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Pet Industry Federation News

Category: Pet Industry Federation News

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DotDotPet Recognised for Fragrance Standard in Grooming Product Category

DotDotPet’s Shampoo Range has been awarded Highly Commended in the Best Grooming Product category at the Your Dog Awards 2026. The result is significant as the awards are determined by votes from pet owners. Owners reported that the product contributed to calmer bath times, softer coats, and more relaxed dogs.

The range is centred around The DotDotPet Fragrance Standard, which is the brand’s approach to scent development. Developed with veterinary professionals, perfumers, and behaviour experts, the shampoos are formulated to reduce nasal irritation and sensory overload, thereby supporting calmer behaviour. Key features include Shine Bright gentle fragrance technology, designed to provide a light, long lasting scent without intensity. The formulation also uses low irritation chemistry to reduce overstimulation and avoidance behaviours, alongside Neofresh odour neutralisation technology, which neutralises odours at a molecular level.

The shampoos feature prebiotic, conditioning formulations that support skin health. The design includes no drip, easy grip bottles, and the hypoallergenic, pH balanced formulas are suitable for sensitive skin types.

DotDotPet has no grocery listings, offering independent retailers a differentiated product. Furthermore, a portion of each purchase supports the Battersea charity.

Harry Chapman, Founder of DotDotPet, commented: “This award matters because it comes directly from pet owners. It confirms that respectful, low irritation fragrance design truly improves everyday care for dogs, and that is exactly what we set out to achieve.”

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Five Animal Charities Benefit from Latest Dorwest Foundation Funding

Herbal pet care brand Dorwest Herbs has announced an £8,000 donation from the Dorwest Foundation to local and national animal welfare charities, continuing the company’s commitment to charitable support. The Dorwest Foundation provides assistance to dogs and cats requiring care and health improvements, while also supporting dogs trained for assistance, rescue, or medical capacities.

Dorwest generates these annual donations through the sales of specific products, Keeper’s Mix and Keeper’s Mix Sensitive, with ten per cent of the profit from every sale being donated. This year the contribution has benefited five distinct organisations. Margaret Green Animal Rescue, which supports pets that have become homeless or neglected, received support alongside the Dorwest team volunteering their time at the site in December to assist with maintenance.

The funding also reached Hope Rescue, a dog welfare charity focused on saving strays in South Wales, and DASH Dogs, which provides a safe haven for animals in Greece. Furthermore, the Wild at Heart Foundation received a donation to support its mission of reducing the global stray dog population through sterilisation and education. The final recipient was the Thin Blue Paw Foundation, which is dedicated to the protection and rehabilitation of serving and retired police dogs across the United Kingdom.

Jo Boughton-White, Dorwest Managing Director, commented that every day brings new challenges to charities and noted that this funding makes a real difference. She extended thanks to the customers who contributed through their purchases and expressed gratitude to the charity staff for their ongoing care.

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Park Life Pet Launches Festive Grain Free Dog Treat Collection

Park Life Pet, a family run business, has launched the Nibbles Christmas Collection, a range of festive inspired dog treats. These treats are grain free, made with 100% natural, human grade ingredients, and are shaped as bite sized nibbles suitable for training or seasonal treating.

The company developed the collection to provide safe, flavourful alternatives to traditional festive foods, which can pose risks to dogs. The treats are available in three seasonal varieties:

  • Pigs in Blankets: With savoury sausage and bacon notes.

  • Turkey and Rashers: Featuring roasted turkey and rasher flavours.

  • Christmas Pudding: With a fruity, spiced pudding essence.

The treats are free from grains, artificial additives, and other added ingredients. Each 100g pack is low calorie, containing 2kcal per treat, and is supplied in fully recyclable packaging. The packaging also includes gift tags for personalisation.

Richard Marles, Founder of Park Life Pet, said: “The Nibbles Christmas Collection was created to offer a fun, flavourful festive treat that is wholesome and planet friendly, allowing pet owners to include their dogs in seasonal celebrations.”

Find out more about Park Life Pet here: www.parklife.dog

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Direct4Pet Invests in 40,000 Sq Ft Logistics Centre and Expands Fulfilment Services

Direct4Pet, the veterinary led online retailer based in Burscough, Lancashire, has completed a major investment by moving into a 40,000 sq ft logistics centre. This development reflects the ongoing evolution of the business from a surgery based operation to a multi channel retailer.

The business originated within an established veterinary practice that identified a need for accessible, online pet care products. Black Cat Medicines Limited was established in 2013 to support this demand, and the Direct4Pet.co.uk platform was subsequently launched in 2020.

Garry Howard, Director of Direct4Pet, said: “Although Black Cat Medicines Limited remains our registered company name, Direct4Pet has become the company’s public facing brand. What began as a veterinary led online pharmacy has evolved into a multi channel retail operation, serving customers through our own website and across numerous major marketplaces.”

Direct4Pet operates as a UK based, RCVS registered veterinary pharmacy and pet care retailer. It supplies a full range of products, including prescription medicines, food, supplements, and accessories, which are overseen by qualified veterinary professionals.

