Inside’s SuperZoo’s New Product Showcase: Directory of 250+ Products

Author

The Digital PawPrint
August 21, 2025

On the ground at SuperZoo’s New Product Showcase, we got a clear snapshot of what’s hot in pet retail now and an early look at the trends and companies that are likely to scale next. You see much of what will come to market over the next year, across the full breadth of the industry. Practically anything you can think of for your pet is represented. This year, we’re sharing 250+ products for you to browse.

Table of Contents

Dogs

BuddyCare — Shampoo, Conditioner, Facial Wash — Grooming — Grain-free, soap-free care for healthy skin and coat. Why it’s novel: Dermatology-style range with a facial-specific wash builds owner trust.
NPIC (N-Bone) — Mega-Bone — Treats/Chews — Large, long-lasting chews in human-inspired flavors. Why it’s novel: Positioned for 30+ minutes of chewing with simple ingredients.
LickiMat — Puzzle LickPop; Puzzle Mat Flex; Puzzle Tumbler — Enrichment/Feeding — Lickable puzzle formats to slow feeding and reduce stress. Why it’s novel: Modular enrichment that merges play with calming mealtime routines.
Heckova — Freeze-Dried Raw Meals & Treats — Nutrition — Freeze-dried raw recipes with superfood positioning. Why it’s novel: Makes raw feeding more approachable with playful branding.
Green Coast Pet — The Dough; Better Bites — Treats/Functional — DIY peanut-butter style treat base plus fruit/veg functional treats. Why it’s novel: Hands-on customisation alongside clean-ingredient functional options.
West Paw — Dental Sticks; Probiotic Bites — Treats/Chews — Oral-health chew sticks and gut-health bites. Why it’s novel: Extends sustainable line into functional health.
ClearFur — Topical Skin Relief Cream — Health/Dermatology — Plant-based cream with nano silver for dry, itchy or irritated skin. Why it’s novel: Brings nano silver from human derm to pets.
Pet Parents — DooBetter Bags; PawtectOne Pads; DiPees; Pet Wipes — Waste/Hygiene — 100% plant-based, plastic-free disposables. Why it’s novel: Guilt-free disposables aligned to sustainability trends.
Primal Pet Foods — Dehydrated Goat Milk; Advent Calendar; Freeze-Dried Nuggets (larger sizes) — Nutrition/Seasonal — Goat milk supplement, expanded freeze-dried line and 12-day treat calendar. Why it’s novel: Fuses raw nutrition with seasonal gifting.
Dr. Healmedix — Vet-Exclusive Hypoallergenic/Digestive Diets — Veterinary Nutrition — Hydrolysed proteins with smaller Dalton sizes. Why it’s novel: Molecular-level protein breakdown improves digestibility.
RuffLand — ChowBox Portable Feeder — Feeding/Travel — Rugged food storage with integrated bowls. Why it’s novel: Kennel-style design for mobile feeding.
Inaba — Churu Sprinkles; Bites & Rolls — Toppers/Treats — Portionable toppers and soft treats. Why it’s novel: Extends beyond iconic lickable tubes.
Otis — Elk Lung; Bison Liver; Venison Liver — Treats/Social Impact — Air-dried, single-ingredient treats. Why it’s novel: £1 per purchase supports trauma recovery programmes.
Woof (NZ Natural Pet Co.) — Manuka Honey Dog Wipes; Freeze-Dried Meals & Treats — Health & Nutrition — Compostable wipes infused with Manuka honey; premium freeze-dried meals. Why it’s novel: Leverages NZ Manuka honey trust and sustainable packaging.
Neater Pets — Lift’n’Bag; FurDozer X6 — Tools/Cleaning — One-handed poop scooper; multi-surface hair remover. Why it’s novel: Ergonomic, multi-function designs for faster chores.
Dogswell — Senior Health Mini Soft Strips (with collagen) — Supplements/Treats — Functional treats for senior cognitive, joint, immune and muscle support. Why it’s novel: Treat format with whole-body senior focus.
Tiki Dog — Tiki Dog Baby; Savory Pâté — Nutrition — High-protein puppy meals and gourmet pâtés. Why it’s novel: “Baby food” positioning for puppies and elevated textures for adults.
BeautyMeister (Japan) — pH12 Water Spray Line — Hygiene/Skin — High-alkaline water sprays for cleaning, deodorising and skin support. Why it’s novel: Chemical-free approach using pH science.
Royal Pet / ZoomaChew — ZoomaChew Dental Chews & Training Treats — Treats/Dental — 100% edible chews designed for play and dental care. Why it’s novel: Edible chews “made for play”.
