested in trying a new food that incorporates herbal ingredients,2 with added variety of natural flavours key to this.

“ ” 74% of small pet owners are interested in diets that incorporate herbal ingredients

Keeping tabs on current trends and refreshing the small pet nutrition aisle in line with these trends helps keep customers interested and returning in-store. Supreme Petfoods recently launched its Selective Naturals Botanicals range, incorporating Selective Botanicals Rabbit Food and

Staff training As always, when it comes to new products, it is worth ensuring that staff are up to date with all the relevant product information.

Supreme provides comprehensive product training support for retailers.

Knowledgeable staff can confidently guide customers in selecting the best nutritional solutions for their small pets, enhancing customer satisfaction and fostering loyalty.

Engaging with product training sessions and utilising resources provided by suppliers can make a significant difference to the customer experience.

focus on sustainability and ethical sourcing.

Pet owners are increasingly looking for products that are not only good for their pets but also kind to the planet. Products that use sustainably sourced ingredients, have eco-friendly packaging, or are produced by companies with strong ethical standards are gaining popularity. Retailers can capitalise on this by highlighting these aspects in their product range and marketing materials.

The evolving landscape of small pet care underscores the importance of staying informed about the latest trends in nutrition and product innovation. As small pets become increasingly integral members of the family, their owners demand high-quality, species-specific diets that promote both physical and mental wellbeing. Trends such as the rise of botanicals, the incorporation of diverse textures and shapes for enrichment, and a strong focus on sustainability reflect broader shifts in consumer values. By keeping abreast of these trends and offering tailored, innovative solutions, retailers can meet the expectations of discerning pet owners and foster longterm customer loyalty.

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References 1. Supreme survey of 607 rabbit and guinea pig owners (2024) 2. Supreme survey of 273 rabbit and guinea pig owners (2024)

Sustainability and ethical sourcing

Claire Hamblion

Another key trend across all retail sectors, including the pet category, is the ongoing

Marketing Director at Supreme Pet Foods.

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FISHKEEPING KNOW-HOW

Off-the-shelf medications A Almost every fishkeeper needs to reach for a bottle of medicine at some point. But what’s in them, and o how do they work? h the t following pages you’ll find some of our o favourites, with some suggestions of o what they can and can’t do—and what they use to do it. w But first, a closer look at how some of o the core fish medication ingredients work… w What’s in a fish medicine?

W T These are some of the most common ingredients you’ll find: in

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● Methylene blue A powerful dye that also has excellent biocidal effects. When exposed to light it b releases a specific type of oxygen molecule re that’s highly destructive to genetic material, th ccell membranes, and other important things that bacteria, viruses, fungi, etc., need to th survive. Should only be used as a bath— su dosing the tank is a last resort as it will d aa) stain everything and b) likely kill your biological filter cycle. b

Malachite green is a widely used fish medication.

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ass farming, wild imports, water quality issues and stress—it’s sometimes a wonder that more fish don’t suffer from pathogenic diseases. But fish do become ill, and we as aquarists do need to treat them. The question is, what do we use?

Off-the-shelf medications have been a long staple of the hobby and have saved countless lives. But with so many of them out there, a hapless aquarist can be stuck for choice. On

● Malachite green Antifungal and antibacterial, it’s primarily A used as an industrial dye. How exactly it u works isn’t completely understood but it’s w thought that it interferes with enzymatic th aactivity leading to death of the target. ● Formaldehyde Also gets called formalin, which is formaldehyde in aqueous solution (often with methanol). It’s an extremely effective antiparasite treatment for organisms on the outer surfaces of fish such as in the gill tissue, as well as an effective antibacterial and antiprotozoan. It works by destroying various proteins which in turn shuts down (or ‘inactivates’) the pathogenic organism in question.

Be especially careful if using this in a confined space—it’s a known carcinogen if the vapours are inhaled.

● Acriflavine This is really at home dealing with fungi or external protozoa – think things like whitespot (Ichthyophthirius) or velvet disease (Piscinoodinium). It works by making it especially difficult for organisms to produce the proteins they need for their cell membranes, meaning they struggle to reproduce or repair themselves, or indeed exist for very long! ● Levamisole My go-to choice for worming fish.

