It was lovely to meet so many of you at PATS — lots of retailers and shop owners visited our stand. Being a trade publication and platform, you don’t receive a great deal of feedback (and we don’t expect to) as you’re all busy driving your businesses towards success. However, the comments we received at the show were really reassuring and heartwarming. You fi nd Pet Product Marketing a benefi cial resource and many of you told of how you’d
4 News
The latest from the pet trade 10 Behind the brand
We hear the inside story of Trixie 13 New products
A bumper number of new products!
21 First look
We get the first glimpse of Exo Terra’s new lighting ranges
food special
Nobull interview
are launching NAKEDCAT
Fishkeeping know-how The common pitfalls of community tanks
found products in here that you now stock — that’s what we love to hear! So, thanks to everyone who popped by the stand. In this issue, we have a bumper section of new products (with lots of products being launched at PATS) and a brilliant special all about dog food, which is such a lucrative part of pet retail.
Mike Mike Hallam – Editor, PPM.
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 at michael.hallam@warnersgroup.co.uk)
For advertising queries please contact Stephen Tanner on 01778 392404
Nigel Fish, design and production manager
46 Small companions Marketing to millennial pet parents
50 Cat behaviour
Weird cat behaviours explained! 54 PPM puzzles
Is it breaktime yet? If so, we have puzzles for you!
Stephen Tanner, key account manager (advertising Pet Product Marketing)
Andrea Walters, key account manager (advertising Your Dog/Your Cat)
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Herbal pet care experts at Dorwest Herbs have announced a partnership with television presenter and writer, Kate Humble, supporting their annual campaign helping to calm anxiety in pets due to loud noises, including fireworks.
Kate’s television career has spanned almost three decades, with her passion for wildlife and travel crossing over to broadcasting, including Springwatch, Escape to the Farm and Countryfile. As an avid dog lover and fan of natural supplements, Kate is supporting Dorwest’s calming range this autumn.
Kate also comes with first-hand experience of supporting her own dogs with anxiety so understands how worrying it can be.
She says: “The most important thing to do is be calm yourself – and plan ahead. It’s always hard to know how to help, but Dorwest herbal remedies to calm are a fantastic solution. It’s great to be able to fully support their campaign, and I’ll be giving [my dogs] Teg and Mouse Scullcap & Valerian Tablets this year to help support their fireworks anxiety.”
Dorwest’s calming natural remedies for general anxieties include: Scullcap & Valerian Tablets and Valerian Compound.
Managing Director at Dorwest Jo Boughton-White states: “We’re so excited to partner with Kate, as a lifelong wildlife enthusiast and dog lover! She’s got direct experience of anxious pets and has also seen the benefits of supplements with her own dogs, so it’s a pleasure to work with such an esteemed broadcaster within the animal industry.”
To find out more, follow @dorwest for more support on pet anxiety, visit www.dorwest.com, or call one of the friendly and expert team on 01308 897272, or for trade enquiries, visit trade.dorwest.com
Wilsons Pet Food has rolled out a full rebrand across its range of natural meals and treats for dogs. The Scottish manufacturer unveiled the brand-new look at PATS, where it also announced over thirty new products launching over the coming months.
“With the brand-new look and substantial expansion of current ranges, this marks a significant new chapter for Wilsons and our team – it’s a really exciting time for the business,” explained Craig Wallace, MD, Wilsons.
The rebrand features bold, bright colours for more standout between ranges. New packaging carries clear and concise product information to ensure pet owners see the ingredients and health benefits quickly and highlights the premium quality of the products and ranges as a whole.
The rebrand and new product development have been a combined investment of over £300k for the brand. Aside from the development of Wilsons’ own factories, this is the pet food company’s most significant investment to date.
There’s also a brand-new face for the brand, aptly named Wilson. “The cross-breed dog we chose to feature on-pack really resonated with us. We felt the expression perfectly captured the anticipation of feeding time and the bond between dog and owner at this time. Big eyes full of excitement and anticipation, patiently waiting for dinner to be served!” said Craig.
The rebrand has also helped support Wilsons’ commitment to sustainability by ensuring all treat bags produced are fully recyclable and that the amount of packaging used within its cold pressed range has been substantially reduced, now saving over eleven tonnes of cardboard a year.
Wilsons continues to lead the way in cold pressed manufacturing and their website has also been revamped as part of the rebrand. It further highlights its commitment to using quality ingredients, gently processed, ensuring recipes retain all the goodness and flavour of the ingredients used. The website features a new section for the trade, simplifying online ordering and offering exclusive discounts throughout the year.
To find out more about the Wilsons full range of natural meals and treats, visit trade.wilsonspetfood.co.uk or contact the trade sales team at trade@wilsonspetfood.co.uk
Marriage’s® showcased the fresh new rebrand of their small animal and indoor bird categories at PATS in September and received an outstanding response.
“The comments we received on the stand were really positive,” said Marriage’s® Head of Marketing Sarah Kitson. “We’ve had a fantastic response to the new brand identity and ranges. With a stronger footfall than previous years, the show was a glowing success for us and we took a record number of leads.”
The stand at PATS focused primarily on promoting Marriage’s® new look and formulations for the small animal and indoor bird ranges, with attendees also given a sneak preview of the rebranded poultry range.
“The new eye-catching pack designs have created a stronger brand identity and reflect the premium quality of the ranges,“ said Sarah. “Clear 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 product category now utilises an assigned colour scheme, which has helped to improve in-store merchandising. We have also improved the brand’s point of sale activity in-store and online to help support and grow our consumer base.
“The rebrand not only provides an eye-catching new look but also offers a greater range of pack formats and sizes to choose from, giving customers better choices and making for distinctive in-store displays.”
The heritage of the Marriage’s® brand goes back six generations. From its early beginnings, it has become an established, trusted, and respected brand in the pet and smallholder feed markets, offering a comprehensive, high-quality feed range that’s healthy, nutritious, and delicious.
The small animal range especially caught the eye of the trade at PATS. Formulated specifically for rabbits, guinea pigs, chinchillas, hamsters, gerbils, rats, and mice, the range maximises on Marriage’s® advantageous Nutri Pressed® cool pressed technology, with recipes based on the latest research. The cool pressed technology enables pellets to be formed at
Harvest Pet Products welcomes Hannah Dawson as Marketing and Ecommerce Manager, leading a dedicated new team during a period of significant growth.
With a decade of marketing experience across diverse industries, Hannah boasts a successful track record of driving digital growth. Her most recent role at Auto-Trail, a leading motorhome manufacturer, saw her spearhead impressive digital advancements. Hannah’s passion for wildlife, coupled with her expertise in product marketing and trade shows, makes her a perfect fit for Harvest.
In just three months, Hannah has significantly improved Harvest’s social media, growing their reach from 3,674 to 41,761, with the introduction of two new channels contributing nearly 30% of the increase.
The next 12 months hold further excitement with the launch of a new brand, The Little Birdhouse, and the development of Harvest’s own ecommerce platform. Joining Hannah are Liam Bryant (Ecommerce Executive) and Alex Hudson (Ecommerce Specialist), solidifying Harvest’s commitment to digital growth.
To connect with Hannah and find out more about her role at Harvest, visit linkedin.com/in/hannahlouisedawson
much lower temperatures than other types of manufacturing. This retains more heat sensitive nutrients which may otherwise be lost during high temperature manufacturing methods such as extrusion. Striking a healthy balance for herbivores and omnivores specifically, their products have superior nutrient content and flavour.
Keep your eyes peeled for the new-look poultry range in early 2025.
To find out more about Marriage’s® animal feed range, visit marriages.co.uk or for trade enquiries call 0845 257 0232 or email contactus@marriagesmillers.co.uk
The Pet Industry Federation (PIF) has unveiled the line-up of 2024 finalists for the PIF Awards.
Generously supported by platinum sponsor Su-Bridge Pet Supplies, with Cliverton, YuMove and the Animal People Recruitment Company as headline sponsors, the 2024 PIF Awards Dinner takes place on Thursday 7 November at the DoubleTree by Hilton Hotel, Stoke-on-Trent.
Tickets to the black tie event include a complimentary drinks reception, three-course meal with wine, and live entertainment. Tickets can be purchased at petfederation.co.uk with savings for PIF members and tables of 10. The website also contains details about the accommodation options in Stoke-onTrent.
The finalists are:
New Product Award – Accessories
■ FearLess Pet - Walk Star™ Dog Harness
■ Pawdaw of London - Luxury Sofa Throw/Dog
Blanket ■ Play9 LTD - The Roolo®
■ The Muzzle Movement – Harry
■ Throw N Go - 2-in-1 Dog Ball and Poop Bag Holder ■ Trinkety Paws - Waterproof Biothane® handsfree Dog Training Lead
New Product Award – Food
■ Bella & Duke - Ready, Steady, Raw
■ Dibaq Diproteg SA - Dibaq Sense Sterilized and Kitten Cans ■ Inspired Pet Nutrition Ltd (IPN) - Harringtons Superfoods
■ James & Ella - Kibble + Raw Dog and Puppy Food ■ MJ Petfoods - Dougie’s Pets - Pure Veg Blocks ■ Natural Instinct - Natural Fish
New Product Award - Health & Hygiene
■ Charlie The Vet Ltd - Antiseptic Wound & Skin Care Spray ■ DoggyRade - TummyRade Assist ■ Doglyness International GmbH - Coat Therapy Line ■ Dorwest - BrainCopa® Tablets ■ Litter Genie - The LitterLocker
■ Vitacanes SL - Mooiza Zen Forte
New Product Award - Treats
■ Baboo Gelato - Doggy Doggy Yum Yum
■ Dibaq Diproteg SA - Semi-Moist Functional Snacks ■ DotDotPet – Multifit ■ Life Of Riley Bakery Ltd - Cool & Calming Freeze-at-Home Ice Cream Mix ■ Natural Science Group t/a AniVatio - ProJoint Soft Chews
■ Pet Trade Innovations - Wonderful World of Treats
Manufacturer of the Year (Over £10m)
■ Bella & Duke ■ Harvest Pet Products
■ Mackle Petfoods ■ Nutriment Ltd
Manufacturer of the Year (Under £10m)
■ Doglyness International GmbH
■ Life Of Riley Bakery Ltd ■ Natural Dog Food
Direct ■ Proflax Limited ■ The Big Biscuit Company ■ The Pet Carpenter Ltd
Wholesaler of the Year
■ Copdock Mill Wholesale ■ Su-Bridge Pet Supplies ■ Vital Pet Trade Specialist
■ We.pet Independent Pet Wholesale
Supplier of the Year
■ Brambles Pet and Wildlife Ltd ■ Furr Boost
■ Mutneys Professional Pet Care Ltd
■ Natures Pet Products ■ Pawd Drinks
■ Pet Trade Innovations
New Business of the Year
■ EasyEat ■ Help! My Dog ■ Petlearnia
■ Pets 2 Places Pontefract & Wakefield
■ Play9 LTD ■ Sunnyside Cottage ■ The Dog
Trainer School ■ The Muzzle Movement
Grooming Business of the Year
■ Curly Tails Dog Grooming Training & Behaviour Specialist ■ Groomsbydarcy
■ Hurley’s Grooming Salon | Training Academy
■ Paws Parlour & Pet Boutique
■ The Dog House (Leicester) Ltd
■ The Groomers
Kennel of the Year
■ Crossroads Resort ■ Hawthorn Boarding Kennels and Cattery ■ Millin Brook Luxury Dog Boarding ■ Newgate Kennels and Cattery Ltd ■ Oaksedge Farm Dog Hotel Ltd
■ Rags & Bert’s
Cattery of the Year
■ Alloa Cattery ■ Bell Reed Kennels and Cattery – CatNapHotel ■ Greendale Farm Kennels and Cattery ■ Hawthorn Boarding Kennels and Cattery ■ Hest Bank Kennels Ltd
■ Newgate Kennels and Cattery Ltd
Home Boarding Business of the Year
■ PadPaws ■ Quality Chops Pet Services
■ The Pug Snug ■ The Sighthound Savoy
■ Walkingwoofs Ltd
Dog Daycare Business of the Year
■ Claires Comfy Canines ■ Doggy Daycare
Trafford Park ■ PadPaws ■ Pawsome Days Ltd
■ Pawz&Co ■ Quality Chops Pet Services ■ The Dog Club Essex ■ Top Dog Doggy Day Care
Dog Walking Business of the Year
■ Bee Bops ■ DotDot Pet Care Ltd
■ Good Dog Walking Ltd ■ Shropshire Canine
■ Sophie’s Pet Care Limited
■ Walkingwoofs Ltd
Pet Service Business of the Year
■ Behavet ■ Biker Girl Dog Trainer Ltd
■ Canine Dip and Dive Club Ltd
■ Pippin Pets Dog Training ■ Royvon
■ Shropshire Canine ■ The Kat Lady
■ Yorkshire Pooches Therapies
Online Business of the Year
■ Dorwest ■ Itch Petcare Ltd ■ Omlet
■ Pawsome Paws Boutique ■ Tug-E-Nuff
■ The Pet Carpenter Ltd
Export Business Award
■ Mutneys Professional Pet Care Ltd
■ We.pet Independent Pet Wholesale
Sustainability Award
■ Better Origin ■ Doglyness International GmbH ■ Hemp Heros ■ Hillfoot & Paws
■ Inspired Pet Nutrition (IPN)
■ Itch Petcare Ltd
Pet Chain
■ Jollyes ■ Just For Pets ■ Pet Pavilion
■ Pets & Friends ■ Pets Corner
Independent Retailer of the Year
■ CREATURE COMFORTS ■ Marlborough Pets
■ Marshalls Pet Food Store Ltd
■ Pickles Pet Pantry Ltd ■ The Empawrium
■ The Pet Experience Ltd ■ Wildwood Pets Ltd
Garden Centre Pet Department
■ Bents Garden & Home (Warrington)
■ Hollybush Garden Centre, Aquaria & Pets (Wolverhampton)
■ Knights Garden Centres - Pet Barn
■ Notcutts
■ Squire’s Garden Centres (Badshot Lea)
■ Webbs of Wychbold
Marketing Campaign of the Year
■ Doglyness International GmbH - Doglyness Different Campaign
■ Frozzys - Ten Years of Frozzys
■ Inspired Pet Nutrition Ltd (IPN) - The Harringtons Yorkshire Terrier “Terry”
■ Johnson’s Veterinary Products - National Pet Shop Day (NPSD)
■ My Anxious Dog - Dogs in Yellow
■ Naturo Pet Food - Dogs Don’t Care What They Eat. Naturo Do
■ Play9 LTD - Most Other Dog Toys Are Just Balls
■ Tillymint Communications - Karnlea
New Product Development
& Online Trade Account
■ Pet Tech Award
■ Tails, Beaks and Feets
■ Poorly Paws
■ WagIt
■ wearezumi Limited
The recent PATS at Telford closed on a high with exhibitors and visitors delighted by the huge volume of business — and the news that the show will continue to expand as it heads to the NEC, in Birmingham, next year. There was a lot of excitement around the move.
