The Muzzle Movement’s Size Mitzy product was named the winner of the Pet Industry Federation’s (PIF) Innovation Award at last week’s 2025 Business of Pets conference.
Founded by Clara Hewson, The Muzzle Movement is on a mission to change public perceptions of muzzled dogs by creating products that are both functional and friendly in appearance. The Size Mitzy line features an innovative design that allows dogs to pant, drink, and take treats comfortably, while also appearing less intimidating to the public.
The award recognises innovative solutions to real-world challenges in the pet sector and each of the 12 finalists presented a 10-minute pitch during the course of the two-day conference, with delegates scoring the entries on creativity, innovation, market impact, and sustainability.
Size Mitzy secured the highest average score across all categories, with second place going to Petscribers, a digital prescription platform designed by veterinary surgeons to make pet medication more affordable and accessible and AniVatio ProGut, a 3-in-1 oral gel formulated with prebiotics, probiotics, and postbiotics to support canine gut health, in third.
PIF chief executive Nigel Baker said: “The level of innovation this year was exceptional; but Size Mitzy truly impressed the judges with its combination of thoughtful design and functionality.
“It’s a brilliant example of how the pet industry continues to develop brilliant, compassionate products and services that make a real difference.”
The 2025 Business of Pets Conference was sponsored by Worldpay.
