The Finalists
Monday 29 September 2025
National Conference Centre Birmingham
Sponsors
who has made the final?
Welcome to our finalists’ book, where we reveal the companies and products shortlisted for the final of the 2025 PetQuip Awards.
We will be announcing the winners and runners up at the awards dinner on Monday 29 September, in a new venue, the National Conference Centre, just minutes from the NEC where PATS is being held for the first time in its new venue.
The 16 awards include categories for product, marketing, retailers, suppliers, sustainability and individual achievement.
“We’ve had a deluge of high quality entries this year, reflecting the innovation and creativity which is typical of the pet trade. It’s so exciting to see them come in, with entrants taking huge amounts of time and effort to ensure that they shine. Competition is very high this year, it’s all to play for!” said Susan Fairley, PetQuip Awards organiser.
A panel of expert judges met in early August to shortlist the entries and select the ultimate winners and runners up.
“If your company is a finalist, you absolutely need to be there! And even if you aren’t, this is still the must-attend event of the year. The awards dinner is a fantastic opportunity to celebrate the industry’s innovation and excellence, catch up with friends and colleagues, make new connections, and enjoy a great night out,” said Joe Denham, Director General of PetQuip.
The evening promises sparkling entertainment, surprise moments, and a night of celebration – all in an exciting new format designed to deliver a true party experience.
The dinner starts with a drinks reception, followed by a three course dinner, charity prize draw, surprise entertainment and the awards ceremony. The evening finishes off with networking time and extended entertainment!
Tickets are £110 + VAT for PetQuip members and £125 + VAT for non-members. Tickets include some table wine.
BOOK HERE!
Award categories
Supplier of the year
Business service of the year
Most promising new starter business
Sustainability award
Theresa Swann exporter of the year
Product of the year: food & treats
Product of the year: healthcare & grooming
Product of the year: accessories & technical
UK retailer of the year: multiple
UK retailer of the year: online
UK retailer of the year: independent
International retailer of the year
Best marketing campaign
Rising star
Employee of the year
Lifetime achievement award
Sponsors
From our headline sponsor Leopard Co
FLYING THE FLAG FOR PET INDUSTRY EXCELLENCE AT HOME AND AWAY
The headline sponsor of the PetQuip Awards, Leopard Co, is on a mission to fly the flag for UK pet businesses at home and away. We talked to Leopard Co CEO Rachel Roberts (right), who explains how UK pet businesses are making waves across the globe. Plus how Leopard Co is supporting them.
“We’re excited to again support the PetQuip Awards and shine the spotlight on brilliant brands and pet products which are much loved by UK owners. “As a champion for the pet industry, we have also been thrilled to support PetQuip’s mission at Zoomark in May this year, helping UK pet businesses engage on the international stage.
“The UK is clearly regarded as one of the most vibrant places for global pet brands to launch, and already this year we have seen two international clients from India and Hong Kong respectively turning to Leopard Co to help them target the UK as their first market to launch.
“Our UK pet industry marketing track record, coupled with experience representing US and European pet brands, means we continue to have really strong interest from pet clients home and away.
“During the exhibition, we were proud to see great footfall through the British Pavillion. With international buyers and businesses keen to explore products on show from UK exhibitors, as well as gain marketing insight from Leopard Co and talk to us about their plans to launch into the UK.
“This can only be good news for the UK pet sector and help maintain our reputation as being an exciting place to do business, innovate and grow brands and businesses.
“We look forward to continuing to help pet businesses at here in the UK and internationally to fly the flag for excellence in pet care.”
With over 20 years of multi-award-winning experience in the pet sector, Leopard Co knows how to build brands that lead the pack.
We’ve proudly partnered with standout names like Pointer, Arden Grange, MSD Animal Health, Bark Life, Autarky, Birmingham Dogs Home and many more - bringing their stories to life with creativity, authenticity, and paws-itively powerful campaigns.
If you’re looking for a marketing agency to help you reach your full pet-tential, scan the QR code to check out the full scope of our work in the pet sector orcontact a member of the Leopard Co pack!
