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Pet Industry Federation News

Category: Pet Industry Federation News

Antinol Crufts Sponsor 2026 Press Release.png

Antinol Joint Care Pro Announced as Official Sponsor for Crufts 2026 Agility and Flyball

Antinol Joint Care Pro, a PIF Member, has been named an Official Sponsor of Crufts 2026, specifically supporting the Agility and Flyball competitions. The 100% natural joint supplement, produced by VetzPetz, has become a staple for high-performance canine athletes, following a successful 2025 season where Antinol-supported dogs secured over 25 podium places at the event.

The supplement is derived from sustainably farmed New Zealand green-lipped mussels using a unique CO2 supercritical extraction technique. This process creates a concentrated oil packed with over 90 essential fatty acids and Omega-3s, including ETA and furan fatty acids. These nutrients are rapidly absorbed and work to support healthy joint function, mobility, and the maintenance of a lustrous coat and strong immune system.

While frequently used by world-champion agility dogs, such as 2025 Agility Champion Lemon the Border Collie, the formula is designed to support the wellness of dogs at all life stages. From growing puppies to senior pets, the supplement aids in maintaining comfortable movement and cognitive function during daily activities and exercise.

 

Naarah Cuddy, trainer of Agility Champion Lemon, commented: “We have found Antinol to be a vital part of our dogs’ nutritional routine. Our nutrition expert recommended it to support their ongoing mobility, and it has become a trusted component of our approach to keeping our athletes at the top of their game.”

Emma Leeke, UK Commercial Manager for Antinol, stated: “We have worked closely with the UK’s canine sports community for years and are excited to join them at Crufts 2026 as an official sponsor. Our focus remains on ‘happiness in motion,’ helping dogs stay active and comfortable through science-backed, natural nutrition.”

Antinol also continues its social responsibility efforts by sponsoring the Battersea Dogs and Cats Home Hydrotherapy Centre, providing support for rehabilitation and water-based physiotherapy. Visitors to Crufts, held from 5–8 March at the NEC Birmingham, can find the Antinol team and their experts in Hall 3, Stand 78.

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Pet Industry Federation Publishes New Video to Support Members with Making Tax Digital

The Pet Industry Federation (PIF) has published a new member-only video in partnership with Leo Bookkeeping, aimed at helping those self-employed in the pet industry understand and prepare for Making Tax Digital (MTD).

Making Tax Digital represents a significant change for sole traders, initially for those with income over £50,000, but dropping to £30,000 in 2027, which will require more frequent digital record-keeping and reporting to HMRC. While the rollout has been phased, many of these types of operators remain unclear about what is required, when the changes apply to them and how best to prepare.

The video, featuring Lucie Howard from Leo Bookkeeping, provides a clear and practical overview of Making Tax Digital, focusing on what sole traders need to do now to avoid problems later. It covers the key principles of MTD, common misconceptions, and practical tips to help businesses get ready, including record-keeping, software considerations and day-to-day implications.

Nigel Baker, PIF CEO, said: “Making Tax Digital is one of those changes that can easily feel overwhelming for sole traders. This video is about cutting through the noise and giving our members clear, practical guidance so they can prepare with confidence rather than react at the last minute.”

The video forms part of PIF’s wider programme of business support, helping members stay compliant, informed and confident in a changing regulatory and commercial environment. It is available now in the PIF members’ area

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DIBO Finest Relaunches as New Brand Identity for Devon-Based Raw Dog Food Specialist

DIBO Finest, formerly known as The Dogs Butcher, has officially relaunched with a new name and butcher-inspired design. Based in Devon, the raw dog food specialist has refreshed its identity to reflect its position within The Nutriment Company while maintaining the high-welfare British meat standards that have defined the brand for over a decade.

The rebranding to DIBO Finest introduces updated packaging designed to improve clarity for owners navigating protein choices and feeding formats. Despite the visual evolution, the company continues to follow a strict 80:10:10 nutritional model. This includes a 13mm chunky grind texture and a diverse range of novel proteins such as alpaca, muntjac, and goat to support balanced diet rotation.

Operating from its facility in the South West, the brand processes and distributes over 20 tonnes of raw meals weekly to customers across the UK. The company maintains a strong preference for locally sourced meat from trusted suppliers, ensuring that transparency and animal welfare remain at the core of its production process.

Vanessa Semmens, Managing Director, commented: “While the name and design have evolved, our mission hasn’t. This is still the same premium raw dog food, made by the same people in Devon, to the same uncompromising standards that our customers trust.”

