Iwas chatting to a shop owner recently (admittedly, not in the pet trade) but took the opportunity to ask what they believed is the secret to running a successful shop. The reply was emphatic: “It’s not really a secret. It is just having the right products, at the right price, and making buying from you more than a transaction, make it an experience.” What a great response.
I wanted to share this simple mantra as it reminded me that sometimes simplicity is the most
Contents
4 News
An update on what’s happening in the UK pet trade.
13 New products
We showcase the latest products hitting the market.
15 First Look
Pet waste management redefined — we look at the Pet Genie and the Litter Genie.
17 First Look
We explore the latest release from HiLife.
18 First Look
Catit share their new kitten range.
20 Product focus
A new cat and dog car seat is reimagining pet protection.
22 Talking Trade with… …Dan Blackstone, Head of Livefoods, at Peregrine Livefoods.
24 Translating your brand
How can pet lovers and brands overcome a language barrier?
27 Fishkeeping Know-how
Why keeping your fishes’ guts healthy is so important.
30 Feeding fish
A deep dive into feeding aquarium fish.
genius thing of all. Consistently remembering why you want to run a pet shop will lead you to understanding your customers and finding the right products, at the right price, and providing the right experience. And hopefully it will also lead you to Pet Product Marketing as we’re on hand to help you do all three!
Mike Mike Hallam
– Editor, PPM.
35 On the shop floor
We chat to an owner who believes in pet shops being at the heart of their communities.
38 Pet industry trends
The latest trends to look for in the growing pet industry.
40 Nobull interview
Pet specialist marketing agency Nobull got chatting with a brand that’s on a mission to make natural food and treats more accessible.
42 Business advice
Four ways your business can use TikTok…
44 Small companions
A retailer’s guide to becoming the guinea pig go-to
46 Dog advice
The importance of restorative sleep for our canine companions.
48 Cat care
Letting your cat out into the big wide world.
52 Canine nutrition
Why minerals are an essential part of canine diets.
54 PPM Puzzles
A mental workout for your coffee break!
Our email: editorial@petproductmarketing.co.uk
Our address: Pet Product Marketing, Warners Group Publications, The Maltings, West Street, Bourne, Lincolnshire, PE10 9PH
Michael Hallam, editor (for news and product releases, contact Michael on michael.hallam@warnersgroup.co.uk)
For advertising queries please contact Stephen Tanner on 01778 392404
Nigel Fish, design and production manager
Stephen Tanner, key account manager (advertising Pet Product Marketing)
Andrea Walters, key account manager (advertising Your Dog/Your Cat)
Printed by Warners Midlands plc
James Buzzel, publisher
Subscriptions and back issues
Pet Product Marketing is available free to people who qualify for our controlled terms of circulation. If you’d like to register for a free subscription, please visit www.petproductmarketing.co.uk
Pet Product Marketing is published 10 times a year by Warners Group Publications. No part of the magazine may be reproduced in any form in whole or in part, without the prior permission of Warners Group Publications. All material published remains the copyright of Warners and we reserve the right to copy or edit any material submitted to the magazine without further consent. The submission of material (manuscripts or images etc) to Warners Group Publications whether unsolicited or requested, is taken as permission to publish that material in the magazine, on the associated website, any apps or social media pages affiliated to the magazine, and any editions of the magazine published by our licensees elsewhere in the world. By submitting any material to us you are confirming that the material is your own original work or that you have permission from the copyright owner to use the material and to authorise Warners Group Publications to use it as described in this paragraph. You also promise that you have permission from anyone featured or referred to in the submitted material to it being used by Warners Group Publications. If Warners Group Publications receives a claim from a copyright owner or a person featured in any material you have sent us, we will inform that person that you have granted us permission to use the relevant material and you will be responsible for paying any amounts due to the copyright owner. We cannot accept responsibility for unsolicited manuscripts, images, or materials lost or damaged in the post. While every reasonable care is taken to ensure accuracy, the publisher is not responsible for any errors or omissions, nor do we accept any liability for any loss or damage, however caused, resulting from the use of the magazine.
4
PPM News
October 2024
Tug-E-Nuff
launches
revamped affiliate programme
Interactive dog toy company Tug-E-Nuff has relaunched its Partner Programme to provide enhanced benefits to its existing and potential affiliates.
Dog professionals who partner with Tug-E-Nuff to work positively with dogs and help promote the power of play will now receive enhanced commission earning, marketing support, and bespoke product recommendations for their clients, as part of the revamped programme.
Affiliates will also continue to receive timely commission on every purchase referred and access to Tug-E-Nuff ’s private Facebook partner community.
There’s also the opportunity for affiliates to upgrade to an enhanced Partner Pro plan and receive additional support through an annual bundle of demo toys, access to expert training and talks, uplifted commission for new customer referrals, and milestone rewards.
Danny Nelis-Rouse, Managing Director at Tug-E-Nuff, said: “We’d love to welcome more people to our global community of trainers and owners, to support us with our mission to help more people and their dogs tap into the almighty benefits we know interactive play brings.”
Tug-E-Nuff ’s Partner Programme is open to all who work positively with dogs and who are passionate about promoting the power of play, including dog trainers and behaviourists, dog walkers, boarders and daycare, vets and rehabilitation therapists, and dog rescue centres and charities.
For more information and to apply, visit partner.tug-enuff.com
Wilsons Pet Food appoints new chairman
Wilsons Pet Food has appointed Stuart Nicholson, a former board director at Symington’s, as the new Chairman. Nicholson will focus on strategic growth and corporate governance to support the ambitious growth plans of the Scottish-based natural pet food company.
With 40 years working with some of the UK’s largest food manufacturers and extensive board-level experience, Nicholson brings a wealth of expertise to the role.
“Wilsons is a trusted, heritage brand recognised for its quality ingredients and first-class manufacturing processes. With an inspired and motivated leadership team and significant investment under way across the business, the future for Wilsons is very exciting. I’m thrilled to be able to help contribute to that,” said Stuart Nicholson.
Commenting on Nicholson’s arrival, Wilsons Managing Director, Craig Wallace, said: “Stuart’s extensive background in food manufacturing and his contribution to shaping highly successful and dynamic businesses make him a great fit for Wilsons. His experience will provide us with fresh and invaluable insights as we continue to drive growth in the natural pet food category with our meals and treats.”
Wilsons hires across Trade Sales
In addition to Nicholson’s appointment, Wilsons has strengthened its trade sales team with two new senior hires. Sam George joins as Head of Pet Trade Sales, with over 10 years of trade experience in the pet food sector, and Katie Neal, previously with Woof&Brew and Bugalugs Pet Care, joins as Head of Grocery.
To find out more about stocking the Wilsons range, contact the team at trade@wilsonspetfood.co.uk
Dorwest Herbs supports 2024 Paralympian Harry Stewart
Born close to Dorwest HQ, Harry finished fifth in the SB14 100m breaststroke final, narrowly missing out on a medal. The S14 category is for intellectually impaired athletes and Harry has Asperger’s syndrome, which is characterised by difficulties with perceptive skills and social interaction.
Having only turned 20 in May, a strong performance at the Games has been part of a fantastic year which has seen him win Gold at the European Para Swimming Championships in Madeira, Gold in Berlin at the European Championships, multi-classification Bronze at the world series event in Aberdeen, and securing the Para-Swimming National Title in London at the Aquatics GB Swimming Championships.
As a dog lover, Harry was already using Dorwest supplements for his dog Mila, and Dorwest was delighted to support Harry with a donation and further natural products. Managing Director Jo BoughtonWhite says: “We’re over the moon to support Harry! It’s wonderful to support a local Paralympian, and we are very excited to cheer Harry on.”
To find out more about Dorwest, visit dorwest.com
Burgess Pet Care named as a headline sponsor of Nationl Rabbit Festival
Burgess Pet Care introduces mid-size packs of premium cat food
Burgess Pet Care is to extend its range of dry cat food products with the addition of 4kg bags. The offering gives customers greater choice while meeting the growing demand for mid-sized packs of premium dry cat food, at an affordable price.
The new 4kg bags will meet the nutritional needs of cats’ different life stages — from kitten to adult and mature, comprising high-quality, protein-rich Kitten Chicken, Adult Cat Chicken with Duck, and Adult Cat Salmon, as well as Mature Cat with Turkey and Cranberry.
The new packs offer improved value at a lower cost per £/kg, ensuring competitive pricing for independents and providing cost savings for customers.
Erin McNair, Brand Manager at Burgess Pet Care, said: “We’re really excited to launch our new packs at this year’s PATS. Our 4kg packs fill a gap in the market and meet consumer demand for mid-sized bags of premium-quality food for cats of all ages. We are also delighted to offer a point of difference by supporting the pet specialist trade with the extension of our product range.”
To find out more about the Burgess Pet Care premium cat food range, visit the website: burgesspetcare.com/shop/cat-food
Burgess Pet Care has been announced as one of the headline sponsors of this year’s National Rabbit Festival.
Following the overwhelming success of 2023’s inaugural sellout event, this year’s festival looks set to double capacity with over 2,000 attendees. It will take place on 19 October at the University of Nottingham’s East Midlands Conference Centre with speakers, charities, and activities. There will also be a wide range of vegan
and cruelty free retailers dedicated to selling everything rabbits could want, and stalls for rabbit guardians too. Rabbit rescues from up and down the country will be attending the event.
Peter Lancaster, Head of Marketing at Burgess Pet Care, said: “Supporting the National Rabbit Festival is a fantastic way for Burgess to show our commitment to rabbits’ welfare and reach a large audience of passionate customers keen to do the best by their rabbits.”
Dorwest proudly sponsored Bridport-based Team GB swimmer Harry Stewart at the 2024 Paralympics in Paris.
The UK brand behind Gorilla Tubs ® , Gorilla Brooms ® , Gorilla Bins ™ and much more... SCAN ME FOR MORE PRODUCTS
Wilsons Pet Food prepares to unveil brand-new look at PATS
Wilsons, Scottish makers of natural pet food, are preparing for their biggest PATS show to date. As one of the UK’s leading manufacturers of cold pressed, natural dry dog food and raw frozen meals for dogs, Wilsons Pet Food is set to launch a substantial line-up of new products during PATS, and unveil a striking new look for the much-loved brand.
“We’re counting down to what will undoubtedly be our busiest PATS show yet,” explained Craig Wallace, MD, Wilsons Pet Food. “We have an extensive selection of new products to launch; over 40 SKUs span our range of natural meals, treats, and supplements. We have also invested in an impactful
WildWash achieves B Corp Certification
Natural pet care brand WildWash is delighted to announce that it has officially achieved B Corp certification, joining a global community of businesses dedicated to prioritising purpose alongside profit. This significant milestone underlines WildWash’s unwavering commitment to ethical, sustainable, and socially responsible practices across every area of the business.
Gaining B Corp status is a rigorous process, awarded only to companies that meet the highest standards of social and environmental performance, accountability, and transparency. WildWash joins a distinguished group of over 7,000 businesses globally, all striving to redefine success in today’s world by prioritising people and the planet.
“Achieving B Corp certification is more than just a milestone for us; it embodies the values we’ve held since day one,” says Jane Cooper, CEO of WildWash. “At WildWash, we believe that every business has the potential to do good, not just for its customers, but for its communities, employees, and the planet.
This certification confirms that our ongoing efforts are having a meaningful impact and drives us to continue pushing the
PIF launches job board feature on its website
The Pet Industry Federation, the trade association for pet businesses, has launched a new Job Board feature on its website for companies looking for top talent.
The PIF Job Board connects individuals who are specifically interested in careers within the pet industry with employers, making it easier than ever for companies to find the perfect candidate for vacant positions.
new look for the brand. PATS is the ideal place to share all our exciting news with the trade.”
At Wilsons, the focus remains on natural recipes for dogs, using high-quality ingredients sourced from the UK. All products are packed with wholesome goodness and free from artificial colours, preservatives, and flavourings.
“The new products launching continue to offer pet owners the high-quality recipes they’ve come to expect from Wilsons,” explains Craig. “We’re looking forward to promoting our current ranges to the trade and unveiling all the exciting NPD that will soon be available to stock.”