Particularly useful for those pesky red Camallanus species you’ll see protruding from the anal vent of a fish. Levamisole works by interfering with the various processes needed for these parasites to control their muscles, resulting in paralysis. ● Flubendazole Another product great for worming. This compound works by interfering with the production of something called tubulin.

I’ll save you the long-winded science lesson but in effect it goes: no tubulin = no RNA = organism dies. ● Silver proteinate A lesser-known medicine, but by this very fact it means it is still highly effective in cases where other meds such as malachite green (which is now extensively used in the hobby), has little to no effect. Silver is well known for its biocidal properties, and once added to the aquarium, it goes off and gets to work. An excellent broad-spectrum product. ● Bronopol Old but gold. Discovered way back in the 19th century, this compound is extremely effective at interfering with certain enzymes from working, in a similar way to malachite green. Really useful as an antifungal where it’s often used in aquaculture.

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● Sodium chloride The grandaddy of meds that is often considered to be a cure-all. A word of warning—sodium chloride (aka salt) is indeed a very effective biocide—but it’s also able to really make a mess of some of the biological processes in fish that are not used to being exposed to salty conditions. Should really only be used, in my opinion, on fish that can easily tolerate such conditions (or those that come from very hard water areas), or as a last-ditch treatment where the only alternative is the loss of the fish. ● Copper sulphate An excellent antifungal, antiparasite, and also (unfortunately) very much unappreciated by freshwater inverts such as snails or shrimp. Certain protozoa will also take a strong dislike to this product.

Overdosing is also lethal to fish so it should be used only as instructed by the manufacturer—copper toxicity affects various organs and tissues. Copper sulphate functions by inhibiting specific enzymes, leading to problems with sodium content within cells, and eventually death of those cells.

● True antibiotics A heads up on these—you’ll often find them in other countries in products such as Kanaplex. In the UK, any true antibiotic requires a prescription, which means it requires a competent person to prescribe it (a vet for example). You won’t find these products on the shelf, and most will happily also kill your cycle bacteria. Best avoided without direct oversight from a professional.

The world is currently plagued by issues with antimicrobial resistance affecting treatment of disease in humans. Large quantities being used in the hobbyist community as well is simply adding to the problem and should be avoided wherever possible.

Aquarium salt, effective but limited.

share of imported illnesses, and has had the opportunity to try out many different offthe-shelf medications. These are a handful of his tried and tested, medicine cupboard musts…

Whitespot treatments What’s on the market?

With decades in both hobby and retail environments, Nathan Hill has seen his fair

● eSHa exit — Contains malachite green, methylene blue, and ethacridine lactate: Excellent not just at treating

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● Chloramine T A very powerful medication that should also be used sparingly. When added to water it breaks down to form hypochlorous acid,

which in turn breaks down into chlorine and oxygen. This makes it a powerful oxidising agent which destroys DNA as well as inhibiting various biological processes.

Formaldehyde is a common lab feature.

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FISHKEEPING KNOW-HOW

● Interpet Anti Whitespot+ — Contains formaldehyde and malachite green: A reliable classic that requires a second dose three days after the first dose.

hydrochloride, sodium metabisulphite, and methyl parahydroxybenzoate: Almost certainly the best treatment for Camallanus worms, also deals with Capillaria, Ichthyouris (making it a favourite amongst discus keepers)and even planarians. Single dose followed by a waterchange the day after.

● NT Labs Anti-White Spot & Fungus — Contains formaldehyde and malachite green: Excellent against a range of protozoans as well as fungal outbreaks, requires dosing on days 1, 3, 5, and 7.

● NT Labs Anti-Fluke & Wormer — Contains flubendazole: Cannot be used in tanks with snails or shrimps (which it will kill), but very good at worming discus and other cichlids. Single dose treatment.

Finrot/ulcer treatments

Fluke treatments

l NT Labs Anti-Ulcer & Finrot — Contains acriflavine, formaldehye and aminoacridine hydrochloride: An award-winning medicine for ulcers, open wounds, eroded mouths, necrotic fins and red patches on skin. Single dose, repeated after 7 days if needed.

