Facebook Instagram Linkedin

Add a message into the header?

Join PIF Now

Members' Area

Join PIF Now

Members' Area

Pet Industry Federation News

Category: Pet Industry Federation News

A 5g tube of Lacri+ Vitamin A veterinary ophthalmic ointment by MP Labo.

Samaxia Announces UK Availability of Lacri Vitamin A Ophthalmic Ointment for Veterinary Practices

Samaxia Ltd, a specialist in veterinary healthcare, has announced the upcoming UK launch of Lacri+® Vitamin A. Developed by MP Labo, this preservative-free veterinary ophthalmic ointment is designed to support the normal maintenance of the ocular surface in dogs and cats. Vitamin A is recognised for its role in maintaining corneal and conjunctival epithelial cells while contributing to tear film stability. The addition of this ointment strengthens the Samaxia ophthalmology portfolio, providing veterinary teams with a structured approach to managing ocular surface condition and comfort in companion animals.

The formulation contains 25,000 IU/100 g of Vitamin A and is intended for topical application. Veterinary professionals may consider integrating the product into daily care routines, particularly for animals predisposed to ocular dryness or where tear film quality is compromised. The ointment is suitable for use for up to three months after opening and comes in a 5g tube, offering a practical solution for ongoing ocular support within a clinical or home-care setting.

Lacri+® Vitamin A offers flexibility in clinical settings as it can be used alongside Lacri+®, a cross-linked hyaluronic acid tear substitute. Samaxia suggests a 24-hour approach where the tear substitute is used during the day and the Vitamin A ointment is applied overnight to support the ocular surface during rest. This combined strategy forms part of a wider range that includes LacriProtect®, a single-use carbomer lubricant specifically designed for peri-anaesthetic use.

While Samaxia works with UK wholesalers to integrate the product into the standard supply chain, veterinary practices can currently access the range directly. Orders can be placed via the Samaxia Vet Portal or by contacting the team at enquiries@samaxia.com. The company also offers “Lunch & Learn” sessions, both virtually and in-practice, to provide further product support and technical information to veterinary staff looking to enhance their ophthalmology offering.

Detailed product specifications and clinical applications are available through the Samaxia website. As the brand expands its presence in the UK, it remains focused on providing preservative-free solutions that meet the specific needs of veterinary professionals and the animals in their care.

Loading content...
LEARN MORE
Pet Industry Federation (PIF) announces 2026 Innovation Award finalists. Image is from the 2025 Business of Pets conference and features our sponsor Worldpay logo.

Finalists Announced for Pet Industry Federation’s Innovation Award 

The Pet Industry Federation (PIF) has announced the 14 finalists for its Innovation Award 2026, showcasing a diverse range of products, services and technologies shaping the future of the UK pet sector. 

 The finalists will present their innovations live at the Business of Pets Conference 2026, generously sponsored by WorldPay, which takes place on Wednesday 3 -Thursday 4 June at the Cranfield Management Development Centre, near Milton Keynes. Selected finalists will pitch directly to delegates as part of the conference programme, offering a first-hand look at innovative ideas across pet care, retail and technology. 

 This year’s finalists are: 

  • Pet Attix – UK Marketplace for Pre-Owned Pet Supplies 
  • HayPigs!® – Build Your Own Guinea Pig Village – Mini Houses 
  • WildWash (Pet Revolution Ltd) – WildWash Magic Mud 
Clara Hewson pitching her innovation Muzzle Movement Size Mitzy as 2025 Business of Pest conference
2025 Innovation award winner Clara Hewson pitching Muzzle Movement Size Mitzy

The Innovation Award forms a central part of PIF’s Business of Pets Conference, giving delegates the opportunity to discover new concepts, engage directly with founders and vote for the ideas they believe will have the greatest impact on the industry. 

Alongside the Innovation pitches, the conference features a packed speaker programme focused around the theme of ‘Building Resilience’, with expert speakers covering cost pressures, consumer trends, digital strategy and business growth, as well as extensive networking opportunities across the two days. 

The overall winner of the Innovation Award will be announced at the close of the conference. 

With limited spaces available at the conference, pet businesses are encouraged to secure their place to experience the full programme and meet the innovators driving the sector forward. PIF members receive a discount to the attend the event.  

Find out more about the Business of Pets conference here 

LEARN MORE
National Pet Shop Day 2026 press release image 6-5-26

National Pet Shop Day 2026 Challenges Gap Between Public Sentiment and Shopping Habits

Johnson’s Veterinary Products has released new research ahead of the third annual National Pet Shop Day, revealing a significant disconnect between how much pet owners value independent shops and where they choose to spend. While 67 per cent of owners believe independent pet shops are vital to their community, only 12 per cent currently name an independent retailer as their primary source for pet supplies. Furthermore, nearly one in five owners admit they never visit their local pet shop in a typical month.