The transition to the new branding is currently underway across all digital platforms and physical packaging. Since joining The Nutriment Company in 2025—a leading European group that includes brands such as Natural Instinct and Nutriment—the Devon business has increased its capacity to invest in quality and innovation within the natural pet nutrition sector.

As the brand moves forward under the DIBO Finest banner, it remains committed to its independent expertise and hands-on approach to raw feeding. The group’s headquarters in Stockholm and its ownership by Axcel provide a stable foundation for the brand to continue its growth while serving the UK’s community of conscious pet owners.

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Raw pet food remains an important UK retail category, with safe handling and clear consumer guidance key

The Pet Industry Federation (PIF) welcomes today’s reminder from the Food Standards Agency on the importance of safe handling and hygiene when storing, defrosting and preparing raw pet food.

Raw feeding has become a significant part of the UK pet market and a valued category for specialist pet retailers. For many retailers, raw is a product that customers prefer to buy in store, where they can access advice on storage, handling and feeding choices, and where the cold chain can be managed appropriately.

Nigel Baker, PIF CEO, said: “Raw is now a mainstream category for many specialist pet shops and an important commercial opportunity that supports high street pet retail. Customers often choose to purchase raw in store because it gives them confidence around handling, storage and selecting the right product for their pet.

“PIF represents the wider pet sector, including nine UK raw manufacturers and many retailers who sell raw. Our members are committed to high standards. We welcome clear, practical guidance for consumers because good hygiene and safe handling are the most effective ways to reduce risk in the home. It also helps reputable retailers give consistent advice and build trust with customers.”

PIF notes that, as with any raw meat product, raw pet food is not heat treated, so good practice in the home is essential. The FSA’s published message reinforces straightforward steps: wash hands thoroughly, keep raw pet food separate from food for people, defrost sealed and away from human food preparation areas, and clean and disinfect bowls, utensils and surfaces after use. Extra care is advised in households with young children, older people, pregnant women, or anyone with a weakened immune system.

PIF believes responsible specialist retailers play a positive role by:

  • Maintaining appropriate cold chain and stock rotation
  • Providing clear advice on safe storage, defrosting and hygiene
  • Encouraging customers to follow label instructions and to speak to a vet if they have concerns about diet suitability
  • Ensuring strong housekeeping practices around freezers, handling equipment and waste

PIF will continue to support members with consistent messaging and practical guidance that protects consumer confidence and supports continued growth of this important category.

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A dog chasing the blue and yellow lure of the Tug-E-Nuff Whip It flirt pole in an outdoor setting.

Tug-E-Nuff Launches ‘Whip It’ Flirt Pole to Support Impulse Control and Mental Focus

Tug-E-Nuff, a PIF Member, has announced the release of its new ‘Whip It’ flirt pole, designed to provide comprehensive mental and physical stimulation for high-energy breeds. The toy is engineered to channel a dog’s natural prey drive into positive, structured play, aiding in the development of critical skills like impulse control and “wait” cues.

The ‘Whip It’ flirt pole features a lightweight yet durable pole with a secure carabiner attachment for its faux-fur lure, which is available in both squeaky and non-squeaky versions. This specific attachment prevents dogs from disconnecting and running away with the lure during high-intensity sessions. Additionally, the tool incorporates Tug-E-Nuff’s signature reinforced bungee cord to absorb shock, protecting the dog’s spine and the handler’s joints during pouncing and tugging.

Danny Nelis-Rouse, Managing Director at Tug-E-Nuff, commented: “For dogs with high energy levels and short attention spans, flirt pole play offers a highly effective way to build focus. We have designed the lures in blue and yellow specifically because these are the colours dogs see most clearly, ensuring they stay engaged with the toy throughout the training session.”

The use of blue and yellow is supported by canine vision science, as dogs are dichromatic and best able to distinguish these hues against natural backgrounds like green grass. By making the target more visible, the ‘Whip It’ flirt pole helps reduce frustration and improves the accuracy of a dog’s movements during chase-and-catch games.

The new flirt pole will be available for pre-order online from 9 February 2026, with prices starting at £32.90. For owners attending Crufts 2026, a limited number of the new units will be available for purchase at the event. This launch further expands Tug-E-Nuff’s range of interactive tools aimed at improving the bond between dogs and their owners through purposeful play.

 

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A dog professional using the My Anxious Dog Squeezy Reward on a retractable reel to reward a dog.

Innovative Squeezy Reward Tool Receives Top Marks from UK Dog Trainers

The Squeezy Reward from My Anxious Dog has been officially granted “TDTS Recommended Product” status after rigorous testing by a panel of over 30 industry professionals. The Dog Trainer School (TDTS) evaluation, described as a “Good Housekeeping” scheme for the pet sector, awarded the device a score of 92 per cent, marking one of the highest ratings since the programme’s inception.