● eSHA gdex — Contains praziquantel: Outstanding at removing skin flukes (Gyrodactylus) and gill flukes (Dactylogyrus) amongst many other flukes, as well as some cestodes (tapeworms). Dosed for 3 consecutive days, followed by a break and a waterchange.

whitespot, it also works against Trichodina, Piscinoodinium, Chilodonella and Tetrahymena. Requires three days of dosage.

● Interpet Anti Fungus & Finrot+ — Contains 2-phenoxyethanol: The germicidal active ingredient is effective against both gram-positive and gram-negative bacteria, as well as fungal spores. Single dose repeated after 7 days if needed.

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● Vetark Fluke-Solve Aquarium — Contains praziquantel: First dose kills flukes while a second dose kills any fluke eggs.

Comes in a powdered form.

Crustacean parasite treatments ● Waterlife Myxazin — Contains benzalkonium chloride, formaldehyde, malachite green, and acriflavine: Especially good at controlling pop-eye and ulcers, amongst other surface bacteria issues. Dosed over 3-5 days until symptoms start to clear.

Also popularly used to treat live food before adding to a tank.

Worm treatments ● eSHa ndx — Contains levamisole

as a preventative for complications if I see a physical wound on a fish. Single dose treatment.

General malaise treatments ● NT Labs Aquarium Disease Solve — Contains Acriflavine and methylene blue.

Good at bringing around fishes that don’t have easily diagnosed symptoms. Single dose, followed by a second dose if needed after 7 days. ● Interpet Disease Away+ — Contains copper, formaldehyde, bronopol, and silver proteinate: Has long been this author’s favourite first resort medicine at the first sign of any minor disease symptoms, as well as a ‘last chance’ medicine for fish that fail to respond to other treatments. Single dose treatment.

NO CARBON PLEASE! It’s essential that you remove any form of filter carbon before starting a course of fish medicine, as it will remove the treatment. Likewise, you’ll need to turn off any UV clarifiers you may have running, as these can deactivate some medications.

● Vetark Lice Solve — Contains emamectin benzoate: Extremely efficient against Argulus, Lernaea and Ergasilus. Two doses suggested weeks apart, as not toxic to parasite eggs. Use with caution around pet dogs.

Internal bacteria treatments

Tom Ackrill

● NT Labs Anti-Internal Bacteria — Contains chloramine T: Superb at catching bacterial infections early on, I tend to treat

Tom is founder of the Freshwater Fishkeeping Facebook page.

Copper sulphate in a raw, powdered form.

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IN THE MEDICINE CABINET

A handful of very useful medicine staples.

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New for 2024 The Aquatics Zone – a dedicated showcase for aquatics ics and watergardening suppliers with all of the latest rs. launches from the leading manufacturers and suppliers.

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14/08/2024 08:59

CAT CARE

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Bullies go away!

If your cat is getting bullied by other felines in your neighbourhood, it can make life miserable for both of you. Toni Shelbourne helps you to manage the situation and keep your kitty safe. ats will try to avoid getting into fights. However, they can be very territorial and, especially in builtup areas where the feline population is denser, conflicts may occur. Although there can be many reasons for aggression, it’s often over territory; most will attempt to defend their home range from invasion by others, while assertive cats may try to extend their territory, and if you have a shy, less confident kitty, he can be an easy target.

Cats in effect have a right to roam so an owner is not legally responsible for where their pet goes. But owners do have a Common Law Duty of Care to take reasonable steps to ensure their pets do not injure people or damage property.

This includes other cats, which are regarded in law as being ‘property.’ Cases involving damage to property or injury to people by cats are, however, rare.

Management of the situation is key to minimising distress and injury to your cat if he’s getting picked on, and you may find you’ll need to adopt more than one approach.

C

Top tip

Time sharing Many cats sharing territories learn to ‘time share’ to avoid conflict; for example, one using the area in the morning and another in the afternoon, but a bully cat may not be inclined to such a peaceable workaround. If you know who the owner of the offending cat is, and can have a calm chat with them explaining the problem, you may be able to come to an agreement, imposing a rota on your kitties. If you know the offending cat won’t be around during certain hours, you can then encourage yours to venture outdoors at that time.