National Pet Shop Day returns on Saturday 11 July 2026 to encourage pet owners to turn this sentiment into action. The campaign provides independent retailers with a national platform and practical support to re-engage their local communities. Following a successful second year where participation doubled to over 500 shops, registration for the 2026 event is now officially open to retailers across the UK.

Paul Gwynn, Chairman of Johnson’s Veterinary Products, stated that while pet owners trust their local shops and value their expertise, that trust alone is not enough to sustain these businesses. He noted that National Pet Shop Day serves as a vital reminder for the public to actively support the independent trade. Johnson’s, a British family business with over a century of experience, continues to champion these shops as essential health and wellbeing hubs for the nation’s animals.

Participating retailers will receive a free promotional pack, a listing on the interactive National Pet Shop Day map, and access to a dedicated PR and Social Media Toolkit. Additionally, registered shops will benefit from a 10 per cent discount on an order with Johnson’s Veterinary Products. To drive footfall on the day, an in-store promotion offers customers the chance to win a £500 pet-friendly holiday voucher, while the three retailers with the best celebratory activities will each win a £500 voucher.

Retailers can register for the event at nationalpetshopday.co.uk or by contacting their local Johnson’s Area Sales Representative. The initiative remains a key focus for PIF members looking to strengthen their local presence and celebrate the unique services, knowledge, and advice that independent pet stores offer to animal lovers every day.

LEARN MORE
The new Doodlebone Lilac Quilt collection featuring a matching harness, lead, and treat pouch.

Doodlebone Introduces Lilac Quilt to the Dinky Dog Collection

Doodlebone, a leading innovator in dog walking accessories, has unveiled Lilac Quilt as the latest addition to its popular Dinky Dog Collection. Designed specifically for puppies and small breeds, this seasonal update utilizes the brand’s best-selling quilted fabric in a soft purple tone. The launch responds to sustained consumer demand for lilac and purple palettes, which have consistently been among the highest-performing colours across the Doodlebone portfolio.

The Lilac Quilt range includes a curated selection of essentials such as the Snappy Harness, collar, lead, bow tie, and treat pouch. Each item is engineered with refined componentry and softer materials tailored to the unique proportions of smaller dogs. This new addition sits seamlessly alongside existing pastel options like Mint Quilt, providing retailers with visually appealing, gift-ready sets that cater to the growing boutique pet market.

James Mokler, Product Marketing Manager at Doodlebone, stated that the Lilac Quilt launch was a highly anticipated move for the brand. He noted that purple tones resonate strongly with their customer base and that introducing the colour to the Dinky Dog Collection was a natural evolution. The aim was to maintain the durability and comfort of the quilted fabric while offering a fresh, playful style for the Spring and Summer seasons.

For independent retailers, Doodlebone continues to offer industry-leading support, including no minimum order quantities (MOQs), free delivery, and a lifetime guarantee on products. These benefits, combined with high margins, make the Dinky Dog Collection an attractive option for stores looking to refresh their inventory with high-demand, small-breed specific gear. Special launch offers are currently available for first orders placed within the new collection.

Retailers interested in stocking the Lilac Quilt range can contact Doodlebone directly at 01295 698072 or via email at orders@doodlebone.co.uk. A dedicated account manager is available to assist with order enquiries and provide details on the latest seasonal promotions.

LEARN MORE
Founders Richard Marles and Kieran Stanbridge with the new Bravery Bones dog treats.

PARK LiFE Partners with Thin Blue Paw to Launch Bravery Bones for Retired Police Dogs

PARK LiFE  has announced an exclusive partnership with Thin Blue Paw, a charity dedicated to supporting retired police dogs across the UK. To mark the collaboration, the brand has introduced “Bravery Bones,” a specialized line of grain-free dog treats designed to honour the service of heroic animals. All proceeds from the sale of Bravery Bones will directly benefit Thin Blue Paw’s initiatives, providing essential medical care and rehoming support for dogs that have served in law enforcement.

The partnership was officially launched at Crufts 2026, where both organisations engaged with the public to highlight the importance of post-service care for police dogs. Richard Marles, founder of PARK LiFE, and Kieran Stanbridge, founder of Thin Blue Paw, hosted stands at the world’s largest dog show to showcase the new product. The event served as a platform to discuss the charity’s mission in ensuring these loyal animals receive a comfortable retirement after years of protecting communities.

Richard Marles stated that the partnership aligns with the PARK LiFE mission to celebrate the unbreakable bond between pets and their owners. He noted that Bravery Bones serve as a tribute to the courage and loyalty shown by police dogs throughout their careers. By donating 100 per cent of the proceeds, the company aims to make a meaningful contribution to the ongoing welfare of these canine veterans.