PYNZ — Customisable Leash System — Accessories/Walking — Lightweight EVA leash with interchangeable badges/colours. Why it’s novel: Functional gear with owner personalisation.
Blue-9 Pet Products — KLIMB Jr Training Platform — Training/Enrichment — Compact, stackable platform for dogs (and cats). Why it’s novel: Scales down pro-grade KLIMB for smaller spaces.
BuddyCare — Dog Dry Shampoo (Foam) — Grooming — Waterless, pH-balanced refresh. Why it’s novel: Convenience for urban owners.
Simple-Bone — Durable Nylon Chews — Chews/Dental — Long-lasting nylon chews with real-flavor infusion. Why it’s novel: Pairs durability with cleaner ingredient cues.
Ruff & Roll — Born to Bark Apparel & Accessories — Apparel/Lifestyle — Biker/rock-themed jackets, vests and patches. Why it’s novel: Lifestyle identity crossover.
NOPEE — Permanent Indoor Dog Marking Spray — Behaviour — Prevents remarking at soiled spots. Why it’s novel: Claims permanent marking prevention.
WellJoy — GutBoost Supplements — Health — Powdered blends with probiotics for multiple needs. Why it’s novel: Gut-first approach across a full supplement line.
What’s Barking — Shakers, Treats & Toppers — Nutrition — Functional toppers and treats with natural proteins. Why it’s novel: “Shake-on” enrichment for everyday meals.
iPettie × Ororo — Heated Dog Vest — Apparel/Tech — Rechargeable heated jacket with four heat zones. Why it’s novel: Human outdoor heating tech adapted for dogs.
Lucky Pup — Bee-Based Balm — Grooming/Skin — Beeswax moisturiser for paws, noses and elbows. Why it’s novel: Natural, eco-friendly skincare.
FleasGone.com — Electromagnetic Repellent Tag — Pest Control — Wearable pendant using electromagnetic waves. Why it’s novel: Non-chemical, lifetime-guaranteed alternative.
Jaffee’s — BioBroth & BioStride — Supplements/Nutrition — Bone broth with mushroom blends; collagen joint support powders. Why it’s novel: Functional broth plus targeted joint formula.
No-Nasté — Aloe Glow Shampoo; Stain/Odour Eliminator — Grooming/Cleaning — Plant-powered, zero-waste cleaning line. Why it’s novel: Plastic-free, chemical-light approach.
Paws by Kai — Luxury Dog Shoes — Apparel — Premium fabrics, flexible sole, durable grip, adjustable fit. Why it’s novel: Fashion-grade footwear with function.
Nerf Dog (Hasbro) — Nerf Dog Toys — Toys/Play — Bright, durable toys under the Nerf brand. Why it’s novel: Household brand crossover.
Floofball — Parody Sports Plush — Toys — Soccer-themed plush and “World Cup” parody. Why it’s novel: Sports-fan culture meets pet play.
Best Friend Supplies Co. — Advocacy Leash Sleeves — Training/Behaviour — Colour-coded sleeves (“Do Not Pet”, “In Training”). Why it’s novel: Clear public signalling for safety.
Wonderfold — Foldable Luxury Pet Stroller — Mobility — Durable, compact-fold strollers. Why it’s novel: Baby-gear tech for pets.
Now Fresh — Good Gravy Kibble — Nutrition — Dry kibble that turns into a wet meal with water. Why it’s novel: Dual-format feeding.
Skout’s Honor — Hydroclear — Grooming/Health — Microbiome-friendly sprays with hyaluronic acid. Why it’s novel: Skin-barrier support plus hydration.
Smart Cookie Bakery — Functional Food Toppers — Nutrition/Supplements — Whole-food textures to entice picky eaters. Why it’s novel: Adds nutrition without changing base diet.
Brightkins — Kanoodle Puzzle; Slow Feeders — Enrichment — Brain-game-inspired puzzles. Why it’s novel: Human puzzle mechanics for dogs.
Hunger for Words — Talking Button Sets — Training/Communication — Buttons to teach word associations. Why it’s novel: Builds on viral AAC training trend.
MungAI — AI Monitoring System — Technology — 24/7 behaviour and health tracking. Why it’s novel: AI-driven insights at home or facilities.
Native Pet — GutWell Probiotic Blends — Supplements — Issue-targeted probiotic mixes. Why it’s novel: Segmented, condition-specific SKUs.
Instinct — RawBoost; Raw-Coated; FreshRaw — Nutrition — Hybrid kibble + raw and lightly processed meals. Why it’s novel: Convenience with raw inclusions.
Woof — Flyball; Walkabout; Nomchucks; Fly n’ Feed; Dental Mix — Toys/Enrichment — Play that layers fetch, puzzle and dental. Why it’s novel: Blends enrichment with wellness.
