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

Innovation of the Year Award 2026 Press Release Image.png (1)

Entries open for PIF’s Innovation Award 2026

The Pet Industry Federation (PIF), has officially launched its Innovation Award 2026, celebrating the ideas, products, services and technologies shaping the future of the pet sector. 

Now in its fourth year, the Innovation Award continues to shine a spotlight on businesses that are pushing boundaries and driving meaningful change across the industry. Open to all pet businesses and free to enter, the award provides a unique opportunity for innovators to showcase their ideas.

This year’s Innovation Award is once again generously sponsored by Worldpay, supporting PIF’s mission to champion innovation and growth within the pet sector. 

Ten finalists will be selected to present their innovation live at the Business of Pets Conference, taking place on 3 – 4 June 2026 at Cranfield Management Development Centre, near Milton Keynes. This high-profile platform offers finalists unparalleled access to potential investors, distributors and industry leaders, with the overall winner announced on the final day of the conference. 

2025 Innovation Award Winner Clara Hewson pitching Muzzle Movement Size Mitzy

Nigel Baker, CEO of the Pet Industry Federation, said: ‘Innovation is vital to the continued growth and evolution of the pet industry and we know there are exceptional businesses developing new ideas that deserve recognition. PIF’s Innovation Award provides a powerful platform to showcase these ideas, connect with key decision-makers and accelerate growth. We’re looking forward to seeing the calibre of entries for 2026.’ 

Entries close on Monday 20 April. To submit your entry and find out more, including entry criteria and details of how to purchase tickets for the event, click here 

Loading content...
LEARN MORE
Cedar vets

RWAF Launches Enhanced 2026 Rabbit Friendly Vet Scheme to Set New Clinical Standards

The Rabbit Welfare Association & Fund (RWAF) has officially launched a significantly enhanced version of its Rabbit Friendly Vet Scheme to improve the quality of rabbit veterinary care across the UK. Developed over nearly two decades, the 2026 redesign introduces a modular assessment framework that provides greater transparency for rabbit owners and sets higher clinical benchmarks for veterinary professionals.

Each practice application is reviewed and approved by Vet Specialist Adviser John Chitty BVetMed CertZooMed MRCVS. The new structure divides the assessment into 16 key areas of practice, such as inpatient care, surgical provision, and nursing expertise. This allows veterinary teams to demonstrate excellence in specific modules even if they have not yet achieved the highest overall award rating.

The updated accreditation empowers rabbit owners to make informed decisions by clearly displaying a practice’s strengths. Owners can now choose a surgery based on their rabbit’s specific medical needs and feel more confident in the level of specialist expertise available. Accredited practices receive a detailed certificate highlighting their scores across different modules alongside an overall award rating.

Emily Barker BVM BVS MRCVS of Cedar Vets commented: “We are committed to delivering the highest standards of rabbit welfare and clinical care. Rabbits are often underestimated, yet they are incredibly intelligent and sensitive animals. Our team is passionate about ensuring they receive the same level of tailored care as cats and dogs.”

Rae Walters, CEO of the Rabbit Welfare Association and Trust, stated: “The 2026 relaunch represents our most comprehensive update to date. For nearly twenty years, this scheme has played a vital role in connecting rabbit caregivers with knowledgeable, rabbit savvy veterinary teams, reinforcing our mission to ensure these pets receive the specialist care they deserve.”

John Chitty added that the scheme gives practices a unique opportunity to showcase their commitment to pet rabbit welfare. Veterinary professionals interested in the scheme and owners looking for recommended practices can find more information at rabbitwelfare.co.uk.

LEARN MORE
Pickles Pet Pantry Press Release 12-3-2026.png

Pickles Pet Pantry Announced as Official Food Sponsor for BSSF British Championships 2026

Pickles Pet Pantry, a multi award winning specialist in canine nutrition based in Olney, Buckinghamshire, has been named the Official Food Sponsor of the British Sleddog Sports Federation (BSSF) British Championships. This national partnership represents a significant milestone for the independent retailer, highlighting its commitment to dog welfare and the growing community of canine powered sports such as Canicross and bikejoring.

The British Sleddog Sports Federation serves as the national governing body for sleddog sports in the UK, overseeing high standards of welfare and competition. While the sport is often associated with snow, the majority of UK events involve dryland disciplines. Canicross, where a runner is connected to their dog via a bungee line and harness, has become one of the fastest growing dog sports in the country, fostering a unique bond between pets and their owners.