Kieran Stanbridge expressed gratitude for the overwhelming support received during the Crufts launch, describing the collaboration as a fantastic way to raise both awareness and funds. The Bravery Bones range features high-quality, natural recipes suitable for all breeds and sizes. Pet owners can now purchase the treats through the PARK LiFE online store and the Thin Blue Paw website, providing a simple and delicious way to give back to the retired police dog community.

For more information regarding the collaboration or to enquire about stocking the range, please contact info@parklife.dog. Further details on the charity’s work and how to support retired service animals can be found at info@thinbluepaw.org.uk.

LEARN MORE
AniVatio ProJoint Canine Oral Gel product image

AniVatio Announces Global Expansion with Major Launch on Chewy US

AniVatio has officially launched its full range of products on Chewy in the United States. This significant milestone marks a major step in the company’s global expansion, with its innovative supplement range now available in eight countries. Chewy, one of the world’s largest online pet retailers, will stock the complete AniVatio portfolio as it continues to grow its high-performance supplement category across North America.

The brand is best known for its proprietary oral gel delivery system, a globally patented technology designed to be low-fat, low-protein, and low-calorie. Unlike traditional tablets or soft chews, these highly palatable gels offer an effective way to deliver active ingredients without adding unnecessary calories to a pet’s diet. This innovation has allowed AniVatio to redefine how supplements are administered, particularly for pets with specific dietary requirements or those who are reluctant to take solid medication.

Lisa Hilton, CEO of AniVatio, stated that the launch on Chewy represents a vital step in making the company’s products accessible to a wider global audience. She noted that the expansion follows two years of groundbreaking success since the introduction of ProJoint, the brand’s flagship oral gel. This specific product utilizes UC-II to support joint health by working with the body’s natural processes to maintain healthy cartilage and mobility.

Following the success of the joint care range, AniVatio expanded its offering to include ProGut and Puppy Tummy Tamer. These advanced 3-in-1 oral gels provide comprehensive digestive support, addressing issues such as gut inflammation and skin irritations. With its continued focus on science-backed solutions and innovative delivery methods, AniVatio is positioned to remain a leader in the global pet supplementation market.

Retailers and industry professionals can learn more about the AniVatio range and its international growth by visiting the official website. The company remains committed to improving the lives of pets through rigorous quality standards and patented health technologies.

LEARN MORE
Picture of the Chiltern hills and riverways

Pet Industry Federation Launches Member Consultation on Proposed Flea Treatment Changes

The Pet Industry Federation (PIF), has launched a sector-wide member consultation this week to gather industry views on the potential future regulation of flea treatment products, containing fipronil and imidacloprid.

The issue has come about following the Veterinary Medicines Directorate Call for Evidence, which is currently examining the environmental impact of certain parasiticide products and whether changes may be needed to how they are supplied and used.

PIF believes it is important that the practical realities faced by pet businesses and the wider impact on pet owners and animal welfare, are fully understood before any decisions are taken.

Potential changes could affect a range of businesses across the sector, including pet retailers, groomers and boarding establishments. Questions remain over whether restrictions on access could shift sales away from specialist pet retailers, reduce convenience for owners seeking preventative treatment, or create knock-on effects for businesses dealing with untreated pets.

Nigel Baker, PIF CEO, said: “This is an important issue with implications for businesses, pet owners and animal welfare. It is essential that policymakers hear from those working directly with pets and pet owners every day. We want to understand members’ views, concerns and practical experiences so that we can represent the sector in a balanced and constructive way.”

PIF has launched separate surveys for its members including pet retailers, groomers and boarding establishments, with findings helping to shape its response and wider discussions with industry stakeholders.

Alongside gathering member evidence, PIF is also engaging with National Office of Animal Health as part of wider industry dialogue on the issue.

PIF believes owner education will be a key part of any long-term solution, helping ensure flea treatments are used responsibly while maintaining access to effective parasite control that supports pet welfare.

Members are encouraged to complete the relevant survey by Tuesday 5 May 2026.

LEARN MORE
he PAWD DRINKS team celebrating their B Corp Certification status in London

PAWD DRINKS Achieves B Corp Certification

PAWD DRINKS, the London-based dog anxiety brand, has officially announced its certification as a B Corporation. Verified by the not-for-profit organisation B Lab, this achievement confirms that the company meets rigorous standards of social and environmental performance, transparency, and accountability. By joining this movement, PAWD DRINKS commits to prioritising goals beyond shareholder value, legally embedding a purpose-led mission into its company articles.

The certification process evaluates a business across five key impact areas: governance, workers, community, environment, and customers. PAWD DRINKS now joins a prestigious global community of over 10,000 businesses, including well-known names such as Patagonia, Innocent Drinks, and The Guardian. The UK B Corp community is currently the fastest-growing in the world, reflecting a significant shift in how modern companies balance profit with positive impact.