SnaggyDogs — The Oinker — Toys/Chews — Fillable, throw-and-chew pig dispenser. Why it’s novel: Quirky design combining treat and chew.
Hartz — Oinkies; Home Protection Diapers/Wraps — Treats/Hygiene — Bacon-wrapped chews and functional wraps. Why it’s novel: Mass-market staples with updated formats.
Hill’s Science Diet — Nutrient Pouches — Nutrition — Science-led wet pouches for targeted needs. Why it’s novel: Convenient pouch extension of vet-backed diets.
FūrWear — Boots; Paw Grips; Mobility Aids — Apparel/Mobility — Function-first apparel for mobility and paw health. Why it’s novel: Health-led fashion.
Vital Essentials — Soft Freeze-Dried Raw Nibs — Nutrition/Raw — Softer texture for seniors and sensitive mouths. Why it’s novel: Texture innovation in raw.
RuffDawg — Neon Ring Toys — Toys — Durable US-made rubber rings in neon colours. Why it’s novel: Proven durability with a fresh look.
Comfort Pod — Air-Conditioned Pet Crate — Tech/Mobility — Crate with integrated AC. Why it’s novel: Travel cooling for hot climates.
Zignature — Kangaroo with Super Grains — Nutrition — Exotic protein with grains for sensitivities. Why it’s novel: Novel protein with joint-friendly pitch.
GuRu Pet Products — Licky Bone; Rope/Barnyard Toys — Enrichment/Chews — Multi-sensory play and slow-feed enrichment. Why it’s novel: Enrichment built into toys.
Corakko — Equine & Canine Shampoo; Snake Oil Salve — Grooming/Health — Copper nano tech with honey and essential oils. Why it’s novel: Advanced skin tech in grooming.
The Tuff Stuff — Stain & Odour Eliminator — Cleaning — Oxy/peroxide blend; hypoallergenic, pet-safe. Why it’s novel: Performance plus safety positioning.
Artvark Pet — Private-Label Chews — Treats/White-Label — Custom-branded chews with low MOQs. Why it’s novel: Retailer-enablement focus.
Artvark Pet — Jumbo Beef Achilles Tendon — Chews — Single-source, long-lasting tendon. Why it’s novel: Natural chew pitched for mobility support.
Calm Paws (Acorn Pet Products) — Recovery Boot; Vest; Lift Harness; Knee Brace; Inflatable/Calming Collars — Recovery/Health — Medical-grade recovery aids. Why it’s novel: Orthopaedic-style consumer gear beyond cones.
Calm Paws (Acorn Pet Products) — Doggy Paddler Inflatable Swim Collar — Safety/Swim — Keeps head above water. Why it’s novel: Safety plus fun for aquatic play.
PetRageous — Dog Coats/Apparel; Rope Animal Toys — Apparel/Toys — Apparel and plush ranges incl. Eddie Bauer collab. Why it’s novel: Human outdoor brand crossover.
Eddie Bauer (via PetRageous) — Outdoor Dog Apparel — Apparel/Outdoor — Raincoats, hoodies, quilted jackets. Why it’s novel: Premium outdoor styling for pets.
Kingpin Kibble — Dog Food (Emerging) — Nutrition — Early-stage kibble brand with playful identity. Why it’s novel: Irreverent branding to cut through.
Canidae — Pure Farm to Bowl High Protein — Food — Traceable, farm-to-bowl with 30/20 ratio. Why it’s novel: Active-dog targeting with sourcing story.
Indipets — Interactive Plush; Bamboo Bowls; Hike-n-Snack Bowls — Accessories/Toys/Feeding — Eco bowls and portable outdoor feeding. Why it’s novel: Multi-category, sustainability tilt.
Kennel Store — Quick N’ Clean Indoor Potty Station — Training/Sanitation — Automated, real-grass indoor potty. Why it’s novel: Maintenance system for urban living.
Three Dog Bakery — Baked Treats (Pupcinos, Pizza) — Treats — Clean-ingredient bakery treats. Why it’s novel: Coffee shop and pizza themes for gifting.
Brutus Bone Broth / Benny Bully’s — Bone Broth Gift Sets; Deep Purple Treats — Treats/Supplements — Giftable broths; heart-shaped treats. Why it’s novel: Seasonal gifting and bold visual identity.
FuzzYard — Rep It Custom Accessories — Accessories/Fashion — Velcro-patch customisable platform (Y2K aesthetic). Why it’s novel: Collectable, expressive gear.
YowUp! — Yoghurts & Frozen Yoghurts — Treats/Nutrition — Pet-formulated dairy yoghurts. Why it’s novel: Human yoghurt category adapted to pets.