Simon Lane, director of Ancol Pet Products, said: “I think the move to the NEC is a very positive step, especially for our customers, because of its central location and good transport links.”
This view was shared by Johnson’s Veterinary Products. Matthew Gwynn, sales and digital marketing manager, commented: “This has been the busiest ever show for us with great quality visitors and lots of opportunity to network with key accounts. We also think it’s a terrific platform for next year, especially as we’re really excited about the move to the NEC. With the venue being so close to Birmingham Airport, we’re confident it will bring in even more international interest.”
The positivity surrounding the move was also shared by visiting retailers. Londonbased retailer Guiseppe Bloom-Mangione, founder of Muthapuppa, said: “Getting to the show in future will certainly be easier for me, and for many others, I expect. It’s important to attend an exhibition like PATS, and any initiative that makes the process less stressful is very welcome.”
The pet industry now looks forward to the next PATS at the NEC Birmingham, taking place over three days from Sunday, 28th September, to Tuesday, 30th September 2025.
The winners of the PATS 2024 New Product Awards, sponsored by PBW news, were chosen by a team of expert pet retailers at the show. Taking home one of these honours is often a springboard for real success.
The Awards were presented to the winners at 4pm on Sunday by David Rees, editor of PBW news, and show organiser Gordon Thomas. Here is a full list of the winners together with the judges’ comments:
PATS 2024
New Product Award Winners
(sponsored by PBW news)
Cat Accessories & Toys
LickiMat Kitty
LickiMat
Judges said: It’s a fun product that will occupy cats for a long time, and is beneficial to pets in multiple ways. As well as having a great price point, it comes in clear and colourful packaging.
Cat Food Products
Cat: Happy Gut Yoghurt Squeeze
Frozzys
Judges said: Cats will love this great product. It’s the first cat yoghurt in the Frozzys range and is bound to be a bestseller. It has an eye-catching design and is well priced.
Dog Food Products
Dougie’s Pure Veg Blocks
Dougie’s Pets
Judges said: An excellent product for boosting the diet of fussy dogs. It comes in good-sized portions and is well priced.
Dog Treat Products
Pick N Mix Training Treat Pots
K9 Chew Co
Judges said: This product is a clever idea and is very reasonably priced. It comes in fun packaging and has a good price point.
Dog Accessories & Toys
Tall Tails Animated Dog Toy Range
Kennelpak
Judges said: An absolutely brilliant toy with lots of different features to keep a dog entertained. It’s different from anything else in the market.
Dog Harnesses, Leads & Dog Wear
Halti Anatomy Harness
Company of Animals
Judges said: Another superb product from an innovative company. It is well made, has a colourful design and is well priced.
Small Animal & Bird Products
Happy Bird Bark Butters
Unipet
Judges said: A fun and innovative product with a unique design that’s sure to fly off the shelves.
Pet Care Products
POOZ – Worm Egg Counts for Pets
ScientifEQ
Judges said: A simple but very effective product that is much needed. It has clear instructions, making it easy to use.
Grooming Products
Tick Twister Clip Box 3 Piece
Tick Twister
Judges said: This is a handy and essential tool. It’s easy to carry at all times.
New Starter Zone Award
Make-Your-Own Dog Treats: Cheese & Super Seaweed
Dog & Bond
Judges said: This is a novel treat kit with a good price point. It comes in recyclable packing and is hand-made in the UK. It has easy-to-follow instructions and comes with tempting flavours.
The winners of the first-ever Aquatics Zone New Product Awards at PATS were revealed on the first day of the show.
Acknowledging the importance of the Aquatics Zone, the dedicated area for reptile, aquatics, and watergardening specialists, the sector had its own New Product Showcase in Hall 1A. The award winners were chosen by a team of retail experts in three categories: indoor, outdoor, and reptile.
Here is a full list of the winners together with the judges’ comments:
PATS 2024
Aquatics Zone New Product Award Winners
Indoor
AxoCure, AxoSafe & AxoTonic
NT Labs
Judges said: “There will be huge demand for this product. It’s well branded and is excellent value for money. It’s a great addition to the Axolotl range.”
Outdoor
All Season Blanket Answer
Cloverleaf
Judges said: “A much-needed product, especially with more people owning ponds.”
Reptile
Exo Terra TerraSky UV LED Range
Rolf C Hagen
Judges said: “This energy efficient UV LED terrarium lighting has a remote control, making it easily adjustable. It comes with clear instructions, is packaged nicely and has a good price point.”
The PetQuip Awards dinner saw awards presented across 15 categories at a buzzing evening with 300 guests representing suppliers, retailers, wholesalers, distributors and industry trade exhibition organisers.
Amanda Sizer Barrett, PetQuip’s Director General, commented: “Our whole team was delighted to celebrate so many successes in this innovative industry across product development, marketing, export, skilled team members and retailers. With a recordbreaking attendance this year, we are looking forward to seeing even more of the industry gathering to celebrate and network at the 2025 PetQuip Awards!”
List of winners:
Supplier of the year
Gold TRIXIE UK Pet Products
Silver Mutneys Professional
Pet Care
Business service of the year
Gold Millin Brook Luxury Dog
Boarding
Silver Four Paws Groom School
Most promising new starter business –sponsored by Interzoo
Gold The Muzzle Movement
Silver Pawionic
Product of the year – food & treats
Gold Frozzys HAPPY GUT Softbakes
Silver Dougie’s Pets Dougies Pure
Veg Blocks
Highly commended Wonderful World of Treats Collection
Product of the year - healthcare and grooming
Gold VETIQ Serene Calming Ointment
Silver Woof and Brew Herbal Blended Tonics
Product of the year - accessories and technical
Gold ROGZ Cat Safety Release Collar
Silver DotDotPet Dog Eco Towels
Sustainability award – sponsored by CIPS
Gold Benevo
Silver Beco
UK multiple retailer of the year –sponsored by PATS
Gold Jollyes
UK independent retailer of the year –sponsored by Pet Product Marketing
Gold Trusty Pet Supplies
Silver Marshalls Pet Food Store
International retailer of the year –sponsored by PATS
Gold Kölle Zoo
Best trade marketing campaign –sponsored by PBW News
Joint gold Pawsome Paws Boutique
Disney campaign
Joint gold Frozzys Celebration Pack campaign
Silver My Anxious Dog #Dogsinyellow campaign
Rising star – sponsored by Noble Futures
Gold Clara Hewson, The Muzzle Movement
Silver Sophie Chesman, Pawsome Paws Boutique
Employee of the year – sponsored by Noble Futures
Joint gold Charmain Cane, We.pet Independent Wholesale
Joint gold Michelle Williams, Associated Veterinary Services
The Theresa Swann Award – exporter of the year – sponsored by Group55
Gold Mutneys Professional Pet Care
Silver James & Steel
Lifetime Achievement – sponsored by Leopard Co
Gold Celia Hammond, Celia Hammond Animal Trust
For details of PetQuip membership, please email info@petquip.com or visit petquip.com
… and a new look! We take a look behind the scenes of their success.
Founded in 1974 as a one-man business by the Dane Bonnik Hansen, the company has developed into the European market leader for pet accessories. TRIXIE products can now be found on every continent. This year, the North German company is celebrating its 50th anniversary.
“After the reunification of Germany in the 1990s, we experienced an incredible expansion and were able to successfully
1974 Bonnik Hansen founds the company TRIXIE in Flensburg, Germany
accompany the changes in the industry,” says Managing Director Volker Haak, who began his training as a wholesale and foreign trade merchant at TRIXIE in 1985. At that time, the team comprised 7 employees. Today, there are almost 600 employees from 27 different countries selling 6,500 products for dogs, cats, small animals, birds and reptiles to wholesalers and retailers in the office and in the field.
With the move to Tarp in 2002, and the constant expansion and extension
1986 Move to a new building in Jarplund-Weding with over 1,000 square metres of storage space and 80 square metres of office space.
Number of employees: 15
1976 Relocation to Jarplund-Weding and establishment of an administration centre
2001 Expansion of warehouse space to approx. 8,000 square metres, office space to approx. 700 square metres.
Number of employees: 135
1998 Foundation of TRIXIE
Heimtierbedarf GmbH & Co. KG with the managing directors Bonnik Hansen, Volker Haak, and Dirk Jessen
of warehouse and office capacities, the TRIXIE site now covers approx. 98,000 square metres with a storage area of 52,000 square metres for approx. 90,000 pallet spaces and 48,000 containers in shuttle systems.
What has led to this continued success and steady growth?
“There were various factors,” reveals Bonnik Hansen. Good margins for the specialised trade and an attractive price-performance ratio for end consumers. Goodwill when it came to complaints. Reliability and appreciation in our dealings with each other. These are still important values that are firmly anchored at TRIXIE today.“
“Our approach to the product range has also changed and been reorganised,” explains Dirk Jessen, also Managing Director and responsible for purchasing. In the past, it was primarily merchandise that was delivered and redelivered at TRIXIE, but today there is an almost 20-strong product management team with experts from the fields of design, veterinary medicine, and dog training ready to continuously develop the range with a focus on animal welfare and sustainability.
What else do specialist customers appreciate about TRIXIE?
“Our speed and high delivery capacity,” says Jan Petersen, Head of Intralogistics. “We regularly invest in this, e.g. 15 million euros in a fully automated high-bay warehouse, most recently in the expansion of the shuttle systems and packing stations.”
Speaking of investments - the profits are reinvested to secure the site and further develop the company.
Exports play an important role in the development of sales: whereas in 2004 around 50 countries were supplied, accounting for 30% of total sales, this
2002 Relocation to the industrial estate in Tarp, the total site area is approx. 40,000 square metres.
2008 Expansion of the property area to approx. 60,000 square metres.
Number of employees: 263
2009 Expansion of the product line to include terrariums/reptiles
figure has now risen to more than 100 countries with a share of 60%. “The main reasons for this are the expansion of direct sales with our own field sales teams in Austria, France, the UK and Benelux, as well as the continuous expansion of wholesale activities with sales partners on all continents,” says Boy Tadsen, Head of Wholesale Export Sales, explaining the development.