Of course, this will only work if both cats have reliable recalls to ensure they stick to their allocated times, and won’t work at all if the offender is a stray, in which case you will have to use other stratagems.

Indoors Secure your house Bullies are often bold and obnoxious, entering your house and intimidating your cat in what should be his own safe space.

This is often to access food you’ve left down, so either make sure food and water are not

If the aggressor appears to be a stray, it may be possible to gain assistance to humanely trap, neuter, and rehome the individual.

located near exits or clear away leftover food once your cat has finished. Timed feeders may be another solution, keeping food fresh and secure, but wily trespassers may learn when mealtimes are due to be.

Cat flaps If you are able to install a cat flap, it will help secure your house so your cat won’t be threatened within his home. It will need to be one which only opens for him however; magnetic and infrared flaps activated by a special collar worn by your cat may be the solution, but can sometimes be problematic.

Trouble arises if your cat loses the collar and any cat wearing a similar device may also be

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01/08/2024 08:23

Make sure only your cat can access the cat flap.

Secure windows with a screen.

able to enter. Although they are a little more expensive, a microchip operated cat flap may be more fool proof, as the reader in it will only respond to your cat’s microchip.

Window screens

Providing high platforms for your cat to retreat to may help.

Don’t forget windows! Opening them to allow a welcome breeze in during the summer can also create a point of entry for unwanted feline visitors. Cat proof mesh screens may be the answer, with the added bonus that it will help keep flies out too.

...and outdoors

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Create safe outdoor spaces If you want to provide safety in your garden, there are many options. Be creative but know your cat and his likely preferences.

▼

Neutered cats tend not to roam so far and are less likely to fight.

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Toileting If your cat has become too scared to go out and has started to toilet in the house through stress, provide a well-placed litter tray. It should be located well away from the normal exit, as he may be anxious about approaching the area near the cat flap if he’s previously been chased through it by the bully. It also needs to be situated away from his food and water, and in a quiet area of the house where he won’t be disturbed. Cats can be very particular about litter trays, needing a certain size, covered or not covered, or a specific type of litter, with preferences varying between individuals.

If you find he’s still toileting inappropriately, as well as experimenting with different trays and litters, you may also need to place several in different spots around the house to find the ideal location. Remember to clean any smells from inappropriate toileting with the right products or he may continue to soil in the wrong spot, and to clean the trays out frequently as felines don’t like to toilet in soiled litter.

Catios can give safe access to an outdoor space.

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CAT CARE

Cat platforms Many cats like to get up high out of the way of danger. If you don’t have trees in your garden, an outdoor cat tree may help him feel safe, as he can retreat up to the top, giving him an advantage.

Access to sheds or garages If your cat lives outside when you’re out and is more likely to run and hide than to climb, you may have a shed or garage to which you can fit a secured cat flap that only allows him to access it. It would give him another alternative place to run to; and if for some reason you can’t fit a cat flap to your house door, it will also give him somewhere warm and dry to go on cold days.

Secure the garden

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Cat-proof fencing can be very effective at keeping your cat contained in your garden, safely away from any local feline toughs. It also helps deter other cats from venturing in — although if one does get in, it may equally make it hard for him to escape again, so it’s a good idea to check carefully before allowing your own kitty out.

It’s not the cheapest option but you might consider it a good investment when

Accompanied excursions If you are at home during the day and have a garden which you enjoy spending time in, then accompanying your cat outside may be the answer.

Many shy but strongly bonded cats

you weigh up the expenditure against potentially large vet bills if your cat is injured by another. You will also have peace of mind knowing he’s safe from other dangers such as road traffic.

A 2021 study revealed that the welfare scores of cats previously accustomed to freeroaming improved significantly when their outdoor access was confined within a garden area enclosed by cat-proof fencing. Rather than creating stresses, it appeared to reduce them, through allowing them to control their own territory and reducing exposure to feline aggressors.

If you know the offending cat’s owner, you may be able to talk to them and come to an arrangement.