At PATS stand B10, Wilsons will offer the trade a special discount during PATS: a 10% saving when spending over £200, 15% saving when spending over £350, and 20% with £500 spent. Wilsons will also be running a competition at PATS to win over £300 worth of stock.
To learn more about Wilsons meals and treats, visit wilsonspetfood.co.uk or contact the team at trade@wilsonspetfood.co.uk
boundaries of what responsible businesses can achieve.”
The implications of this certification will be felt throughout WildWash’s operations. Customers and partners can expect even greater transparency in sourcing, an increased commitment to reducing environmental impact, and expanded community engagement initiatives.
You can watch WildWash’s journey to becoming B Corp certified in their specially created video: youtube.com/ watch?v=_b1vVlIhEhA
For more information about WildWash, visit wildwash. co.uk/b-corp-certified
PIF members can post jobs completely free of charge, as part of their membership benefits. Non-members can also use the job board, but there will be a charge.
To post a job, simply visit the Jobs section of the PIF website — petfederation.co.uk Businesses will need to log in to the members’ area or contact the team at info@petfederation. co.uk if they are not members to make arrangements.
New products and new look for Marriage’s® Small Animal Range
Marriage’s® has expanded its small animal range to cater for the individual nutritional needs of five additional species beyond rabbits and guinea pigs. The new premium-quality Nutri Pressed® range is presented in eye-catching new packaging, with the option of pellets or mixes and a good choice of pack sizes from 750g all the way up to 10kg.
The 13 new products, formulated specifically for rabbits, guinea pigs, chinchillas, hamsters, gerbils, rats, and mice, mark phase two of the brand’s distinctive new identity, which follows hot on the heels of their indoor and aviary bird relaunch last month.
Marriage’s® new small animal range is produced using the Nutri Pressed® method which combines expert nutrition with cool pressing technology which helps to retain more of the nutrients which may otherwise be lost during higher temperature manufacturing methods.
Each product has been meticulously formulated based on published scientific research to provide a diet that helps support optimum well-being. The herbivore diets for pets such as rabbits and guinea pigs are naturally high in fibre to help support digestive health. For pets such as hamsters and rats, who have a different digestive system with less reliance on fibre, Marriage’s® has designed specific products to mimic their naturally omnivorous diet.
All the Nutri Pressed® diets have added linseed, a natural source of omega-3 and 6 to help support a healthy skin and coat,
Marriage’s rebrand gaining momentum
With the exciting news of the launch of the Marriage’s Small Animal Range, we see the new Marriage’s branding rolling out across another category. The updated brand look and feel follows the rebrand of the Marriage’s Indoor and Aviary Bird range, with other categories set to be transformed too.
“Our products are designed with the overall health and
while a prebiotic helps to support a healthy digestive tract. There is no added sugar and no artificial colours.
“Bursting with tasty ingredients, our Nutri Pressed® products are an exciting alternative to traditional extruded nuggets,” said Sarah Kitson, Head of Marketing at WHM Pet Group (Marriage’s®). “What we really love about our Nutri Pressed® small animal feeds is how natural they really are. Due to the way that they are manufactured, they are not overprocessed, which results in a whole host of benefits.”
The new fresh-looking pack design brings a strong brand identity across the range. Clear product names and key call-outs bring the product benefits to life. Every pack also includes the Marriage’s® 6 Step Well-being Plan, providing useful feeding tips to support small animal health.
For further information on how to stock, call 0845 257 0232 or email contactus@marriagesmillers.co.uk
well-being of animals in mind and our new Marriage’s packaging is an example of how we wanted our customers to experience that when shopping the category”, explains Head of Marketing, Sarah Kitson. “This experience, supported by other brand communication, will help drive retail sales and support customers to understand how Marriage’s can help nourish those they cherish.”
In the November issue, we’ll be featuring the story of the Marriage’s brand and how its history has led it to becoming an established, trusted and respected brand in the pet and smallholder feed markets.
OSCAR Pet Foods celebrates 30th Anniversary with 15% off franchises
OSCAR Pet Foods is proud to celebrate 30 years of providing quality pet nutrition and outstanding customer service. To mark this milestone, it is excited to offer a limited-time promotion of 15% off on new start-up franchises.
This offer presents an opportunity for aspiring entrepreneurs to start their own business in the pet care industry. Since 1994, OSCAR has been committed to providing high-quality, nutritious pet food and has grown with a strong established network of franchisees throughout the UK.
Franchisees benefit from a proven business model, comprehensive training, and ongoing support. The core franchise package, usually priced at £8,995 + VAT, now comes with an exclusive 15% anniversary discount.
To find out more, visit oscars.co.uk or call 0800 068 1106
Independent retailers up for honour in PetQuip Awards
The PetQuip trade association has revealed the finalists for the independent retailer of the year honour, as part of its shortlists for the 15 categories in the PetQuip Awards 2024.
The shortlist for UK Retailer of the Year — Independent, sponsored by Pet Product Marketing, is:
● Joywyns Pet & Country
● Wildwood Pets Ltd
● Pickles Pet Pantry
● Woofles
● VetBox Ltd
● Ant Antics
● Inventor Cat
● Doodledales
● Our Pet Village Ltd
● Trusty Pet Supplies
● Tug-E-Nuff
● Marshalls Pet Food Store
● Play9
The winning retailer — as well as all the other category winners — will be announced at the PetQuip Awards dinner on 30 September at Telford International Centre at the upcoming PATS show. There are categories for products, marketing,
retailers, suppliers, sustainability, and individual achievement. New categories for this year include Rising Star, Employee of the year and Best trade marketing campaign. For the shortlists for all the categories, visit petproductmarketing.co.uk/news/finalistsfor-2024-petquip-awards-announced
The prestigious evening will begin with a drinks reception, followed by a table service dinner, and entertainment, offering an evening of networking and celebrating the successes in the UK pet trade. It is really well attended, even by those who are not nominated for an award as it is an excellent opportunity to make valuable connections.
“The awards dinner is always a great evening of networking between manufacturers, suppliers, and retailers. While winning an award is a massive accolade, we hope that everyone who has been recognised as a finalist or commended will enjoy their success and celebrate this amazing sector,” added Amanda Sizer Barrett, Director General, PetQuip.
Tickets for the dinner can be booked through the PetQuip website (petquip.com/uk/awards.htm) or by calling 01959 565995.
The PetQuip Awards’ headline sponsor is Leopard Co and the awards are sponsored by CIPS, Group55, Law Print and Packaging, SUPERZOO, Pedigree Wholesale, Petface, Zoomark, Interzoo, Noble Futures, James & Steel, PBW, PATS, and Pet Product Marketing.
Rewarding outstanding achievements
Fewer carbohydrates, more natural goodness
Discover Wellness CORE, the natural, grain free & protein-rich nutrition that helps pets thrive from the inside out
Now available fromWholesalePedigree
To find out more, visit www.karnlea.com or for trade enquiries, visit www.karnlea.com/trade
Karnlea Goat Milk Plus
Karnlea is introducing a new goat milk product that combines prebiotics, probiotics, and postbiotics — the first of its type to be launched in the UK and Ireland.
Goat Milk Plus is whole goat milk powder with added ‘good bacteria’ for dogs and cats which can be used to support their gut health and immune systems.
Goat milk is naturally rich in oligosaccharides which act as a prebiotic. But necessary pasteurisation to make it safe to consume, and legal to sell commercially, means that it doesn’t contain any live cultures, or probiotics. These have been added to Karnlea’s Goat Milk Plus — four beneficial strains — to provide enhanced health benefits.
The product comes in 200g tubs, providing up to 40 servings (depending on dog/cat weight) and retails for £19.99.
Karnlea Goat Milk Plus can be used as part of a regular diet, used occasionally, or alternated with Karnlea’s original Goat Milk. Goat Milk Plus can also be given to older or recuperating cats and dogs.
Postbiotics are the exciting new kids on the block and may be new to some. They are bioactive compounds — by-products which occur when probiotics consume prebiotics. These work alongside probiotics to increase health to support the immune system, reduce the symptoms of inflammatory bowel disease, some allergies, and prevent or treat diarrhoea.
New Products
Johnston & Jeff extends range to help people care for wildlife
Premium bird feed manufacturer, Johnston & Jeff, has extended its product range in a bid to help people care for a greater variety of wildlife, including hedgehogs, squirrels, chipmunks, ducks, swans, and geese.
The Yorkshire company has been supplying high-quality wild bird seed for nearly 150 years, but has now launched a dedicated hedgehog mix to help slow the ongoing decline of the species.
As well as this, Johnston & Jeff is now supplying its Squirrel and Chipmunk mix in a 1.2kg, plasticfree bag, and its Duck, Swan and Goose mix in a 1.5kg, plastic-free bag to make the blends more portable.
This will enable people to feed wildlife in public places, such as parks and other communal areas.
As well as extending the company’s range of foods for wildlife, Johnston & Jeff has also launched the Grasmere Squirrel Feeder and Langley Owl Box to go with its popular hedgehog house.
“As a result, we’re evolving our product ranges to encompass more feeds and wooden products aimed at the animals in your garden such as hedgehogs, rabbits, ducks, and squirrels.”
Maddy Johnston, Marketing and Media Manager at the company, said: “Johnston & Jeff is well known for supplying high-quality bird food for both wild and kept birds, but as people become more aware of the plight our wildlife is facing and the ongoing loss of biodiversity in the UK, we want to help them help all wildlife.
To find out more, visit www.johnstonandjeff.co.uk and for trade enquiries, call 01430 449444 or email enquiries@johnstonandjeff.co.uk
Pedigree Wholesale announces Indoor Bird transition into new Marriage’s Range
After over 100 years of crafting its own premium Walter Harrison’s seed mixes at its Nottingham Mill, Pedigree has announced an exciting new partnership with Marriage’s. Pedigree Wholesale will continue to supply Indoor Bird products, now under the Marriage’s brand.
The brands have worked together to bring a best-in-class indoor bird offering formulated by Marriage’s in-house nutritionist to ensure birds maintain a healthy, balanced diet. Marriage’s striking packaging clearly communicates the key features and benefits of the products, which will be the key to driving retailer sales while helping to keep pet birds in top condition.
Marriage’s Indoor Bird mixes cater to a variety of beloved pet birds, including parrots, cockatiels, parakeets, lovebirds, budgies, canaries, and finches. These specially formulated mixes ensure optimal nutrition for each type of bird, supporting their health and vitality. Several straight ingredients are also available, helping to maximise choice for owners. These Indoor Seed Mixes are available in various pack sizes to help cater to all types of customers.
All products are available now through the Pedigree website (www.petproducts.co.uk) which offers detailed information about the Marriage’s brand. Simply enter the old product code to find the new one with ease.
Marriage’s Indoor Bird is now available through Pedigree Wholesale and is exclusively available to the specialist pet trade.
Nutravet’s new
topical ear cleaning range
For trade enquiries, visit www.petproducts.co.uk or speak to the Pedigree team.
Nutravet is excited to announce the launch of Nutraotic, a new line of high-strength ear cleaning products designed to address common ear health issues in pets.
Ear problems can cause significant discomfort for pets, often going unnoticed by their owners, but Nutraotic aims to change that with its specially formulated products.
The Nutraotic range includes ear wipes and a high-strength ear cleaner, both crafted to provide anti-fungal and antibacterial support, while also moisturising, soothing, and hydrating the skin.
The products are free from harsh ingredients, ensuring a gentle and non-irritating experience for pets. With a veterinary-strength formula, Nutraotic uses a blend of key ingredients, including aloe vera, to cleanse and moisturise the ear, soften earwax, and promote healthy ear hygiene with its antibacterial and anti-fungal properties. The products also feature a fresh cucumber and melon scent.
Key benefits of the Nutraotic range include:
● Gently cleaning and drying the ear canal
● Providing anti-fungal and antibacterial support
● Providing antiseptic properties
● Reducing ear odours
● Decreasing wax build-up
● Safe for daily use
● Non-irritating formula
To become an authorised stockist, contact Nutravet: email info@nutravet.co.uk or visit www.nutravet.com
The Litter Genie® and Pet Genie™ products have redefined convenience in pet care, transforming routine chores into simple, efficient tasks for pet owners. Developed by The Angelcare Group — known for their 25-year legacy in innovative care solutions for humans, like the Diaper Genie®— these products bring the same level of excellence to pet waste management.