The year 2022 marked an important milestone for TRIXIE’s direct sales to the
2012 Expansion of the site area to approx. 80,000 square metres, with over 60,000 pallet spaces and a further 25,000 storage spaces.
extensive process involving market research and the development of a guiding principle was launched in 2019: Friends for life.
“This suits us in many ways,” explains Marketing Manager Claudia Menzel. “Our range is so extensive that it accompanies pets and owners in all situations in life, from birth to old age. But we are also friends when it comes to our employees, customers and suppliers. We like to describe ourselves as down-to-earth. Here, everyone is on first-name terms and our dealings are friendly and at eye level.
UK, as the German-based company celebrated its 10th anniversary since starting direct deliveries to retailers in the UK and the opening of a 5,000 square metre distribution centre for snacks and treats in Moulton Park, Northampton. Since then, TRIXIE has stocked a range of around 650 snacks and treats, which are now shipped exclusively from the new depot, while pet accessories continue to be delivered from the company’s main warehouse in Tarp, Germany. Trixie Managing Director Volker Haak said: ‘This underlines the importance of the UK market to us.‘
Today, seven Area Sales Managers and one Key Account Manager are responsible for customers in the UK, led by National Sales Manager Russell Cook.
Perhaps precisely because Tarp is a little “off the beaten track” at the upper edge of Germany, there is constant movement in the direction and strategy of Trixie. An
The result is a concept full of personality that is approachable, likeable and cheerful but also conveys modernity and clarity. Visually represented in an optimised logo, imagery and packaging design. The “eternal blues” are now available in shops with a fresh and categoryc colour scheme.
“A modern, striking appearance that works as a whole and radiates emotion - we’re looking forward to it,” says Claudia Menzel.
Mad Beauty, the award-winning brand known for its bath, body, and cosmetics products, has announced an exciting expansion into a brand-new category — pet grooming. Mad Pets is a thoughtfully crafted range designed to bring the same playful creativity to furry friends.
The range includes: For The Love Of Clean Dog Shampoo and Conditioner Duo, Tail Waggin’ Wash Dog Shampoo, Groomin’ Wonderful Dog Conditioner, Who’s Adorable! Dog Slicker Brush, Poop-Doggy Dog Poop Bag Holder, Give The Dog A Bone Gift Set Tin, Time for Paws Paw Balm, Nip-Knacks Catnip Filled Toys, and Snapcat Photo Booth Props.
This starter range is just the beginning. In 2025 –Mad Beauty’s 25th anniversary – the company has big plans for Mad Pets. “We’re bringing even more innovative designs, playful mouldings, and those ‘oooh and ahh’ products to celebrate our milestone
For trade enquiries, visitmadbeauty.com/register/trade
anniversary. Get ready for some serious pet pampering with a Mad twist!” says Julia Cash, Creative Director at Mad Beauty.
Mikki has launched its range of Doodles Drying Robes for Poodle crossbreeds.
Doodles, with their curly, part-wool coats, are known for retaining water and tangling easily, making post-walk or bath drying a challenge. The new Mikki Doodles Drying Robes are specially crafted to address this need, using highly absorbent microfibre that speeds up the drying
process while minimising tangles and keeping the coat frizz free. Available in five sizes from small to XXL, the Drying Robe has a full-body design to provide maximum coverage from head to tail, ensuring the dog stays cosy and dries off effectively without the fuss of a traditional towel. Simple to fit over the head with step-in trousers, the neck of the drying robe can be left up as an over-ear hood or folded down.
Each robe is supplied in a matching drawstring storage bag made of the same microfibre, the bag doubles up as a paw and face drying mitt and can be washed alongside the robe at and can be washed the robe at 30 degrees.
Nilaqua, a leading waterless washing brand, has launched an extended range of innovative pet-washing products.
Designed to remove the hassle of washing pets, while being kind to the environment, the products are all made ethically in the UK and are carefully crafted with water-based, biodegradable ingredients that are veganfriendly and gentle on pets.
The new Nilaqua eco pet range includes:
Puppy Shampoo: Gentle and enriched with Vitamin E, perfect for young and sensitive skin.
Poo Shampoo: Specially formulated with a blend of fragrances to neutralise the unpleasant odour of fox poo.
Muddy Paw Shampoo: Features a foaming burst action that effectively lifts mud from fur.
Beach Day Shampoo: Designed to remove sand, with extra conditioners to counteract the effects of sea salt.
Critter Shampoo: Contains essential oils that naturally repel ticks and fleas and is pesticide-free.
Older Dog Shampoo: This gentle formula is ideal for dogs with urinary incontinence or other issues that make frequent bathing difficult.
Colognes and detangle sprays: These are designed to leave your pet’s coat smelling fresh and feeling silky smooth while effortlessly removing knots and tangles.
To find out more, visit waterlessdogshampoo.co.uk or for trade enquiries, email sales@waterlessltd.co.uk
Pawable has released an update to their popular collagen for dogs joint care product. The product already contained five different types of hydrolysed collagen types.
Now, Pawable includes undenatured type II collagen (UC-II), too. Undenatured collagen works differently to hydrolysed collagen and studies have shown that UC-II activates immune cells which signal the body to rebuild and repair joint cartilage.
Neil Durrant, who founded Pawable, said: “We are really proud of this development. The undenatured collagen works in perfect harmony with our hydrolysed collagen which provides the nutritional building blocks to support collagen production.
“We have had so much amazing feedback from owners of dogs who are thriving on Pawable collagen, and this latest cycle of our continuous improvement is another step forward in helping more dogs enjoy greater comfort and mobility.”
Chris
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Pedigree Wholesale has made four exciting additions to the Natures Deli Tasty Treats and Training Treats range. These new, fish-flavoured treats are grain-free, low in fat, and free from artificial flavours or colours.
The new Training Bites in Salmon are not only naturally
nutritious but also delicious, making them an ideal training aid for dogs of all breeds. The Tasty Treats collection now also includes Soft White Fish Strips, Soft Salmon Strips, and Salmon Sticks with Sweet Potato, which can be easily broken into smaller pieces for rewarding, training, or just because! Slowly oven-roasted, these treats are made from premium cuts with up to 78% fish content, ensuring a taste that dogs can’t resist.
Retailing at £3.99 per pack and sold in cases of 10, the new Natures Deli treats are available now through Pedigree Wholesale, exclusively for the specialist pet trade and offer high margins for retailers.
Visit petproducts.co.uk/natures-deli or speak to your Business Development Manager to find out more
Su-Bridge Pet Supplies is now the exclusive distributor of ZIWI® Peak’s exciting new Steam & Dried product in the UK.
Premium pet food manufacturer ZIWI’s new range incorporates the best in raw ethically sourced animal proteins, added functional ingredients, and innovative new proprietary technology.
Crafted according to ZIWI’s philosophy of pure origins, peak ingredients, and peak processing, ZIWI Peak Steam & Dried uses a brand-new two-step process called Z-MicroSteam™.
The new process aims to keep the ingredients as close to nature as possible. First, the ingredients are delicately micro-steamed, then
gently air-dried, to lock in nutrition. ZIWI Peak Steam & Dried is a new alternative-to-raw, complete and balanced food for dogs and cats, that provides an entry level into the ultra-premium category.
ZIWI Peak Steam & Dried comes in three pack sizes and three recipes for dogs (Cage-free Chicken with Orchard Fruits, Grass-fed Lamb with Green Vegetables, and Grass-fed Beef with Pumpkin), and two pack sizes and three recipes (Cage-free Chicken with Whole Mackerel, Grass-fed Beef with Southern Blue Whiting, and Wild South Pacific Fish) for cats.
ZIWI Peak Steam & Dried includes premium animal ingredients, as well as carefully chosen foods to provide health benefits such supporting gut health, skin condition, and glossy coats.
ZIWI Peak Steam & Dried is now available to trade customers exclusively via Su-Bridge Pet Supplies. Visit su-bridge.co.uk
Available now - Our range of super premium bird feeds & feeders includes peanut packed Bark Butters & Nuggets and our award winning hanging feeder that simulates real bark!
Dog & Bond has been honoured with the PATS 2024 New Product Award for its innovative make-your-own dog treat kits.
Handmade in the UK, Dog & Bond’s make-yourown treat mix is available in three flavours: Tasty Cheese & Super Seaweed, Cinnamon Apple & Peanut, and, just in time for Christmas, Scrummy Gingerbread. The recipes are grain-free, gluten-free, and made with human-grade ingredients, making it possible for pet parents to enjoy the treats alongside their dogs.
Each kit is designed to be easy to make at home, with clear instructions and the option to personalise according to a dog’s taste or dietary needs. Plus, the mixes come with a reusable bone-shaped cookie cutter or, for the gingerbread flavour, a cute Christmas tree cutter.
The judges praised Dog & Bond’s treat kits for their unique concept, quality ingredients, and attractive packaging. The judges remarked: “This is a novel treat kit with a good price point and is handmade in the UK. It has easy-to-follow instructions and comes with tempting flavours.”
To find out more, visit dogandbond.com or for trade enquiries, email hello@dogandbond.com
Company of Animals’ new range of Coachi Natural Training Treats are designed to provide a premium, healthy, and functional reward for puppies and dogs.
The Coachi Natural Training Treats are available in three specialised variants:
Puppy – Made with a blend of chicken, sweet potato, pea, and cheese, and enriched with prebiotics for digestive health, they support healthy growth and development for puppies.
Dog – Specially crafted for adult dogs, these fish-based treats are
packed with sweet potato, turmeric, and ginger, ingredients known to promote joint care and mobility. Additionally, they are rich in omega-3 and 6 fatty acids, essential for boosting immune health and overall vitality.
Calming – Perfect for dogs of all ages, these calming treats are made with turkey, sweet potato and pea, and infused with L-tryptophan, chamomile, and lavender. Designed to help reduce stress and anxiety, they provide a natural solution for moments when your dog needs to relax.
The packaging for Coachi Natural Training Treats is made from a mono-polymer polyethylene, which is classified as 100% recyclable across the UK and Europe. To maximise retail efficiency, the treats are offered in Shelf Ready Packs (SRPs), making them easy to stock, display, and sell.
Su-Bridge Pet Supplies will be distributing two globally recognised brands in the UK.
These new products are designed to bring innovation and excitement to the pet toy category, offering retailers the chance to stock highly sought-after items.
Nerf Blasters: Ideal for active dogs, these fetch toys bring the energy and fun of the well-known Nerf brand to pet playtime, encouraging physical activity and engagement. Range includes squeak tennis balls, Blasters, tug toys, scented bone chews, and barbells.
Hasbro character toys: Featuring beloved family characters such as Mr Potato Head, Hungry Hippo, and Mr Monopoly, these durable toys are designed specifically for pets, combining fun and functionality.
These new product lines are set to enhance retailers’ offerings, particularly in the run-up to the Christmas season.
To find out more, visit su-bridge.co.uk and search Nerf and Hasbro
Pedigree Wholesale has added a brand-new banana flavour to the Petello Yak Cheese Chew range.
Crafted using a traditional Himalayan recipe with just three ingredients — yak and cow milk, banana, and lime juice — these chews are 100% natural, gluten-free, and rich in calcium. They are low in fat, completely vegetarian, and made with human-grade ingredients. Without artificial flavours or preservatives, these nutritious bars are protein-rich, hard-wearing, and ideal for helping maintain dental health by reducing plaque and tartar.
These long-lasting chews feature banana as a main ingredient, which is known to be high in potassium and Vitamin B6, which support healthy heart function and regulate blood pressure. They also contain magnesium, which helps strengthen muscles and bones, as well as Vitamin C and fibre to promote immunity and digestive health.
Petello Yak Cheese Chews are now available in five delicious varieties: Original, Turmeric, Coconut, Peanut Butter and brandnew Banana.
Now available through Pedigree Wholesale, exclusively for the specialist pet trade.
To find out more, visit petproducts.co.uk or speak to your business development manager for more information
In recent years, there has been a growing trend among pet owners seeking more natural, wholesome nutrition for their small pets. This shift towards botanical-based diets aligns with a broader movement in pet care that emphasises the health benefits of natural ingredients. Supreme Petfoods has responded to this demand with their innovative Selective Naturals Botanicals range.