Nutrition is a fundamental component of preparation for these canine athletes, who require diets that support endurance and recovery while maintaining digestive health. Pickles Pet Pantry specialises in high animal content nutrition and advanced hydrolyzed options, which are designed to improve digestibility for dogs with sensitivities. The brand focuses on fueling performance on the trail while ensuring dogs remain healthy and comfortable as family pets at home.

Katie Parker, Head of Nutrition at Pickles Pet Pantry, began her journey into dog sports as a way to support her rescue husky’s wellbeing. She noted that the business is incredibly proud to support the growth of dog sports, as these activities significantly improve the physical and mental health of both dogs and their owners. The sponsorship is a natural extension of the company’s mission to encourage responsible participation in active dog communities.

As an independent business, Pickles Pet Pantry regularly provides guidance to owners on how to properly fuel active dogs and get started safely in competitive disciplines. By backing the BSSF British Championships, the retailer continues to champion the unbreakable bond between humans and their canine partners. For further guidance on canine sports nutrition or community events, pet owners are encouraged to visit the Pickles Pet Pantry website.

LEARN MORE
A bag of ChewyChewsUK Beetroot and Strawberry Love Hearts hay-based treats for rabbits and guinea pigs.

ChewyChewsUK Expands Small Animal Collection With New Beetroot and Strawberry Love Hearts

ChewyChews has officially launched Beetroot and Strawberry Love Hearts, the second flavour in its professional ChewyChews Collection. These nutritious hay-based treats are designed specifically for small animals and follow the success of the brand’s Moon and Stars range. The launch represents a significant step in the company’s expansion as it prepares for a new stockist partnership with national retailer Jollyes.

The Love Hearts are 100 per cent grain-free and contain no oats, preservatives, chemicals, or additives. Developed alongside small animal nutritionists, the high-fibre treats are packed with added multi-vitamins to support optimal health. Each 90g bag features only natural ingredients, ensuring the product is both healthy and palatable for a variety of small pet species.

The ChewyChews Collection is the result of years of product development aimed at providing premium packaged options for the specialist pet market. The brand focuses on clean formulations that meet the specific dietary requirements of small herbivores. This latest addition is part of a wider growth strategy, with several more flavours and designs planned for release throughout 2026.

As the brand continues to grow its UK presence, new wholesale pricing lists have been made available for independent retailers and larger distributors. ChewyChews is currently offering free samples to potential new partners who are interested in stocking the line. This outreach coincides with the brand’s increasing visibility in the wholesale sector and its commitment to high-quality manufacturing standards.

Interested retailers can now request further information, pricing structures, or samples by contacting the team directly at info@chewychews.co.uk. The company remains dedicated to providing expert nutrition and innovative designs for the small animal sector as it develops its 2026 product roadmap.

LEARN MORE
A dog wearing the Paddington themed harness and lead from the Pawsome Paws Boutique collection.

Pawsome Paws Boutique Reports Sell Out Success of Paddington Dog Accessories Following Crufts Debut

Pawsome Paws Boutique has announced that its new Paddington licensed dog accessory collection sold out shortly after its official launch at Crufts 2026. The UK pet accessories brand, founded by Sophie Chesman in 2016, developed the range in partnership with STUDIOCANAL to celebrate the classic British character. The collection includes harnesses, collars, leads, and blankets designed to accommodate dogs ranging from size XS to XL.

A primary feature of the launch is the Marmalade Jar Treat Pouch, which has gained significant traction among dog owners online. To ensure safety and durability, every product in the range underwent independent laboratory testing in the UK. This testing included strength and sudden impact assessments to verify that the accessories are fit for purpose across various breeds and activity levels.

The collaboration marks a significant growth milestone for the business, which originated as a small handmade venture. Sophie Chesman, owner of Pawsome Paws Boutique, noted that seeing her designs paired with an iconic character like Paddington is a major achievement for the brand. The partnership began following the Brand Licensing Europe exhibition in 2024, where the initial concept designs were first presented.

The brand continues to build its licensing portfolio following a successful collaboration with The Walt Disney Company in 2024, which earned the company the Best Marketing Campaign at the PetQuip Awards. With over 225,000 Shopify orders fulfilled to date, the company is seeing a sustained increase in demand for design led accessories that do not compromise on practicality.

Following the initial sell out at Crufts and online, a restock of the Paddington range is currently underway to meet consumer and retailer interest. Pawsome Paws Boutique is also seeking new retail partnerships to expand its distribution network, which currently includes a presence in Pets at Home and various online channels. Additional licensed designs are expected to be released throughout the remainder of 2026.

