News Pats Winning New Products Revealed



PATS’ winning new products revealed
26th September 2021

By Karen Pickwick

The winners of the PATS Telford 2021 New Product Awards, sponsored by pbwnews, were chosen by a team of pet retailers, who arrived at the show early this morning (Sunday) to make their choices from a record number of more than 300 new products entered.

Their decisions took into account a number of guideline criteria such as product innovation, design, quality, packaging, value for money and sustainability.

The judges agreed that the New Product Showcase had produced a high calibre of entries with a tremendous amount of innovation. They were pleased to see such a wide range of products and felt the majority of items on display showed great innovation.

The awards were presented to the winners at 1pm by Justine Thompson, editor of pbwnews, and show organiser Gordon Thomas.

Here is a full list of the winners together with the judges’ comments:


Cat Food and Products

Huskaloo Coconut Cat Litter from Tailor-Grace (stand C30)
Judges said: This is a natural alternative that fits well on the shelf and looks like it would appeal to cats.”

Dog Food

Butcher’s Block from Cotswold Raw (stand C40)
Judges: “This single-protein range, straight from the butcher’s block, is a great addition to the raw food market and was a worthy winner of this competitive category.”

Dog Treats

Louis & Ada Natural Treats from Naturaw (stand C24)
Judges: “These 100% natural dog treats made from British meat fit the green agenda. The packaging is colourful and also compostable, making this product a good addition to the treats markets.”

Dog Accessories and Toys

Jawables Bad Boys from Ancol (stand A12)
Judges: “This tough, bonded fabric plush toy is fun, eye-catching and very cute. The solid material will make it a long-lasting toy. It will be a big-selling product.”

Dog Harnesses, Leads and Dog Wear

AK-9 Dog Lead from Vetfleece (stand H11)
Judges: “This product is eye-catching, sturdy and very strong with a fast action clip.”

Small Animal and Bird Products
Henry Bell Sterling 3-in1 Squirrel Proof Feeder from Mr Johnson’s (stand C36)
Judges: “Seeds, fatballs and peanuts can be encased in this squirrel-proof feeder. This price is fantastic and we would be very happy to stock it.”

Pet Care

DoggyRade Pro from DoggyRade (stand F53)
Judges: This isotonic rehydration drink is a good price and helps dogs to recover from tummy trouble.”


Noodle Drying Towel in Display Unit from Henry Wag (stand F40)
Judges: “Retailers will sell large numbers of this great multi-use product thanks to this well-designed point of sale display unit.”

Business Services

Personalised Memorial Hanging Sign from Memorials for Your Pet (stand H51)
This is a new category this year, and the judges said: “It’s lovely to see this original memorial for people’s beloved pets.”