These carefully crafted products for rabbits and guinea pigs are not only packed with essential nutrients but also feature an enticing blend of herbs and forage that cater to the natural dietary instincts of small pets.
Rabbits and guinea pigs are natural foragers. Their diet in the wild is varied and rich in plant-based ingredients. Selective Naturals Botanicals Rabbit Food and Selective Botanicals Guinea Pig Food perfectly replicate this natural diet, offering a blend of mint, thyme, basil, parsley, and dandelion. These herbs not only enhance the food’s palatability but also support overall health.
The extruded nuggets come in assorted shapes to mimic the wild foraging experience, providing environmental enrichment that keeps rabbits and guinea pigs engaged and happy. The diets are high in fibre, crucial for maintaining healthy digestive and dental systems, and include antioxidants to boost immunity. In addition, Selective Botanicals Guinea Pig contains stabilised Vitamin C, to meet the species-specific requirement for this essential vitamin. With no added
sugar, artificial colours, or flavours, the Selective Botanicals range is a super-premium nutritious and delicious choice, perfectly aligned with current trends.
To find out more, visit supremepetfoods.com or for trade enquiries, visit supremepetfoods.com/become-a-stockist
There are three fun and innovative additions to the Nobblys Dental Dog Chew range: the Hippo, Lion, and Unicorn dental dog chews.
These vegetarian, gluten-free chews feature Nobblys’ signature ‘nobbles,’ which make it easier for dogs to grip while also helping to fight plaque and tartar build-up. Not only do they promote dental health, but they also keep dogs entertained.
Each chew is crafted with a fully vegetarian recipe, now with the addition of delicious fruits and vegetables – Hippo (pumpkin), Lion (banana) and Unicorn (strawberry). They also contain Vitamin E and brewer’s yeast, known for its rich levels of B Vitamins.
The Nobblys range also features an Original Nobblys shape and a Tough Brush in both Peanut Butter and Mint flavours, designed to improve dental health. These shapes come in small, medium and large sizes, while the new animal-shaped chews are available in a single size.
Offering above-average retailer margins, these chews stand out on shelves, presented in colourcoordinated display cases, ready to make an impact in-store. They also feature hang tags with individual barcodes for easy display on hooks as an alternative display option.
Priced affordably starting at just £1.69, Nobblys Animal chews provide a budget-friendly option for shoppers. Nobblys animals are now available through Pedigree Wholesale and are exclusive to the specialist pet trade.
To find out more, visit petproducts.co.uk or speak to your business development manager for more information
Check out Exo Terra’s new and unique T5 range and their award-winning Terrasky UVB LED bulbs
The team at Exo Terra came out swinging at PATS last month, with a new range of lighting that promises to make waves in the reptile keeping industry.
The main event on the Exo Terra stand was their latest line-up of T5 Very High Output (VHO) Bulbs. With three specialised models, these bulbs are designed to provide optimal levels of UV for specific environmental requirements akin to the ones found in the wild, with an amazing durability of up to 12 months!
The Reptile UVB100 bulb is suited for shade-dwelling species with moderate UVB needs (such as frogs, ball pythons, as well as crested and leopard geckos), while the Reptile UVB200 is designed for partial-sunlight dwellers who need moderate to high UVB intensity, like chameleons and green iguanas. Finally, the Reptile UVB300 bulb is ideal for reptiles who thrive in open sunlight, such as tortoises, bearded dragons, and uromastyx, who will therefore have the highest UVB requirements. Each bulb is available in different lengths and wattages, to ensure compatibility with any terrarium setup.
Backed by testing
What sets these new Exo Terra VHO bulbs apart is the usage of an advanced, unique phosphor mix, designed in collaboration with renowned reptile lighting expert Tomaskas and carefully formulated to replicate the optimal UV spectrum required for healthy reptile husbandry. Exo Terra’s team has worked closely with Tomaskas for several years, conducting in-depth research and rigorous testing to ensure that these bulbs not only provide the right amount of UVB, but also a light spectrum that closely mimics natural sunlight.
Independent tests support that claim, with Exo Terra bulbs emitting a spectrum closer to natural sunlight than leading competitors. Spectrum accuracy is critical, because it more accurately simulates conditions found in the wild, enhancing reptile well-being and encouraging natural behaviours.
Since reptiles are so reliant on UVB for their health and well-being, with it being a vital part of their vitamin D3 synthesis and calcium metabolism, it is crucial to provide them with the UVB levels they need to thrive. To that end, the T5 VHO Bulbs come accompanied by a new T5 Terrarium Top High-Performance Reptile UVB Fixture, specifically designed to seamlessly integrate and enhance the bulbs in any terrarium setting. This new fixture comes with a plethora of features, such as a high-output reflector, increasing light penetration in taller/mesh top terrariums, as well as a high-quality electronic ballast to not only eliminate flickering, but also increase the overall performance and lifespan of any T5 VHO Bulb Installed. Its linkable design also allows for the control of multiple fixtures with a single timer, and its grounded plug ensures maximum safety and durability. Finally, the fact that the fixture can be placed on top of a terrarium mesh, as well as its optional mounting clips, makes it an ideal choice for a wide range of setups.
Exo Terra also made waves at PATS when their recently released Terrasky UV LED Terrarium Light took home the New Product Award in the Reptile category. The Terrasky UV LED Terrarium Light combines a fully adjustable light with UVA and UVB, for a flexibility that will be more than welcome in all kinds of terrariums.
With all these innovative products on display, it is clear that Exo Terra has renewed its commitment to pushing the envelope in reptile technology, and truly redefining reptile care as a whole.
stages, puppy, adult, senior, and specialist diets, as well as selections for kittens, fussy, and indoor cats.
Kennelpak has announced an expansion of its exclusive distributor partnership with the world’s largest grain-free and natural pet food producer, Diamond Pet Foods. This will see US-based Diamond Pet Foods supply its mid-range brand, Diamond Naturals dry dog and cat food, to the UK’s rapidly growing natural pet food category.
artnership with the world’s and natural food roducer, Diamond Pet Foods. This will see US-based Diamond Pet o ods at
The Diamond Naturals range offers a high-quality, healthy, and holesome offering exceptional ingredients at a options
wholesome family pet food, off mid-range price. The range includes options for dogs including all life
salmon. The with a p et’s natural diet and skin, formula
The number one ingredient in Diamond Naturals is real meat or fish, with only cage-free chicken, pasture-raised lamb and beef, and salmon. The high-quality protein aligns with a pet’s natural diet and supports the muscles, organ function, immune system, healthy skin, and shiny coat of dogs and cats. For superior nutrition, every formula is packed with superfoods like chia seeds, quinoa, and spinach, along with fruits and vegetables such as kale, blueberries, and papaya, ght disease, boost energy, and maintain overall
which help pets fight good health and well-being
For more information, visit kennelpak.co.uk/brand/diamond-naturals or for trade enquiries, email info@kennelpak.co.uk
Kennelpak has announced an exclusive distributor partnership with leading US-based pet foods and treat manufacturer, Primal Pet Group, to supply two new brands for the UK’s fast-growing natural occupier dog chew category – Himalayan Pet Supply and Yellow Yak. Pioneer in the US, Himalayan Pet Supply, a leading brand in the Primal Pet Group portfolio, introduced The Original Himalayan Dog Chew to the market, establishing a nearly $90 million natural occupier dog chew category. With the US pet market generally considered to be three years ahead of the UK, its natural occupier dog chew category growing 13% year on year and a trend towards an increase in different flavours, this new agreement sees Kennelpak primed to provide UK pet parents with greater selection. By adding Himalayan Pet Supply and Yellow Yak brands to Kennelpak’s carefully curated portfolio, these new products, along with the award-winning YAKERS range, now serve the premium, quality and value natural occupier market. Further benefiting both retailers and pet parents, the new additions also add bacon, chicken, and peanut butter flavour natural occupier dog chews to the UK.
For more information about Kennelpak visit kennelpak.co.uk or for trade enquiries, email info@kennelpak.co.uk
There are 37 essential nutrients that dogs must eat in their food
Your dog needs to consume a host of critical nutrients to keep them healthy. Here, we delve into basic nutritional science behind your pet’s food.
Feeding your dog is about so much more than just popping some tasty food in their bowl. What, when, and how we feed our dogs can have a significant impact on their overall health and well-being. It can also impact on their ability to be physically active and even their
lifespan, too. But what is nutrition and why is it important for how we care for our dogs?
What is nutrition?
Nutrition is the scientific study of food and the components contained within. Nutrition also covers how an animal obtains, breaks down and then uses food to support day-today life, growth, reproduction, and activity.
Canine nutrition covers what we feed our dogs, how they digest and use it and how we can alter their diet for particular reasons, for example if they are recovering from illness or at different life stages.
Nutritional knowledge can be really useful for any canine caregiver because it can help you make great diet choices for your dog, as well as knowing when you might need to make any necessary changes to what they are eating.
What does my dog’s food contain?
Food consists of a number of different components. All food has a dry matter (DM) fraction and a moisture fraction. Dry dog foods are low in their moisture content (typically about 8-10%) while tinned or raw dog food can be 70%-plus moisture. When any food undergoes laboratory analysis, the dry matter fraction contains a number of different groups of compounds. These are classified as inorganic or organic. These terms relate to the chemical form of the compounds – organic means the compounds contain the element carbon, while inorganic simply means that they don’t contain carbon.
What are nutrients?
The compounds that food consists of include nutrients – substances that are required by the body to support life processes and need
to be acquired from the diet. Nutrients are either essential or non-essential. Essential nutrients must be provided in the diet to support survival and a deficiency in these can lead to serious problems. A food that is described as complete will contain all the essential nutrients a dog needs.
Non-essential nutrients are those that can be made in the body but might be present in the diet also. They are also important for health and wellbeing. Vitamin C is an example of a non-essential nutrient for dogs. This is because while Vitamin C is present in some foods, dogs can also make their own, unlike humans or guinea pigs.
What nutrients are important for your dog?
Water is a key nutrient and comes from food and drinking. It is often called ‘the first limiting nutrient’ to highlight its importance for your dog’s health – indeed, a basic rule of good nutrition is that fresh, clean water should always be available for your dog.
The inorganic fraction of food contains the minerals, such as calcium, phosphorus, zinc, iron, and many others. Minerals are critical for the body to function and need to be provided in the diet in small amounts, so are often called micronutrients.
Interestingly, the inorganic fraction of food is identified on dog food labels as ‘ash’ (or inorganic matter or incinerated residue). This is not ash being added to your dog’s food; rather it is an indication of the laboratory analysis undertaken and identifies the mineral levels present.
Other nutrients are found in the organic fraction of food. These include the lipids (which includes the fats and oils), proteins, carbohydrates, and vitamins. Vitamins are also micronutrients because they are
needed by the body in only very small amounts. The other nutrients are called macronutrients because they are provided in much larger amounts in the diet.
What do nutrients do in your dog’s body?
Nutrients are important to support the normal functioning of your dog’s cells, tissues, and organs. Water is critical to support the many chemical reactions taking place throughout the body and is also critical for removing waste products from the body and helping your dog maintain a normal body temperature.
Vitamins and minerals have many roles. Some minerals, such as calcium and phosphorous, are essential for the formation of strong, healthy bones, while other micronutrients are needed to help cells function well and for normal biochemical reactions.
Protein, lipids, and carbohydrates all
provide energy to your dog and this energy is what allows your dog to be active and to ‘fuel’ the functioning of the body. Highly active dogs particularly benefit from diets high in lipids because they are very energy dense. However, for less active dogs, diets lower in lipids might be preferable to avoid the development of obesity.
Protein also provides building blocks to support growth and repair in your dog’s body and is especially important for young, growing dogs, although all dogs do need a daily intake of dietary protein.
Finally, carbohydrates are important for supplying energy, but fibrous carbohydrates are also important for digestive health.
What is the difference between ingredients and nutrients?
Your dog’s food will be formulated by mixing a number of different ingredients together. These ingredients might include fresh meat, meat meal, grains, fruits, and vegetables. These ingredients will each contain a number of different nutrients. For example, fresh meat will contain protein, lipids, and a small amount of carbohydrate, whereas grains will contain much more carbohydrate, but also some protein and lipids, too. There will be different micronutrient profiles in different ingredients, too.
