28th - 30th September 2025  |  NEC, Birmingham
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What it means to win a New Product Award at PATS
Winning a New Product Award at the Pet & Aquatics Trade Show can have a tremendous impact on the fortunes of a PATS exhibitor. It can help turn a new launch into a bestselling item in pet stores around the country and clinch that all-important export deal.
Donald Cooke showcasing their ranges at PATS again! We are delighted to be able to showcase our own brands and those we exclusively distribute at PATS for a second year, after landing 2 Showcase Winner awards last year. We will be showcasing our K9 Chew Co range, which has now doubled in size to offer Bulk and Pre Pack Treats alongside our Antlers and Yak Chew ranges. We will also have Tick Twister, No More Plaque and our brand new Suteki Pond range on the stand along with a couple of new partners as well! Simon Lewis-Dale, Head of Business Development for Donald Cooke said “PATS 2024 was the best UK trade show I have been to for 20 years, it had a great buzz about it.  As well as winning the awards for Grooming Tool of the year for the Tick Twister 3 Piece Clipbox and Dog Treat of the year for our Pick n Mix Treat Pots we met lots of new and current customers, which is always the most fun part.  Moving to the NEX will no doubt increase the number of visitors and looking at the floor plan, its going to be packed with lots of current and new suppliers as well.  Having both the Beta and Aquatics shows on at the same make this a must for the trade”.
Ruffingtons New Partnership - Scott Mills
Launched in the autumn of 2024, Ruffingtons is an artisan baked dog treats business with seven mouth-watering luxurious products for pets. The range is available for purchase online from October, and in stockists across the UK. A delectable treat for furry friends for ‘when words aren’t enough’ you can now purchase doughnuts, eclairs, truffles, and cupcakes for your dog. Perfectly packaged in Ruffingtons iconic gold and black branding, this is the perfect gift for the pet parent in your life, or indeed – your own furry friend who you love so much.
What did winning a PATS New Product Award mean to your brand?  Winning the awards at PATS for both K9 Chew Co and Tick Twister®, was a massive honour for both of the brands.  To get the recognition for developing products that both the panel of judges and subsequently customers recognize as best in class, certainly gives the business a confidence boost. Do you think the award has helped elevate your winning product in terms of exposure?  Both K9 Chew Co and Tick Twister® have seen really strong growth since the award win and it spurred us on to develop our new trade portal to help make the ranges more available to the UK Pet trade at www.donaldcooke.co.uk Have you used the award to promote the product, and if so, in what ways?  We have used the awards both here in the UK and internationally with Tick Twister® to help give the buyer that little bit more confidence in trying the products out. We also have the Awards in pride of place at our Head Office as well. Will you be entering this year’s New Product Showcase? Absolutely yes, straight after PATS last year we began working on ranges to try to excite the trade again. 
HARVEST PET PRODUCTS AWARDED PRESTIGIOUS BRCGS AA FOOD SAFETY CERTIFICATION
Wild bird manufacturer earns excellent rating for global food safety standards in recent audit.
The Aquatics Zone within PATS 2025 expands at new NEC Birmingham venue
Following its successful launch in 2024, the Aquatics Zone at PATS – The Pet & Aquatics Trade Show – is set to be bigger and better than ever as the exhibition moves to its new home in Hall 1 of the NEC Birmingham in September 2025.
Tailmate Launches Sustainable Cat Litter Line - Ecopaws, Redefining Green Standards in Pet Care
ECO Paws, a bold new name in eco-conscious pet care, proudly unveils its latest innovation: a line of plant-based clumping cat litter crafted from sustainable materials. Built on a foundation of global expertise, this launch marks a significant step forward in the pursuit of environmentally responsible solutions without compromising performance. Backed by over 25 years of industry experience and a presence in more than 100 countries, ECO Paws draws on Tailmate’s extensive pedigree in premium pet products. With a consistent presence at the world’s top pet trade shows, ECO Paws is reshaping sustainability standards in the booming pet care market. Key Advantages of ECO Paws Cat Litter:Fully Sustainable Lifecycle – Biodegradable formula, carbon-neutral manufacturing, and recyclable packagingOutstanding Performance – Ultra-low dust, superior odor control, rapid water solubility, and strong clumpingDiverse Product Range – Tailored to meet the rising global demand for eco-friendly pet care solutionsOngoing Innovation – Breakthroughs in sustainable materials and packaging technology
VETIQ® Launches Premium Joint Care and Calming Supplement Chews for Dogs
VETIQ® Unveils Premium Joint and Calming Supplement Chews for Dogs VETIQ®, a leading name in pet wellness, has launched two innovative supplement chews designed to support dogs’ joint health and emotional well-being. The new Joint Care and Serene Calming chews combine scientifically backed ingredients with a tasty, dog-approved roasted meat flavour—making daily health routines both effective and enjoyable. Perfect for health-conscious pet owners, these soft chews offer natural, non-invasive alternatives to traditional medications. With benefits like enhanced mobility, reduced anxiety, and strong consumer appeal, this launch presents a major opportunity for pet retailers looking to tap into the booming premium pet supplement market.
Not All Hypochlorous Products Are Made Equal
Leucillin [ loo - cillin ] nounLEU – Derived from leukocyte, scientific name for the white blood cellCILLIN –Gaelic name meaning "little warrior" 
Vital Pet Group x BARK Launch
Vital Pet Group Announces Exclusive UK Distribution Deal with BARKPlayful US Dog Toy Giant Arrives in the UK – Bringing Innovation, Character, and Choice to Retailers
Fresh from the Sea - Karnlea Makes a Splash with New Doggie Dental Supplement
Karnlea is taking a bite into the booming dental care market with the launch of its latest product - a natural, seaweed-based powder that targets canine oral health while supporting coat, skin, and gut wellbeing.
The PATS website now available in five different languages
To cater for the growing international interest in this year’s exhibition, PATS’ official website is now available in five different languages, including English. Buyers across Europe and beyond can now access www.patshow.co.uk in French, Italian, German, and Spanish.
National Pet Shop Day returns - Johnson's Veterinary Products unites with PIF and Bira to champion independent pet shops
Following the success of the first ever National Pet Shop Day in 2024, Johnson's Veterinary Products proudly announces the return of this landmark event on Saturday, 12th July 2025.
Better Together: Two Family Businesses Grow Together
April 14, 2025 – sera and Interpet are moving forward together into the future. Two strong family-owned businesses with a deep passion for aquaristics and fishkeeping are combining their expertise to offer even more innovative products and solutions for aquarium and pond enthusiasts. This partnership sets new industry standards and brings numerous benefits to customers across Europe and beyond.
Interpet Ltd. Announces Strategic Business Realignment
Following a comprehensive review of market opportunities and long-term growth strategies, Interpet Limited a leading provider of pet and aquatic products, has today announced a strategic realignment of its business operations, effective from 1st July 2025. As part of this initiative, Interpet has entered into an asset purchase agreement with Sera GmbH, a respected leader in aquatic care and fishkeeping.
Spice Up Your Life – Karnlea Launches New Supplement for Dogs
Karnlea has expanded its natural pet supplement range with the launch of Pumpkin & Spice – a flavourful blend designed to support digestive health that can be used as a supplement or added ingredient to home-made treats.
112 Results