The company moved into the new 40,000 sq ft logistics warehouse in January 2025. The facility features conveyor picking and belt packing lines designed to process orders with precision. Mr Howard noted: “Every product is handled in house by trained staff under veterinary supervision, ensuring that quality standards carry through to every order that leaves the warehouse.”

The expanded fulfilment capabilities allow the company to offer a full 3PL (Third Party Logistics) solution to partner brands and manufacturers. This system, developed in collaboration with Storefeeder, allows partners to connect their e commerce websites directly to the Direct4Pet warehouse systems for picking, packing, and dispatch.

Direct4Pet also supplies products to breeders, shelters, pet insurance companies, and animal charities. The company employs qualified veterinary surgeons, registered SQPs, Product Managers, Buyers, and Customer Service specialists.

Mr Howard concluded: “We aim to expand our range, introduce new exclusive brands, and explore international shipping in the future. We are also investing in technology to improve the website experience and develop resources to assist customers. Our long term goal is to combine professional care, affordability, and convenience.”

For further information please visit: www.direct4pet.co.uk

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Tug-E-Nuff expansion 2026

International Focus Drives Growth for Tug-E-Nuff

Tug-E-Nuff, a Pet Industry Federation member, has reported a year of significant growth in 2025, driven by strategic milestones and expansion into markets beyond the UK. The company has focused on increasing its global reach and accessibility while maintaining its strong UK presence.

The business experienced a 16% increase in export sales, alongside an uplift in fourth quarter sales compared to the previous year. Product innovation included the expansion of the toy range with its first water toy, a three in one dummy designed for fetching, floating, and tugging. Furthermore, the partner programme strengthened its global network of pet professionals—including dog trainers, behaviourists, dog walkers, and veterinary therapists—with the addition of nearly 400 new members.

Market expansion focused significantly on the US, where the company increased its accessibility by attending events including the APDT International Conference, Clicker Expo, and the IAABC Conference. This strategy has resulted in the establishment of a network of over 150 pet professional partners in the US. The company also received industry recognition, winning ‘Marketing Campaign of the Year’ at the PIF Awards, and was also shortlisted for four other national awards.

Looking ahead to 2026, Tug-E-Nuff plans to further boost its presence in the US by opening up wholesale ordering to independent retailers and onboarding more American pet professional partners, according to Managing Director Danny Nelis-Rouse. Mr Nelis-Rouse commented: “This has been a landmark year for Tug-E-Nuff. The milestones we reached in 2025 are a reflection of the commitment that drives our goals. With the momentum built this year, we are focused on innovation and expanding our reach further in 2026, particularly beyond the UK.”

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Dorwest Herbs Launches Bone Broth Range

Dorwest Herbs, which focuses on herbal pet care, has launched a new range of slow cooked bone broths, which includes a limited edition Venison flavour.

The launch builds on Dorwest’s 75 years of expertise in natural pet supplements. The bone broths can be used as a topper for meals or served as a drink, particularly after periods of illness or exercise.

The range includes Beef, Chicken, and the limited edition Venison flavours. The broths are formulated to be rich in protein, collagen, minerals, and amino acids. They are slow cooked with apple cider vinegar to aid in nutrient release. Dorwest states the products are 100% natural, contain only three ingredients, and are free from artificial hormones, antibiotics, and additives. They can be served warm, cold, or frozen, and can be administered in greater quantities during recovery or for rehydration purposes.

Jo Boughton-White, Managing Director at Dorwest, commented: “Our new bone broth range has been designed with experts to best suit the needs of our customers and their dogs, while maintaining Dorwest’s standards. The limited edition Venison product is available seasonally this winter.”

The launch comes amid growing demand among pet owners for natural and functional foods. Bone broth is being increasingly recognised as a dietary supplement used to support pet wellbeing.

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Pawer Water and Closer Pets Launch Hydration On The Go Bundle

Two Pet Industry Federation members, Pawer Water and the pet technology brand Closer Pets, are collaborating to launch a new product bundle designed for use during daily walks and outdoor activities.

The resulting Hydration On The Go Bundle is a travel focused hydration solution combining two items. The package features a double wall insulated bottle with a large BPA free silicone drinking bowl from Closer Pets. The bundle also includes a pouch containing five sachets of the Pawer Water supplement, which features electrolytes and collagen.

This partnership brings together Pawer Water’s focus on hydration based supplementation with Closer Pets’ established range of pet care solutions.

Nathalie Ohana, Founder of Pawer Water, commented: “This collaboration demonstrates how complementary brands can join forces. Closer Pets’ expertise and global reach make them an ideal partner as we continue expanding preventive wellness for dogs.”

Caroline McColl, Commercial Director at Closer Pets, said: “We look forward to partnering with Pawer Water. Their approach to hydration and nutrition complements our mission to support wellbeing through smart pet care solutions.”

The partnership aligns with both brands’ objectives to deliver health focused products to a wider global audience.