Chris Turner, CEO of B Lab UK, noted that welcoming Pawd Drinks is an exciting moment for the pet sector. He stated that B Corps of all sizes demonstrate that positive impact is possible in any industry and that PAWD DRINKS is helping to pave the way for a more responsible way of doing business. This certification reflects the brand’s long-term commitment to addressing urgent economic and environmental challenges through its operational practices.

As a member of the Pet Industry Federation, Pawd Drinks continues to scale its operations while maintaining a focus on ethical growth. The certification marks a significant milestone for the rapidly growing brand, which has built its reputation on supporting dog wellness and anxiety management. By achieving B Corp status, the company provides verified evidence of its commitment to people, communities, and the planet.

For further information regarding PAWD DRINKS and its mission-led approach to pet care, please visit the official website. 

LEARN MORE
A pack of The Paws Lab Pet Tear Stain Wipes

The Paws Lab Launches Advanced Pet Tear Stain Wipes Featuring Patented SilverTi Technology

The Paws Lab has introduced a new range of Pet Tear Stain Wipes designed to provide a gentle, antimicrobial solution for removing build-up around the eyes. Based in London, the company has integrated its patented SilverTi+ technology—a high-performance blend of nano silver and titanium dioxide—into the wipes to offer superior antibacterial and antifungal protection. This launch targets the root causes of tear staining while ensuring the delicate eye area remains clean and free from irritation.

Regular eye cleaning is a critical aspect of home grooming that supports both pet comfort and long-term ocular health. Accumulation of dirt, dust, and pollen can lead to bacterial infections if left untreated, while dried discharge (rheum) can cause painful dermatitis on the skin underneath. The Paws Lab wipes are specifically formulated to neutralise porphyrins in tears, which are the primary cause of the red or brown oxidation stains commonly seen on lighter-coloured coats.

The alcohol-free formula is enriched with aloe extract, vitamin E, and deionised water, making it safe for daily use on sensitive pets. This is particularly beneficial for flat-faced, brachycephalic breeds like Pugs and Bulldogs, whose shallow eye sockets and skin folds often trap moisture and debris. By establishing a routine cleaning habit, pet owners can more easily monitor their dogs for signs of redness or abnormal discharge that may require veterinary attention.

The Paws Lab continues to bridge the gap between professional grooming and at-home maintenance by providing tools that are both scientifically credible and easy to use. The new SilverTi+ Tear Stain Wipes are designed to lift away residue without the use of harsh chemicals, ensuring a soothing experience for the animal. This addition to their hygiene portfolio reflects the brand’s commitment to raising the standard of daily pet care through innovation.

For more information on the SilverTi+ range or to explore retail and distribution opportunities, please visit the official website. The Paws Lab remains focused on delivering modern, effective hygiene solutions that support the overall well-being of the UK’s pet population.

LEARN MORE
A selection of hypoallergenic pet food and omega-3 supplements available at Direct4Pet.

Direct4Pet Supports Allergy Awareness Week with Expert Guidance on Managing Pet Intolerances

Direct4Pet, a leading UK online veterinary approved retailer, is backing Allergy Awareness Week 2026 by highlighting the primary causes of allergies and intolerances in cats and dogs. As an RCVS-registered veterinary pharmacy, the company aims to educate pet owners on the distinction between immune-mediated allergies and digestive intolerances, enabling more effective prevention and symptom management.

Pet allergies typically fall into three categories: food triggers, environmental allergens, and parasites. Food allergies are often caused by common proteins such as beef, dairy, or chicken that a pet has been exposed to over a long period. In contrast, environmental triggers like pollen, dust mites, and mould spores can cause reactions similar to hay fever in humans, often manifesting as itchy skin or inflamed paws.

To support skin and immune health during peak allergy seasons, Direct4Pet recommends a multi-faceted approach to care. Minimising exposure by wiping down paws after walks and using hypoallergenic shampoos can significantly reduce irritation. Additionally, consistent flea and tick prevention is essential, as flea allergy dermatitis remains one of the most common causes of severe itching in UK pets.

The retailer also highlights the role of nutritional support in managing sensitivity. Omega-3 fatty acids from fish oils can help reduce inflammation, while probiotics support gut health to strengthen the overall immune system. For pets with confirmed food sensitivities, transitioning to a limited ingredient or hypoallergenic diet is often the most effective long-term solution.

Direct4Pet provides a comprehensive range of prescription medicines, specialised foods, and supplements, all overseen by qualified veterinary professionals. Owners of pets exhibiting severe symptoms such as chronic ear infections or gastrointestinal upset are urged to consult a vet for a formal diagnosis. For more information on allergy-safe environments and supportive products, visit the official Direct4Pet online store.

LEARN MORE