29th September to 1st October 2024  |  Telford International Centre
28 Mar 2024

What it means to win a New Product Award at PATS

What it means to win a New Product Award at PATS
New Product Winners 2023

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.

One of the main reasons why the Award is held in such high esteem is the fact it is decided by a panel of independent retailers, who know what it takes for a product to fly off the shelves.

The New Product Showcase at PATS 2024, which takes place from Sunday 29th September to Tuesday, 1st October, at Telford International Centre, Shropshire, is always a popular feature with visitors, and it is expected that this year’s three-day exhibition will attract a record number of entries.

Here three companies who triumphed in the New Products Awards at PATS Telford in 2023 reveal what the accolade has done for their business.

Case Study No 1


Rogz – Winner of Dog Harnesses, Leads and Dog Wear with Amphibian Classic Collar.

Sallie-Ann Reed, managing director for UK and Ireland, said: “For us as an established pet accessories brand winning the New Product Award at PATS last year provided recognition for the whole team for the endless hard work and creative determination to continue bringing new and exciting products to market.”

Do you think the award has helped to elevate your winning product in terms of exposure?
“Absolutely. The UK pet market is extremely busy and receiving the award gave us the opportunity to stand out and shout about the fabulousness of our products and why retailers should choose to stock Rogz. It put us on the radar for sure.”

Have you used the award to promote the product?
“We added the ‘New Product Award Winner 2023’ logo to our email footers straight away, then included the award photos and blurb to our digital platforms. Winning the award certainly added some kudos to the range!”

Will you be entering this year’s New Product Showcase?
“Definitely. Rogz is committed to the ongoing innovation and development to further enhance the brand portfolio and bring products to retailers that pet parents want to buy and love to use.”

Case Study No 2


Mealberry GmbH – Winner of Small Animal and Bird Products with Little One Christmas Tree (Christmas treat toy)

Doreen Werner, sales and marketing manager, said: “Winning the respected PATS New Product Showcase Award makes us very proud, as it acknowledges Mealberry’s expertise in the industry. Our products have already won five of these awards, and every time it gives us confidence that the company is on the right path of its development and growth.”

Do you think the award has helped to elevate your winning product in terms of exposure?
“It definitely does. We experience the great brand awarness it creates on a daily basis. These awards are also a quality assurance for our new customers, and we believe they also help customers to recognise our company’s products in the market and choose them above others.”

Have you used the award to promote the product?
“We use it all the time for our marketing and proudly show them at the big international events. Winning PATS Awards reflects on all the effort, time and hard work that we put into our products.”

Have you used the award to promote the product?
“We are very greateful for this opportunity and won’t miss this chance to enter the competition. The New Product Showcase is a great way to announce novelties and winning the award is the best advertisement for a new launch.”

Case Study No 3


Naturaw – Winner of Dog Food Products with Naturaw Forage – Free Range Pork (lower carbon).

Chris Broadbent, director, said: “Winning at PATS for the past three years has been hugely beneficial to the Naturaw brand. It means everything in terms of credibility.”

Do you think the award has helped to elevate your winning product in terms of exposure?
“It has certainly been helpful across the pet trade sector, both for existing stockists and helping to attract new ones.”

Have you used the award to promote the product?
“We have used the awards on our website and in both consumer and trade communication across a number of channels.”

Will you be entering this year’s New Product Showcase?
“Yes, we are looking at a number of options for 2024.”

To register for free entry to PATS 2024, which takes place at Telford International Centre from Sunday 29th September to Tuesday, 1st October, visit www.patshow.co.uk

Photographs of PATS Telford 2023 are available to download at


For further media information please contact Neil Pope by email press@impact-exhibitions.co


We had a fantastic experience exhibiting at PATS, where we were able to showcase our products. PATS provides us with an excellent platform to connect with industry professionals, gain valuable market insights, and establish relationships, making it a truly successful and rewarding experience.

Charlie Williams
Commercial Director |  Canagan Group

The amount of new products on display is amazing. A visit to PATS is more than worthwhile - it's essential if you're a serious retailer.

Amanda Tallis
Harrys Pets

PATS is the show not to be missed, we get busier every year without a doubt

Rob Newsome
Director Sales and Operations |  Danish Design

This year was my seventh trip to PATS. It’s so important for us to keep up to date and stay relevant, and the event helps us to do that every year

Jo Sutton
Owner |  Discount Feeds in Wetherby
I think the show is important to the industry as it gives people the chance to talk face to face. I loved the New Starter Zone
Jo Milnes
Distinctive Pets, Yorkshire
As a Dutch-based supplier of live, frozen and dried fish food, aquarium plants and water treatments to UK retail outlets, public aquaria and zoos, I am thrilled to hear that PATS is introducing a dedicated aquatics section into its trade show. The fusion of pets and aquatics under one roof promises a great three-day event.
Joey Abrahams
Commercial Director |  Aquadip
PATS has helped support and raise the profile of Furr Boost, especially on the back of the New Starter Zone last year. At this year’s show we would be happy to talk about our experience in the Den (Dragons' Den) as well as our Super Charged, Award Winning smoothies.
Louise Toal
Director |  Furr Boost

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