NaturVet — Lickable Daily Care Supplements — Supplements — Mess-free tubes for all life stages. Why it’s novel: Easy compliance for picky dogs.
Starmark — Interactive Waffle/Toaster/“Everlasting” — Toys/Training — Appliance-themed puzzles/treat dispensers. Why it’s novel: Durable, Instagram-ready enrichment.
Pawfection (Golden Dairy Goods) — Muzzle Loader Calming Peanut Butter — Treats/Calming — Natural calming PB. Why it’s novel: Enrichment + anxiety relief.
Tevra Pet / TevraBrands — Activate II; Twist & Lick System — Health/Wellness — Cost-competitive topical; gel-based delivery for meds/supps. Why it’s novel: Patent-pending twist-and-lick mechanism.
Huxley & Kent — “It’s My Barkday” Party Collection — Toys/Gifts — Birthday toys and accessories. Why it’s novel: Celebrations as a product occasion.
Paxton’s CBD — CBD (Dogs/Cats/Horses); EVA Velvet Antler — Supplements — Full-spectrum CBD and EVA line. Why it’s novel: Vet-owned multi-species range with unique EVA ingredient.
ClevrPup (Pet Naturals) — Busy Butter Balanced Belly — Treats/Digestive — Long-lasting lickable with gut support. Why it’s novel: Dual enrichment + digestive benefits.
Oxyfresh / Caledon Farms — Dental Solutions; All-Natural Treats — Dental/Treats — Fun dental care and Canadian natural treats. Why it’s novel: Joyful dental positioning + clean sourcing.
Small Pet Select — Happy Trails Pooper Scooper — Waste/Outdoor — Trail-ready, hands-free scooper with bags. Why it’s novel: Purpose-built for hiking.
Uproot Clean — Pet Hair Removal System — Grooming/Home — Multi-tool kit incl. pole attachment. Why it’s novel: Whole-home solution vs single gadget.
Pawergen-C — Paw Power Care Postbiotic Toppers — Supplements — Immune, joint, gut, skin, oral SKUs (flavor-free). Why it’s novel: Postbiotics beyond probiotics.
PJMA (Pets In Mind Always) — Canine Cheese Chew (16+ flavors) — Treats/Chews — Hard cheese chews in unique flavors. Why it’s novel: Unmatched flavor breadth.
Hiccpet — Balm Collection; Gel Collection; Dental Finger Wipes — Grooming/Topicals — Complete topical care ecosystem. Why it’s novel: System approach across skin and oral.
Jones Natural Chews — Barknola; K9 Bacon Crisps; Cow Ears — Treats/Chews — USA-made, all-natural range. Why it’s novel: “Granola bar” concept for dogs.
Weruva — Freeze-Dried Fully Cooked (Dog); Puppy; Superfoods — Food/Freeze-Dried — Fully cooked freeze-dried meals. Why it’s novel: Cooked (not raw) freeze-dried convenience.
Sxoop — Truly Portable Pooper Scooper (3-in-1) — Waste/Portability — Scoop + cup + retractable leash clip. Why it’s novel: Sub-1 lb, clip-on portability.
TerraPawz — Plant-Powered Treats — Treats/Sustainable — Upcycled, vet-endorsed formulations. Why it’s novel: Sustainability with retailer-friendly margins.
TickCheck — Premium Tick Removers — Safety — Vet-recommended tick tools. Why it’s novel: Proven sales and Lyme-prevention focus.
A Pup Above — Turducken — Food — Turkey/duck/chicken, Louisiana-inspired flavor. Why it’s novel: Holiday-style, multi-protein recipe.
PetAmi — LED GPS Harness; Non-Slip Shoes; Cooling Blanket (Q-Max 0.3) — Accessories/Safety/Comfort — Integrated visibility + tracking; measurable cooling. Why it’s novel: Harness-integrated LED+GPS.
Yeti Dog Chew — New flavors (Blueberry, Mali, Pumpkin) — Chews — Yak/cow milk chews with flavor innovation. Why it’s novel: Adds variety to traditional yak chews.
Yeti Dog Chew — Chews From the Heart (Full Line) — Chews — Family-owned, natural line incl. Puffs. Why it’s novel: Microwave-puffed snack twist.
Raw Dog Natural Chews — Recovery Boot Zendog+; ZenCone Soft Collar; Chews — Recovery/Accessories — Improved recovery gear plus chews. Why it’s novel: Comfort-led cone alternative.
DOG Brand — Wee Saver; Fibre; Wipes — Health/Hygiene — Minimalist, vet-backed essentials. Why it’s novel: Human-grade simplicity for dogs.