Catios Secure outdoor enclosures (sometimes referred to as catios) have gained a lot of popularity and can be a good compromise between having an indoor/outdoor cat.

These outside spaces enable you to extend the security of your house into your garden; if you live in a flat or apartment, smaller versions can be built on balconies or even window-box style. Inside you can provide access to plants he may like to nibble at, while he’ll also benefit from the mental stimulation of seeing and smelling the world around him.

enjoy sticking close to their owners, and if you reinforce this by showing him that you provide security, fun, and yummy treats, he will soon learn to come to your call or retreat to you in times of need.

Keeping calm As well as taking measures to keep your cat safe, you may also need to address the emotional toll which encounters with a bully can inflict.

Using a calming plug-in product may be an aid to restoring calmness and reducing stress. You can also try doing some calming Tellington TTouch Training body work or even get him the feline version of the Thundershirt familiar to many dog owners. All of these will help in restoring his emotional balance and confidence.

Spending time outside with your cat may give him confidence as you are there to protect him from the bully.

Toni Shelbourne A Tellington TTouch practitioner and certified animal behaviourist.

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CANINE NUTRITION SERIES

itamins – very important nutrients indeed. You may already know humans need a dietary supply of vitamin C; otherwise, we suffer from a range of effects to our skin, gums and immune system.

Historically, sailors used to take limes to sea with them to prevent scurvy, a condition caused by a vitamin C deficiency.

However, did you know your dog actually makes their own vitamin C and does not need their diet to provide it?

Vitamins are critical nutrients to ensure our dogs’ overall health and well-being. Here we examine what they are, why they are important and how our dogs’ food supplies them.

V

Part

If you think your dog might benefit from vitamin supplements, speak to your vet.

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Very important vitamins 76

In the third part of her nutrition know-how series, Jacqueline Boyd talks us through why vitamins are essential for our dog’s health and well-being…

What are vitamins?

Vitamins are essential nutrients required to help the body function well. Normal biochemical and metabolic reactions depend on the presence of vitamins. A deficiency in one or more vitamins can result in serious and, occasionally, lifethreatening conditions, highlighting their importance.

Vitamins are classified as micronutrients because they are needed in the diet at very low concentrations – typically in milligrams (a thousandth of a gram) or micrograms (a millionth of a gram) amounts. When first identified, vitamins were named after letters of the alphabet, and some of this system remains, albeit with amends and alterations.

Why are vitamins important?

Vitamins are important because they are essential for normal function of the body.

This includes the effective use of food to supply energy for day-to-day survival and activity, normal growth, development and repair of the body, and functioning of the nervous and other body systems.

The fat-soluble vitamins Vitamins are fat-soluble or water-soluble.

This is important for understanding how vitamins are obtained from food and then

stored in your dog’s body.

The fat-soluble vitamins include vitamins A, D, E and K. They are absorbed with dietary fats, and are stored within the liver and body fat. Because the fat-soluble vitamins are stored, any dietary excess can be potentially problematic and may even reach toxic levels. This is especially relevant for vitamins A and D, where any excess can lead to serious health issues, including birth defects for pregnant bitches (excess vitamin A) and skeletal abnormalities in growing dogs (vitamin D).

skin when exposed to sunlight. This means that vitamin D must be obtained from their diet.

Vitamin E is a valuable antioxidant, protecting cells from harmful free radicals – substances that can damage cells and cause ageing. Many plant and seed oils are good sources of vitamin E. Finally, vitamin K is critical for normal blood clotting. If your dog is unfortunate enough to consume some forms of rat poison that affect normal clotting mechanisms, the treatment is to administer vitamin K.

Functions of the fat-soluble vitamins Vitamin A is essential for normal vision, the immune system, skin and coat health, and reproduction. Dogs deficient in vitamin A can suffer from eye problems, especially poor night vision. Skin problems can also occur, as can increased susceptibility to illness and infections.

Vitamin D is critical for the skeletal system and works with minerals, such as calcium and phosphorus, to ensure normal development and repair of bones.

Deficiency in vitamin D results in the condition ‘rickets’, where the legs typically become bowed.