An important point, however, is that our dogs need nutrients and ingredients supply those nutrients in different forms and amounts. This means that in thinking about your dog’s food, you need to assess how dietary ingredients will provide the essential nutrients, in what forms and amounts. In choosing a food for your dog, try not to solely focus on the ingredients contained, but also think about the nutrient levels, too.
Made using 100% quality raw meat, seafood and organs with added functional ingredients. Gently processed via our two-step Z-MicroSteam™ technology for optimum nutrition and palatability.
ZIWI’s purpose is simple.
To enrich the lives of pets and their people through the peak of pure nutrition.
Innovation is at the heart of this purpose. ZIWI pioneered the world’s first gentle air-drying technology to lock in the nutrition that all cats and dogs need.
And now, ZIWI is using new technology that combines delicate micro-steaming with gentle airdrying to create an innovative new ultra-premium product that delivers pure nutrition, at a more accessible price.
Introducing ZIWI Peak Steam & Dried recipes for cats and dogs.
Highly active, sporting and working dogs especially benefit from lipids in their diet to fuel their activity output
Lipids are a critical component in our dogs’ diets – Jacqueline Boyd
What are lipids? You might have heard this term when exploring your dog’s nutrition and been a little confused about what it means.
Well, lipids are a group of substances that we might better know as fats and oils. The term lipid is the more correct, scientific term to describe these molecules.
But why are lipids important for our dogs and what should we know about them to make really good nutritional decisions?
Let’s learn about why lipids are a critical component in our dogs’ diets.
What are lipids?
Lipid is an umbrella term that includes fats and oils. We can recognise fats because they are typically solid at room temperature – think about butter or lard. Oils, such as sunflower or olive oil, tend to be liquid at
room temperature.
These physical variations are a result of differences in the chemical structure of these compounds and also mean that fats and oils have slightly different roles in nutrition too. Essentially, not all lipids are the same.
Lipids sometimes get a bad name – we often worry about excess fats in our own food, especially if we are looking to manage a healthy waistline. The same does apply for our dogs, but lipids do have a range of important functions in the body. Indeed, many lipids are essential for health and well-being.
Why are lipids important?
Lipids have key roles in the structure and function of our dogs’ bodies. They help to ensure the structure of cells, tissues and organs. Fatty deposits provide insulation and protection around organs, and in areas of the body such as paw pads.
A key role of lipids in the diet is providing
tells us why…
energy to our dogs. Highly active, sporting and working dogs especially benefit from lipids in their diet to fuel their activity output. Dogs are much better at tolerating high levels of fat and oils in their diet than we are. This means that we can feed high-fat diets to our dogs without the same concerns about heart disease and other conditions that we might have for ourselves. The exception is if your dog is a little rounder than ideal. In this case, a diet low in fat is a critical way to help manage your dog’s body weight and to maintain a healthy condition. Similarly, managing dietary fat levels might be important if your dog has pancreatitis or other health conditions.
Lipids in food can also help to make the food tastier for our dogs and can enhance digestion too. There are also lipids called the ‘essential fatty acids’ that must be supplied in the diet because they cannot be made in the body but are critical for normal function.
We’ve teamed up with Wilsons, the UK’s leading manufacturer of cold pressed to find out what makes this diet good for our canines.
What is cold pressed?
Wilsons: Cold pressed dog food is made by blending natural ingredients together under pressure for a short period of time at a low temperature, producing nutritious pellet-sized pieces of food.
Why is cold pressed often referred to as ‘more natural’ than other dry dog foods?
Wilsons: It’s all about the process; it’s very gentle. Extruded kibble is produced at high temperatures over a long period of time. This reduces the nutritional value of the ingredients and requires the need to use additives for flavour, colour, and preservatives. At Wilsons, our gentle cold pressing preserves the ingredient’s nutrients better, avoiding the need for additives.
What are the main health benefits of feeding a cold pressed diet?
Wilsons: Wilsons cold pressed dog food is made by taking delicious ingredients and basically doing as little to them as possible
This gently prepared form of dog food is growing in popularity with conscientious owners. Here, we find out all about it…
during pressing. This gentle process means that each tasty little pellet retains natural flavour, aroma, and goodness.
The short time and low temperature used during cold pressing produces a denser, yet softer, dry food compared to extruded kibble. When digested, cold pressed pellets break down far quicker than kibble, meaning it’s gentler on a dog’s digestion; reducing the likelihood of bloating, plus absorption of nutrients is maximised.
Can you feed cold pressed on its own?
Wilsons: Our cold pressed recipes are complete, meaning they’re nutritionally balanced to provide everything a dog needs to stay fit and well. But for those keen to use it as a mixer, it’s also a great accompaniment to raw frozen dog food, which we also produce at our factories in Scotland.
Is it easy to switch from a kibble to a cold pressed diet?
Wilsons: Yes, it is very simple, but as with changing any dog’s diet, it is important to do so gradually over a 7-10-day period, as any rapid diet changes can cause tummy upsets. Over time less of the old diet and more of the new, until by day 10, it’s just the new food.
What is the best way to store cold pressed food??
Wilsons: It should be stored in a loose-lid (none airtight) container and kept in a cool dark place. Wilsons has a shelf life of 12 months.
Can you feed puppies on cold pressed?
Wilsons natural recipes are gentle on digestion so ideal for puppies aged two months upwards. The pellets can be fed dry or mixed with a small amount of warm water to soften them further if required. We have just launched a new Chicken
& Salmon recipe tailored specifically for the growing needs of puppies. It’s packed with everything pups need for optimum health and it is gentle on delicate tummies, supports developing immune systems and contains EPA and DHA to support growth and brain development.
Wilsons Cold Pressed
Wilsons Premium is packed with natural, quality ingredients. Choose from recipes such as lamb, chicken, turkey and duck, salmon, and haggis. There is also an insect and a vegan recipe available, both grain free and chicken free. The complete meals are available in 2kg and 10kg recyclable bags — 2kg bag RRP from £15.99. There’s also Wilsons Cold Pressed Working Dog range which is designed with slow-release energy for working dogs. Available in 15kg bags and free from VAT. RRP from £56.99.
For customers keen to decide on a favourite recipe, Wilsons offer Sample Boxes. The Premium Sample Box includes 7 x 100g natural recipes, for dogs to try.
Diets with a high lipid content will typically have additional substances called antioxidants added to them. This is important because fats, and especially oils, can be highly reactive when exposed to light, air, and other substances such as the minerals found in food. When this happens, the lipids become rancid, leading to changes in taste and smell of the food, plus potential long-term health issues if the food is eaten.
Vitamin E and Vitamin C are both natural antioxidants that are sometimes added directly to food to minimise the risk of rancidity. It is also good practice to store any oils that you might feed your dog in dark bottles and keep them in the fridge. If you feed kibble or treats with a high fat content, keep bags tightly closed and avoid storing them for long periods, otherwise the overall nutritional value will be reduced, and the taste might be affected.
The omega fatty acids are a group of essential fatty acids that have attracted a lot of attention because of their impacts on health. They are polyunsaturated fatty acids with a particular chemical structure, namely many double bonds between the carbon atoms that make up their ‘molecular skeleton’.
The omega-6 and omega-3 fatty acids are
the commonly discussed ones. The levels of omega-6 and omega-3 fatty acids must be carefully balanced in the diet to support health. For this reason, diets are formulated for appropriate levels of these lipids.
e leevel must t upp o or of y nd ch om AL this ding ore
The omega-3 fatty acids are actually a group of similar molecules that are derived from alpha-linolenic acid (ALA), or ALA, a lipid found in linseed and other plant oils. Two omega-3 fatty acids of nutritional importance are EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid) which can be synthesised by our dogs from ALA consumed in their diet. However, this process is not very efficient, so feeding EPA and DHA directly is often more beneficial to aid health, development of the nervous system and to support a healthy inflammatory process in the body.
Traditionally, EPA and DHA are often added to the diet via oily fish or oils such as salmon oil, but did you know that oily fish is only rich in these compounds because they feed on marine algae? It is the marine algae that is actually rich in EPA and DHA, and this may be an even better source of these omega-3 fatty acids in our dogs’ diets, especially as fish is not always the most
If you feed kibble or treats with a high fat content, keep bags tightly closed and avoid storing them for long periods, otherwise the overall nutritional value will be reduced, and the taste might be affected
environmentally sustainable option. Some dogs also don’t like fish or fish oils, and might even have intolerances to them.
We might worry about lipids in our dog’s food, but remember that lipids are a diverse group of molecules that have important roles in the body. Good nutrition means making sure we provide lipids in the correct form and amounts to keep our dogs fuelled and healthy.
● Highly active, working and sporting dogs will benefit from a diet high in lipids.
● If your dog needs to lose weight, looking for a diet low in fat is a good first step because fat is very energy dense, making it easy to feed more calories than your dog needs.
● DHA and EPA are omega-3 fatty acids important for puppy development, including their learning.
● The lipid content of your dog’s food will be detailed on the label as ‘crude fat’.
JACQUELINE BOYD is an animal scientist, canine coach, nutritionist, writer, lecturer and Cocker Spaniel aficionado.
Confused by the terminology when it comes to feeding your dog? Here’s a glossary of nutritional terms
Amino acids are essentially the building blocks of proteins. Proteins are large, complex molecules that are effectively chains of amino acids linked together. When protein is digested, it is broken down to its constituent amino acids and these are absorbed by our dogs and used in their bodies for a number of key functions.
Anallergenic diets are processed in a highly managed and specific way, often in a dedicated factory to minimise contamination. They include ingredients to support the management of allergies and intolerances. They can be useful in managing severe allergies or sensitivities or in food elimination trials. Many veterinary-prescribed diets for sensitivities are termed anallergenic.
Antioxidants are substances that support the body in managing the effects of free radicals, which
are produced during inflammation, stress, toxin exposure, and as part of day-to-day life! The overproduction of free radicals can cause diseases including cancer. Antioxidants are also added to dog foods to minimise the deterioration of the food from the effects of free radicals. Common dietary antioxidants include Vitamin C and Vitamin E, which is often called tocopherol.
Ash (or crude ash) is a fraction identified in the ‘analytical constituents’ part of a pet food label. It indicates the portion of the food that is left as ash after the required chemical analyses of the food are undertaken. Ash is the mineral fraction of the food, which includes key nutrients such as calcium, phosphorous, zinc, and others. Food that is high in bone or other animal-
derived products will often have a higher ash percentage than foods lower in these ingredients. Crude ash might also be identified as ‘incinerated residue’ or ‘inorganic matter’.
Carnitine is an amino acid that can be synthesised by dogs, although a dietary supply can be useful for some breeds such as Boxers, Dobermanns,
and Cocker Spaniels who may have deficient production. Meat is a good source of carnitine and the body uses carnitine to support heart health and fat metabolism. Weight management foods are often supplemented with carnitine for this reason.
Chondroitin is a substance often added directly to diets, or fed as a supplement, to support joint health. It is naturally found in the cartilage of many animals. A dietary supply may be useful for supporting the health of joints.
Cold pressed foods have been processed in such a way that the ingredients are literally pressed together at temperatures typically between 40 and 50 degrees Celsius to form nuggets or pellets. Cold pressing is often viewed as a less intense form of food processing than others, and can help to maintain a better nutrient profile, because the cooler processing temperatures mean nutrients are less likely to be damaged. Cold-
pressed foods may also have higher digestibility and are less likely to swell in the digestive system than other dry foods. However, the shelf-life of coldpressed foods is shorter than many other dry diets as the lower processing temperatures means there can be more microbial activity.
Complete is a definition that identifies that the diet, when fed according to the recommended feeding guidelines, will provide complete nutrition, based on its composition and formulation.
Complementary is a definition that identifies that the food is not suitable to be fed on its own and must be fed in combination with another food to provide a nutritionally complete and balanced diet. Many biscuit mixers are called complementary as they are intended to be fed alongside moist or other forms of dog food.
Dry dog food has a moisture content of 14% or less. Extruded dog foods are examples of dry diets and often have a moisture content of between 8 – 10%.
Extruded foods are made via the process of extrusion. This is one of the most common ways that dry dog food is made and involves a machine called an extruder. The extruder works almost like a bread oven, with ingredients being mixed, kneaded, and baked under high pressures and temperatures. The resulting product is a dry, biscuit kibble of different shapes or sizes based on the diet that was used.
Fat (or crude fat) is a fraction identified in the ‘analytical constituents’ part of a pet food label and indicates the percentage of fat identified in the food by chemical analysis. Diets for active dogs will typically have higher levels of fat than diets for weight management or less active dogs.
