See who has taken home the honours at the UK's biggest pet show
Ground-breaking pet products have been confirmed as the winners of the coveted PATS New Product Awards 2025.
The winners were chosen by a team of expert pet retailers, who arrived early at the show’s new home of Hall 1 at the NEC Birmingham in order to make their choices from a record number of entries.
The panel judged more than 450 new products entered in the New Product Showcase, basing their decisions on criteria such as product innovation, design, quality, packaging, value for money and sustainability.
Here is a full list of the winners together with the judges’ comments:
PATS 2025
New Product Award Winners (sponsored by pbwnews)
Cat Accessories & Toys
Pidan Tofu and Cassava Cat Litter
Cococat & Pidan (stand K90)
Judges said: This is an on-trend product for up-and-coming pet parents. It has clean, clear branding, is eco-friendly and reasonably priced.
Cat Food Products
Cat Functional Topper Supplements
Karnlea (stand A70)
Judges said: This product is made in the UK with colourful, stunning packaging. It’s a great product in a limited market with clear labelling.
Dog Food Products
barkinBISTRO Pancreatic Support
barkinBISTRO (stand L89)
Judges said: This is a fantastic addition to the market. The product has a great design and has clear purpose. It fills a gap in the market – many people are looking for complete foods for dogs with pancreatitis.
Dog Treat Products
BrewBix Dog Treat Biscuits Trial Box
BrewBix (stand E99)
Judges said: This product is good for gift giving and pitched at a great price. It is carbon positive, eco-friendly and comes in good packaging. Dogs will love it.
Dog Accessories & Toys
The DOOG Stick Family
IGSM, COCO, JOJO & DOOG (stand A36)
Judges said: This well-designed toy is lighter, tougher and long lasting. It’s a hard-wearing product with a fun design. It will be hard to lose as it floats and glows in the dark.
Dog Harnesses, Leads & Dog Wear
Alpha 360 Fleece Pullover
Woolly Wolf (stand G31)
Judges said: A product fit for purpose. It has a good price point and comes in lovely colours. It has a fantastic design and folds into a pouch for convenience. It’s perfect for bellies of dogs low to the ground.
Small Animal & Bird Products
Osaka Seed Feeder
CJ Wildlife (stand H87)
Judges said: This bird feeder has a great design, it’s stylish and is reasonably priced. It delivers style with substance.
Pet Care Products
RunFree Grass-Fed Bovine Colostrum Pet Supplement
Bellas Apothecary (stand B97)
Judges said: This natural product is priced well and comes in nice packaging. It ticks all the boxes and will prove popular in pet stores.
Grooming Products
WildWash 5 in 1 Magic Mud for Dogs & Cats
WildWash (stand J70)
Judges said: A well thought-out natural and unique product. It is also clearly labelled. It gives ‘spa-at-home’ vibes.