Redefi ning convenience: pet waste management
Litter Genie®: A Game-Changer for Cat Owners
Launched in 2012, Litter Genie® has quickly become a go-to solution for cat owners worldwide. It addresses the common challenge of litter box odours through a streamlined, three-step disposal process: Scoop it, Drop it, Lock it. The key innovation lies in its odour-locking system, featuring a multi-layer refill
film with odour barrier technology that effectively seals away unpleasant smells. This makes managing cat litter far less of a hassle, contributing to a cleaner and more comfortable living environment.
Pet Genie™: Expanding the Genie® Legacy to Dog and Small Pet Waste
Following the success of Litter Genie®,
Pet Genie™ extends this convenience to dog owners and small pet enthusiasts. Designed with the same commitment to odour control, Pet Genie™ bins are built to be durable, with UV-protected plastic that can withstand outdoor conditions. Its wide opening and easy-to-carry handle accommodate various waste types, from dog poop to pee pads, making it a versatile solution for both indoor and outdoor use.
Commitment to Innovation and Care
At the core of both Litter Genie® and Pet Genie™ is The Angelcare Group’s dedication to innovation, care, and user convenience. These products not only simplify waste management but also enhance the overall pet ownership experience by allowing owners to spend more quality time with their pets, free from the hassles of odour and mess. As these brands continue to evolve, they set new standards in pet care, ensuring that everyday tasks are made easier, cleaner, and more enjoyable.
The Wonderful World of Treats from Pet Trade Innovations
Pet Trade Innovations has proudly launched the Wonderful World of Treats. It’s a dog treat range designed to be a brand experience that is accessible, inclusive, sustainable, and transparent.
As the first UK treat manufacturer to use biodegradable, plasticfree packaging, it strives to be carbon neutral. The brand also prides itself on its high quality, species-appropriate ingredients, with an emphasis on minimal processing and wellness to offer healthy treats with lots of variety, bursting with flavours.
Inspired by tastes from human cuisine, Wonderful World brings an exciting twist to your pup’s snack time, training session, or just for celebrating being a good dog.
Offering four varieties: Burger Hills, Sushi Forest, Pizza Oasis, and Cake Mountains – each contains three distinct flavours, combining 12 different recipes, each catering for every canine culinary taste and preference.
The Wonderful World range is 100 per cent natural, wheat free, and uses up to 24 per cent air dried single proteins like beef, chicken, duck, pork, salmon and white fish.
Providing four vegan options, the treats combine either bean, gram, pea, potato, or rice flour. Cold pressed flaxseed oil and rapeseed oil is complemented by a raft of healthy ingredients, including avocado flesh, carob, seaweed, green tea extract, ginger, apple, carrot, kale, spinach, blueberries, thyme, parsley, shitake mushrooms, and turmeric.
The treats are hand-baked in the UK and thoughtfully created into individual fun shapes that represent their variety. Moist and delicious, Wonderful World is a healthy treat that’s perfect for reward-based training and everyday enrichment.
The range is accessibly and competitively priced with four packets of each flavour RRP £21 — that’s only £1.75 per pack.
Herbal Paws unveils premium line of all-natural pet supplements and grooming products
Herbal Paws, a new brand from Total Pet Solutions, is thrilled to announce the official launch of its premium range of all-natural supplements tailored to enhance the well-being of dogs of all breeds, plus a range of natural grooming products.
At the heart of Herbal Paws is a distinctive range of mushroom supplements, expertly crafted to deliver a myriad of benefits for dogs. These supplements are formulated to reduce inflammation and boost brain activity, promoting overall cognitive health.
Complementing the mushroom line, Herbal Paws introduces wellness support capsules enriched with green-lipped mussel extract, naturally high in omega-3. Known for its efficacy in reducing joint stiffness and improving mobility, these capsules aim to enhance the quality of life for dogs, helping them stay active and agile.
Herbal Paws offers Hemp Seed Oil as a potent anti-inflammatory agent. The carefully balanced omega-3 and omega-6 fatty acids in this supplement provide a natural solution to alleviate discomfort and promote a healthy inflammatory response in dogs.
flavour RRP £21 — that’s £1.75
In addition to the wide range of wellness supplements, Herbal Paws is launching a line of grooming products for dogs, crafted with all-natural ingredients to ensure the utmost care for furry friends. The range of delightfully scented shampoos and conditioners is available in three captivating fragrances: Baby Fresh, Coconut Milk and Honey, and Lavender Leaf.
New look HiLife is a direct response to the wants and needs of your shoppers. A brand centred on the immeasurable bond between owner and animal, it’s the brand they’ll soon seek out when they’re looking to buy pet food.
HiLife pet food has always been a premium offering for dogs and cats of all ages, but now it’s gone from might-have to must-have. We’ve listened to what your customers want for their pets and have created a brand that answers it all.
Giving your shoppers (and their pets) what they want
HiLife give us the inside story of their fresh new branding…
Natural and wholesome
We know pet owners are label-readers when it comes to the food they eat themselves, but this is also the case for the food they give to their dogs and cats. That’s why we’ve introduced industry-first ‘Recommended Daily Amount’ information so your shoppers can be sure they’re providing their much-loved pet with a complete and balanced diet. Not only that, our packaging reassures them that, as it’s always been, HiLife is 100% natural and wholesome.
Your customers see their pets as part of their family, so want to know that they’re giving them the best chance of a long, healthy, and happy life. That’s why we’ve added a range of specially formulated ingredients called LifePlus™ to help them do just that. LifePlus™ ingredients are life-stage specific and support a variety of crucial factors, such as heart health, immune system, brain function, joints and bones, and urinary health. All the elements your shoppers are searching for when they’re choosing which brand to buy.
As well as wanting the best for their dogs
and cats, we know that your shoppers still need convenience and cost effectiveness. So, we’ve made sure all of the HiLife range is complete, wet pet food. Wet food provides a higher percentage of water than kibble, which is especially beneficial for cats. It also tastes and smells great, which is vital for dogs, especially those that can be a little fussy. Despite being complete, HiLife can also be fed in combination with dry food to ensure cats and dogs have a variety of food which won’t go to waste. A brand that removes waste and saves money is a brand that shoppers will buy, time and again.
The range
Our extensive range also means that pets can enjoy different flavours to keep them interested, but owners can still be reassured that every HiLife product is 100% natural, high in protein, and includes no artificial colours, additives or preservatives. Our range is suitable not only for every breed of dog and cat, but for every lifestyle. HiLife Kitten and Puppy food provides support for growth and development, while our Adult
and Mature SKUs are created to provide everything for a healthy, happy life.
And it’s not just the contents of our range that’s so appealing to shoppers. Our new look and feel taps straight into the immeasurable bond between owner and pet. We’re sending a clear message that HiLife it isn’t just pet food, it’s food for enjoyment, health, and happiness. We know how much that matters to your customers, so we show them it matters to us.
Add to that our eye-catching packaging and innovative use of photography, and we’re uniquely reflecting back the true picture of their pets. Dogs and cats aren’t supermodels or AI generated, they’re daft, perfectly imperfect, and real — which is why your customers love them. A brand that understands that love — and shows it to shoppers at every turn — will be the brand they choose, every time.
0330 441 3322
Catit are now setting their sights on kittens when it comes to the food sector and making sure they catch the interest of cat owners from the start of their pet journey.
Over the last 25 years, Catit has delighted cats and their owners around the world with innovative products and with this success, the Hagen Group owned brand keep venturing into new opportunities,
providing cat owners with almost all their core essentials under one brand that they can trust.
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After launching into the treat market with Catit Creamy seven years ago, it has now become one of the world’s bestselling creamy cat treats and has now successfully expanded into healthy and nutritious cat foods. In October, they will introduce a kitten formula to their dry and wet range.
From the start of the journey…
Catit introduces Kitten to their range of wet and dry foods!
New kitten range
Catit Recipes Kitten recipe is a new healthy, complete dry cat food that provides a growing kitten with all the support they need for their wellbeing and boundless energy. The formulation is made with real meat and fresh ingredients which have been locally sourced and gently cooked to maintain their nutritional benefits. It is cram packed with superfoods, such as pomegranates and spinach, which help maintain health and wellbeing in our kittens. The poultry-based recipe is high in naturally occurring taurine, an essential nutrient for the development of kitten’s eyes and heart muscle function. Catit Recipes is available in 400g and 2kg recyclable, resealable bags.
Not only is the recipe perfect for kittens, but it is also suitable for pregnant and lactating mother cats based on the high level of protein (92% of the total protein content is from high quality, easily digestible animal protein) and calories that Catit Recipes Kitten recipe contains.
Catit Cuisine for Kittens is a tasty, wholesome grain-free chicken mousse that offers a complete daily, nutritional diet. The perfectly soft texture provides an important step in their early development as they progress from nursing to eating solids. High in meat and balanced with essential vitamins and minerals, the moisture content also ensures they stay hydrated. Team this with Catit Recipes for the ultimate daily diet for any kitten!
Catit Cuisine is innovatively packaged in recyclable TetraPak cartons, which are easy to store, easy to serve, and minimise wasted space in transit, making them a more sustainable option. With 90g of food in each carton, Catit Cuisine offers better value compared to most other single serve cat foods.
Designed to Sell
In a recent research study amongst cat owners, Catit was listed as the most recognised cat accessory brand with a strong
focus on social media engagement and online presence.
Catit’s kitten food will be supported by a full suite of in-store display materials, widescale sampling activities to drive consumer demand, along with a launch promotion to encourage initial trial. With the brand equity and consumer trust Catit has built, this new cohesive wet and dry kitten food is destined to be a winner alongside their already popular adult foods.
Speak to your Hagen Sales Manager to find out how you can benefit by listing Catit Recipes and Cuisine foods or visit www.catit.com
The advantage in pet retail
Tavo travel systems: Pet Protection Reimagined
Tavo enters the pet travel market with the first premium dog and cat car seat system.
Side impact and crash-test-certified to the latest United Nations ECE child restraint standard, the Tavo Maeve™ Pet Protection System includes a luxury dog and cat car seat that is secured into the car by a simple five-second True Lock™ Isofix installation system. This not only reduces movement and prevents rotation, but also protects other passengers in the event of a crash.
Developed by Nuna, a world leader in premium baby gear, the Tavo Maeve raises the bar in luxury and safety, has been tested to human standards and has recently been awarded an international Red Dot Design Award.
Saving lives
With many drivers unaware that they are liable if they fail to suitably restrain an animal in a vehicle, the Tavo Maeve gives pet owners the added reassurance that they are complying with the Highway Code. Becky Guy, Road Safety Manager, England, The Royal Society for the
Prevention of Accidents (RoSPA), explains:
l i the Roscoe stroller which is accented with
“The importance of restraining pets in vehicles is key in reducing the risk of injury or death not only to the pet but to other occupants in the vehicle in the event of a collision. At 30mph, an unrestrained pet could be thrown forward with a force of 30 to 60 times their own body weight.
“Ensuring pets are safely secured in vehicles not only protects them and passengers, but also reduces the chances of the pet distracting the driver. Driver distraction is a contributory factor in many collisions on our roads.”
Full pet travel systems
The Tavo Maeve 3-in-1 Pet Protection System includes a luxury carrier, vehicle base, and an optional Roscoe™ stroller frame for older dogs or pets recovering from injury.
The Tavo Maeve with base starts at £500 and is available in five luxe colourways, Onyx, Fawn, Merle, Sable, and Brindle. There are also coordinating options for
the Roscoe stroller, which is accented with vegan leather details in black, cognac, and chocolate.
Looking ahead, October 2024 will see the launch of a more compact pet car seat for small dogs and cats. The premium carrier has integrated Isofix fixings and is also airline approved.
Tavo offers ultimate driver peace of mind, while the pet enjoys comfort and protection, safely restrained inside the carrier.