Finalists
OUR WELL-DESERVED FINALISTS IN 2024
SUPPLIER OF THE YEAR
Copdock Mill Wholesale
Law Print & Packaging
NAKED DOG
Pedigree Wholesale
Trinkety Paws Limited
Pet Trade Innovations Ltd
Natures Pet Products Ltd
Buitelaar Group
Landguth
Durham Animal Feeds
We.pet Independent Pet Wholesale
CASCO Pet
Bella+Duke
Bugalugs Pet Care
BUSINESS SERVICE OF THE YEAR
K9 Paws Behavior Dog Training
Behavet
Pet Trust UK
iPET Network
Pickles Pet Pantry
MOST PROMISING NEW STARTER BUSINESS
Delphi Dog Ltd
It’s The Dog’s (sub brand of Protein Ball Co)
Pawionic
DotDotPet
SUSTAINABILITY AWARD
Nilaqua Pets
Buitelaar Group
Grub Club
BrewBix
Landguth
PAWD DRINKS
LitPet Supplement
AniVatio
Zesty Paws UK
By Teddy
THERESA SWANN EXPORTER OF THE YEAR
Buddycare
Landguth
We.pet Independent Pet Wholesale
Bugalugs Pet Care
TURN
OUR WELL-DESERVED FINALISTS IN 2024
Finalists
PRODUCT OF THE YEAR
Food & Treats
Dougie’s Pets – Veggie Superfood Boost
Baboo Gelato – Doggy Doggy Yum Yum Frozen Treat
Nutriment – Nutriment Gently Steamed
Nutriment – Nutriment Nuggets
Nutriwolds Raw Ltd – Nutriwolds Hearty Herring Complete and Balanced FEDIAF Raw Recipe for Dogs
Zesty Paws UK – Zesty Paws Allergy & Immunity Chews Salmon for Dogs
Wilsons Pet Food – Wilsons Fresh
Durham Animal Feeds – Meaty Bites Range
Canagan – Canagan Raw Freeze Dried Treats
Canagan – Canagan Raw Freeze Dried Toppers
Ruffingtons – Ruffingtons Luxury Dog Eclairs
Frozzys – Frozzys Happy Gut Yogurt Squeeze
PRODUCT OF THE YEAR
Healthcare & Grooming
Bray Group Ltd – Quick Stop by Bray silver nitrate pencils and applicator sticks
PAWD DRINKS – PAWD DRINKS CALMING
LitPet – LitPet Pawsitive Powder-Stress relief and calming supplement for dogs
Zesty Paws UK – Zesty Paws Probiotic Dog Chews Pumpkin Flavour
Pet Head Health – Pet Head Health Oatmeal Soothing Cream (85ml)
AniVatio – AniVatio ProGut and Puppy Tummy Tamer
AniVatio – AniVatio ProJoint oral gel
Mountain Paws – Dog First Aid Kit
Pet Remedy – 200ml Calming and emotional wellbeing spray
Buddycare – Buddycare Paw & Nose Balm
PRODUCT OF THE YEAR
Accessories & Technical
Delphi Dog Ltd – The Delphi Dog Drying Sock
Hurtta – Hurtta Safeguard Harness ECO
The Muzzle Movement – The Muzzle Movement Size Harry 2.0, welfare-friendly dog muzzle
Tug-E-Nuff – BOB: The 3-in-1 Dog Dummy
Pup & Kit – Lid-it Dog & Cat Bowl with Stay-Fresh Lid
Pet Trust UK – Centralised Platform & Digital DogTag
By Teddy – The Cosy Car Seat
Woof and Snout – Explorer Dog Collar
Tavo Pets UK – Tavo Pet Safety Travel Range: Featuring Maeve™, Dupree™, Crispin™, and Hendrick™ TURN TO P12
Finalists
OUR WELL-DESERVED FINALISTS IN 2024
UK RETAILER OF THE YEAR: MULTIPLE
To be announced on the night
UK RETAILER OF THE YEAR: ONLINE
Kavee
The Muzzle Movement
Trinkety Paws
Tug-E-Nuff
The North East Pet Shop
Our Pet Village Ltd
UK RETAILER OF THE YEAR: INDEPENDENT
Lockerbie Pet Supplies
Wildwood Pets
Joywyns Pet and Country
Coningsby Pet and Aquatics Ltd
PET STOP
Our Pet Village Ltd
Pickles Pet Pantry Doodledales
INTERNATIONAL RETAILER OF THE YEAR
Winner to be announced on the night
BEST MARKETING CAMPAIGN
R & E Bamford Ltd
Tug-E-Nuff
Buddycare
Naturo Natural Pet Food
Frozzys Ltd
RISING STAR
Grub Club – Jake Foster
Trinkety Paws – Nadine Berger
Tug-E-Nuff – Danny Nelis-Rouse
iPET Network – Claire Kent
Pickles Pet Pantry – Katie Parker
EMPLOYEE OF THE YEAR
Pet Trade Innovations Ltd – Liane Avery
Fold Hill Foods Ltd – Ann Child
LIFETIME ACHIEVEMENT AWARD
Winner to be announced on the night
Congratulations to all the
from everyone at Pedigree Wholesale
Have you seen our new app? Scan here to install now!
