Supreme Petfoods has won a hat-trick of honours, including Manufacturer of the Year
Supreme Petfoods is celebrating a hat-trick at the 2025 Pet Product Marketing Retailer Recommended Awards, once again showcasing its position as the go-to brand for specialist small pet nutrition and retail support. This year’s triple accolade includes:
● Manufacturer of the Year – for the second year in a row
● Small Pet Product of the Year – for the Science Selective range, unbeaten since 2017
● Shopfitting/POS of the Year – for Science Selective Food Samples and POS, awarded two years running
“It’s a privilege to be recognised by the retailers we work so closely with,” says Claire Hamblion, Marketing Director at Supreme Petfoods. “We’re proud to share these wins with our retail partners – they are a huge part of our success and share our commitment to doing what’s best for small pets.”
Backed by science, trusted by vets
Supreme’s winning streak is no accident. The company has long championed species-specific, science-led nutrition for small pets, at a time when this segment of the market is too often overlooked. Its flagship range, Science Selective, delivers tailored diets for rabbits, guinea pigs, chinchillas, hamsters, rats, mice, and gerbils – with every ingredient selected for nutritional benefit.
Every recipe is formulated with the help of veterinary experts and nutritionists. Across the range, you’ll find:
● No added sugars
● High-fibre herbivorous diets to support digestive health
● Omega-3 and 6 fatty acids for skin and coat condition
● Natural prebiotics to support gut health
This evidence-based approach to small pet nutrition has earned Science Selective the ongoing trust of the veterinary community and continues to resonate with increasingly informed and conscientious pet parents.
Innovation that keeps the category moving
Supreme doesn’t stand still. Over the past year, the brand has launched several new products to meet evolving consumer demands and pet health needs.
The Selective Naturals Botanicals range brings a refreshing and naturally delicious twist to daily feeding routines, offering Timothy hay-based foods enriched with aromatic botanical herbs such as dandelion, mint, and parsley.
Developed specifically for rabbits and guinea pigs, these highly palatable recipes are designed to reflect a more natural, varied diet – one that’s full of texture, scent, and flavour. What makes the range particularly innovative is the variety of nugget shapes, carefully crafted to promote foraging behaviour and keep mealtimes interesting. The differing shapes and sizes encourage pets to explore their food, helping to mimic the stimulation they’d experience when foraging in the wild. This not only adds enrichment to their daily routine but also helps prevent boredom. Crucially, because each nugget is nutritionally complete, pet parents can provide variety without the risk of selective feeding – ensuring a balanced diet in every bite. It’s a perfect harmony of natural ingredients, scientific formulation, and behavioural well-being, all in one bowl.
Also making waves is the Selective Care Supplements range – a groundbreaking move into functional nutrition for small pets. These plant-based, veterinary-backed treats are available in a variety of health- focused formulas:
● Skin and Coat
● Urinary Health
● Immunity
● Digestion
● Joint and Mobility (new for 2025)
With high-quality active ingredients such as glucosamine, turmeric, linseed, rosehip, and Vitamin C, these supplements offer a convenient and palatable way for pet parents to support their pets’ well-being.
A holistic, plant-based approach
All Supreme’s products for small pets are manufactured in-house, in a dedicated UK facility that is completely plant-based and meat-free. This not only ensures complete control over quality and safety but also reflects the brand’s ethical and sustainable approach to pet nutrition.
This plant-based production model is especially relevant in today’s market, where growing numbers of consumers are thinking more consciously about sustainability, ethical sourcing, and the environmental impact of the products they buy – including those they choose for their pets. Naturally herbivorous, pet rabbits and guinea pigs flourish on plant-based diets, so it makes perfect sense to feed them in a way that mirrors their wild, sustainable lifestyle.
Retail support that really delivers
Retailers consistently praise Supreme not just for the quality of its products, but for the outstanding marketing and merchandising support that comes with them. Every product launch is backed by engaging, on-brand POS and display materials that help drive footfall and educate customers.
From free-standing displays and shelf- ready packs to eye-catching barkers, wobblers, and shelf strips, Supreme helps retailers turn shelf space into standout displays. The brand also provides:
● Free product samples to encourage trial and repeat purchase
● Posters and nutrition guides to inform and reassure pet parents
● Exclusive promotions and loyalty incentives to drive sales
● Expert marketing content for social media, helping specialist retailers thrive
Recent promotions include the popular Scan, Enter, Win on-pack campaign and FREE Treats inside packs, which add value for shoppers while helping to increase basket spend. The upcoming Selective Naturals storage tin giveaway (free with the purchase of three treats) is set to be a major new draw in-store, helping retailers offer added incentives and grow loyalty.
Pet-focused, retailer-friendly
Supreme’s mission is simple: to help pets live happier, healthier lives – and to help retailers thrive while doing it. That’s why the brand’s core Science Selective range is not available in grocery or discounters – protecting the margins and exclusivity of specialist pet retailers.
And with training, tools, and tailored support always on hand, Supreme makes it easy for retailers to feel confident selling the range. Whether it’s via webinars, educational leaflets and samples, or in-store advice, the brand remains committed to empowering retailers to offer the best in small pet care.
“We’re proud of what we’ve achieved,” says Claire Hamblion. “But what drives us is what’s next – new product innovations, new ways to support our partners, and continued growth for the small pet category. There’s never been a better time to join us on the journey.”
PPM says: For the second year running, Supreme has scooped a hat-trick of awards. The range of the awards is a glowing endorsement of a brand succeeding on all fronts, manufacturing in the right way, developing market-leading products, and providing great service to retailers. Supreme has always looked at the bigger picture to provide quality to small animals and ensure that the category gets the focus and attention discerning owners demands. It’s not a surprise that shop owners find Supreme a key brand to work together with
To order free samples or become a stockist, visit supremepetfoods.com or email [email protected]