Fibre (or crude fi bre) is a fraction identified in the ‘analytical constituents’ part of a pet food label and indicates the percentage of fibre identified in the food by chemical analysis. Dietary fibre can be
important for gut health and to bulk faeces.
FOS (or fructooligosaccharides) are prebiotic fibres that are not digested but can be fermented by gut bacteria to produce substances that support gut health, in addition to supporting the health of the microbes comprising the microbiome population.
Glucosamine is a substance often added to diets, or as a supplement, to support joint health. It is naturally found in the cartilage of many animals and can be extracted from the shells of some marine animals such as mussels. A dietary supply may be useful for supporting the health of joints.
Grain-free (sometimes termed cereal-free) foods are formulated without the inclusion of grain or cereal in their ingredients. This means these diets will not include ingredients such as rice, wheat, barley, or oats, although they will typically still include a carbohydrate source such as potato or sweet potato, so they are not carbohydrate-free.
Hypoallergenic diets are those that do not include ingredients thought to be involved in many dog intolerances or allergies, such as wheat, barley, dairy, soya, and others. The term literally means ‘reduced likelihood of allergy’ and can suggest the suitability of the diet for sensitive dogs. Historically, many hypoallergenic diets were based on lamb and rice
The microbiome can be affected by stress, illness, injury, and specific situations like antibiotic treatment. Probiotics and prebiotics can help support a healthy microbiome.
health. A common canine probiotic is the bacteria Enterococcus faecium.
Moist food is pet food with a moisture content of 60% or more. Most tins and cartons of dog food are classed as moist.
ingredients as these were considered unusual ingredients for many dogs. This is less true nowadays!
Hydrolysed diets have their protein ingredients processed in such a way that the proteins are already broken down before being included in the food. The chemical process is called hydrolysis and means that the proteins are broken down into smaller parts. These diets can be useful for sensitive dogs or dogs with serious digestive disorders, as they can be easy to digest and may limit possible allergic or other sensitive responses. Many veterinary-prescribed diets include hydrolysed protein.
Meat and animal derivatives is a category of feed material that can be used instead of declaring individual feed materials in a composition or ingredients list. The term is defined as the fleshy parts of slaughtered, warm-blooded land animals, and products and derivatives of the carcass (or carcass parts) of warm-blooded land animals.
Metabolisable energy (or ME) is information about the calorie content of the food. The energy content of dog food is measured in kilocalories and identified as ME, which is the energy in the food that is available and can be used by the animal consuming it. ME is usually measured in kilocalories per 100g or per kilogram of food. Foods to support puppy growth or high-energy dogs will have higher ME values than diets for more sedentary dogs or those on weight management.
Microbiome refers to the population of microorganisms that naturally lives in the gut of all animals.
MOS (or mannanoligosaccharides) are prebiotic fibres that are not digested but support gut health by limiting the attachment of potentially disease-causing bacteria to the gut wall, supporting the immune system, and supporting the health of the microbiome.
Omega-3 fatty acids are a particular classification of polyunsaturated fats that are important in the body. Omega-3 fatty acids support the health and functioning of the immune system and are also important for the development of the eye and brain in young puppies. Plant oils such as linseed are a good source of some types of omega-3 fatty acid, notably alpha-linolenic acid. However, two other important omega-3 fatty acids, EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid) are primarily derived from marine sources such as fish oil and marine algae. EPA and DHA may be useful in managing overall health, especially in animals with inflammatory conditions.
Prebiotics are substances that support gastrointestinal health. They do this by acting as substrates for the ‘friendly’ microorganisms living in the digestive system to feed upon, or by altering the intestinal environment in a way to reduce potential problems from disease-causing organisms. Prebiotics are often given at the same time as probiotics, although some ingredients in dog food will also be described as prebiotic, such as beet pulp.
Probiotics are microorganisms that can produce a positive health effect when given in appropriate amounts. Most probiotics are live microorganisms that are usually found in the digestive system of healthy animals and can be useful after antibiotic treatment or digestive upset/ illness to support gastrointestinal
Protein (or crude protein) is a fraction identified in the ‘analytical constituents’ part of a pet food label and indicates the percentage of protein that has been identified in the food by chemical analysis. Diets for young, growing or highly active dogs will have higher levels of protein than diets for less active dogs.
Raw dog food is where there has been no processing of the ingredients except for chilling or freezing.
Semi-moist dog food is any food that has a moisture content between 14 and 60%. Semi-moist pet foods are often in a nugget or kibble form, but care needs to be taken as they will have a shorter shelflife than dry foods, so need careful, airtight storage once opened.
Super premium/premium are terms often linked with pet foods but have no specific definition. Diets labelled as such may have higher quality ingredients than other diets, or be processed in alternative ways, but the terms do not necessarily mean the product is better than one not labelled as such.
Taurine is an amino acid that is typically found in meat. It is essential in cat diets, but dogs can usually make enough of their own taurine. However, dietary taurine can be useful as it acts as an antioxidant and can be beneficial for heart health, vison, and reproduction.
Working dog food indicates a food intended to be fed to working dogs. This term on a label identifies that the food is VAT-free (in the UK). The formulation and ingredients are often similar to those found in nonworking dog food and it does not necessarily mean the diet is higher in energy or other nutrients.
The pet reptile market in the UK has seen notable growth over the past decade
Does your pet shop cater for hamsters? I know, a strange question to begin a feature on reptiles. How about horses or ponies? Well, you might be interested to know that the combined population of tortoises and turtles in the UK is larger than that of guinea pigs and hamsters. It’s larger than the number of horses and ponies, too. And that’s just one species of reptile.
UK Pet Food, the association for pet food manufacturers, suppliers, and the wider industry, produces a whole host of statistics for the industry and its list of Top 10 Pets 2024 reveals that tortoises and turtles are in sixth position with a population of 700,000 and snakes are in 10th position, being 600,000 in number.
Even for traditional pet stores, the reptile market offers an opportunity for growing sales and attracting a whole new sector of customers. Best of all, you don’t have to be an expert about reptiles.
How is the reptile market growing?
The pet reptile market in the UK has seen notable growth over the past decade. With a shifting attitude towards pets and the rising popularity of exotic animals, reptiles have emerged as a viable, fascinating alternative to more traditional pets like cats, dogs, or hamsters, with a diverse range of species including snakes, lizards, turtles, and geckos, among others. Several factors contribute to the steady expansion of the reptile pet market in the UK:
1. Rising popularity of exotic pets: More people are opting for unique pets that stand out from the typical choices. Reptiles offer a low-maintenance alternative (in some ways such as not having to take them for a walk or share your whole house with them) while still providing companionship, curiosity, and intrigue.
2. Urban living and space constraints: Many UK households, particularly in urban settings, may not have the space or time required to care for larger animals. Reptiles, in contrast, require relatively small enclosures.
3. Growing awareness of reptile care: Thanks to the proliferation of online resources, care guides, and communities, potential reptile owners have better access to information. This increased awareness ensures that more people feel confident about adopting reptiles, knowing they can learn how to provide appropriate care. It has fostered trust in reptiles as a pet category, further propelling market growth.
4. Environmental and ethical considerations: As more people seek to reduce their environmental impact, some see reptiles as more sustainable pets compared to other animals that require a lot of food and space.
5. Reptile-specific enthusiasts and hobbyists: Beyond casual pet owners, a significant segment of the market consists of reptile enthusiasts and breeders. These hobbyists invest considerable time, money, and effort into breeding, caring for, and showcasing reptiles, creating a demand for specialised products and services.
The value of the reptile product market
While the average spend of reptile owners will depend on what species they keep, there is a range of products that owners rely on to care for their animals.
While sources vary, some sites report that the average reptile owner spends roughly between £50 and £100 per month on essential care products, including live food (like insects or rodents), terrarium equipment (heaters, UV lights, misting systems), supplements, and environmental enrichment items (hides, plants, and substrates).
The market has serious potential for retailers and a shop doesn’t have to provide a comprehensive offering of everything a reptile owner will need. By beginning with core essential products that owners will need to regularly buy and don’t take up much shelf space, you can help drive extra sales in store. We’re talking the types of products that owners will buy regularly and will not need any expert advice on.
As reptiles live for many years, with some species like tortoises and snakes living for decades, this translates into long-term, repeat business for retailers.
If you’re a traditional pet shop that is interested in stocking a compact range of reptile products to help build your revenues, there is plenty of help at hand to get you started. You don’t need to
have any knowledge of reptiles!
Suppliers will be incredibly keen to help you get set up. Some even offer a specific service where they provide you with a set range of products, like a starter pack. You can lean on their knowledge and they will choose products that will provide repeat purchase opportunities and that have a long shelf life, so you won’t be worried that your reptile market has to explode straight away. They’ll likely provide you with POS materials to help you spread awareness in your local area, too.
It may feel slightly alien stocking products for pet species you don’t know much about, particularly when sharing advice and support is often the USP of local pet stores. However, it is a great way to engage with new customers and you still have the technical support of your supplier for any questions about the products.
It’s well worth contacting suppliers to discuss your specific needs in terms of the space you have and what you want to invest into it.
The growing popularity of reptiles as pets in the UK has created a significant opportunity for independent retailers. Manufacturers and suppliers are recognising that there is an opportunity for more traditional pet shops to help supply the demand and reach new audiences. While you may not be an expert, offering the same friendly and welcoming service as you usually would will help attract reptile owners to your store.
It is an exciting market and one that you could tap into in your store.
Carefully selected and sourced from around the world to reflect natural habitats, Pettex Reptile Substrates are heat treated and sanitised to provide a high quality substrate reptiles are accustomed to, resulting in their comfort and owner peace of mind. p
With an estimated 7.2 million reptiles and amphibians being kept in the UK alone, the exotic pet industry represents huge potential for pet businesses worldwide. While many specialists have carved a path to success through sheer passion and fascination with reptiles, broader businesses can capitalise on a highly engaged community of pet keepers by offering a small selection of products. As most reptiles feed on live foods, keepers must purchase new foods weekly. The local business that can provide these, alongside other essential supplies, will win the repeat custom of the reptile keeper.
The average reptile keeper begins their hobby around 18 – 20 years of age and continues to keep reptiles until their mid-40s. At any one time, the average reptile keeper will have at least four animals. Over 80% of reptile keepers will keep a lizard at some point in their life and with bearded dragons, leopard geckos, and crested geckos being the three most popular species, it is easy for a business to predict which products they must stock to break into the market.
Peregrine Livefoods offers training webinars, point-of-sale merchandise, over-the-phone support and advice, and a dedicated reptile expert representative to help businesses plan their route into reptile supplies. With over a century of collective experience, three decades of operating and a team comprised of some of the nation’s leading reptile experts, it has never been easier for businesses to break into the exotic pet industry.
Broadening into reptile supplies can take as little as one metre of shelf space. Selecting essential products with long shelf lives is a great first step. Every pet reptile requires lighting in their terrarium and most require heating. This is provided using various lamps and bulbs.
ProRep Basking Lamps and White Python Ceramic Heat Emitters are small, easy-to-stack bulbs that provide essential light and heat. These, in combination with Reptile Systems Eco T5 Kits, form the basis of most reptiles’ lighting requirements. Furthermore, they operate as “emergency” products. If an existing bulb fails, the keeper must replace it to keep their animals warm, which usually involves visiting the closest store at the earliest convenience. For just
a small bit of shelf space, a business can support its customers and their animals in times of crisis, building loyalty to the company.
All insectivorous reptiles also require supplementation (usually in the form of calcium and/or multivitamins) with every meal. These small pots are easy to stock, take up very little shelf space and, if unopened, have very long shelf lives.
Live foods are some of the most profitable pet foods on the market. Not only do they offer excellent margins, but the frequent, repeat custom awarded from a weekly “live food shop” can lead to a string of add-on sales. Suddenly, the reptile keeper who visits their local shop for a box of live foods every week no longer feels the need to drive elsewhere to pick up their dog treats, fish food, or hamster bedding.
Live foods do, of course, have a limited shelf life. So, a business should consider only stocking the most essential crickets and locusts in small quantities until demand builds. However, businesses with
strong social media followings can fasttrack this process quite easily. Giveaways, offers, and price reductions are all possible, given the substantial profit margin for each box of live food.
