The Muzzle Movement’s Size Mitzy has been named the winner of the Pet Industry Federation Innovation Award at this year’s Business of Pets conference, held from 5–6 June at the Cranfield Management Development Centre, near Milton Keynes.
The award recognises innovative solutions to real-world challenges in the pet sector. Entries were judged by conference attendees, who scored each product or service on creativity, innovation, market impact, and sustainability. Each of the 12 finalists delivered a ten-minute pitch to delegates during the two-day event. Size Mitzy achieved the highest overall score across all categories.
Second place was awarded to Petscribers, a digital prescription platform created by veterinary surgeons to make pet medication more affordable and accessible. Third place went to AniVatio ProGut, a 3-in-1 oral gel formulated with prebiotics, probiotics, and postbiotics to support canine gut health.
Founded by Clara Hewson, The Muzzle Movement is on a mission to change public perceptions of muzzled dogs. Inspired by her own experiences with her rescue dog, Tolly, Clara recognised the stigma surrounding muzzles and developed products that are both functional and friendly in appearance. The Size Mitzy muzzle reflects this ethos, allowing dogs to pant, drink, and take treats comfortably while also appearing less intimidating in public.
Nigel Baker, Chief Executive of PIF, said: “The level of innovation this year was exceptional, but Size Mitzy truly impressed the judges with its thoughtful design and functionality. It is a brilliant example of how the pet industry continues to develop compassionate and practical products that make a real difference.”
The Business of Pets conference brought together entrepreneurs, investors, and professionals from across the pet industry for two days of knowledge-sharing, networking, and inspiration. Delegates enjoyed a packed programme covering pet market data, brand-building strategies, growth opportunities, and expert insights into the future of the sector.
PIF would like to thank headline sponsors Worldpay for their invaluable support, and extend sincere thanks to our speakers, exhibitors, and attendees for making the event such a success.
Save the date
Next year’s Business of Pets conference will return to Cranfield Management Development Centre on 3–4 June 2026.
Register your interest for the 2026 event now: https://petfederation.co.uk/the-business-of-pets-conference (please note, this page is being updated)
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Dan Everett