Becoming a retailer
Reflecting the uniqueness of the products, Tavo are working on a bespoke basis with retailers, offering excellent opportunities to work together. For more information and a no-obligation chat to discuss bespoke packages based on your retail requirements, contact Tavo’s Head of Sales, Graham Gardiner at graham.gardiner@allisonbaby.co.uk
www.tavopets.com/uk
Talking trade with… Dan
– Head of Live foods at Peregrine Livefoods
About Peregrine Livefoods
Peregrine Livefoods is the largest dedicated reptile wholesaler and supplier across Europe, breeding millions of insects annually, and supplying over 3,000 unique products to hundreds of shops every week.
What are live foods?
Live foods are the main prey items of insectivorous animals, such as reptiles, amphibians, and fish (as well as some birds and small mammals). A wide range of invertebrates, including insects, molluscs, and worms are required to feed the
enormous number of exotic pets in the UK, as well as the staggering diversity of animals in Britain’s zoos.
The most popular live foods in the UK (and across Europe) are crickets and desert locusts. These species are the staple diet for the country’s most loved reptiles, the Bearded Dragon and Leopard Gecko. They also play an essential role in the diets of Crested Geckos, Chameleons, Tree Frogs, and more.
Live foods are sold in a fresh and healthy condition so that animals can benefit not only from their nutritional profile, but also actively hunt within the enclosure. This enactment of natural behaviours is essential to the well-being of reptiles and other insectivorous animals. Even species that may survive on commercial diets, such as tropical fishes, can benefit enormously from hunting live prey such as daphnia, bloodworms, and tubifex.
Some live foods are universal, such as mealworms, calci-worms, and waxworms. These can be fed to a range of species from Geckos to Goldfish and Turtles to Tarantulas. On a more specialist level, some reptiles require specific live foods to meet calcium requirements for breeding conditioning, others require specifically sized prey items to thrive, and some need fast-moving prey while others need slow ones.
What
decades. In fact, most reptiles have captive lifespans more than 20 years. A hobbyist that keeps several insectivorous animals, breeds their animals, or adds a tortoise to their collection, may return to a business week in, week out for their entire life.
How easy is it for traditional pet shops to stock live foods?
Traditional pet shops can begin stocking live foods easily and instantly. Simply select a species and place an order with Peregrine Livefoods. The top three most popular livefoods are locusts, crickets, and mealworms, which are often seen as the goto for most beginner hobbyists. Where appropriate, our insects are supplied with bran, which helps sustain them on the shelf. Once a business has a growing number of reptile enthusiasts entering the store, we recommend offering our most unique items to capture the attention of the specialists and establish authority within the industry. For example, fruit ies are essential for poison dart frog keepers (one of the fastest-growing areas of exotics keeping). Calci-worms are a superfood that every advanced reptile keeper is searching for due to their high nutritional value.
How does Peregrine Livefoods work with retailers?
is the market potential of selling live foods?
In 2022, our Exotics Keeper Magazine conducted a survey to learn more about reptile keeping in the UK. Using data derived by the UK Pet Food on the number of households with exotic pets, we predict there to be 7.2 million reptiles and amphibians being kept in the UK today. 631,823 of these are Bearded Dragons and Leopard Geckos.
The average Leopard Gecko or Bearded Dragon will eat around one tub of insects a week and has a captive lifespan of 20 years. This equates to around 1,042 tubs of live food in a lifespan.
Businesses that can supply a reliable source of live foods can establish themselves for repeat custom from a reptile keeper for
As well as a vast range of POS to inform customers of your new offerings, our sales team are on hand to provide expert information (we’ve been doing this for over 35 years!) about the lifespan, nutritional benefits, and more, of different live foods. We can offer advice on how to maintain the nutrition of an insect (a process known as gut-loading), how to choose the correct feeder insect, which supplements to use, and more!
The international language of pets
The love of pets is understood all over the world, but where do you turn if you need to overcome a language barrier to help animals and pet brands? We discover Pawsome Translations which is on hand to help…
When Aggeliki Matsouka got her first dog, she wanted to train beautiful Ares to be a good boy and prepare him for everything life as a canine companion brings. But in the small town in Greece where she lived, there wasn’t a local dog trainer. She could also not find enough online content in her native language. She turned to her daughter, Popie for help.
As an experienced translator, Popie Matsouka translated some tips and tricks and even put some subtitles on videos from dog trainers on YouTube. But with Aggeliki’s drive to be the best dog owner she could be, it wasn’t enough. With her limited English, she could see there was a whole world of dog-related content out there that she could not access.
This inspired Popie to set up Pawsome
Translations — a specialist translation service for everyone who loves pets and all things animal! Combining Popie’s expertise in medical, pharmaceutical, IT, and technical translation, along with the experience of a network of colleagues, Pawsome Translations overcomes language barriers for pet brands, trainers, and individuals to ensure that the love of pets is never lost in translation.
Both an art and a science
When it comes to translation, it is really important to get it right. Some say that translation is an art, not a science. But in reality, it is both. It is not just about translating the words; it is about translating the meaning and sentiment. Overcoming a language barrier takes an understanding of information, emotions,
Popie’s mum with her dog Ares.
Popie.
and cultural intricacies, too. That is art. But it is also the science of language, of being fluent in the target audience’s mother tongue, and of being able to work with specialised tools, of incorporating quality assurance, intricate workflows, balancing delicate localisation strategies, and more. That is science.
Popie explains, “When we work with pet brands on translation, of course we must get the factual information completely accurate — we’re used to that working across many technical industries. But for many pet brands, it is about how their whole brand crosses into different languages and cultures. You want your brand values and key messages to connect with international pet lovers.”
Pet brands work really hard to build their values around how their products help pets, their target audience, environmentalresponsibilities, and how consumers interact with their brand. When working with international partners, whether suppliers, distributors, or buyers, you want to ensure these values remain at the heart of your messaging. That is a key focus for Popie and her team at Pawsome Translations. It’s not just simply about putting words in a different language, her team strive to ensure that pet people can share their passion and professionalism for animals by translating their whole vision. Using a professional translation service can provide a reassurance and safeguard when moving into international territory.
Pawsome Translations
Pawsome Translations offers language services in almost every language, thanks to having a network of experienced translators. It offers a range of specialist language services that can help on a variety of different types of projects. An offshoot of MTLT, a translation business that has been operating for over 25 years, Pawsome Translations operates throughout the world, meaning there is flexibility for clients and customers. Consultations with a specialist begin with an initial discussion where you can go through all your questions before you submit files for translation for a quote and arrange a meeting with one of the project managers. It is easy to get in touch with the friendly and knowledgeable team, who will be eager to help to meet your needs and budget.
Popie explains that the business has married her team’s professional skills with their passion for pets, “We are a group of people that adore animals, and our mission statement is very simple: we exist to help people take better care of animals — all animals.
“We are a team of animal lovers, donors, volunteers, translation and localisation specialists, life sciences experts, and both amateur and professional dog and cat trainers. Whether you are a vet, pet owner, farmer, animal trainer, manufacturer, or leading pet brand, we enable you to access the information you need, connect you with the consumers you are targeting, expand to new markets, and care for the animals under your protection.”
Popie herself speaks Greek, English, French, and Italian, and loves dogs. She
says that Nalla, her Greek Kokoni mixed breed canine companion, is her heart and soul. So, when working with pet businesses, she is in tune with it from both a professional perspective and from the view of a keen pet lover.
She said: “With years of experience of translating in professional industries such as the medical industry, life sciences, IT, marketing, cryptocurrency, and gaming, as well as the pet care industry, it is so rewarding to create Pawsome Translations to offer a full-scale, wholly integrated, and well-rounded service to pet brands and people. It is a great combination of my professional skills and love of animals.”
Using a translation service might just make the difference in your brand or project going global. As Popie’s mum proves, there are many pet owners out there who share the international love for companion animals — it might just be the right time to connect with them.
Areas Pawsome Translations works in:
● Animal nutrition
● Veterinary medicine
● Animal technology
● Pet care
● Pet e-commerce and retail
● Agricultural and livestock
● Animal care experts and training
Pawsome Translations offers translation, localisation, voice-over and subtitling services, among others.
Healthy guts
We don’t often think of our fishes’ innards. But we should...
We all have our pet peeves, and one of mine is the frequent diagnosis seen online that a sickly fish ‘has swim bladder’. While it is possible for the swim bladder to be damaged or infected, often the problem lies with the guts of a fish, not its swim bladder.
Ray-finned fishes (including virtually all the ones we keep as pets, from tetras and danios to cichlids and catfish) have a
swim bladder that is placed above their digestive tract. Since it is filled with gas, when compared to the dense muscles around the spine, the swim bladder is much less dense. Overall, the swim bladder cancels out the weight of the muscles and bones, bringing the density of the fish close to that of the water it is swimming in. The result is neutral buoyancy, neither sinking nor floating in the water column, and unlike fish that
are denser than water (such as sharks) fishes with swim bladders don’t have the problem of sinking into the abyss should they stop swimming for too long!
But what about the guts? Do fishkeepers really understand enough about the digestive systems of their pets to prevent health problem? The problem is that if a fish becomes constipated, it can have trouble swimming because it loses its neutral buoyancy.
So, keeping the guts in good health is the first step in avoiding at least some of the problems described as ‘swim bladder disease’.
In fact, apart from their weirdly complicated jaws, most bony fish have rather simple digestive systems compared to terrestrial vertebrates. The oesophagus is short and little more than a muscular tube, but the stomach can be quite specialised. Pufferfish rather famously use their stomachs to inflate their bodies, while Hypostomus catfish are able to use their stomach as an accessory breathing organ, gulping down air when the water around them becomes stagnant.
On the other hand, the Cyprinidae (such as carps and minnows) and killifish lack a distinct stomach altogether, what they eat being passed straight into the small intestine. This means they lack the stage in the digestive process that would involve hydrochloric acid (used to dissolve bones and shells) limiting them to a diet based on algae, plants, and invertebrates such as insects.
Clearly, offering the wrong sort of food to these fishes isn’t just a waste of money, it’s going to mean your pets aren’t getting all the nutrients they need, and that’s a big problem for any creature!
Bladderless
Some fishes have reduced or even lost their swim bladders. Usually these are fish that live at the bottom and want to avoid being washed away from their territories by strong currents. Most gobies, catfish, and loaches have small or absent swim bladders, but do too do specialist breeds from other groups adapted to life on the substrate. The blockhead cichlid, Steatocranus casuarius, is perhaps the most famous example of a cichlid with a reduced swim bladder.
Meat and two veg
Broadly speaking, fishes have intestines that are somewhat shorter than those seen in mammals, but there is some variation here. While they don’t really have a clear division between the small and large intestine, the length of the intestine does depend on their diet. Carnivores (such as pike cichlids and danios) have far shorter intestines than herbivores (like carp and suckermouth catfish). That’s because meaty food tends to be easy to digest, so less time is needed for the enzymes to break down the meal into soluble nutrients, such as amino acids, that can be absorbed into the bloodstream. Plant foods also have less digestible material overall, so larger
The swim bladder of a fish.
Panaque were once thought to be wood eaters.
Image: Neil Hepworth.
Have you thought about the gut health of your fish?
Breathing bladders
Swim bladders and lungs share a common origin. Primitive bony fish living 350 million years ago had ‘pockets’ from their guts lined with blood vessels. By swallowing air and filling these pockets, fish living in stagnant water could extract enough oxygen to survive where other aquatic animals could not.
One lineage, the lungfish, went on to refine this system, resulting in the lungs seen in their descendants. But another lineage used the pocket as a floatation device. Becoming neutrally buoyant meant these fish were free to divert more energy into propulsion and steering, becoming the fast and agile ray-finned fishes we see today.
quantities need to be consumed each day. What makes a healthy diet?
If you’re keeping tetras, barbs, and other easy-care community species, a pot of good quality flake food is really all you need. These open-water schooling fish would naturally feed on easily-digested insects and crustaceans, which flake food replicates adequately well. This isn’t to say you can’t augment the diet with some brine shrimp or cooked spinach from time to time—your fish would certainly approve! But used correctly, such foods have a solid track record when it comes to digestibility and nutritional value. Things become a little more complex once you start keeping cichlids, catfish, and other, more demanding, species. As has been stated many times, you shouldn’t ever expect catfish to survive on leftovers. That so many catfish kept this way manage to eke out an existence says more about their hardiness than the good judgment of their owners.