Some reptiles are herbivorous. Tortoises are an excellent example, and their nutrition relies entirely on the keepers’ ability to source a reputable diet. A 100% leafy greens diet is insufficient by today’s standards and rightly contested within the community. Stocking ProRep tortoise foods and explaining that wild tortoises experience seasonal changes in their diet can add authority to a store’s reptile offerings, emboldened by knowledge. Dry foods have very long shelf lives and their kibble-like presentation makes them look excellent next to other dried foods in a pet store, minimising shelf space requirements.
Despite its fast-growing trajectory, the exotics-keeping hobby has retained its community-driven authenticity. This means many reptile keepers are engaged in clubs, forums, and other discussions. So, news
travels fast and even the smallest offering of reptile products or live foods can become the “talk of the town” between reptile enthusiasts in the area, especially in regions where specialist reptile stores are limited.
On the other hands, this also means that poor advice can spread quickly, which is why Peregrine Livefoods’ sales office is open 8am until 6pm every day to answer questions about products and their role in animal husbandry. Non-specialist pet stores can simply pick up the phone and quickly explain the role of each bulb, the correct feeding schedule for a leopard gecko, the best supplements for a bearded dragon, and anything else a customer might need to know.
Then, when the time is right, Peregrine can guide a business through every step of vivarium building, animal husbandry, and exhibiting the encapsulating beauty of the UK’s favourite pet reptiles. New businesses are added to the exclusive Peregrine Trade Group for round-the-clock support and networking with other industry figureheads.
Stocking reptile products through Peregrine Livefoods could not be easier.
Leading UK raw dog food brand, NAKEDDOG, just unveiled an exciting new NAKEDCAT menu. Pet marketing agency, Nobull, caught up with Commercial Director, Rachel Duffy, to find out why they decided it was time for felines to join the raw revolution!
Was NAKEDCAT always part of the plan for raw domination?
Absolutely. We are a company of animal lovers, and producing high quality and delicious meals for cats was always in our plan. With NAKEDDOG feeding over 100,000 dogs a week, now felt like the right time to extend our range to support the nation’s cats, too. Too many people have been asking us to hurry up and make it happen.
Raw feeding for dogs is becoming more mainstream but feeding cats raw feels like a much ‘newer’ thing. What are the benefits?
There are so many. For a start, cats are obligate carnivores, meaning that they need a fully meat diet to thrive. NAKEDCAT recipes all contain 94% meat and fish – and the remaining 6% is made up of tasty broth
and oils for palatability and to provide an added boost of essential vitamins and minerals.
All our meals contain a mix of proteins as well, to ensure they remain palatable for even the fussiest of feline friends – Chicken & Salmon, Turkey & Chicken, Lamb & Duck, Turkey & Salmon. Each one also contains heart meat, which is an excellent source of taurine. Cats cannot synthesise this essential amino acid themselves, so it’s a very important part of our meals.
The raw proof is right there once you start feeding them – sustained energy levels, shiny coat, better dental health. Raw recipes are high in moisture, too, meaning that they support cat hydration and good kidney health.
Because every NAKEDCAT meal is manufactured frozen, all these amazing ingredients are as fresh as they can be and stay bioavailable to your cat.
How does NAKEDCAT score on ease of feeding and storing?
Raw, 100% natural, fresh food can’t compete with a box of dry biscuits when it comes to convenience, but we believe the nutritional benefits far outweigh any extra prep time. There can be a perception that feeding raw is a hassle, but the way we package our food makes it really easy.
NAKEDCAT comes in 250g trays – for an average size cat this will be roughly 2 or 3-days’ worth of food. It’s super simple. Once defrosted you can portion out what you need for a meal, pop the lid back on, and safely store the rest of the food in the fridge for up to four days. No need for extra kitchen tupperware and messy decanting.
How do you know how much to feed your cat?
Cats need roughly 50 calories of food per kg of body weight. So, an average 4kg cat will need about 200kcal a day. Remember this is
just a guide – we have calorie information on all of our packs, so it is easy to work out cat to cat. Very active cats may need slightly more (unless you find they’ve filled up with the odd stray mouse or frog on their nighttime wanderings!) and indoor cats may need less. Always use your own cat’s body size, age and condition as your primary guide.
Do I need to worry about safety? Some critics of raw say, yes…?
Not at all. NAKEDCAT is fully accredited by the UK Pet Food raw auditing scheme. This is an ‘above and beyond’ audit that speaks to the safety and quality of our sourcing, manufacturing, and storage processes. Everything we use comes to us frozen and is processed frozen – meaning that it’s as safe as the the meat you buy for your own dinners.
What kind of feedback have you had so far?
We had already stockpiled lots of feedback from consumers that they wanted a NAKEDCAT option, and all our ‘testers’ love it. Most cat owners tend to own cats only (just 25% of them have a dog at home, too), so we are also really excited to share our exciting new recipes and fantastic looking product with a totally new audience of customers and retailers — independent shops are the backbone of our business.
Community tanks are the most abundant aquaria out there, but they’re also prone to some easily avoidable compatibility problems.
The community tank is the staple of the aquarium hobby. But almost every community aquarium out there is an experiment in progress, with the livestock the victims when our ‘try it and see’ attitude doesn’t quite pan out. I see many easily avoided mistakes being made with mixed-fish layouts.
What is a community tank?
At its most basic, a community tank contains any mixture of fish that wouldn’t exist together in the wild. When the term was first coined many decades ago, such communities were planned with a limited selection of fish, chosen for their ability to tolerate each other. As such, there was a loose ‘safe list’ of compatible fishes that could cohabit agreeably together. Alas, as fish availability has increased over the years, so have the variables, making ‘community’ much harder to define.
Feeding
Some fish actively seek out food, others wait for it to come to them. Put the two together, and one is going to miss out. This is a common pitfall of communities that
house lots of different species together.
If a fish is slow and secretive in a shop’s tank, it’ll likely be the same at home. If you’re investing in such a fish (maybe a banjo catfish, or even a shy Corydoras species) then you need to consider longterm feeding. That could be as simple as adding some dedicated catfish food after dark, or you may need to target feed them with a pipette.
With Corydoras in a bustling tank, consider piping some defrosted bloodworm directly into the upper layer of sand in their tank. They’ll find it at their leisure while their tankmates will be oblivious.
What you don’t want to do is just throw in loads of extra food in the hope that some will make it to the shyest fish. Such behaviour will soon lead to a polluted tank.
Some fish understand (and make) territorial boundaries while others don’t. Cichlids in particular are notorious for claiming a part of the tank when spawning, while most catfish are notorious for blundering across the invisible borders the cichlids have set.
If choosing territorial fishes, you do so
at the expense of everything else in the tank. With smaller territorial fishes like kribensis, this might be acceptable to the other residents, but if you want to have an especially harmonious mix of fish, such cichlids may be best omitted.
Remember, in the confines of four glass walls, any fish that falls foul of territorial disputes has nowhere else to go.
There simply isn’t such a thing as a happy water chemistry medium for all fishes. Some prefer soft, acidic water, some prefer neutral conditions, some like things hard and alkaline.
Whimsical purchases can undo a community. You spot a cute chocolate gourami, (Sphaerichthys sp) and take it home. You add it to your tank and it looks sulky from the start. A Google search reveals it needs soft, acidic water to thrive, but your water is hard as concrete with a pH of 7.8. What to do? If you already have hardwater fish and try to soften things up, you’re existing fish will suffer. If you do nothing, the chocolate gourami suffers. ALWAYS find the preferred water chemistry for any fish before buying it.
A cichlid may not want to share its community
There’s long been a misconception that tropical means 25°C, but as we learn more of fish habitats and the conditions they thrive in, we discover that many are optimally kept somewhere either side of this.
A poorly planned community tank might house the likes of neon tetra, (Paracheirodon innesi), and ram cichlids, (Mikrogeophagus ramirezi), together. Alas, the former likes a temperature closer to 22°C to thrive, while the latter prefers to be kept around 28-30°C. While both might (for a while) survive at 25°C, neither species will be at its best.
As with water chemistry, ALWAYS find the preferred temperature range for a fish before buying. And never assume that because two fish are being kept together at the same temperature in a store, that’s how they should be kept together at home. Aquatic stores are only temporary repositories to hold fish until they find their forever homes.
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Five is not a shoal
Increasingly, the modern community tank contains a mixture of both fish and invertebrates like snails and shrimps.
While these usually live harmoniously together, the wider implication of this is that any emerging fish diseases can become difficult to treat. A lot of fish medicines are highly toxic to invertebrates and treating the former can mean killing the latter.
If you’re brand new to the hobby, consider leaving the invertebrates out until you’ve found your feet, and are confident that you can maintain a tank without your fish falling foul of the likes of whitespot. This experience will come, it’s just a time thing, but you’ll be grateful for it.
When it comes to our tanks, we seem to live in a pick ‘n’ mix world, treating our livestock like penny sweets, adding fi singly or in pairs or trios.
, we seem to our fish
Generally speaking, if a fish is a shoaling species in the wild, it’s used to being in groups of several hundred or more. Although many stores promote fish in multiples of five or six (usually with a discount to encourage buying in numbers), when it comes to the likes of most tetras, danios and barbs, you should be aiming for at least twelve.
it’s used to undred or s promote
Similarly, if plumping for something like Corydoras or loaches, don’t be tempted to create a Frankenshoal out of a dozen different species. Shoaling fish can have surprisingly complex hierarchies and benefit from being kept with their own kind.
oddball sh are usually quirky for some deeper evolutionary reason. They may have niche dietary needs, or they may require c features in their tank like floating ne substrates to dig in.
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While it’s easy to be drawn towards some cryptic looking, ultra-camouflaged catfish, you have to ask yourself if it will really be happy in a community set-up with generic ow, and plastic plants — it might have a body that’s evolved to live in ultra-fast streams, with a rasping mouth that picks microorganisms from algae growth. So, will it be OK in your static, algae-free tank with a small lter bubbling away in the corner? Usually, the answer to questions like these is a resounding ‘no’ and sh are best considered later down the line, when you want to embrace species-only or biotope tanks. Stick with the safer classics until you know which direction you want your hobby to go in. Tried and tested community fish are popular for a reason; they’re easy to maintain.
At over 14 million people, millennials are currently the largest generational cohort in the United Kingdom1. With their purchasing power, this makes them an important audience for most industries, but none more so than pet, where their devotion to their four-legged friends drives major trends in pet care.
Born between 1981 and 1996, millennials are now aged 28 to 43. Nearly one in four are pet owners, which makes them the largest pet-owning population in the UK. They are early adopters, willing to try new products before the rest of the population. They are tech enthusiasts who have grown up in a digital age. But they are also ecoconscious consumers, thinking about the big picture issues like sustainability and caring for the planet.
Unlike previous generations, millennials
are more likely to be renting or living in smaller homes, where the idea of a large dog may be impractical. Enter small pets – rabbits, guinea pigs, and hamsters – who fit perfectly into their space and lifestyle. But these aren’t just ‘starter’ pets. For millennials, small pets are family. They are willing to invest in high-quality nutrition and eco-friendly pet products and the needs of their four-legged family members are taken very seriously.
Their spending habits are also shaped by the fact that they may feel priced out of big life decisions, such as home ownership, so are happy to spend on products that enhance their lives in other ways. And for a significant portion of millennials, that includes enhancing their pets’ lives, too.
It’s no secret – millennials live online. They have grown up with digital technology and social media is second nature to them, an
integral part of their daily life. Whether it’s a carefully styled food shot or a spontaneous sunset selfie, millennials are looking for the next shareable moment. Naturally, pets take centre stage in this digital storytelling, with candid photos and heart-warming videos the name of the game.
Beyond sharing snapshots of their personal lives, millennials actively look for pet-related content online. Of the nearly 70% of pet parents who engage with small pet-related content on social platforms,2 more than 80% use Facebook and YouTube as their information source and over 60% use Instagram. Video content is especially popular.
But it’s not just about consuming content – it’s about community and connection, too. Millennial pet parents use social media to find care tips, discover the latest trends and engage with a network of like-minded pet enthusiasts. Importantly, they place more value on authentic opinions from real
people than company endorsements and are keen users of review sites. This makes them ideally placed to share their experiences, amplifying both positive and negative feedback within their networks. Their voices are influential.
Influencer marketing
When it comes to personal recommendation or product reviews, influencers hold significant sway, offering a sense of authenticity that resonates deeply with millennials. For pet retailers, working with influencers who genuinely love small pets and are already sharing their experiences is a powerful way to connect with this audience.