We are thrilled with the incredible response from our very first exhibition at PATS! The three days were absolutely brilliant, giving us the opportunity to connect with many new and existing customers. PATS proved to be the perfect platform for launching our new catalogue and introducing over 350 brand-new SKUs. We can't wait to be a part of next year's event at the NEC!

Tom Gwilliam
Sales & Marketing Director |  HugglePets

I think it’s a great idea to add a third day to PATS. We’re here for all three days, giving us enough time to meet everyone and make informed decisions about stocking new products. We also like PATS because of all the networking opportunities.

Tina Quest
Redpaw Pet Supplies, Devon

At PATS 2024 it was lovely to reconnect with our existing customers while also having the opportunity to meet potential new ones. We were thrilled to launch three new ranges during the show, Canagan Petite, Canagan Raw (Freeze Dried Treats and Toppers) and Symply Little, all of which have sold amazingly well, further highlighting the value of this event for showcasing our innovations. Looking ahead, we believe that the Birmingham NEC could offer significant advantages, including improved transport links and a larger venue to accommodate a growing number of exhibitors and visitors, both will enhance the overall experience.

Charlie Williams
Joint Managing Director |  Canagan Group

We’ve been rushed off our feet on all three days. It has been an excellent show and I love the fact you can spend more time with visitors. I will definitely need a larger stand in 2025

Cyril Geoffray
UK & Ireland national Sales Manager |  Zoo Med
We’ve missed going to Aqua so we’re really happy to be visiting the Aquatics Zone at PATS. We’ve come to see the new products, find out about deals on offer and meet people face to face. It’s also a great opportunity for networking with other shops and companies and building new relationships – something we have missed out on during the Covid years
Mark Warren
Partner |  West Dorset Aquatics
We’ve come to PATS for the whole three days because you just can’t do it justice in only two. For us, as we deal with the whole spectrum of the pet industry, we spend day one wandering through the halls to see what catches our eye and day two doing our buying – but we’ve found that by the end of the second day we haven’t always got round to everyone. So the third day is a real bonus. There is less of a rush to get it all done and we can spend more time building relationships and ensuring we’ve caught all the deals and found all the new products we might want to stock. PATS is an important highlight of the year and we wouldn’t want to miss any of it!
Toni Thornton
Managing Director |  Four Oaks Pet Supplies, Scarborough

It was great to see the Aquatics Zone sold out and full of exhibitors. For us at J&K it was a pleasure, as always, to catch up with a good number of our longstanding customers as well as meet with and introduce our brands and product ranges to potential new ones. Hopefully the new format for 2025, moving into a larger venue, capable of accommodating even more exhibitors, and with better air, road and rail access, will encourage even more visitors, allowing the show to grow in the years to come.

Ben Windeatt
Sales & Marketing |  J&K Aquatics
I’m a big advocate of having three show days because it gives you more time to spend with clients. PATS keeps growing in a good way because it gives more companies – big and small, old and new – the platform to make their mark. I had a look at the New Starter Zone and loved the buzz that these new companies were creating. PATS is great for the UK pet industry
Greg Van Praagh
Head of UK |  RPFC Group

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