Suckermouth catfish (things like plecs and bristlenose cats) are largely omnivores that would, in the wild, consume a mix of algae, decomposing plant material, and tiny invertebrates such as insect larvae. Some, like Peckoltia, lean towards the meaty end of
DID YOU KNOW?
Oddball fishes often have very specific dietary requirements you’ll need to assess before purchase. Pufferfish are the classic example. Tough and adaptable in many ways, most need a steady supply of crunchy foods (such as clams and snails) to stop their beak-like teeth from becoming overgrown.
the range, while others, such as Panaque, are more herbivorous, but offering a variety of foods is certainly important. Algae wafers and pellets make good staples, but try to offer some greens as well, such as courgette, cucumber, cooked peas and spinach. These catfish have guts adapted to consuming large quantities of greenery, and the fibre they consume will help to prevent constipation and bloating.
A taste for wood?
For some years, it was believed that Panaque catfish were able to digest wood thanks to symbiotic bacteria in their guts. While the scientific consensus has backed away from that now, these fish do have spoon-shaped teeth adapted for scraping at solid surfaces. Soft wood passes through their digestive system and may be a useful source of fibre in the absence of fresh greens, so it’s still a good idea to put a piece of driftwood in their tank.
What about more flesh-leaning omnivorous or even carnivorous fish? Can they get constipated? Yes, they can, but it isn’t common. The most likely situation is where you’re keeping highly selected ‘fancy’ species such as fancy goldfish, parrot cichlids, balloon mollies, and so on. Because these fish have deformed bodies, their digestive tracts and swim bladders have been shoved around to fit. Even slight constipation that might not cause problems for their ancestors ends up severely affecting their ability to swim. A good, varied diet is the best way to avoid problems here. Many fish will eat cooked peas and spinach, and you can get
frozen brine shrimp and other foods ‘preloaded’ with plant material like Spirulina that’ll provide some useful roughage as well. Live brine shrimp and daphnia are another good source of indigestible material that can be used to prevent or even treat intestinal blockages.
Neale Monks
Neale is a teacher with a long history of aquatics and science, including working at the NHM London.
Pike cichlids have short intestines.
Peckoltia are surprisingly meat-heavy suckermouths.
A deep dive into feeding aquarium fish
About four million households in the UK own fish and they spend between £400 – 500 million a year on their hobby1 Ensuring those fish are healthy and well fed is a significant, but sometimes underestimated part of aquatic retail. The value of the indoor fish food market in the UK in 2018 was £52 million2, so it’s worth ensuring that you stock a comprehensive range of food for all aquarium fish.
While there will be many retailers in this space with years of experience, some will be considering whether to develop this category in-store. A key factor in this decision may centre around if they can quickly acquire enough information to make the expertdriven sales demanded by customers ranging from beginners to expert enthusiasts.
Food is certainly the category to start with or one to consider as a standalone offering,
demanding little shelf space and with the potential to generate repeat sales. There are also many opportunities to build on existing knowledge of nutrition as it applies to other species. Fish, like all animals, require a balanced diet including protein, carbohydrate, fat, vitamins and minerals. It’s important to ensure that their intake of food is carefully balanced to avoid health problems in the aquarium, and nutrition can play an active role in helping fish resist disease and infection.
How much to feed?
The general rule of thumb is ‘little and often’ when estimating how much food to feed, providing an amount of food that can be consumed in two to three minutes, twice or three times a day. Overfeeding fish can lead to problems with water quality in the tank or contribute to fungal and algal growth if uneaten food starts to rot.
When a fish is fed to satiation, a proportion of the food will pass undigested through its system and produce additional waste which can contribute to a build-up of ammonia, nitrate and nitrite, and other undesirable elements in the water.
Leaving food too long in the tank can also be problematic regarding the vitamin intake of fish. Many vitamins are water-soluble and leach out quickly when the flake comes into contact with water. Owners should be advised that for their fish to get the greatest benefit from the vitamins in flaked food, they should feed smaller quantities more often so that the whole portion of food can be eaten.
Obesity is also a common issue in aquarium fish, especially goldfish. As a herbivorous fish, they forage all day with little energy expenditure, and a high-fat diet can contribute to conditions like fatty infiltration of the liver.
● General condition – raised scales, pinpoint areas of bleeding, bloated abdomen, very pale gills
What’s in fish food?
Most aquarium fish are fed a proprietary diet of flakes, pellets, or wafers, which are carefully formulated to meet the nutritional needs of different types of fish.
Protein
Protein is an important constituent in fish foods. All animal tissue contains a high amount of protein, and fish effectively convert food protein into body tissue. Young fish need higher levels of protein to maintain normal growth than older fish and most fish will require between 35 – 50% protein in their diet.
Protein in fish food is often derived from fish meal, marine animals, insects, and zooplankton, and may also include mycoprotein.
Energy
Energy in fish diets is derived from fats and carbohydrates. The energy within a diet needs to be carefully balanced with the protein. Fish will eat until their energy requirements are met, so if the diet is too high in energy compared to protein, they may not get enough protein to meet their needs.
Simple carbohydrates are more easily digestible than fats, and usually make up to
15% of a fish’s diet. The carbohydrate in fish foods is usually derived from plant material such as marine and freshwater algae, cereals, or alfalfa.
Just as nutritionists always like to say that a cat is not a small dog, a fish isn’t just a fish when it comes to nutritional requirements. Herbivorous fish and those inhabiting low water temperatures find it difficult to digest fats. Although carnivorous fish digest fats with relative ease, they have a special need for polyunsaturated fatty acids, so fish foods are supplemented with antioxidants like Vitamin E to prevent these from oxidising and becoming rancid. Fats should make up about 10% of the fish’s diet.
Vitamins
Like all animals, fish require vitamins for healthy body function, including vitamins A and E, to maintain the immune system and protect against infection, and Vitamin C, which is important in times of stress. Multivitamins are usually added to fish foods, but requirements vary between different species of fish.
Spotlight on foods for fish
While different types of fish have different nutritional needs, they also have different feeding habits. Fish can be broadly categorised as herbivores, carnivores, omnivores, and scavengers and need to be fed accordingly. Surface-feeding fish, such as platys, need floating flakes to suit their upward-facing mouths. Mid-water feeding fish, such as angel fish, take their food as it falls through the water. Bottom-feeding fish, like loaches and catfish, have downturned mouths for foraging at the bottom of the aquarium, so need pelleted food that will sink.
Because of the huge variation of fish kept in aquaria, retailers need to ensure the needs of different types and species of fish can be
met by stocking a comprehensive range of high quality, complete fish foods, such as the King British Aquatics Range.
Goldfish food
Goldfish are often the ‘gateway’ fish for many fishkeepers, so being able to give good advice for their care is crucial for retailers. As cold-water fish that enjoy living in a community, they are highly competitive when it comes to food. Because of this, slower moving varieties, like lionheads and bubble eyes, shouldn’t be kept with fastermoving varieties. King British Goldfish Flake for goldfish and other cold-water fish is a complete fish food rich in multivitamins to maintain a healthy immune system and with a highly digestible, lowwaste formula to help maintain clean, clear water in the aquarium.
Larger goldfish, and those that feed at the surface, may benefit from a floating pellet, such as King British Goldfish Floating Pellets. Sinking pellets provide an additional option for cold-water fish; King British Goldfish Sinking Pellets offer a specific food for fancy goldfish, bottom feeders, and fish prone to swim-bladder problems. Sinking pellets are formulated for fish to feed easily and avoid the risk of gulping air at the surface, which can cause swim-bladder problems.
Tropical food
There are a huge variety of tropical fish, some of which need specialist feeding. A high-quality tropical fish flake will suit surface and mid-level feeders. King British Tropical Food Mix contains additional bloodworms, rich in iron and with protein levels of 45% to provide a varied diet suitable for all warm water fish.
For certain fish, such as catfish and plecostomus, specialist foods are available to meet their nutritional needs.
Catfish are a large group of fish covering many species, but have evolved to feed mainly at the bottom of the water column. Some are herbivores, grazing on algae, but others are omnivorous and more predatory species can be carnivorous. King British Catfish Pellets is a complete food for bottom-feeding tropical fish, rich in multivitamins and minerals to provide a nutritionally balanced diet.
Plecostomi are opportunistic omnivores that will feed on algae, plant matter, and invertebrates. King British Plecostomus Tablets sink to the bottom of the tank, making them well-suited to bottom feeders. They contain spirulina algae which helps enhance colour and vitality.
Offering variety
Many fish benefit from natural food, such as daphnia or bloodworms, which can provide a safe and convenient way to let fish enjoy the benefits of natural food, as they would in the wild.
King British Daphnia Treats and King British Bloodworm Treats are natural treats for aquarium fish that offer variety and interest from supplementary feeding. The value of encouraging behaviours that delight the fishkeeper and keep their interest in their pets high, should not be underestimated. Treats may, however, not prove to be the impulse buy that they would be for other pet owners and their value may need to be explained.
Tapping into the opportunity
but balanced diet suited to all species in their community aquariums or specialist tanks. Fish also make great pets for those in rented accommodation who may not be able to keep other pets. As with small pets, the acceptability of fish as pets suitable for children may be falling out of favour with an increase in young adults who are highly engaged in learning about the needs of their pet. Anyone who has watched social media reels and videos showing transformations of ailing fish into healthier specimens will be well aware of this trend.
Providing a well-considered range of sustainable and natural fish foods and being able to offer basic advice on the nutritional requirements of aquarium fish taps into the sizeable indoor fish food market and will help retailers to make the most of this yearround opportunity.
Many fish owners are enthusiasts who take
y great pleasure in feeding their fish and are keen to ensure they are providing a varied
There are treat ranges for fish.
Goldfish food comes in different formats.
King British offers a wide range of specific fish nutrition.
Marshalls Pet Food Store Ltd is a family-run business which places huge importance on the role of pet shops in local communities.
The business began life in 1990 with a pet shop in Burghfield Common, which is just outside Reading, Berkshire.
Over three decades, the business has stayed true to its roots while adapting to modern pet ownership and buying habits. Marshalls opened a second pet shop which closed after over a decade in trading, before opening another second shop during Covid in Broadstone, Dorset.
As well as having two vibrant local bricks and mortar stores, Marshalls offers online shopping with home delivery and click and collect options. The orders are fulfilled from a warehouse facility which the business moved to in 2022.
Here, we spoke to owner, Emma Marshall, about how the business has grown and adapted, but has always been built on a staunch set of values…
On the Shop Floor: Marshalls Pet Food Store
We chat to an owner who believes in pet shops being at the heart of their communities.
QTell us about the people behind Marshalls Pet Store.
“We are a family-run business owned by me and my husband, Neil, and run with deep roots in the community. We are both Directors of Marshalls but it is run by Neil, while I have another job. I help out but Neil does all the hard work.
“We are passionate pet lovers with over 30 years of experience in the pet industry, and we have loyal staff, some of whom have worked for Marshalls for nearly 30 years and in Broadstone since it opened.
“We are all committed to providing exceptional customer service and highquality products. We are a small, dedicated team that values personalised relationships with customers.”
QYou opened your latest pet shop in Broadstone, Dorset, in 2020. What made you decide to open another pet shop during Covid?
“We saw an opportunity to meet the growing demand for pet supplies as more people adopted pets during the pandemic. There was a desire to expand our reach and support the local community in Broadstone.
“The pandemic was an illustration of how important local pet shops are. Marshalls was still able to reach the exaggerated demand the pandemic caused and we were confident in our ability to provide a safe, essential service, even during challenging times.
“We have a belief in the long-term potential of the local pet shops despite short-term obstacles. Previously, we had to
close our Ashley Cross shop, which we had had for 12 years, due to reduced footfall and increased costs. Opening in Broadstone is an illustration of how we have had to adapt.”
QYour original pet shop opened in 1990 in Burghfield Common. Tell us about how that shop has developed over the last 30 years.
“It started as a small, local pet shop with a focus on personalised service. We expanded the product offerings to meet the evolving needs of pet owners and adapted to changes in the industry, including the rise of online shopping.