Meet the judges
PETQUIP awards judging at Birmingham dogs Home
This year’s awards judging took place at Birmingham Dogs Home. All product samples sent in for judging were donated direct to the dogs home.
At Birmingham Dogs Home, their dedicated team cares for stray, abandoned, and unwanted dogs 24 hours a day, 365 days a year, providing safety, kindness and second chances to dogs from across the local communities in the West Midlands.
For over 130 years, they’ve been here for the region’s dogs, making them not only one of the oldest animal charities in the area, but also one of the most loved.
Birmingham Dogs Home rescues, cares for and rehomes dogs who have nowhere else to turn, but their work goes far beyond rescue.
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The dogs home supports local pet owners, delivers vital veterinary care, provides behavioural rehabilitation and helps prevent dogs from being abandoned in the first place.
None of this would be possible without the generosity of their supporters. Their donations, time, and trust help to change lives for dogs and for the people who love them.
Sophie Evans, Corporate Partnerships Officer at Birmingham Dogs Home, said: “We are thrilled to partner with the PetQuip Awards, whose generous support aligns perfectly with our mission of providing compassionate care to dogs in need.
“This partnership is a testament to the shared commitment to animal welfare, and we are
incredibly grateful for the donated products that will directly enhance the well-being of the dogs at our shelters.
“Thanks to PetQuip and every award entry contribution, we will be able to enrich the lives of the dogs in our care by improving their comfort and daily experiences. From cosy bedding and nutritious food to stimulating toys, these resources will make a tangible difference in their journey toward finding loving forever homes.
“At Birmingham Dogs Home, we believe that every dog deserves a second chance, and partnerships like this help us bring that vision to life.
“We hope that this collaboration will inspire other businesses to support our cause, strengthening our network of corporate partners dedicated to making a positive impact on animal welfare.”
HOW PETQUIP supports the UK Pet Industry
PetQuip helps UK suppliers and retailers from the pet sector to grow their businesses. Our members demonstrate the design creativity and product innovation which make the British pet industry a world leader.
l We help develop new sales opportunities for our members by providing a vast range of advice, information and direct contact with buyers of pet products
l PetQuip hosts groups of UK companies at key fairs worldwide, offering turnkey exhibiting packages in prime locations
l We organise Meet the Buyer events, offer export advice and signposting, market updates and reports, plus sales leads, business support services and a technical export helpline
l Our industry information stands at international events publicise the products of all member firms to buyers and valuable sales leads are gathered from buyers visiting our stands and distributed to our members
l We help international retailers and distributors to source innovative products from the UK market, drawing on our heritage of pet ownership and huge variety of suppliers, from brand names to entrepreneurial start-ups
We are here to support the pet industry.
Whether you are a buyer, supplier or a manufacturer, we can help you. Please come and see us on the PetQuip Buyers’ Centre at PATS or email info@petquip.com.
RISING STAR BURSARY FUNDS CANINE FIRST AID
Clara Hewson, founder of The Muzzle Movement was crowned the first winner of the PetQuip ‘Rising star’ award last year, as well as picking up gold for the ‘Most promising new starter business’.
The ‘Rising star’ award is sponsored by Noble Futures, a leading specialist recruitment consultancy for the animal and agricultural related industries across the UK, Ireland and Europe. As part of the award, the winner benefits from a bursary to further their personal development.
The Muzzle Movement creates made to order muzzles, handmade in the UK by a team of experienced dog trainers and behaviourists. They are designed with dogs’ welfare in mind, each muzzle features a purpose-built treat hole and provides ample space for sniffing, drinking, and panting to ensure maximum comfort.
Clara decided to use the bursary for the benefit of her whole team. As the team has regular direct contact with dogs, she decided to set up a training day for canine first aid.
Clara takes up the story: “Rachel Bean RVN visited us for the day to teach six of our team all about canine first aid. We felt this was a really important skill for us to have, so that should an emergency arise, we are as best prepared as possible and able to support the guardian with their dog to ensure everyone is happy, safe and comfortable.
“It was also a great team building day, we all had such a lot of fun learning about different conditions and their treatments, and feel confident not just in work environments with emergencies in future, but also in public since the skills we have learnt will be with us all for life!”