Barkworthies — Hickory Smoked Bully + Collagen — Chews — 2-in-1 bully and collagen sticks. Why it’s novel: Dual benefit and smoked flavor.
Cadet — CHEWalicious No Rawhide — Chews — Rawhide-free formats. Why it’s novel: Safety without sacrificing chew satisfaction.
Nylabone — 70th Anniversary Collection — Toys/Chews — Limited celebratory designs. Why it’s novel: Heritage milestone editions.
ZeeDog — Super Veggies Treat-Dispensing Toys; NeoPro Hands-Free Leash — Enrichment/Leash — Veg-shaped dispensers and waterproof leash. Why it’s novel: Health-coded shapes and hands-free utility.
Collachews — Activated Collagen Chews — Chews/Health — Rawhide-free collagen. Why it’s novel: Bioavailability focus.
Prohide — Durable, Digestible Chews — Chews — Roast beef & sweet potato option. Why it’s novel: “Durable, Digestible, Delicious” triple promise.
TruRanch — Activated Collagen Chews — Chews — RightHide process; grocery/mass traction. Why it’s novel: Sourcing and retail strategy.
Advance Pet — Hand Wool & Buffalo Leather Accessories (Play Tuff) — Accessories/Toys — Hand-crafted natural materials. Why it’s novel: Wool + leather durability with premium feel.
Turf Product Solutions — Healthy & Yummy Lawn Line — Pet-Safe Lawn Care — Artificial turf care formulated for pets. Why it’s novel: Pet-specific turf chemistry.
Relax Dog — Daily Calming Aid Sachets — Supplements/Calming — Herbal blend with melatonin; single-serve. Why it’s novel: Consistent dosing and portability.
Archway Pet — Invasive Fish Food & Treats — Food/Sustainable — Wild-caught invasive species protein. Why it’s novel: Tackles ecological issues via sourcing.
The Vet’s Dog — Immune Support + Chia Defence — Supplements — Broccoli sprout, barley grass, turmeric, turkey tail. Why it’s novel: Vet-founded functional stack.
Pet Protect Advantage — Vet-Formulated Supplements (Dog & Cat) — Supplements — Hip & joint, digestion, multi, skin, allergy/immune. Why it’s novel: Broad vet-led portfolio.
Green Juju — Whole-Food Nutrition — Food/Fresh — Fresh, whole-food recipes and supplements. Why it’s novel: Minimalist whole-food focus.
SUDS (Zolipet) — Solid Shampoo Bars (with Chinese herbs) — Grooming/Natural — Cold-pressed, plastic-free bars. Why it’s novel: East-meets-West herbal approach.
Dingo Gear (Poland) — Harnesses, Leads, Accessories — Accessories/Tactical — Craft European production. Why it’s novel: Tactical styling with quality build.
SodaPup — Lick Sticks — Enrichment/Licking — Handle-held licking toys. Why it’s novel: Controlled licking for calm.
Dave’s Pet Food — Digesti-Bites; Stewlicious; Functional Foods — Food/Functional — Freeze-dried digestive morsels and hearty stews. Why it’s novel: Comfort-food plus gut health.
Ferapets — Vet-Founded Soft Chews — Supplements — Probiotics in every formula across needs. Why it’s novel: Probiotic backbone in all SKUs.
Victor — Hi-Pro Plus (Size/Life Stage) — Food/Performance — Large/medium puppy and adult recipes. Why it’s novel: Performance nutrition by size.
Northwest Naturals — Raw Pet Food; Pawtivities — Food/Raw — Whole-food raw; community engagement. Why it’s novel: “Pawtivities” programme.
Charlee Bear — Nuggets Training Treats — Treats/Training — Under 3 calories per nugget. Why it’s novel: Ultra-low-cal training format.
SuperGravy — Original Topper with 4-Way Support — Toppers — Probiotics, prebiotics, postbiotics, enzymes. Why it’s novel: Comprehensive digestive stack at value price.
Pawever Chews — Goat Milk Fermented/Freeze-Dried Probiotics — Supplements/Treats — Senior-friendly nutrition with 7-day pack. Why it’s novel: Goat-milk base for digestibility.

Earth Animal — Wisdom Air-Dried Dog Food — Food/Air-Dried — Gently air-dried complete meals that preserve nutrients with minimal processing. Why it’s novel: Bridges raw nutrition and kibble convenience with Earth Animal’s vet-led credibility.
Pawz (Rubber Dog Boots) — “Personalize Your Leashes” Program — Accessories/Leash — Retailer-ready leashes with customized printing and colorways. Why it’s novel: Turns a commodity leash into a branded revenue driver with low MOQs.