“The shop itself has been extended three times since 1990. We have implemented continuous improvements in store layout,
The shop in Broadstone.
customer experience, and product selection. We have always maintained a strong community presence and loyal customer base throughout the years.”
QThe Marshalls’ product range is comprehensive. How do you choose what products to stock?
“We prioritise high-quality, natural, and ethically sourced products, with a focus on stocking products that cater to a wide range of pets and budgets.
“Listening to customer feedback and requests is important to guide our product selection. We also stay updated on industry trends and innovations to offer the latest products.
“We always partner with trusted suppliers and brands that align with our values.”
QTell us about your warehouse which fulfils your online orders. How much of your business is online sales?
“Online sales have grown significantly, now representing a substantial portion of our business.
“Our warehouse is efficiently organised to handle a high volume of orders with quick turnaround times. We invested in reliable systems to ensure accurate and timely fulfilment of online orders. The warehouse allows us to consistently serve more customers who cannot physically get to the store.
“We are supplying new customers outside of our local area too, utilising the additional platform of our TikTok shop.”
QYou’re very proactive and fun online. What is your strategy for social media?
“We focus on engaging, informative, and entertaining content to connect with our audience. We use social media to showcase new products, share pet care tips, and celebrate our customers' pets. We also highlight the benefits of shopping local and supporting small businesses.
“We’ve developed a consistent posting schedule and use of visual content to keep our audience engaged. Then, we try to foster a sense of community by encouraging interaction and feedback from followers.
“We have a real belief in what we do and the merits of a local shop. On social media, we try to provide the message ‘buy local or bye local.’ We promote the benefits of local shops to the community — such as, when you buy pet food from us, we pay local staff and our rates, which is in turn invested in the local community.”
QCommunity is a strong value for Marshalls. Why is it so important to you?
“We believe in giving back to the community that has supported us for over
30 years. Strong community ties also help to build trust and long-lasting relationships with our customers. Supporting the community aligns with our values of sustainability and responsible business practices.
“We aim to be more than just a pet shop by actively participating in local events and initiatives. We see our role as helping to strengthen the local economy by encouraging people to shop local.”
QWhat would be your secrets for success as an independent pet shop?
“Our secrets would be:
● Focus on personalised customer service and building strong relationships with customers.
● Offer a diverse range of high-quality products that meet the needs of pet owners.
● Stay adaptable and responsive to changes in the market and customer preferences.
● Maintain a strong community presence and be actively involved in local initiatives.
● Have a commitment to continuous improvement and always seeking ways to enhance the customer experience.”
The original store in Burghfield Common.
Neil.
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We really, really love our pets — so much so that the global pet industry is set to exceed USD $500 billion by 2030 (over £380 billion). Not only does this outpace nearly all retail subsegments, but it’s one of the largest rates of return of any retail sector.
Key drivers behind this growth include a growing pet population worldwide, as well as pet humanisation. More people are choosing to have fur babies instead of human babies, and owners are viewing animals as extensions of their family – and treating them as such.
Even when consumers pare back on other goods during economically challenging times, the demand for pet goods stays resilient. This offers the perfect opportunity for retailers to take stock of their business and further diversify their customer offerings. Of course, to do so, it’s best to know the latest market trends to take advantage of – read on to find out more.
The latest trends to look for in the growing pet industry
Premiumisation
A trend with consistent growth, premiumisation is advancing into further product categories. Pet owners are willing to increase spending on premium and super-premium products, driven by the underlying sentiment of providing the best for their pets.
There’s been a shift to higher-end nutrition for family pets, with growth in both fresh refrigerated and frozen pet food products. Although premium fresh food only currently accounts for 1% of the market, Bloomberg predicts it may outpace other categories, particularly as awareness of health effects on pets continues to grow. Owners are also turning to pet vitamins and supplements, with global sales set to reach USD $1.05 billion by 2027.
The design of pet clothing, accessories, and furniture is also being upgraded. More designer fashion brands, such as Prada, Tommy Hilfiger and True Religion, have
launched and continue to launch dedicated pet lines. Earlier this year, Interzoo noted the trend of personal style and lifestyle expression reaching the pet supply sector, with animal homewares having a moment, too. Although pet owners still prioritise practicality, they want their animal’s furniture to have the right “look and feel” – natural-look aquariums, dog beds and cat scratching posts that match the existing décor.
Experiences also play a pivotal role in the premiumisation of pet care – and of retail stores. There’s immense opportunity to elevate the in-store experience by providing spaces, activities, and events that humans and animals can enjoy together.
Experiential retail
When it comes to the experience a company provides, 80% believe it's just as important as the products and services delivers. When you provide these experiences in-store,
you draw customers in – and keep them coming back. Tying into the trend of premiumisation, you’re giving your business a two-for-one boost. And then there’s the fact it provides stores with a competitive edge, particularly over online retailers. So where do you start? Nothing competes with supplying live animals – from quality, regulated sources – in-store. And to do this, animal enclosures are essential – ones that are captivating to the consumer, and also make sure to prioritise animal wellbeing. CASCO Pet’s range of offerings are
aesthetically pleasing, featuring backgrounds with vibrant, natural graphics that reflect the animal’s preferred environment. Crafted from glass, the enclosures offer a striking centrepiece, helping to ensure animal safety, while allowing visitors in your store to interact with their potential future pets at eye level.
Use strategically placed lights to highlight key features of the enclosures and provide species-relevant enrichment that enables animals to display their natural behaviours. This also acts as an opportunity to showcase other products, encouraging customers to purchase items that continue this enrichment and interactivity with their pets at home.
Combined with pet-friendly events, entertainment, and educational classes, a diverse range of products and advice from trained retail staff means you have a 360-degree experience to offer consumers. This approach curates a sense of community and invites repeat visits.
One-stop shop
When leaning into experiential retail, don’t forget about the opportunity to broaden the suite of services you provide – becoming a one-stop shop.
Big players in the industry — Pets at Home, Jollyes, US entities like Petco and even Walmart — have diversified their offerings, with everything from grooming services to wellness exams to vaccines available in-store. There’s also more personalised elements that can be provided, such as tailored training programs and custom nutrition plans for pets.
Spending has increased on pet-related healthcare — such as diagnostics, veterinary care, and pharmaceuticals; services like
these are estimated to represent one-fifth of the entire industry’s worth by 2030. This demand for veterinary services has already seen a response, with large retailers like the aforementioned Petco fitting its NYC retail space with a full-service veterinary hospital, equipped with CASCO Pet WELLKennels. Becoming a destination for all of a pet’s needs provides consumers with a convenient, seamless omnichannel environment.
Technology
You can’t look at the latest trends without mentioning technology. Wearable devices like smart collars and GPS trackers provide real-time information about pets’ health, activity, and location – becoming essential, reliable tools for owners. For wider adoption of these kinds of devices, work needs to be done to improve battery life performance;
keep this in mind with your inventory.
Interactive pet toys – treat dispensers and puzzle toys – engage animals, while automated feeding systems provide convenience for owners. This type of tech will continue becoming prevalent across other products and subsections of pet retail.
Thanks to the care provided by owners –and the trend of humanisation – our pets are living longer, and really have never been treated better. Premiumisation, experiential retail, and technology are all trends that retailers can take advantage of, particularly as the younger, burgeoning generation of pet owners lean towards immersive in-store shopping experiences. By doing so, those working in pet retail can expand their offerings, secure a sense of community, and importantly, further the growth of their business.
Matthew Bubear, Founder and CEO of CASCO Pet
Get ready to Drool!
Pet specialist marketing agency Nobull got chatting with a brand that’s on a mission to make natural food and treats more accessible.
Drool is the Derby-based, familyrun business that’s serious about dog nutrition. Nobull caught up with founder, Shaun Richards, to find out why making ‘healthy’ more accessible is his top priority.
Tell us more about Drool’s mission. We set out to create a genuinely honest brand that’s not about gimmicks and jargon — just straight-up, best quality, nutritious food, treats, and supplements for dogs, priced as competitively as they can be. We’ve always been very clear on what’s best for our own pets and we’re now on a mission to keep as many dogs as happy, healthy, and satisfied as ours are. This means making raw, natural, and nutritious food as accessible as possible without any compromise on quality.
What makes Drool different?
We do all the sourcing and tracing ourselves, so we’re able to keep production costs low. It starts with us sourcing high-quality meat for our raw range, then monitoring it all the way from our ethical abattoir to the shelf, fully vet checked. We put in all the hard miles so that no other brand can beat us consistently on price. Basically, Drool customers will never feel like they could be getting a better deal somewhere else. Our dogs are a bit greedy, but we’re not!
What inspired you to start the company?
I helped grow a successful pet food manufacturing company about five years ago and gained a lot of knowledge around buying raw materials, manufacturing, and also managing the sales and customer service. I left on good terms, so that I could focus on my own venture. I had always wanted to create my own pet business, so all the momentum provided me with the ideal opportunity. I approached my business partner, Paul, who had been my mentor for about eight years, and we came up with the Drool brand. We started out in the back room of a pet shop, then graduated to a small unit for six months until we were ready for our first warehouse. Twelve months later, we’d expanded into our second warehouse.
Do you think attitudes to dog food and treats are changing?
Massively! With social media growing year on year and more and more dog profiles popping up across all of them, dog owners are constantly being served up information about pet nutrition. As a result, they’re increasingly aware of the ingredients used in food and treats and they get to ask questions. It’s much harder for brands to hide behind ambiguous descriptions and ingredients lists and that’s a good thing. For us, healthy dog food has always centred around raw. There are just so many benefits of raw feeding and we’ve seen it literally transform people’s pets, especially sensitive dogs with allergies. Digestion, teeth, skin, and coats can all be improved with a raw, natural diet and we want to make raw and natural more accessible by working hard to
keep costs and overheads as low as we can.
What’s your best-selling product right now?
Our raw food is very popular, as is our range of patés. As far as treats go, the Drool 100% meat training treats are definitely a best seller. But to be honest, everything in our treat range does well. Once people discover us, they tend to want to try everything, which is great!
At the moment, we’re super-excited about the launch of our new Supplement Treat Range, which has just landed in shops and online. Vet approved, the range supports all the most common issues your dog might be affected by and, like everything else on our menu, each product is free from artificial preservatives, colours, and flavours. They also taste great, according to all our product tasters!
Who are your chief product testers?
My two Labradors, Jack and Floss, have been very happy to oblige with product tasting, as have Paul’s dogs, Murr, Eva, and Dexter. We don’t have any problem recruiting other four-legged volunteers, as you can imagine!
Where is the Drool brand headed?
We just want to keep on making the tastiest, most natural products on the market. There’s a new Drool chub mince range launching next month, which we’re really proud of. Price point wise, it offers fantastic value for money, so we hope customers will be as excited as we are. We’ll also be extending our natural treat range.
In the ever-evolving world of social media, TikTok has emerged as something of a cultural phenomenon, attracting 3.7 million UK daily users for an average of 41 minutes a day.
The short-form video hosting service is not only an influential social platform but an opportunity for businesses, too.
Gary Clark, Academy Director at Basecamp Group, provider of gap year ski instructor courses, said: “TikTok’s explosive growth — with over four billion downloads globally — makes it an attractive space for businesses, too. With our gap year ski season offering, we cater greatly towards the Gen Z audience and find TikTok — with its emphasis on visual storytelling — an effective marketing medium.
“Gen Z demand authenticity, and TikTok’s homespun, lo-fi feel helps us create genuine content that resonates with their own experiences and values.”
Read on to learn how you can leverage the technology for business success.
Four ways your business can use
TikTok to reach adventure-hungry Gen Z audiences
Understanding Generation Z
Before diving into useful TikTok strategies, let’s decode Gen Z as a target demographic.
Often estimated to have been born between 1997 and 2012, Gen Z grew up in a world shaped by rapid technological
advancements, such as the internet and social media. They are frequently referred to as tech-savvy and socially conscious while valuing individuality, diversity, authenticity and self-expression.
Here’s a little of what makes them tick:
Authenticity: Gen Z can spot inauthenticity from a mile away and that includes your marketing messaging, too. They appreciate genuine (often visual) content that engages their values and emotions.
