The pet industry’s latest innovations have taken centre stage, with the winners of the coveted PATS New Product Awards 2026 now revealed.
Sponsored by Leopard Co and supported by pbwnews, the awards celebrate the very best new products showcased at this year’s PATS.
A team of expert pet retailers arrived early at the show’s new home in Halls 3 & 3A at the NEC Birmingham, ready to face the challenging task of selecting the winners from a record-breaking field of entries.
And the scale of this year’s competition was bigger than ever, with more than 400 new products entered into the New Product Showcase – a powerful demonstration of the pace of innovation and creativity sweeping across the pet industry.
Judging took place on Sunday, 27 September, with judges praising the exceptionally high calibre of this year’s entries and the sheer breadth of innovation on display.
The judging panel assessed each product against a range of criteria, including innovation, design, quality, packaging, value for money and sustainability. With so many standout products competing across the categories, the judges admitted that selecting the ultimate winners was an extremely difficult task.
Following a highly competitive judging process, the winners were unveiled and presented with their awards at 5.30pm on Sunday by pbwnews editor David Rees and PATS 2026 show director Ian Reynolds.
With a record number of entries and an impressive showcase of new ideas, this year’s awards underline just how much energy, creativity and innovation is driving the pet product sector forward.
Here is a full list of the winners together with the judges’ comments:
PATS 2026
New Product Award Winners (sponsored by Leopard Co and supported by pbwnews)
Cat Accessories & Toys
Pet Tee Pee
Danish Design (stand L20)
Judges said: This a great quality modern design with a neutral colour that would fit into any home. It’s a great price for a very nice looking cat bed.
Cat Food Products
Purrform Fresh Deli
The Nutriment Company (stand E40)
Judges said: This product comes in a good variety of different flavours. Moving cat food into the fresh food sector is a good innovation.
Dog Food Products (sponsored by Petfellas)
Real Simple
Naturaw (stand K50)
Judges said: This product is high-quality with clear labelling and comes at a great price. It’s exactly where the raw market should be heading.
Dog Treat Products (sponsored by Law Print & Packaging)
Pure & Natural Doggy Bag (Natural Chew Variety Pack)
Su Bridge (stand I10)
Judges said: The natural feeding world has waited a long time for a mixed treat bag like this – it’s a great product.
Dog Accessories & Toys (sponsored by Paws Wholesale)
Booster Enrichment Toy Range
Fidelis Dog (stand E32)
Judges said: This is a wonderful concept and is very well made. It comes at a good price point and should be robust for larger dogs.
Dog Harnesses, Leads & Dog Wear
Truelove Ultra-light Magnetic Top Harness
Truelove x That Dog (stand F58)
Judges said: This harness is ideal for those owners with dexterity issues and is also just a cool-looking product.
Small Animal & Bird Products
Teewy Meadow Wheel for Small Animals
Chongqing Pet Union Biological Technology (stand N54)
Judges said: This product is naturally produced and pleasing on the eye - and is a great boredom-buster.
Pet Care Products (sponsored by Pedigree Wholesale)
Oralade Active +
Oralade (stand B13)
Judges said: If we continue to have hot summers, hydration drinks such as this great product will become ever more important for dogs and their owners.
Grooming Products
Portable Dog Washer
Hound Hose (stand A74)
Judges said: This is a great innovative product. It’s portable, practical and ideal for muddy walks and muddy paws.
Aquatics Indoor Products
Interpet Scape Kit Cube Aquariums
Sera Group (stand T30)
Judges said: An ideal starter kit with a good range of sizes and price points.
Aquatics Outdoor Products
Pond in a Pot
Anglo Aquatic Plant (stand R3)
Judges said: This product looks amazing and is fantastic value. It’s super cute and is well designed.
Reptile Products
Fast Acting Reptile Calming & Emotional Wellbeing Kit
Pet Remedy (stand L18)
Judges said: This is a great product for wellbeing, at a good price and something we haven’t seen before.