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Dog Trainer School Trial Provides Recommendation for PAWD Calming Pouch

The PAWD Calming Pouch has been awarded the “Recommended Product” mark by The Dog Trainer School (TDTS) after achieving an 85% “would recommend” score during independent testing. This result, which exceeded the 80% minimum threshold, was based on real-life assessments conducted by professional dog trainers and behaviour professionals across the UK.

PAWD Calming is described as a drinkable calming supplement intended to support dogs without sedation. TDTS members used the supplement during the trial with their own dogs and client dogs in everyday situations, such as at home in the evenings, prior to fireworks, and when exposed to stressors like visitors and busy walks.

Trainers reported back that a number of dogs appeared calmer and settled more easily. Feedback indicated that the product often “took the edge off” enough to allow training and behaviour work to progress more smoothly. Ease of use and acceptance by the dogs were also rated highly by the professionals.

Helen Wainwright, Co-Founder of The Dog Trainer School, commented on the testing philosophy: “Before founding The Dog Trainer School, I worked as a product tester at Good Housekeeping, where everything had to be fair, transparent and practical. We’ve brought that same evidence-based approach into the pet world. With PAWD Calming, our testers weren’t looking for a miracle cure – they were looking for something that genuinely helps dogs cope better in real life. The feedback shows it can make a meaningful difference for many dogs when used alongside good training and management.”

A TDTS tester shared feedback on the product’s impact on a dog’s ability to manage triggers:

“My dogs are noticeably calmer and more relaxed around triggers when having PAWD drinks, meaning we can actually work on our training plan – a huge change!” (Charlotte, Tails Trails, TDTS member)

Brands interested in submitting products for future testing windows can find details at www.thedogtrainerschool.co.uk

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New Pet Business Content Planner Launches to Support Marketing and Wellbeing in 2026

A new content planner has been launched to help pet professionals and small business owners stay on top of their marketing, social media, and business planning throughout 2026.

The Pet Business Content Planner and Companion has been created by journalist, pet blogger and podcaster Rachel Spencer to reduce the overwhelm that many business owners feel around self-promotion and consistent content creation.

Designed as both a diary and a strategic planning tool, the planner includes key awareness days and national days, space for monthly and quarterly goal setting, prompts to capture business highlights, income and expenses tracking, content ideas and habit trackers.

Rachel, who is an accredited coach and mentor with the Institute of Leadership and Management, has also developed 12 Words for When journaling exercises. These offer support through common challenges faced by her clients, such as comparison on social media, managing new projects and building a healthier work life balance.

Rachel explained: “I wanted the planner to be everything small businesses need when talking about the work they do. The content prompts and awareness days help with ideas, and the diary element is a space to capture what is happening each week. The monthly reflection questions encourage people to recognise their achievements rather than feeling like they have not done enough, which is something many small business owners struggle with.

“The Words for When section provides practical coaching support, along with space to plan projects, navigate change and deal with difficult conversations. Each exercise is based on evidence-based coaching methods and I hope the planner will help a lot of people.”

The planner was brought to life with bespoke illustrations created by designer Kate Hendry from Finbo Studio. These include pet-inspired artwork such as a dog recording a podcast, a hamster taking a selfie and a chicken sending a text message.

Rachel launched her first planner last year. This year’s edition includes a charitable initiative, with £5 from every sale made between December 2 and December 9 donated to StreetVet, a charity that supports animals and people affected by homelessness. Each donation will be doubled through The Big Give match funding campaign, enabling every contribution to have twice the impact.

Rachel added: “I first met Jade Statt, cofounder of StreetVet, in 2017 while working as a journalist and we stayed in touch. When I learned about The Big Give and how donations can be matched to make an even greater difference, I wanted to build this into the planner.”

To find out more about the Pet Business Content Planner and Companion, visit www.rachelspencer.co.uk/shop 

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Vital Pet Group Takes Home Wholesaler of the Year Award

Vital Pet Group (VPG) has been named Wholesaler of the Year at the recent Pet Industry Awards. The accolade recognises VPG’s significant business transformation, commitment to innovation, and service to UK pet retailers.

The award highlights the considerable growth and operational achievements VPG has realised in recent times. The judging panel noted the company’s dedicated approach to evolving its service and product offerings, a key factor in its success in the wholesale sector.

Peter Brame, Group Trading Director at VPG, commented on the achievement: “Winning Wholesaler of the Year is a huge honour for everyone at VPG. This award reflects the hard work, dedication, and passion our team brings to the business every day. This recognition inspires us to continue innovating and driving the pet industry forward.”

The Pet Industry Federation Awards acknowledges businesses and individuals across the UK pet sector that demonstrate high standards of service, innovation, and industry commitment. VPG’s win underscores its position as a proactive and trusted partner to independent retailers.

Amy Spratt, Group Head of Marketing at VPG, added: “We wanted to thank our customers for their support, so we’re celebrating this award with a week of exclusive savings. It’s our way of giving back to the retailers and partners who help make VPG what it is today.”

VPG is offering a promotional discount of 10% off sitewide from 17th–23rd November 2025.

Visit  https://vitalpetproducts.co.uk/ to claim your discount. 

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