Socially minded: Global data shows that 70% of Gen Zers are involved in a social cause. Brands that align with these values gain their loyalty.
Bite-sized content: Gen Z came of age in a world of information overload. TikTok, therefore, with its 15 to 60-second videos, aligns perfectly with their preferences. Ensure that you convey your message creatively and succinctly.
Why TikTok?
All of these user preferences are expressed
on TikTok, where short-form content reigns supreme. Here’s why it may be an effective part of your marketing mix:
Engagement: TikTok’s democratising algorithm prioritises content based on engagement, not follower count. This means even small businesses can go viral if their content resonates.
Creativity: The platform encourages creativity. Brands can showcase their personality through challenges, trends and original content. The platform has a focus on entertainment, too, with 60% seeking out ‘funny’ content. Keep it light.
Youthful audience: TikTok’s user base skews young, with Gen Z at the forefront. Statistically, 70% of US TikTok users are between 18 and 34. If your audience includes teens and young adults, TikTok is a no-brainer.
Four tips for TikTok success
So, you’ve established TikTok could be for you? Here’s how to keep your strategy on-piste:
Know your audience
Ensure to research your target audience within Gen Z. What are their interests? What challenges do they face? What content do they like to consume? For Basecamp Group, we look to resonate with adventure seekers, snowboard enthusiasts and those looking for a gap year ski season.
Consistent posting
Recent data shows that the best times to post are 2pm Monday, 4pm Wednesday and 8am Sunday. However, this may not align with your target audience. Analyse customer data to find when your audience is most active and set a consistent posting schedule accordingly.
Leverage trends
Every so often, a new trend will emerge that sends shockwaves around social media. Stay updated and look to incorporate it into your content. Whether it’s a new dance challenge or a popular meme, riding the wave of these can really boost your online traffic.
Engage with comments
For real success, engaging with your user’s
comments can help your brand appear genuine and approachable, fostering a connection with your audience that goes beyond mere transactions. After all, 83% of Gen Z shoppers emphasise the importance of buying from brands they trust.
Conclusion
Whether businesses like it or not, TikTok isn’t just a trend, and it’s here to stay. When used correctly, it could even be a
marketing powerhouse.
By understanding Gen Z, embracing creativity, and remaining authentic, businesses can flourish on this dynamic, modern platform.
This piece comes from Basecamp Group, a provider of gap year ski instructor courses and includes commentary from the Academy Director and adventure expert, Gary Clark.
Guinea Pig Awareness Week is just around the corner, running from 23 to 27 September and there is no better time to review your in-store offerings for these small pets. Small in size they may be, but their owners represent a big opportunity. Guinea pig parents are pet people. On average they own 4.9 pets and over 50% of them also have dogs, cats, or rabbits. These multi-pet households are important customers to keep happy. If their needs are not met, they — and their spending — may shift to competitors who can cater to all their pets. So, how can you make your store the go-to destination for today’s discerning guinea pig pet parents?
Key strategies
● Stock specialist brands
● Offer free samples
● Implement loyalty schemes
● Provide expert advice
● Utilise POS materials
● Stay on trend
A retailer’s guide to becoming the guinea pig go-to
Building loyalty with small pet owners can pay off many times over.
Stock
specialist brands to build loyalty
The first step in strengthening your guinea pig category is to stock specialist brands that are not available in grocery stores. This creates a unique offering that not only meets the species-specific needs of guinea pigs but also keeps customers loyal to the store. High competition for shelf space in larger outlets such as supermarkets and a wide variety of species-specific needs to be catered for mean that the small pet category is the domain of specialist pet retailers. By stocking high-quality specialist small pet brands with strong brand loyalty, you can encourage repeat visits and ensure shoppers rely on your store for all their pet care needs, including those of their dogs and cats.
Start as you mean to go on
One of the most crucial times in the shopper’s journey is when a new pet is welcomed into the family. This time is
filled with excitement and a deep commitment from new pet parents, who are often more invested in ensuring their pets receive the best care at this time than at any other time in their pet’s life. This investment often translates into a willingness to spend more on premium products that support optimal health and longevity.
This is a golden opportunity to establish long-term customer relationships, particularly through the recommendation of specialist junior diets. Did you know that Science Selective has particularly strong brand loyalty, with 80 percent of pet owners remaining loyal when transitioning to an adult food? So, although junior diets are only used for a relatively brief period, they represent a critical point of market entry. By stocking Science Selective Junior Guinea Pig Food, the only specialist junior guinea pig food on the market, you can attract these valuable customers and secure their loyalty from day one.
Use free samples to educate and engage
Everyone loves a freebie and for pet parents who may need a little encouragement, free samples are an excellent way to start the nutrition conversation. This strategy is particularly effective with highly palatable brands. With that in mind, Supreme offers free samples of its Science Selective life stage diets, allowing owners to ‘try before they buy’ and make informed purchasing decisions.
Free Science Selective samples
● Start nutrition conversations with
● guinea pig owners
● Encourage the feeding of
● high-quality nutrition
● Enable owners to ‘try before
● they buy’
● Build goodwill and foster loyalty
To
“
To tr u t guinea your s
truly capture the loyalty of guinea pig owners and make your store the preferred choice, it is essential to offer more than just products...” ts.. ts...
Loyalty schemes
Supreme’s free sample packs also include a money off next purchase (MONP) coupon, providing an extra incentive for repeat purchases and keeping these valuable customers coming back for more. And of course, MONP and other loyalty schemes can be a significant perk for pet owners at a time when household finances are stretched. However, the benefits of brand and store loyalty go beyond just customer retention. Loyal customers are often the best brand ambassadors, promoting your store and the products they trust to their peers. In fact, research suggests that customers are four times more likely to purchase or engage with a business when referred by a friend. What’s more, referred customers are also much more likely to become loyal customers themselves. Wordof-mouth is a powerful tool.
Understand owners
To truly capture the loyalty of guinea pig owners and make your store the preferred
choice, it is essential to offer more than just products — you need to create an in-store experience that shows you understand and value their needs.
With only 40 percent of guinea pig owners taking their pets to the vet, the advice and expertise of a specialist pet retailer is invaluable and cannot easily be replicated in online or multi-channel retail. Being SQP (suitably qualified person) trained adds credibility and with this in mind, Supreme offers free accredited continuing professional development (CPD) through Vetpol. Covering topics including guinea pig nutrition, gut stasis, and care of geriatric pets, the CPD allows you to give the very best advice, particularly on nutrition, which is often the starting point for pet care conversations.
Showcase your knowledge using POS materials to create eye-catching displays — alongside pet care advice and product recommendations, this reinforces the message that your store is the best place for all their pet care needs.
Stay social
In addition to making the small pet category prominent in-store, staying up to date with current trends is crucial.
Guinea pig owners, like all pet parents, are increasingly influenced by trends they see online. Data shows that 69% of today’s pet parents look at small pet-related content on social platforms.1 Of these, 86% use Facebook as their source of information, 86% use YouTube, and 66% use Instagram. To keep your offerings fresh and appealing, take inspiration from Supreme’s Instagram, where you can find ideas on what modern pet parents are looking for in their guinea pig set-ups. Regularly introducing new and trending products, such as Selective Naturals Botanicals, will keep the category interesting and ensure customers are always excited to see what’s new in your store.
From staff training, to POS, care guides and more, Supreme has a long-standing commitment to supporting its retail partners, helping you to position your store as a trusted source of knowledge and care. It is not just the bottom line that benefits. Guinea pigs do too.
References 1. Data source: Independent Survey of 1,000 small pet owners 2022
Claire Hamblion Marketing Director at Supreme Petfoods.
Dog tired
It’s important that our dogs get restorative sleep – as a lack of sleep can have a negative impact. Toni Shelbourne explains…
Sleep deprivation can affect dogs as much as it does humans. Dogs get cranky and that can lead to problems. Lack of sleep can cause restlessness, hyperactivity, lack of fine motor skills, and concentration, even aggression. Long term lack of sleep will also have a negative impact on a dog’s health.
Canines are polyphasic sleepers meaning they get restorative sleep during the day as well as at night, but in busy households this can be challenging. They have a shorter sleep cycle than humans and can be woken from a deep sleep much more easily than us, which can compound the problems. Dogs with introvert personalities find it even harder to deal with constant activity around them and need extra time to recover from social interactions. Many things can interrupt a dog’s daily REM, including:
● Young children, or younger playful dogs.
● Visitors to the house.
● Loud and busy activities within the home.
● Household noises or sounds from outside.
● Wildlife in the garden at night.
● Bright security lights shining in the window.
● Being cold.
● The wrong shape or style of bed.
● Humans who continually fuss them.
● Fast exercise, which promotes adrenaline, so they become even more restless and hyped.
● Over-exercise can cause soreness in the body, which effects a good nap or night’s sleep.
Having one or several of these occurrences happen on a regular basis, makes one very tired dog. Older dogs or those with a painful health condition will also be affected, so make sure to ask your vet for help.
So, what can you do about it?
Implementing just a few changes can make the world of difference. Try locating a comfy bed in a quiet area or give your dog a den to curl up in or a room to escape to. You can also separate boisterous younger puppies or adolescents from your older dog for periods of the day. Elderly dogs, like puppies, need more sleep than fit, younger dogs.
At night make sure windows are covered with blackout blinds so you can cut down on light coming into the room, or views of nocturnal wildlife being seen through a low window. A darker room will also encourage early risers to sleep in a little
Ensure he has a suitable bed in a quiet area of the house where he won’t be constantly disturbed.
Allowing your dog to complete all the sleep cycle is very important. Do not wake your dog if he is dreaming, he may be working through the emotions of the day.
longer. Also turn off security lights with sensors, so it doesn’t wake your dog by coming on throughout the night. Locating your dog’s bed in a room away from road noise, footpaths, gravel paths, etc, can also cut down on disturbances. Make sure the ambient temperature is just right, too. If you think your dog might get cold, get him a warm fleecy coat to wear if safe to do so, or extra warm bedding.
It is important to educate children, and adults, to give your dog space when resting. Children who constantly want to play or
adults who wake a dog to fuss him, can be very disruptive to the all-important deep sleep cycle.
If your dog has had a busy day with lots of visitors and activity, have a quiet following day to aid recovery. He’ll need the time to catch up on Zzz.
Above all, be aware how sleep deprivation will affect your dog’s overall behaviour; we aren’t the only species who doesn’t function well on lack of sleep!
The book HELP! My Dog Won’t Sleep by Toni Shelbourne and Karen Bush is available on Amazon, and has lots of information on how to encourage and improve sleep for you dog.
Toni Shelbourne has over three decades of experience working with dogs and wild canids. She is an Animal Behaviourist (full member of INTODogs & ICAN), Tellington TTouch Instructor, Real Dog Yoga Instructor, and Author. She lives in Oxfordshire, England. For more information about Toni, her work and books, visit www.tonishelbourne.co.uk
Many dogs get cold at night. Ensure he has enough bedding and is in a warm area of the house.
Didyou know?
Sixty-six per cent of cats have access to the outdoors.
Out in the big wide world
The first time you let your precious cat go out on their own is a nerve-wracking moment, but there are things you can do to make sure that all goes to plan.
No doubt about it, letting your cat go out on their own for the very first time is a challenging moment.
How can you let that lovable ball of fur out of your sight at all? Let alone into the great unknown of the far end of your garden, other people’s gardens… and who knows where else?
I’ve had cats my whole life and they have all been outdoor cats, able to come and go as they please during the day. But when we got our cat, Rita, a few years ago, I still found it daunting to let her out on her own for her first time. It had been many years since I had taken that initial leap of faith and I couldn’t quite remember how I had done it.
Eventually, we took the plunge and off she went… out of sight… Had we done enough training? Did she know where
her home was? Within about three minutes we were panicking and calling her name in the neighbours’ gardens.
Of course, we hadn’t just opened the door, let her out, and hoped for the best! We had spent time building up to it and making sure it went smoothly and there are many things you can do in the weeks beforehand, as well as on the day itself.
Linda Ryan, a certified animal behaviourist with a wealth of experience working with leading feline organisations, certainly sympathises with how nerve-wracking it is to let your cat out for the first time.
