What it means to win a New Product Award at PATS
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Dog & Bond – Winner of New Starter Zone Award
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LickiMat® – Winner of Cat Accessories & Toys with LickiMat® Kitty
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Winner of Dog Treat Products with Pick N Mix Training Treat Pots
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 regard is because 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 2025, which takes place from Sunday 28th September to Tuesday, 30th September, in Hall 1 of the NEC Birmingham, is always a popular feature with visitors, and this year’s three-day exhibition is set to attract a record number of entries.
Here three companies who triumphed in the New Products Awards at PATS 2024 reveal what the accolade has done for their business.
Case Study No 1
LickiMat® – Winner of Cat Accessories & Toys with LickiMat® Kitty
Heidi Luedecke, Marketing Director of LickiMat®, said: “As a brand that has often been associated with dogs, we were so pleased to win a PATS New Product Award in 2024 with our LickiMat® Kitty. We are a brand that equally loves and supports both cats and dogs and winning the award helped us demonstrate this part of our mission even more. PATS is recognised across the pet industry, and with record-breaking entries last year, we were honoured to be among the winners.”
Do you think the award has helped to elevate your winning product in terms of exposure?
“Winning this award for our LickiMat® Kitty has most definitely elevated the exposure of this product in our range. With recently designed and launched cat-specific products, we were so delighted to know that the new LickiMat® specifically for kittens was recognised as a key new product in our range for cat owners.”
Have you used the award to promote the product?
“We have been thrilled to use the fact that the LickiMat® Kitty was a winner with the PATS New Product Award in 2024 as a point of conversation with our customers. This has been particularly important on our social media channels where we engage primarily directly with customers worldwide, and also in conversations (online and in person) with our retailers and wholesalers.”
Will you be entering this year’s New Product Showcase?
“Yes, we have some new and exciting products coming soon and look forward to submitting them in the PATS New Product Showcase at the NEC Birmingham in 2025.”
Case Study No 2
Donald Cooke – Winner of Dog Treat Products with Pick N Mix Training Treat Pots (K9 Chew Co) and Grooming Products with Tick Twister Clip Box 3 Piece
Simon Lewis-Dale, head of business development at Donald Cooke, said: “Winning the awards at PATS for both K9 Chew Co and Tick Twister was a massive honour for both of the brands. To get the recognition for developing products that both the panel of judges and subsequently customers recognise as best in class, certainly gives the business a confidence boost.”
Do you think the award has helped to elevate your winning product in terms of exposure?
“Both K9 Chew Co and Tick Twister have seen really strong growth since the award win and it spurred us on to develop our new trade portal to help make the ranges more available to the UK pet trade at www.donaldcooke.co.uk.”
Have you used the award to promote the product?
“We have used the awards both here in the UK and internationally with Tick Twister to help give the buyer that little bit more confidence in trying the products out. We also have the awards in pride of place at our head office as well.”
Will you be entering this year’s New Product Showcase?
“Absolutely, yes. Straight after PATS 2024 we began working on ranges to try to excite the trade again.”
Case Study No 3
Dog & Bond – Winner of New Starter Zone Award with Make-Your-Own Dog Treats (Cheese & Super Seaweed)
Avi Nagel, founder of Dog & Bond, said: “Winning the PATS New Product Award was a huge milestone for Dog & Bond. Having expert judges from the pet industry recognise our product was a strong signal that there’s real appetite for the kind of meaningful experiences we aim to create. For some, the idea of making treats at home might sound strange, but we believe it’s a joyful, healthy way to understand what we’re feeding our dogs. It meant the world to have the judges get that – and love it too.”
Do you think the award has helped to elevate your winning product in terms of exposure?
“Absolutely. As a young brand, having the PATS endorsement instantly boosted our credibility, especially with new stockists. We’re confident in our products, but when retailers see that we’ve been recognised at PATS, it opens doors and builds trust much faster.”
Have you used the award to promote the product?
“Yes, it’s front and centre in our brand story. We include the PATS Award in our marketing materials, trade decks, and even on our packaging. For customers and retailers alike, it’s a clear sign that our products aren’t just fun and healthy – they’ve been tried, tested, and celebrated by real experts.
Will you be entering this year’s New Product Showcase?
Definitely! We’ve just launched a pumpkin-based gut health supplement – an all-natural, prebiotic powder that supports digestion. Like everything we do, it’s designed to be simple, effective, and shelf-ready, making it a win for pet parents and retailers alike. I’m sure it will be a hit.”
A full list of entries to the New Product Showcase at PATS 2025 can be found at www.patshow.co.uk where retailers and buyers can register for free entry to the show.