Resolution Pet Brands / Rawternative — Gently Air-Dried Treats — Treats/Air-Dried — High-meat, minimally processed strips and bites. Why it’s novel: Air-drying delivers jerky-like texture without added sugars or glycerin.
Benny’s Originals (Benny & Chops) — Premium Dog Treats — Treats/Premium — Small-batch, limited-ingredient training and reward pieces. Why it’s novel: Chef-style flavors and clean labels for discerning pet parents.
Sunglab (brand tbc) — Fashion Dog-Walking Bag & Treat Pouch — Accessories/Walking — Crossbody bag with integrated treat pocket, poop-bag dispenser and phone slot. Why it’s novel: Streetwear aesthetics meet hands-free, function-first design.

More Dogs (Grooming, Training, Celebration, Dental & Wellness)

Groomingale (Soft Lines) — Groomingale Safe Restraint System — Grooming Equipment — Soft, adjustable grooming restraint. Why it’s novel: Comfort-driven safety alternative.
Pet Head — Health Range (Decal Microbiome Balance; Oral Care; Calmer & Smoother; Oatmeal Cream; Ear Wipes) — Health/Wellness — Gentle hygiene with microbiome focus. Why it’s novel: Grooming brand expands into health.
Hyponic (Pet Store Direct) — Healthy Life Solution Grooming — Professional Grooming — Health-led professional formulas. Why it’s novel: Salon-grade “skin first” positioning.
Dog Fashion Spa (Pet Store Direct) — Professional Grooming System — Grooming/Salon — Fashion-forward pro line. Why it’s novel: Luxury spa framing for pets.
Tauro Pro Line — Himalayan Amber + 19 Essential Oils; Coat Growth Recovery — Derma Care — Dry/itch relief and coat recovery. Why it’s novel: Exotic amber + multi-oil formula with before/after proof.
Andis — M-Force Cool Tech Blade Clippers — Pro Equipment — Wide blade runs up to 35% cooler. Why it’s novel: Heat control and efficiency for thick coats.
Mr. Suzuki’s Pet Care — Skin-First Grooming (Hydrate/Clarify/Maintain) — Grooming/Skincare — Three-step, stress-free grooming. Why it’s novel: Human skincare logic for pets.
Silver Honey (Absorbine) — Manuka Honey + MicroSilver BG Shampoo & Leave-In — Grooming/Natural — Odour neutralising, wound-safe. Why it’s novel: Dual-active honey + silver.
Scentiment Spa — Paradise Seasonal Foot Wash & Spray — Spa/Seasonal — Island-inspired limited editions. Why it’s novel: Resort-style grooming for pets.
Goldie — So Fresh So Clean Probiotic Wipes; Miracle Mist — Wipes/Topicals — Probiotic + colloidal oatmeal wipes; multipurpose mist. Why it’s novel: Skin microbiome support in wipes.
Arm & Hammer (Pets + People) — Scent Release Grooming Tools — Odour/Grooming — Brushes that release scent and baking soda. Why it’s novel: 24-hour freshness while brushing.
Burt’s Bees for Pets — Manuka Honey Dental; Prebiotics Grooming — Dental/Grooming — Natural dental treats; prebiotic skin care. Why it’s novel: Manuka antimicrobial + stable prebiotics.
Springland (formerly Springer) — Silicone Dog Charms; 20oz Flip Travel Bottle; Hands-Free Walking Bag — Accessories/Walking — Personalisation charms; Shark Tank bottle; hands-free bag. Why it’s novel: Style + function for urban walkers.
Doggijuana — Juananip Bites (catnip, chamomile, tryptophan) — Calming Treats — Herbal calming for dogs. Why it’s novel: Catnip re-imagined for dogs with humour.
Preppy Puppy Bakery — Natural Choice Designer Treats — Bakery/Gifts — USA-made celebration treats. Why it’s novel: Clean-label party range.
Suzie’s CBD — USDA Organic CBD Treats (Air-Dried) — CBD/Functional — Organic, gently dried. Why it’s novel: USDA organic in CBD treat space.
SonaSeq — Daily Thrive Powder — Comprehensive Supplement — All-in-one daily wellness. Why it’s novel: Simplifies multi-supplement regimens.
Kocho — Leak-Resistant Diapers (Dog & Cat) — Incontinence — Gentle-fit, leak-guard diapers (S/M). Why it’s novel: Comfort-first, multi-species fit.
Pet’n Shape — Shape-Adaptive Treats — Treats/Natural — Allergen-free, size-specific shapes. Why it’s novel: Fit-by-shape concept.