The Squeezy Reward was developed to provide a cleaner and more efficient method of delivering high-value rewards to pets during training. The device features a refillable silicone tube and a unique retractable reel, allowing owners to deploy rewards quickly without fumbling with traditional treat bags. This design is particularly effective for dogs that benefit from calm licking as a form of emotional regulation and focus.

Independent testers highlighted the product’s utility for muzzled dogs and those with specific dietary requirements, as the tube can be filled with any soft food or paste. The evaluation noted that the retractable reel and flat licking surface were standout features that supported safer reinforcement, especially when trainers were on the move or working in high-pressure environments.

Sarah Jones, founder of My Anxious Dog and a PIF Awards finalist, created the product to assist her own nervous Cocker Spaniel, Bella. By integrating a lanyard and retractable reel, she addressed common challenges faced by owners of anxious pets who need to reward and distract their animals within seconds to manage reactivity.

The Squeezy Reward is protected by a registered design with the Intellectual Property Office (IPO), distinguishing it from other accessories currently available in the UK market. The high trial score reflects its reliability as a tool for both professional dog trainers and pet owners seeking versatile solutions for focus and behavioural management.

Trade enquiries regarding the award-winning range are currently being accepted by the company. The product is positioned as a significant advancement in welfare-aligned training equipment, offering a practical alternative to standard treat delivery methods while supporting the emotional needs of sensitive dogs.

Visit www.myanxiousdog.co.uk to find out more or to place an order.

To learn more about the Dog Trainer School Recommended scheme , watch our ‘Talk About’ series on the PIF YouTube channel – Pet Industry Federation 

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New CMA Fining Powers Target Non-Compliant Pet Subscription Models

Bird & Bird, a PIF Associate Member, has highlighted critical updates to the Digital Markets, Competition and Consumers Act 2024 (DMCC Act) that will impact how pet businesses manage subscriptions. With enforcement expected by April 2026, companies offering recurring services or products must prepare for stricter regulations regarding auto-renewals and consumer cancellation rights.

The DMCC Act introduces significant consequences for non-compliance, granting the Competition and Markets Authority (CMA) powers to issue direct fines. These penalties can reach up to 10 per cent of a business’s annual global turnover. This shift moves the UK toward a more rigorous legislative framework, in some cases exceeding current European Union consumer protection standards.

Under the new regime, pet businesses must provide “Key Pre-contract Information” clearly at the point of sale. This information, which includes payment frequency, minimum total liability, and a summary of cancellation rights, cannot be hidden behind hyperlinks. This ensures that consumers are fully aware of their ongoing financial obligations before entering into a commitment.

The legislation also mandates a specific schedule for reminder notices. Businesses will be required to notify consumers before a subscription renews or a payment becomes due. For annual subscriptions, reminders must be issued every six months. Furthermore, “cooling-off” rights will allow consumers a 14-day window to cancel after a trial period ends or a new yearly term begins.

A core aim of the Act is to eliminate “subscription traps” by ensuring that ending a contract is as straightforward as starting one. If a subscription is sold online, the business must provide an online cancellation mechanism that involves no unreasonable steps. Following a cancellation, written confirmation must be sent within 24 hours for online requests or three working days for other methods.

As the UK government finalises secondary legislation to operationalise these rules, pet businesses are encouraged to review their existing terms and conditions. Mapping out a new notification schedule and establishing a simple, transparent cancellation journey will be essential steps for maintaining compliance and avoiding the risk of substantial CMA intervention.

If your business is affected by these upcoming changes to subscription law, Pet Industry Federation members can access a free 30-minute consultation call with the industry experts at Bird & Bird to discuss their compliance strategy. To book your session, please contact the Bird & Bird team at pets.team@twobirds.com.

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A pouch of PARK LiFE Pet Mini Eggs for dogs, featuring colourful egg-shaped carob treats.

PARK LiFE Pet Launches Dog-Friendly Mini Eggs to Celebrate Easter 2026

PARK LiFE Pet, a PIF Member, has introduced its new Mini Eggs for dogs, providing a safe and playful way for pets to participate in Easter celebrations. The family-run brand has developed these soft-baked, egg-shaped treats using dog-safe carob as a healthy alternative to chocolate, which is toxic to canines.

The grain-free treats are formulated specifically for pets with sensitive stomachs and contain no added sugar or salt. Each pouch features two festive designs, making them a suitable option for seasonal gifting or treat trails. Due to their soft-baked texture, the Mini Eggs are appropriate for a wide range of ages, including puppies from eight weeks old and senior dogs.