Winners of the 2025 award will also benefit from a bursary, contributed by the sponsor Noble Futures.
For further information: The Muzzle Movement Noble Futures
Noble Futures is a leading specialist recruitment consultancy for commercial, technical, and operational roles across the Animal and Agricultural industries.
Located throughout the UK and Europe, our unique project-led approach to recruitment sets us apart, and our dedicated, industry experienced recruitment team is focused on delivering the best—whether you ' re seeking to advance your career or find your next perfect hire.
NEW CHARITY PARTNER FOR PETQUIP AWARDS DINNER
Every year, we work with an animal related charity to raise funds at the awards dinner. Our charity partner this year is Pets As Therapy.
Pets As Therapy (PAT for short) is a UK-wide charity with over 4,000 volunteers who bring joy, comfort and companionship to people in care homes, hospitals, hospices, schools and other places in the community through visits with their pet dog or cat.
PAT visits to care homes can lift residents’ spirits, people who may be feeling isolated, confused and lonely. Many love being able to stroke an animal and relish chatting about the pets they once owned.
Hospital patients also benefit from spending time with a PAT Pet. Dogs are a great waggy-tailed distraction and can take an anxious mind off an upcoming operation or procedure. Spending time with a pet can give a person’s wellbeing a much-
needed boost, and busy, stressed staff often grab a quick moment to say hello too.
At schools, the magic of a PAT visit is clear to see as well. Children who feel anxious when asked to read aloud seem to be much more at ease when a PAT Dog is by their side. Sharing a story with a non-judgemental listener, who doesn’t interrupt or correct, motivates young people to pick up a book. They become more confident, and concentration levels improve.
As Harpal, a PAT Volunteer says: “Volunteering with Pets As Therapy is a deeply rewarding experience. It’s a way to give back to my local community and my dog Buddy brings joy and comfort to everyone he meets. I wholeheartedly recommend becoming a PAT Volunteer. It brings a genuine sense of fulfilment and connection.”
Discover more
unleashing the power of pet parents
This year, we’ve turned to Laura Rudolph (right), Strategy Director at Leopard Co, who launched the agency’s 2025 Pet Marketing Insight report. The report reveals the latest data on how today’s pet parents are shaping the market, and what that means for brands looking to stay ahead.
“With an estimated value of over £4bn, and with over half of the UK adult population owning a pet, there’s never been a better time for brands to activate their marketing campaigns in this sector.
“We’ve done a deep dive into the marketing stats for pet ownership and buying trends and talked to some of the leading industry voices to create this report. We’ve also included real, actionable insights, to help brands maximise opportunities from their marketing spend.”
Spotting trends
Leopard Co has crunched the numbers to reveal that 79% of UK pet owners consider their pet to be a core part of the family, meaning purchases are driven by emotion, not just function.
The data also reveals that a whopping 74% of Gen Z and Millennials follow pet content online, with over half saying they’ve discovered new products through pet influencers. And further evidence of the power of social is revealed in the latest stat that 62% of pet purchases are influenced by social media, up 15% year-onyear, demonstrating a shift away from traditional advertising towards peer-led recommendations.
So, what should we be paying attention to as pet marketers?
Here are the top two insights Laura recommends every brand should have pinned to their moodboard:
1. Video is king: Short-form video content now drives 3x higher engagement than static posts for pet-related brands.
2. Authenticity wins: Nano and micro influencers have an average engagement rate of 6.3%, compared to just 1.2% for mega influencers. These smaller voices often carry more trust among their niche audiences.
The takeaway?
Today’s pet buyers are highly engaged, valuedriven, and deeply connected to the stories they see on social media. Understanding the stats behind their behaviour can help your brand make more informed decisions when planning influencer activity or content strategy.
Full report
To read the full insight report, visit leopardco.com/pet-insight-report-2025/.
Want to know how your brand stacks up against the latest trends? Stop by the Leopard Co team at the PetQuip Buyers’ Centre during PATS or book a spot at one of our marketing clinics at the show.
We believe that packaging is a brand’s best friend.