“It’s so scary and I totally empathise with anybody going through it,” she said. But she explains that with the right planning and approach you can have confidence about it.
The right age
The first thing to consider is your cat’s age. It’s not safe or appropriate to let an eight-week-old kitten outside on their own. “They can’t look after themselves, they’re just babies,” says Linda. Cats need to be at least in their adolescent phase, which can be around the four-to-seven-month period, depending on the breed, she explained.
“Then of course they’re old enough to have full physical ability and the cognitive processes to look after themselves,” says Linda.
And even if your cat is well beyond the kitten stage — perhaps you have rehomed an adult cat or you have moved with an established cat to a new area — keep them inside for at least a month and do all you can to make life indoors fun, so you can get them attached to their new home.
Neutered pets
Linda strongly advises against letting any cat out before they are neutered. “They need to be neutered because neutered cats are much less likely to roam and go mate-seeking. The range in territory is so much smaller in a neutered animal.”
In addition, they need to be vaccinated, flea-treated, wormed and chipped, and have a snap-safe collar on with their details, so that if they do go astray, they can be returned to you. It’s also a good idea to let your nearby neighbours know that your cat is about to start going out and ask them not to talk to her or feed her so that she doesn’t get confused about where her home is.
Indoor training
Once that is all taken care of it’s important to put a plan in place to get your cat ready for going out and make sure everything you do is fun and encouraging for your cat.
“Because I’m a trainer in addition to being a behaviourist, I would always say teach a really strong recall — make that part of your fun activities that you’re working on in the time before you let your cat out,” says Linda. “You want to be able to call your cat from anywhere in the house and they drop what they’re doing and come running to you. And you want that mega strong before you ever consider letting them outside because that can save their lives.”
You can do this by giving them a treat when they have responded to your call. This can be a tasty morsel, but it can also be a fun game. It’s important to never, ever trick your cat and not give them the treat when you call them.
“Always think about positive reinforcement. So, if we’re teaching a recall, we want them to know, guaranteed every
time for the rest of your life, that if I call you there will be something you love, a lovely game or some lovely cheese, or whatever,” says Linda. And keep it up once they’re in the swing of going out. Don’t call them in and give them nothing when they come home, otherwise they may learn that it’s not worth responding to your call.
During the indoor training phase, think about the area just inside the cat flap. It needs to be a place that they want to return
Top tip
Use a microchip cat flap so only your cat can gain access in and out of the house.
to. Linda suggests that before they ever step a paw outside you regularly call them to this area to be fed. “That way they really get used to coming to the inside of the cat flap and getting fed, so it’s a wonderful place to be.”
Preparing outdoors
Before your cat’s first outing, make sure the area immediately outside the cat flap is cat friendly. Don’t leave them exposed. Cats like to be able to hide away from things that
Practise your cat’s recall in the house, always rewarding them with a treat.
Cats will enjoy heading out.
Didyou know?
If you want to see where your cat goes, you could try a GPS tracker.
Animal behaviourist, Professor Peter Neville, suggests making sure that when you do finally let them off on their own that you don’t do it immediately after they have eaten but wait until they are expecting a meal soon. Being a bit peckish could concentrate the mind if they are busy chasing an interesting leaf and they realise dinner is being served.
Peter also suggests that you associate calling them for meals with a sound such as a bell or tapping the dish with a spoon rather than calling their name. That way there is a distinct dinner call, which may be more compelling for them than just the chance to spend some time with you.
He explains that kittens (and puppies) have a period in their early weeks when they are fearless and anything they encounter during that time is taken pretty much in their stride and gets filed away under ‘that’s what the world is like.’ However, things they encounter after that period — such as going outside — can be potentially frightening.
“The cat is already preprogrammed to be reactive, suspicious, perhaps even afraid of what’s outside,” says Peter. So, it’s important to take that into account and make sure that they have an easy route back indoors if they want to retreat to safety in a hurry. Eventually though, they will start to explore, build their confidence, and venture further out.
The range in territory is so much smaller in a neutered animal.” mal.
The r a
startle th p osition
startle them or make them feel unsure, so position a few pots and planters and some garden furniture around the area.
You could also consider making a safe, temporary confined area outside, immediately around the back door so that they can explore without the risk of going too far for their first few excursions.
It’s also important to make sure that you don’t let them out at dawn and dusk and certainly don’t let them out when it’s dark because their instinctive hunting behaviours will kick in and they may get distracted too easily.
Linda advises preparing the outside world for them by leaving some tasty treats just outside the back door. The purpose of this is to make them pause for a moment as you want them to take note of their surroundings. While they’re munching the treats and doing some post-snack grooming, they’re also getting their bearings and noticing the sights, sounds, and smells of the area just outside the door. Linda
recommends then calling them back inside and giving another treat inside.
“You could practise that three, four or five times so that they’re learning and thinking ‘I go out and come in and go out and come in.’ They can take their time and have a look around, it’s not scary and it’s fun to come back in again,” says Linda.
You can do this every day for a week so that they really get the hang of it before widening the area they explore.
Letting them go
Eventually, there comes a day when you are no longer supervising and you take that leap of faith and let them simply go and be a cat.
But how do they recognise home? Sights, sounds, and smells are part of it, but cats also sense things through their paws. “There is this thing about cats being sensitive to the vibrations in the ground. So, if there is a road, traffic going past, the cat feels that and that’s part of the way he maps his territory,” says Peter.
Ultimately, you must trust your training and trust your cat. Linda says: “A lot is hugely out of our control. We can only do our best to set them up for success and then cross our fingers.”
As for our Rita on her first trip out… after about five minutes of anxious waiting, we saw her trotting happily along the fence towards us, having had her first solo experience of the outside world. What a relief and a joy to see her enjoying her time outside but also wanting to come home to us.
Yvonne Martin is a freelance journalist who specialises in health and well-being features. She is a lifelong cat lover and lives with a shorthair tabby called Rita who has her own Instagram account @ritascatworld.
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Mega minerals
Jacqueline Boyd explains why these nutrients are key for the functioning of the canine body.
Minerals are micronutrients with mega functions. From forming the structure of bones and teeth to supporting normal body function, minerals are critical for our dogs’ day-to-day health and well-being.
But what exactly are minerals and why is it so important that they are in our dogs’ diets at the right levels?
What are minerals?
Minerals are chemical elements required for key body structures and to support metabolic functioning. Some are well-recognised, such as iron, calcium, and copper. Others, such as selenium and manganese, are less well-known but retain key roles in overall health.
Minerals such as calcium and phosphorus are known as macrominerals, and are needed in relatively high levels in the diet (often grams per day). The microminerals (or trace elements) are needed at much lower levels.
About 4% of your dog’s body weight consists of minerals, the vast majority being those found in the skeleton and teeth. However, even the microminerals are critical – for example, iodine is essential for correct functioning of the thyroid gland, which is important for growth and hormone production.
The electrolytes
The electrolytes are a very special class of minerals that are critical in supporting cellular function. Electrolytes are also
important for transmitting nerve impulses, and a deficiency in them can be problematic. Examples of key electrolytes are calcium, potassium and sodium, and they are found in a range of food ingredients including meat, cereal, and bone.
Many animals, including humans and horses, can lose a lot of minerals when sweating and these must be replaced. Because dogs have limited capacity to sweat, they don’t lose the same level of electrolytes, but they are still important and need to be provided in the diet.
Mineral requirements
Like many nutrients, the different minerals are needed in different amounts to support your dog’s health. For
Different foods are sources of minerals.
most minerals, there are identified safe ranges with a minimum and maximum identified. Providing a dietary intake between these values will ensure adequate intake. A well-formulated diet (of any type) should provide this.
One important point about minerals is that they sometimes interact with each other, and other nutrients in either a positive or a negative way. Diet formulation takes account of these mineral interactions and also how other nutrients can affect mineral availability. For example, diets high in fibre can inhibit mineral absorption, so might need enhanced inclusion of key minerals to avoid deficiency problems.
The chemical form of minerals can affect how bioavailable they are to your dog. This means how easy it is for your dog to absorb them from their diet and actually use the mineral in their body. Minerals that are chelated have a better bioavailability than many mineral salts.
Chelated means the mineral is chemically linked to another molecule, such as a carbohydrate or a protein, making the mineral more easily digested and absorbed. Foods containing these mineral forms are often more expensive, but can be more nutritionally valuable than alternative forms.
What minerals are important for health?
Approximately 60 minerals can be found in your dog’s body. Some are essential for health and others are only there as a result of being present in the food eaten, and are not considered essential.
Macrominerals of particular importance include calcium and phosphorus for skeletal development and health. These are especially important in growing puppies’ diets, but must be carefully balanced. Other key macrominerals include the potassium and magnesium electrolytes, and sulphur is essential for skin and hair structure. There are many microminerals also critical for health. Iron is essential for red blood cells to carry oxygen around the body, as is copper, which is also important for coat pigmentation, and hair and nail structure. Zinc is an interesting mineral for reproductive health, and certain breeds, including Huskies, can have a genetic predisposition to zinc deficiency, resulting in skin issues. In these cases, supplementation is often necessary.
How are minerals provided in my dog’s diet?
Many food ingredients are good sources of minerals such as meat, bone/bone meal, cereals and grains, and even natural mineral salts. Even standard table salt (sodium chloride) is a good example of an ingredient that can supply important electrolyte minerals – sodium and chloride.
Did you know that if you look at the label of dog food, the amount labelled as “ash” (or perhaps “incinerated residue” or “inorganic matter”) is actually the mineral component of the food? It is not a bad thing as is sometimes thought and is certainly not added ash! What it indicates is that when the food is chemically analysed, the material that
Did you know?
● Selenium and Vitamin E work together as antioxidants, and must be carefully balanced.
● Cobalt is a mineral that is a key component of Vitamin B12.
● Iodine deficiency can cause goitre – a swelling of the thyroid gland in the neck.
● Adult dogs are more able to excrete excess levels of minerals than puppies – this is why puppy diets are specifically formulated, as well as to provide appropriate mineral levels for development.
is not ‘burned off ’ during the analysis is left – the minerals. Foods rich in bone, or bone meal, will typically have a higher ash content than those mostly meat or cereal based, although these also contain minerals.
A well-formulated, home-prepared diet will include ingredients or supplements to provide ideal mineral (and other nutrient) levels, but it is important to consider their bioavailability, too. Commercial diets will typically be fortifi ed with a suitable vitamin and mineral premix, added to the food at a suitable level to make sure there is appropriate provision of these important nutrients.
One key aspect is that you should always feed the recommended amount of food to your dog (or as close as possible). This ensures your dog is getting the levels of nutrients required. If you are feeding less than the recommended amount, your dog runs the risk of mineral defi ciency. In such cases, looking for an alternative food that can be fed at a suitable amount to keep your dog fi t and healthy, but still provide the correct levels of nutrients would be recommended.
Despite being needed in only small amounts for our dogs, minerals are essential and a key component of a balanced diet to support health and well-being.
JACQUELINE
BOYD is an animal scientist, canine coach, nutritionist, writer, lecturer and Cocker Spaniel aficionado.
Certain minerals are more vital for growing puppies.
CROSSWORD
Across
3. Which sitcom is set in the fictional town of Springfield and follows the life of a yellow-skinned family? (8)
6. What British anthology series features a dystopian view of technology and society? (5,6)
8. Which country is famous for its fjords and is located in northern Europe? (6)
9. First name of basketball player who is famously nicknamed “King James”? (6)
10. Which capital city lies on the River Spree? (6)
12. Which French pastry is shaped like a crescent and often eaten for breakfast? (9)
Down
1. Surname of actor who starred as the character Jack Sparrow in “Pirates of the Caribbean”? (4)
2. Surname of author who wrote ‘Lord of the Rings’ (7)
4. Surname of singer who released the albums 1989 and Reputation? (5)
5. Surname of the first actor to play James Bond (7)
7. Which US state is known as the Sunshine State? (7)
11. Who was the Roman emperor during the Great Fire of Rome in AD 64? (4)
SPOT THE DIFFERENCE
SPOTTHE
BRAINTEASER
SUDOKU
Where does today come before yesterday?
Can you spot the five differences between these two pics?