A focus on “feel-good” nutrition is central to the range, ensuring that seasonal indulgences do not compromise a pet’s daily health. By using carob, PARK LiFE Pet delivers a familiar chocolate-style flavour without the harmful theobromine found in cocoa-based products. This allows owners to include their dogs in springtime traditions safely and responsibly.

The brand, which originally began as a home-baking project inspired by the founders’ first dog, Penny, has grown into a recognized name for clean-label pet snacks. The Easter collection maintains the brand’s commitment to “planet-kind” practices and natural ingredients, aligning with the growing consumer demand for transparent and sustainable pet care.

The PARK LiFE Mini Eggs are now available for purchase through the company’s official website . These dog-friendly Easter treats are priced at £4 per pouch, offering an affordable way for pet parents to celebrate the holiday with their animals.

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Branding for Scooch, Grub Club Pets, and PetProov, the three pet care startups recognized in the 2026 Startups 100 Index.

Three Innovative Pet Care Brands Ranked Among UK’s Top 100 Startups for 2026

Scooch, Grub Club Pets, and PetProov have been ranked in the 2026 Startups 100 Index for redefining pet welfare. This prestigious national index identifies the most promising new businesses in the UK, highlighting a significant shift toward high-tech, proactive animal care.

Scooch secured the 39th position with its AI-powered pet wellness platform. The company utilises a subscription-based model to provide personalised, preventative care through digital health checks and vet-approved products. By using artificial intelligence to track health data, the platform helps owners identify potential issues before they require reactive veterinary treatment.

Ranking 73rd, Grub Club Pets was recognised for its sustainable approach to nutrition, using insect protein to create hypoallergenic, gut-friendly pet food. Their recipes use UK-grown grubs to provide a lower environmental footprint than traditional meat-based diets. The brand’s focus on canine allergies has helped it secure listings with major retailers including Pets at Home and Abel & Cole.

PetProov ranked 75th for its innovative pet verification and welfare technology. The platform employs government-grade identity checks to protect the pet industry from scams, fraud, and unsafe rehoming. By independently validating documents such as vaccination records, the startup ensures that trust and transparency become standard parts of the pet ownership journey.

Zohra Huda, Editor of Startups.co.uk, noted that the 2026 Index reflects a massive cultural shift in the sector. She observed that the traditional “kibble-and-kennels” model is being replaced by a high-tech ecosystem where innovation serves as an antidote to historical scams and environmental costs.

The Startups 100 Index, now in its eighteenth year, continues to showcase young businesses exhibiting significant technological innovation and market disruption. These pet-focused entries demonstrate how the UK’s £8 billion pet market is being transformed by companies dedicated to longevity, sustainability, and animal safety.

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The new LitPet Meaty Mix range of herbal supplement pastes for dogs and cats in four different varieties

LitPet Launches Meaty Mix Functional Herbal Supplement Pastes for Cats and Dogs

LitPet, a PIF Member, has introduced its award-winning range of supplements in a new paste format called Meaty Mix. Developed in the UK, these grain-free pastes utilize Traditional Chinese Medicine (TCM) principles to provide daily nutritional support for specific wellness needs in both cats and dogs.

The Meaty Mix range is presented in pouches of ten individual sticks, designed to be fed as a treat or mixed with regular meals. The series includes four targeted formulas: Bone Boost & Joint Care, Digest Well, Pawsitive Calm, and Urinary Guard. Each recipe combines high-quality proteins, such as chicken and duck, with botanicals and science-backed ingredients to aid long-term health maintenance.

The Bone Boost & Joint Care formula contains Type II collagen, glucosamine, and turmeric to support mobility and cartilage health. Digest Well focuses on intestinal balance using lactose-free goat milk and reishi mushroom to maintain a healthy gut flora. For pets requiring support during stressful events like travel or veterinary visits, Pawsitive Calm utilizes L-Theanine and bovine colostrum to encourage a composed state without sedation.

Urinary Guard, a duck-flavoured paste, is formulated with cranberry extract and ginkgo leaf to support the maintenance of a healthy urinary system. These products are intended for use as part of a preventative care routine over an extended period to ensure the best results for the animal’s overall wellbeing.

Stephen Hu, Director of LitPet, stated: “The Meaty Mix sticks allow owners to introduce our herbal pet supplements in an affordable and convenient format. Our goal is to provide a variety of delivery options, including these new pastes and our existing powders, to suit the specific budget and size requirements of every pet owner looking for functional nutritional support.”

The company has received significant industry recognition, reaching the finals of the Pet Industry Federation Innovation Awards. The full range is manufactured in the UK, ensuring consistent quality and transparency for pet owners seeking holistic wellness solutions.

 
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