Unlike humans, dogs have a limited ability to make active vitamin D in their www.petproductmarketing.co.uk

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Carrots are a good source of Vitamin A.

The water-soluble vitamins The water-soluble vitamins include the B complex and vitamin C. These vitamins are not well stored in the body. Excess levels tend to be excreted in urine.

Healthy dogs can make their own vitamin C, but it is often added to diets as an antioxidant – a substance that can help reduce spoilage. Vitamin C is also important for healthy skin and joints.

Supplementation may be useful for older dogs, those with some illnesses or highly active dogs.

The B group of vitamins includes eight vitamins and choline, a vitamin-like substance. All have key roles in how your dog obtains energy from their food and for overall health, including skin, coat and nail condition.

nutritionally complete diet.

Some vitamins are present in food in a pre-formed state, meaning they are active and available to your dog. Others are found in an inactive, precursor form and need to be modified to be used by your dog’s body.

For example, the active form of vitamin A (retinol) is found at high levels in the liver.

Historically, liver consumption was even advised to treat people with visual disorders. You might also have heard that carrots are a good source of vitamin A. Many dogs do love crunching on carrots. In fact, it is a precursor of vitamin A called beta-carotene found in carrots. This needs further processing in the body before it becomes active vitamin A. If you feed your dog a commercial diet, it will often be fortified with added vitamins and minerals at levels to meet their nutritional needs. For home-prepared meals, it is important to carefully formulate these and use ingredients in a balanced way to provide nutrients at safe and appropriate levels to avoid deficiency or excess.

If you think your dog might benefit from vitamin supplementation, be sure to speak to your vet, or a nutritional professional for advice first for your dog’s health and welfare.

Vitamins are very important – they might only be needed in small amounts, but they are very necessary nutrients.

Did you know? ● Many B vitamins are found in the same food ingredients – meat, eggs, yeast, and some cereals are good sources. ● Folic acid (vitamin B9) is critical for normal puppy development before birth. ● Vitamin B12 supplementation is often beneficial after prolonged digestive upset or illness. ● Vitamin C is also known as ascorbic acid. ● Vitamin E works together with the mineral selenium, and both nutrients need to be balanced in your dog’s diet. ● Poor storage or very heavy cooking/processing can affect levels of vitamins in food. ● Commercial dog foods will often be supplemented with a broad vitamin and mineral supplement avoid defi to a void vo id d efic efi ficiency cie ienc ienc ncy y risks. riisk sks. ks.

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How are vitamins supplied in the diet?

A number of ingredients in your dog’s diet will be sources of several vitamins.

Some ingredients are well known to provide specific vitamins at high levels and are useful when formulating diets, or important to know if you are adding treats or toppers to your dog’s meals. It can be easy to accidentally unbalance an otherwise

PUZZLE ANSWERS CROSSWORD Across: 2 Ed Sheeran 3 Corgi 5 Cameron 6 JK Rowling 10 Coronation Street 11 James Bond Down: 1 Monty Python 4 Glastonbury 7 Downton Abbey 8 Beagle 9 Wembley

JACQUELINE BOYD is an animal scientist, canine coach, nutritionist, writer, lecturer and cocker spaniel aficionado.

SUDOKU

SPOT THE DIFFERENCE

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PUZZLES

SUDOKU

CROSSWORD

Down

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Across

1. British come comedy group known for “Life of “Holy Grail” (5,6) Brian” and “Ho British music festival held 4. An annual B in Somerset (11) (1 British period drama set in 7. Popular Brit Yorkshire (7,6) 8. The ship on which Darwin voyaged, leading Origin of Species” (6) to “On the Orig ground of England football teams (7) 9. Home groun

2. The British singer known for “Shape of You” (2,7) 3. Queen Elizabeth II’s favourite breed of dog (5) 5. Surname of the prime minister who gave the UK a referendum on being in Europe (7) 6. Renowned British children’s author known for the series about a magical school (1,1,7) 10. Longest-running soap opera in UK? (10,6) 11. Famous British spy created by Ian Fleming (5,4)

SPOT THE DIFFERENCE Can you spot the five differences between these two pics?

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