Evolve — Soft & Chewy Meatballs — Treats/Soft Chews — Chicken & cheese; beef & sweet potato. Why it’s novel: Comfort-food “meatball” format.
Glad for Pets — Dual Action Freshness Training Pads — Pads/Odour — Absorbency + odour control. Why it’s novel: Household brand tech to pet pads.
Goat Milk — “Wiggle Whip” Dog Ice Cream Bites — Frozen Treats — Goat-milk ice cream bites. Why it’s novel: Dessert-style treats with gentle dairy.
Super Pawndaloo — Chew Play Clean Dental System — Dental/Chews — Chew, play, clean in one. Why it’s novel: Triple-benefit dental engagement.
Cereal & Milk (Unknown brand) — Breakfast-Themed Dog Treats — Novelty Treats — Cereal + milk concept. Why it’s novel: Nostalgic breakfast theme.
Saint Rocco’s — Fresh Baked Treats; Sprinkles — Bakery/Toppers — Hand-crafted treats and meal sprinkles. Why it’s novel: “Sprinkles” as topper format.
DNDN — Freeze-Dried Pet Food & Treats — Food/Freeze-Dried — Tropical aesthetic; reliability ethos. Why it’s novel: Lifestyle-driven branding.
FT Clink — Clink Clicker — Training/Tools — Ergonomic clicker with a crisp, consistent sound and easy wrist carry. Why it’s novel: Designed for pro-level timing and handler co

Cats

Green Prairie — All-Natural Hemp & Rice Fresh Litter — Litter — Plant-based litter in hemp and rice variants. Why it’s novel: Natural odour control without additives.
Magic Co — Coconut & Coffee Litter (Small Pets too) — Litter — Coconut husk with coffee grounds; high absorption. Why it’s novel: Tropical, sustainable substrate with 99% deodorisation claim.
VetLife (ND) — Healthy & Delicious Cream for Cats — Treats/Supplements — Creamy lickable treats in multiple flavors. Why it’s novel: Indulgent texture with clean ingredients.
Café Nara (Resolution Pet Brands) — Lickable Treats — Lickables — Bulk and variety packs; topper-friendly. Why it’s novel: Café-style branding for cat treats.
Giddy Kitty — Interactive Hunting Toy — Toys/Interactive — Treat-reward hunting play. Why it’s novel: “Thrill of the hunt” with reinforcement.
Oneisall — Tasty S2 Pro Wireless Smart Feeder — Feeding/Smart — App scheduling; low-food alerts. Why it’s novel: Wireless placement flexibility.
Oneisall — Hale 3.5L Wireless Water Fountain — Hydration/Smart — Five-layer filtration; long battery life. Why it’s novel: Cord-free hydration with larger capacity.
Pidan — Cassava & Tofu Litter (30–70% blends) — Litter — Fast clumping, low dust, low tracking. Why it’s novel: Dual-plant blend optimised for performance.
Pure Cravings — Wet Foods (Kitten/Adult/Senior) — Food/Wet — Mercury-tested, human-grade fish; DHA added. Why it’s novel: “Only mercury-tested for kittens” safety claim.
Natural Balance — Ultra Protein; Ultra Protein+; Limited Ingredient — Food/High Protein — Organ-rich protein with optional functional add-ons. Why it’s novel: Tiered line incl. sensitivity formulas.
Adored Beast — Pawsitive Immunity (Colostrum Alternative) — Supplements/Immunity — Phytoplankton + mycelium blend. Why it’s novel: Dairy-free immune support.
Adored Beast — Vital Defense (Cellular Balance + Longevity) — Supplements/Longevity — Antioxidant cellular support. Why it’s novel: Longevity-focused pet supplement.
Vital Essentials — Freeze-Dried Raw Soft Nibs (Cat) — Food/Freeze-Dried — Soft nibs with up to 99% animal ingredients. Why it’s novel: Senior-friendly texture in raw.
Smallbatch — Perfectly Cooked (Cat) — Food/Fresh-Cooked — 98% meat/organ/bone; gently cooked. Why it’s novel: Cooked fresh cat food with whole-food nutrients.
(Unknown, Smallbatch area) — Stainless Steel Insulated Cat Dish — Bowls — Whisker-friendly, non-skid, insulated. Why it’s novel: Cat-specific ergonomics with insulation.
Austin and Kat — Purrfect Omega-3 Feline Formula — Supplements — Feline-specific omega-3. Why it’s novel: Cat-targeted fatty acid profile.
Feline Natural — Lamb & Venison; Chicken & King Salmon — Food/Premium — Novel protein pairings with functional nutrients. Why it’s novel: NZ sourcing; clear B1/Omega-3 benefits.