LEARN MORE
CFSG Press Release 09-3-2026.png

CFSG Launches New Guidelines for Canine Recreational Swimming Pools

The Canine and Feline Sector Group (CFSG) has today published new Canine Recreational Pool Guidelines, providing a clear framework to support high standards of safety, welfare and professionalism across the growing dog swimming sector.

With dog swimming increasing in popularity across the UK as a low-impact form of exercise and enrichment, the guidelines set out practical, welfare-led recommendations for operators of recreational canine pools. The document clarifies the distinction between leisure swimming facilities and regulated hydrotherapy services, ensuring that medical treatment and recreational activity remain clearly separated.

The guidance covers key operational areas including dog suitability screening, staff competence and supervision, session structure, water quality management, facility design, legal compliance, record-keeping and environmental considerations. It reinforces that operators retain a duty of care under the Animal Welfare Act 2006 and related health and safety legislation.

Among the core recommendations are:

  • Structured pre-session health and behaviour assessments
  • Supervision by trained staff, with canine first aid competence
  • Clear limits on session duration to prevent fatigue
  • Robust, dog-safe water treatment systems
  • Secure, non-slip facility design with safe entry and exit points
  • Detailed record-keeping and emergency procedures

The CFSG emphasises that recreational swimming must never be marketed as hydrotherapy and should not be presented as a substitute for veterinary-led treatment.

The guidelines are intended to support responsible operators, promote consistency across the sector, and provide reassurance to dog owners that welfare is paramount.

The full guidelines are available on the CFSG website 

LEARN MORE
A Pet Shop Window sign in yellow with a sun symbol to represent Spring the the words we are open.

PIF Launches ‘Paws in Spring’ 2026 Window Display Competition

The Pet Industry Federation (PIF), has launched its nationwide ‘Paws in Spring’ 2026 window display competition, inviting UK pet retailers to showcase their creativity with eye-catching spring-themed shop windows.

Now in its second year and open to all UK-based pet shops, both PIF members and non-members, the competition encourages retailers to create vibrant seasonal displays featuring pet products, ideally incorporating items from participating prize-supporting manufacturers.

Thanks to the support of leading brands, the top three retailers will receive substantial prize bundles:

  • 1st Place: £3,000 RRP plus exclusive trade discounts
  • 2nd Place: £1,000+ RRP plus exclusive trade discounts
  • 3rd Place: £500 RRP plus exclusive trade discounts

*Prize values subject to change

Participating manufacturers include Baker & Bray, Betty Miller, Canny Co, Cobbydog, DotDotPet, Durham Animal Feeds, Landguth, Milla & Max, Natures Menu, Nutriment, Pup & Kit, Tug-E-Nuff, Woof & Brew, Scamp and Paws and Neerdog.

Retailers are asked to submit their entries by Friday 27 March, with winners being announced on Thursday 16 April.

Displays must remain in place for at least one week during the competition period and will be judged on creativity, visual impact and product presentation.

Nigel Baker, PIF CEO, said: “Paws in Spring celebrates the innovation and commitment of UK pet retailers. It provides a strong seasonal marketing opportunity while highlighting the collaboration between retailers and manufacturers across our sector.”

Retailers can enter via the official competition form here

 

LEARN MORE
Nilaqua Pets waterless shampoo and grooming wipes on display at the Crufts trade stand.

Nilaqua Pets Unveils Innovative Waterless Grooming Range at Crufts 2026

Nilaqua Pets is launching two new waterless grooming products at Crufts 2026, reinforcing its commitment to convenient and environmentally conscious pet care. The debut features the Poop Wipe XXL and the Itchy Dog Shampoo and Conditioner, both developed to address common pet hygiene challenges without requiring water. These new additions cater to busy owners and reluctant bathers who require effective and on the go cleaning solutions.

The Poop Wipe XXL is a single extra large 90 by 32 centimetre biodegradable wipe designed to provide full coverage in one motion. Manufactured from 100 per cent plant fibres and enriched with Vitamin E, the wipe gently lifts dirt and neutralises odours. It is vegan friendly and biodegradable, making it suitable for after walk clean ups or muddy adventures.