Recyclable Options
Our Ready2Recycle mono material bags help you to create the perfect combination of shelf life, recyclability and brand transparency
INNOVATIONS
We offer a range of pet food packaging solutions from Stand Up Pouches to Flat Bottom Bags, now also available in Large Format with Zippers and PE MET barrier film
Whatever the Niche
✔ Dog and Cat Food ✔ Small Animal Food ✔ Fish Food ✔ Bird Seeds ✔ Biscuits and Treats
We are a leading expert in the supply and management of packaging . Wherever you are on your product journey , we will be able to help you lower costs, reduce risks and, most importantly, improve results . As part of the SCGP manufacturing group, we offer innovative solutions from high-quality accredited production sites to help pet trade businesses remain competitive and compliant
Excitement builds for PATS 2025
Excitement is building as companies book their stands for PATS 2025, which takes place at the NEC Birmingham for the first time. The Pet & Aquatics Trade Show will be staged in Hall 1 over three days from Sunday, 28th September through to Tuesday, 30th September 2025.
Following a record-breaking PATS 2024, which saw the largest ever increase in both exhibitor and visitor numbers, the 2025 event is set to offer companies even more opportunities as it moves to the UK’s largest exhibition centre.
The move to the NEC means that over 400 exhibitors can be accommodated in the centre’s Hall 1 and more of the latest launches can be showcased to a wider audience of pet store, garden centres and international buyers.
The New Product Showcase is always popular as it gives buyers the chance to feel and touch the new products they will be stocking for the coming season. All entries in the Showcase will be judged by a panel of independent pet retailers to decide the winners of the New Product Awards.
There will be two exciting zones: the New Starter Zone, where buyers can source products from new businesses and start-ups; and the Aquatics Zone, a focused area for the key aquatics, reptile and watergardening exhibitors.
And with an increasing number of pet retailers introducing grooming salons into their stores, PATS will be presenting state-of-the-art demonstrations in the Grooming Workshop.
PetQuip will be hosting the Buyers’ Centre at PATS as well as holding the prestigious PetQuip Awards on the second evening of the show
PATS offers free show entry and a free catalogue. With good catering facilities and plenty of seating areas taken care of, visitors can concentrate fully on the main business of the day – seeing top-class products from the biggest range of suppliers and manufacturers…all under one roof.
Retailers can register for PATS 2025 by going to www.patshow.co.uk, which has all the up-to-date information about the show.
award-winning retailer reveals secrets of success
Derby-based Trusty Pet Supplies was named UK Retailer of the Year: Independent in the prestigious PetQuip Awards 2024. Director Hannah Edmondson (right)reveals the secrets of her company’s success.
“We are thrilled to have won this award as it means the world to our family and the wider team,” said Hannah. “The business has been the biggest part of our lives for the past 25 years and we work tirelessly throughout the year to provide the best service and products for our customers. It is amazing to be recognised for all our hard work.”
How long has the business been operating?
“Established 25 years ago, we have two physical stores in the Derby area as well as an online presence via our website, Amazon, eBay and TikTok. We carry over 7,000 lines and serve over 250 customers per day in our stores plus a further 800 via our websites. We cater for all pets such
as dogs, cats, all small animals, caged birds including parrots, budgies etc, fish and all reptiles! We are arguably the biggest raw food store in the country with around 49 freezers and 25 brands in our Superstore on the Kingsway Industrial Estate, Derby.”
What makes you different from your competitors?
“We are a three-generation family run business and we pride ourselves on our exemplary customer service and our loyalty cards. We have over 15 different loyalty cards offering customers a bag of food for free, as well as our own £10off instore money off card. We are extremely knowledgable and aim to provide customers with the best advice for their pets, which is why we have a huge customer retention rate. We have customers travelling 30 miles plus to come and visit us in the Superstore to visit our raw range of dog and cat foods as we carry such a large amount of stock.”
PETQUIP’s GLOBAL reach
l UK pavilions and member support stands at Interzoo, Zoomark, and Pet Fair South East Asia
l PetQuip Buyers’ Centre at PATS, supporting members, sponsors, suppliers
l Product sourcing service to help retailers and distributors to find innovative products and services
We constantly research the best new markets and events, pulling together support packages that include stand build, logistics, marketing, PR and onsite information, advice and refreshments.
PetQuip supported events 2025-26
28-30 September 2025 PATS, Birmingham, UK (PetQuip Buyers’ Centre, and PetQuip Awards Dinner)
29-31 October 2025 Pet Fair South East Asia, Bangkok, Thailand (PetQuip exhibitor group)
5-7 November 2025 Pet Sourcing Fair China, Guangzhou, China
13-16 November 2025 China International Pet Show (CIPS), Guangzhou, China
12-15 May 2026 Interzoo, Nuremberg, Germany (PetQuip exhibitor group)
11-13 May 2027 Zoomark, Bologna, Italy (PetQuip exhibitor group)
For more information on how we could help you participate in international events please contact David McAllister email: david@gardenex.com