Influencers can take many forms, but micro-influencers (those with 10,000 to 100,000 followers) are particularly effective for the small pet market. They often have highly engaged, niche audiences who are passionate about specific topics, such as pet care or sustainable living. This level of engagement makes micro-influencers ideal ambassadors for small pet products, as their followers trust their expertise and are more likely to act on their recommendations. What’s more, influencer partnerships allow brands to showcase their products in reallife settings, offering a personal touch that traditional marketing simply can’t replicate. Beyond influencers, there is immense power in user-generated content (UGC). Encouraging customers to share their experiences with products on social media creates a ripple effect, reaching far beyond the immediate audience.
There is no doubt that millennials approach pet ownership with an emotional investment unlike any generation before them and with that comes a willingness to invest in the very best for their pets. One of their key characteristics is their commitment to high-quality, species-specific nutrition. They want to know exactly what goes into the food they give their pets and are very conscious of the benefits of diets that have no added sugar and are rich in natural ingredients.
A growing area of interest is the trend for botanicals. Their use for health-promoting
Broad reach
Great for building community
Instagram Visual content
Focus on aesthetics and consistent branding
TikTok
Short form, fast-paced, trending content
YouTube Long form content with depth
Good for educational or detailed product content
Pinterest Visual discovery platform
Popular for ‘how-tos’ and lifestyle content
purposes dates back hundreds of years, but when it comes to small pets, it is the focus on natural, palatable ingredients which is key. Supreme recently launched its super-premium Selective Botanicals range, incorporating Selective Botanicals Rabbit Food and Selective Botanicals Guinea Pig Food. The diets are formulated with a blend of forage and herbs, including mint, thyme, parsley and dandelion, aligning with current trends and appealing to discerning pet parents, rabbits and guinea pigs alike.
Whether it is botanical-rich nuggets, a diet tailored for a house rabbit, a grain-free formula for a guinea pig or a junior diet that provides optimum nutrition for a young, growing pet, these consumers value choice and are happy to pay for premium products that align with their high standards.
But it is not just about nutrition. Millennials value brands that contribute to a more sustainable world, both in how they source
Mixed: articles, videos, images, livestreams
Eye-catching images, reels and videos
One to two minute videos
Images with text
Images and videos (10 to 30 seconds), reels (up to 60 seconds)
On-trend, creative, authentic Ten to 17 seconds
Up to 10 minutes for more detailed content
Storytelling, tutorials and videography
Around 8 to 12 minutes
High-quality images, infographics and short videos
Images are key For videos aim for 15 to 60 seconds
ingredients and how they communicate their environmental efforts. Supreme’s longstanding commitment to sourcing locally whenever possible, using as much recyclable packaging as possible, and reducing CO2 emissions related to transportation, resonates with these values.
● Create engaging, shareable content: pet care tips, behind-the-scenes, product spotlights
● Leverage user-generated content: encourage photo sharing with social media competitions
● Partner with micro-influencers: choose those with a passion for pets
● Focus on storytelling: share your values, your journey and what makes your store unique
● Keep the conversation going: respond to comments, ask questions, create polls
What can retailers do?
So, to connect with millennial pet parents, retailers need to understand that this generation is not just looking for products, they are seeking brands that align with their values, provide transparency and offer a sense of community. The good news is that
retailers are perfectly positioned to tap into these needs through engaging marketing strategies, both online and in-store.
“ T her e The millen owner
There is no doubt that millennials approach pet ownership with an emotional investment unlike any generation before them... m...
As well as a commitment to small pets, Supreme is dedicated to supporting its retail partners. This includes a comprehensive range of traditional point-of-sale materials, including display stands, wobblers and care guides. Supreme also provides free samples and money-off-next-purchase (MONP) coupons.
Retailer support is not limited to in-store. Supreme’s strong and engaging social media presence keeps the Science Selective and Tiny Friends Farm brands front and centre with millennial consumers. Earlier this year,
Supreme hit a significant milestone for its YouTube channel, @SupremePetfoods, surpassing 100,000 subscribers and earning the prestigious YouTube Silver Play Button award. With over 27 million views on YouTube and similar success on its other platforms, which include Facebook, TikTok, Instagram, and Pinterest, Supreme’s digital content continues to build a community of engaged and loyal followers. By tapping into Supreme’s strong social presence and using its in-store resources, retailers can effectively engage with millennial pet parents, driving both loyalty and sales.
References
1. Statista 2024
2. Data source: Independent survey of 1,000 small pet owners
Infuriating, entertaining, adorable… we love our cats’ funny little ways. Read on to discover what’s behind some of their more baffling behaviours.
Getting into a box that’s far too small for them
Is there a box so small that a cat wouldn’t try to get into it? I don’t think so. They can’t resist them. Putting a tentative paw inside, then curling around and around before squeezing down into the most unfeasibly confined space. Even a small square on the ground marked out by tape can draw them in like a magnet — and there’s many an online video to prove that.
One of the reasons for a cat’s desire for a confined space is safety. The instincts of their wild ancestors are hardwired in, so even though they may be in a perfectly nice, secure home, they are drawn to behaviours developed to keep them safe.
“Part of who they are is a predator, but because they’re a small animal and often solitary without a lot of defences and backup, they’re also prey. Prey animals always
like to have their options open to escape and they like to hide,” says Linda Ryan (inspiringpets.com), who is a certificated clinical animal behaviourist and registered veterinary nurse.
This behaviour also relates to their role as a hunter. “As a predator, you’re looking into all the little nooks and crannies and you’re looking around to try to work out where your prey has gone and often they’re in small spaces. So, it’s both predator and prey behaviour,” she says.
Some cats may also enjoy the attention it gets them if you seem to enjoy and watch them as they cram themselves into a little shoebox. Take note, though, if your cat suddenly starts wanting to hide in confined spaces a lot of the time, especially if their body language does not look happy. Pay attention to see if there is something making your cat feel anxious.
Meowing for you to open a door but having zero intention of going through it
How many times have you ended up in the role of butler for your cat as they have meowed with great insistence for you to open a door only to leave you standing there holding it open while they just sit there?
Linda Ryan wonders if the attention we give our cats as we open a door for them — the chat and the fuss and the praise — gets them thinking that hanging around the door with you is just a good thing to do and brings its own reward. But what is more likely to feed into the behaviour is that cats like to be able to control their environment.
Linda says: “Choice and control are the most important things to every living creature, but cats are the ultimate control freaks. They absolutely value choice and control at every turn and it could very
possibly be a case of ‘I just need to know that I could go out through the door if I wanted. I just need the options to be open to me.’ Cats need free and immediate access to everything they want or need, and it’s not that they want everything all at once, but they need to know that they can get it if they need to.”
Bouncing off the walls, running up and down the hallway at top speed, climbing up a door — random bursts of high energy can come out of nowhere for some cats.
“There are a lot of potential explanations for this, but very little science,” says Linda.
“In my experience and to my knowledge, zoomies will generally happen more at bedtime or early in the morning. Cats are what we call crepuscular animals, which means that they are most active at dawn and dusk, because that’s when their prey would be most active, so they’ve got a lot of energy at that time of day. So it might be that they’re in a confined environment like being at home, shut in at night and that energy has got to go somewhere.”
That energetic behaviour is more common in younger animals who practise to hunt through play. But there could be something more psychological going on.
“The other thing I sometimes see from a clinical animal behaviour perspective in dogs and in cats is sometimes we see the zoomies happen when the animal is a little bit conflicted, and it is used as a displacement behaviour,” says Linda. “So perhaps they are a little bit unsure about something and it’s almost like a sort of stress-busting activity, so there’s very little science on this in cats but they could be busting stress by just blasting out some energy and doing some crazy things.”
Waiting at the door, just to know you will open it
Sleeping on the keyboard you’re using
Even with a whole house full of soft sleeping places, cats sometimes decide the ONLY place they want to lie down is on top of the keyboard you’re using to work or the book or magazine you’re reading.
“There are a few things going on with
this,” says cat behaviourist and behaviour manager at Cats Protection (cats.org.uk) Nicky Trevorrow. “I’d say the most likely thing is it’s a way of attention seeking, particularly when we are at a place where we are predictably still and quiet and non-threatening, and it’s quite nice for them to come along and get some fuss.” Even if you move them off the item, they’re still getting attention, so either way it works for them.
If the arrangement doesn’t work for you, though, try giving them some more attention at other times. “One way to manage it is to have structured play times and fuss times with the cat throughout the day. Ideally, when it suits them. And if it’s predictable, they are then less likely to interrupt you when you’re on the keyboard because they know that at another time, you’ll be giving them fuss and play.”
Watch your cat’s body language as you stroke them
“
Try fussing your cat for just three seconds. Then, even if they seem to be enjoying it, stop for a moment. If they come nudging you for more then give some more fuss, but if they don’t ask for more, then leave them be. They’ve probably had just the right amount.
Loving having some fuss, then abruptly hating it It sometimes seems that there is no quicker change of mood than a cat going from loving having some fuss to thinking it’s the worst thing ever. While this can seem abrupt and unpredictable, leaving the surprised cat owner wondering what they’ve done wrong, the reasons are straightforward and with a bit more attention, you can avoid annoying your cat.
“Cats are different to people and that’s a key sticking point,” says Nicky. While humans generally want nice sensations to continue, cats prefer shorter interactions, even if the experience is initially a pleasurable one. “So, there’s that initial mismatch in what we both want. While you’ll get some cats that love a half-hour fuss session, the average cat won’t like that and then the other problem is that people aren’t reading cat behaviour.
“So people think it comes out of the blue, everyone says that, but from the cat’s perspective there’ll be all these subtle signals where there’s a tail starting to flick a bit more, an ear starting to turn out to the side, their pupils starting to dilate. And so, there are signals that can easily be missed.”
Another problem is that if you touch a sleeping cat, instincts can kick in that come from their African wild cat ancestors who had to be on their guard for predators. “In that split second, they have no idea what’s
going on, but they have to act and so that’s why they can wake up and bite because they react before they think, because they have to, to feel safe. So don’t touch a sleeping cat and teach children to never touch a sleeping cat.”
Not using that expensive item you have bought for them
Most cat owners love to treat their pets, but often the items we buy for them get ignored. In our house, we have a drinking fountain that has been no more than an ornament since we bought it. Our cat, Rita, has no interest in drinking from it, although when we unplugged it and it no longer bubbled up, she was all curiosity and came over to pat it with her paw. The big scratching post only occasionally gets her attention and as for a cat bed, well, why bother with one of those when there is a perfectly good kingsize bed with a comfy duvet on it upstairs?
Part of the problem can be that cats are wary about new things in the house because they don’t smell like them. The item doesn’t have the cat’s scent on it and may even smell strongly because of the material it’s made from. Nicky suggests that a solution to this is rubbing any new items with the cat’s scent. You can do this by using a clean cloth to collect the scent from their cheeks, but only if the cat is willing.
Another issue is that some items marketed as being for cats are aimed at pet
Cats a Cat that’s
Cats are
different
to people and that’s a key sticking point” nt
owners more than the pets themselves.
Linda says: “Often these things are designed for humans. They don’t always take what cats genuinely like into consideration and very often these things are designed for us and how we want them to look.
“The other part of it is that cats are both neophilic and neophobic. That means they may like new things, but they can worry about new things. Because again, if you’re a solitary survivalist, you’ve got to be wary of stuff, but you’ve also got to be inquisitive enough to be opportunistic. And so, while they might be interested in exploring things, some of it will potentially relate to temperament. For example, if you’re an outgoing confident cat, you might be more interested in exploring a new thing and see it as an opportunity. Whereas if you’re a less outgoing cat, you might see it as a threat.”
Cats can be sceptical about new things
Martin is a freelance journalist who specialises in health and wellbeing features. She is a lifelong cat lover and lives with a shorthair tabby called Rita who has her own Instagram account @ritascatworld.
Take 10 minutes out your day to have a fun, mental workout! We’ve got a series of puzzles to get those little grey cells working!
What five-letter word becomes shorter when you add two letters to it?
Across
7 In the distance (3-3)
8 Large lizard (6)
9 Stare (at) (4)
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11 Kind of speech or speaker (7)
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1 Mar (6)
2 Chess piece (4)
3 Type of men’s underwear (1-6)
4 Musk producer (5)
5 Cruel (8)
6 Comparatively cockamamie (6)
12 Recently discovered (8)
14 Kind of case (7)
16 Subatomic particle (6)
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19 Old (5)
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