The Itchy Dog Shampoo and Conditioner is a two in one antibacterial solution designed to offer a stress free alternative to traditional bathing. The waterless formula cleanses and deodorises through three simple steps: apply the liquid to the coat, massage to lift dirt, and towel dry. Infused with lemongrass and formulated without sulphates, the product is gentle enough for frequent use on sensitive skin.

Nilaqua Pets manufactures all products in the UK using biodegradable, vegan friendly ingredients. The company operates from a facility in Swansea that runs on 100 per cent renewable energy, with packaging produced from recycled ocean bound plastic that can be processed through standard recycling channels. This approach ensures sustainability is integrated into every stage of production.

Co founder Jess Efford commented: “With the growing demand for rinse free pet care, we have invested heavily in expanding and refining our range. Our products are designed to tackle real hygiene challenges while also helping pet owners reduce water usage and environmental impact. Launching these new products at Crufts feels like the perfect moment for us to introduce them to customers.”

The Nilaqua Pets team will be showcasing the new range at Crufts 2026, located in Hall 4, Stand 6. For further enquiries, please contact the team at sales@waterlessltd.co.uk.

LEARN MORE
A selection of the new Big Licks enrichment toys including lick mats, treat balls, and a wobble bowl.

Durham Animal Feeds Launches Big Licks Enrichment Range at Crufts 2026

Durham Animal Feeds is launching its new Big Licks enrichment range on 5th March 2026 at Crufts, providing affordable and durable solutions for canine mental stimulation. The range has been designed to promote nutritious and engaging play experiences for dogs of all breeds.

The collection supports positive feeding habits and interactive play. The product line includes small and large lick mats, which come with a serving spatula, as well as a rubber treat ball with silicone refill moulds. The range also features hardwearing rubber twist balls and wobble bowls designed to facilitate slower feeding.

These items are built to withstand enthusiastic use while encouraging the natural instincts of foraging and problem solving. By incorporating these tools into a daily routine, owners can provide significant enrichment benefits. The products are available for both retail and trade customers who wish to stock the range.

Lee Hornsby, Managing Director at Durham Animal Feeds, commented: “Big Licks offers engaging, practical solutions that support dogs’ mental stimulation and promote healthier feeding habits. We wanted to create a range that delivers genuine enrichment benefits while remaining accessible and affordable for every pet owner.”

The range is available to purchase online at the Durham Animal Feeds website, in person at the DAF stand at Crufts 2026, or at their pet superstores located in:

  • Lowestoft

  • Weston-super-Mare

  • Newton Aycliffe

For further information, trade enquiries, or media requests, please contact Jude Downing at 01388 720411 or visit the official website at www.durhamanimalfeeds.co.uk.

You can also view the new  range now in the PIF MarketPlace

LEARN MORE
A pot of Dorwest Herbs Probiotic Plus capsules next to a healthy dog, highlighting digestive wellness.

Dorwest Herbs Celebrates Bestselling Milestone for Probiotic Plus Digestive Support

Dorwest Herbs is marking one year since the launch of its gut health supplement, Probiotic Plus. Since February 2025, the product has become a bestseller, generating over 750,000 daily administrations to support digestive function and microbiome balance in dogs across the UK.

Formulated by vets and nutritionists, Probiotic Plus utilizes a combination of prebiotics, probiotics, and postbiotics to maintain a healthy gastrointestinal tract. A key ingredient is Calsporin®, a robust soil-based organism (SBO) scientifically proven to improve stool consistency and support the beneficial bacteria within the gut. This clean formulation is free from fillers and additives, focusing on high-quality, science-backed ingredients.

The supplement was developed as a complementary addition to the existing Dorwest range, designed to work alongside established products like Tree Barks Powder. It addresses the growing demand from pet owners for daily microbiome support, particularly for dogs with sensitive tummies or those requiring long-term maintenance of their digestive health.

Jo Boughton-White, Managing Director at Dorwest, commented: “One year on, Probiotic Plus is one of our bestsellers for a reason. We spent a lot of time carefully designing this with experts to meet the specific needs of our customers while maintaining our trusted quality standards. It sits beautifully alongside our other digestive aids, ensuring owners have standalone options that complement each other.”

The product features a sprinkle capsule design, allowing owners to either feed the capsule whole or easily mix the contents into a pet’s regular food. Available in pots of 100, 200, or 400 capsules, the range starts at an RRP of £20.90. The success of the launch reflects a wider industry shift toward preventative, nutritional support for long-term canine wellness.

For the latest industry updates and to explore the benefits of joining our community, visit the PIF news page or find out how to become a PIF member today.

LEARN MORE