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 choose from a record number of over 300 new products registered. .

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

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

The prizes were presented to the winners at 1 p.m. by Justine Thompson, editor-in-chief of pbwnew, and the show’s organizer Gordon Thomas.

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


Cat food and products

Tailor-Grace Huskaloo Coconut Cat Litter (Booth C30)
The judges said: It’s a natural alternative that fits well on the shelf and seems to appeal to cats. “

Dog food

Cotswold Raw Butcher Block (Stand C40)
Judges: “This monoprotein line, straight from the butcher’s shop, is a great addition to the raw food market and was a worthy winner in this competitive category.

Dog treats

Naturaw Louis & Ada Natural Treats (stand C24)
Judges: “These 100% natural British meat dog treats are on the green agenda. The packaging is colorful and also compostable, which makes this product a good addition to candy markets.

Dog accessories and toys

Jawables Bad Boys from Ancol (booth A12)
Judges: “This sturdy plush toy made from bonded fabric is fun, eye-catching and super cute. The strong material will make it a durable toy. It will be a very sold product.

Harnesses, leashes and clothes for dogs

Vetfleece AK-9 Dog Leash (Stand H11)
Judges: “This product is eye-catching, sturdy and very strong with a quick-action clip. “

Products for small animals and birds
Mr Johnson’s Henry Bell Sterling 3 in 1 Squirrel Proof Feeder (Booth C36)
Judges: “Seeds, fat balls and peanuts can be locked in this squirrel-proof feeder. This price is fantastic and we would be very happy to store it.

Caring for an animal

DoggyRade Pro by DoggyRade (stand F53)
Judges: This isotonic rehydration drink is well priced and helps dogs recover from tummy problems. “


Napkin drying noodles in a display rack by Henry Wag (stand F40)
Judges: “Retailers will be selling a lot of this great multi-use product through this well-designed point-of-sale display. “

Business services

Personalized Memorials Commemorative Plaque for Your Pet (Booth H51)
It’s a new category this year, and the judges said, “It’s nice to see this original memorial to people’s beloved pets. “