Feed their Pawtential with a Pedigree Wholesale exclusive
The launch of Pawtential Collagen Chews from Pedigree Wholesale marks a significant step forward in the growing market for dog wellness products. As the trend toward pet humanisation accelerates, where owners treat their dogs’ health, nutrition, and overall wellbeing with the same care they give themselves- collagen has quickly become one of the most sought-after functional ingredients in human and pet products.
New for 2026, Pawtential Collagen Chews tap directly into this shift, providing pet specialist retailers with a premium, on-trend product that satisfies consumer expectations for both quality and purpose.
Made using hydrolysed collagen, these chews offer a perfect alternative to traditional rawhide. Hydrolysed collagen is more digestible and gentler on the stomach, while also supporting key areas of canine health such as joints, skin, coat condition, and overall vitality.
This combination of enjoyment and functionality is exactly what today’s pet owners seek: treats that don’t just taste good but contribute to long-term wellness. Pawtential chews are perfectly positioned as more than just snacks, but as part of a holistic approach to caring for dogs from the inside out.
Variety is another of Pawtential’s strengths. The chews are available in four enticing flavours: beef, chicken, salmon, and peanut butter, ensuring an option for every palate.
Just as importantly, the chews come in four sizes (XS, S, M, and L), allowing retailers to cater to puppies, small breeds, medium dogs, and large breeds with equal ease. This versatility makes the range easy to merchandise and easy for customers to shop, encouraging repeat purchases and trial across the different flavours.
Exclusivity is an important part of what makes Pawtential such a strong opportunity for retailers. The range is exclusive to Pedigree Wholesale, giving their customers a unique edge in a competitive market with great margin opportunity.
Distinctively branded, shelf-ready packaging ensures strong visibility whether displayed at the till point or on the main fixture. The bright, eye-catching design reinforces the wellness and functionality message while also helping the product stand out in a crowded chew category. For stores looking to maximise impact, the range is also available with a branded FSDU, ideal for promotions, seasonal campaigns, and high-footfall areas.
The collagen trend shows no sign of slowing down, especially as more owners actively seek treats that support health as well as enjoyment. Pawtential Collagen Chews are positioned perfectly to meet this demand, bringing together science-led ingredients, convenience, quality, and brand appeal. For retailers wanting to strengthen their functional nutrition offering, these chews provide an excellent opportunity to drive incremental sales while meeting modern consumer expectations around pet wellbeing.
Contact
For further details, merchandising support, or ordering information, speak to your Pedigree Wholesale Representative to discover how Pawtential can help your customers “feed their pawtential” in 2026 and beyond.