Emerging Brand of the Year

Waita Pets comments:

Built around a commitment to natural, minimally processed nutrition for dogs and cats, Waita has become known for its unique approach to freeze-dried feeding. From natural treats and meal toppers to complete and balanced food, the brand has developed a product range that stands out in an increasingly competitive pet food market.

Building a Leading Freeze-Dried Range

Product innovation has been a key driver of Waita's growth. The brand first gained recognition with distinctive freeze-dried products such as whole quails and quail egg yolks, offering pet owners natural treats that were rarely available in the UK market. Over the past two years, the range has continued to expand with a variety of unique products, including rabbit blood, goose trachea, and pigeon neck, helping retailers offer something genuinely different to their customers.

The focus behind every product remains the same: creating natural, species-appropriate nutrition that supports the health and wellbeing of dogs and cats. This philosophy has also led to the development of complete and balanced freeze-dried foods containing over 99% meat. By combining innovation with a commitment to high-quality nutrition, Waita continues to push the boundaries of what is possible in the pet industry.

Supporting Retailers and Brand Partners

Today, Waita offers one of the most extensive freeze-dried ranges in the UK, and can be found in more than 200 independent pet stores, as well as leading retailers including Pets Corner and Just for Pets. The uniqueness of the range and strong customer loyalty have contributed to rapid growth and increasing recognition throughout the industry.

Alongside its retail offering, Waita provides flexible wholesale solutions including bulk packaging, white label, and private label/OEM services, helping retailers, distributors, and brands bring freeze-dried products to market tailored to their own customer base.

Looking Ahead

Winning Emerging Brand of the Year marks an important milestone for the business, but the focus remains firmly on the future. Continued investment in product development, new protein sources, and innovative freeze-dried solutions will ensure the brand remains at the forefront of this growing category.

As consumer demand for natural, high-quality pet nutrition continues to increase, Waita is well positioned to bring even more exciting products to retailers, brand partners, and pet owners in the years ahead.

To find out more, email [email protected] or visit the Waita Pets website