NaturVet — Lickable Supplements (Hip & Joint; Immunity; Calming) — Supplements/Lickable — Pump-format lickables. Why it’s novel: Easy compliance for picky cats.
PureBites — Chicken Heart Freeze-Dried; Seasonal Treats — Treats/Freeze-Dried — Single-ingredient organ treats; seasonal SKUs. Why it’s novel: Organ meats for nutrient density.
Wellness (Complete Health) — Appetising Entrées (Mousse & Shreds); Grilled Recipes — Food/Wet — Mix-and-match textures; high protein. Why it’s novel: Dual-texture “Purrfect Duos”.
Inaba — Churu Entrée (Complete & Balanced) — Food/Wet — Full meal based on beloved treat format; inulin, taurine, vitamin E. Why it’s novel: Treat experience as a complete food.
Migipaws — Automatic Toy Series (World Explorer, etc.) — Toys/Automatic — Themed, motorised enrichment. Why it’s novel: Sets that stimulate during owner absence.
Northwest Naturals + sWheat Scoop — Triple Action Wheat Litter — Litter/Natural — Harder clumping, long-lasting odour control. Why it’s novel: Agricultural by-product base.
Primal — Kibble in the Raw (Cat & Dog) — Food/Freeze-Dried Hybrid — Freeze-dried bites that serve like kibble. Why it’s novel: Kibble convenience with raw nutrition.
Smalls — Fresh Cat Food + Licks — Food/Fresh — Human-grade meals; lickable formats. Why it’s novel: Fresh delivery tailored for cats.
Finfare — Cold-Smoked & Freeze-Dried Salmon Treats — Treats/Salmon — Sashimi-grade, minimal ingredients. Why it’s novel: Rare cold-smoked technique in pet.
Under the Weather — Kitten Milk Replacers; High Calorie Powder — Nutrition/Recovery — Goat-milk replacer; recovery calories. Why it’s novel: Gentle dairy for critical care.
Ökocat (Healthy Pet) — Plant-Based Multi-Cat Litter — Litter — Low dust, tight clumps, eco-certified. Why it’s novel: Next-gen plant-based alternative to clay.
VET-IQ — Cat Health Range — Veterinary Supplements — Vet-grade cat health products. Why it’s novel: Clinic-style credibility at retail.
Reveal — Limited Ingredient Treats — Treats/LID — Simple patés with vitamins/minerals. Why it’s novel: LID positioning in treats.
Tiki Cat — Solutions Functional Line — Food/Functional — Dental, mobility, skin/coat, digestion, weight, fluffy, urinary. Why it’s novel: Broadest functional scope in one line.
Tiki Cat — Baby (Newborn; 4+ weeks; 8 weeks–1 year) — Food/Kitten — Three-stage kitten nutrition. Why it’s novel: Granular life-stage approach.
Huxley & Kent — “Let’s Kick It!” Cat Toy Collection — Toys/Interactive — Colourful character toys for bunny-kicks. Why it’s novel: Fashion-forward design.
Valley Naturals — Hemp Pelleted Litter — Litter/Hemp — No clay; no synthetic neutralisers. Why it’s novel: Strong eco stance with hemp pellets.
Purina ONE — LiveClear (Allergen-Reducing Food) — Food/Allergen — Reduces major cat allergen in dander in ~3 weeks. Why it’s novel: First allergen-reducing diet at scale.
Friskies (Purina) — Lickables (Squeeze Treats) — Treats/Lickable — Value-tier squeezables. Why it’s novel: Lickable format for mass market.
Fancy Feast (Purina) — Gems — Food/Wet — Mousse paté crowned with gravy and protein. Why it’s novel: Elevated, layered presentation.
Purina Tidy Cats — Litter-Robot Compatible Litter — Litter/Tech — Formulated for automated boxes. Why it’s novel: First major compatibility claim.
Purina Tidy Cats — Bahama Sunset (Scented) — Litter/Scent — Tropical scent; 10-day odour guarantee. Why it’s novel: “Vacation” positioning for litter.
Oxyfresh — Home Cleaning (Pet Oopsies range) — Cleaning — Irreverent, effective odour/stain removers. Why it’s novel: Fun tone in cleaning.
Petgreens — Farm-to-Shelter Cat Grass Programme — Wellness/Social Good — Donates live grass to shelters. Why it’s novel: Nature enrichment for rescue pets.
Trixie — Toy Storage Spheres — Storage/Display — Clear spheres for display and storage. Why it’s novel: Packaging that lives on as storage.
Weruva (BFF) — Foodzies (Under 2 Calories) — Treats/Low Cal — Ultra low-cal cat treats. Why it’s novel: Frequent-treating without weight gain.
Weruva — Puddy Pops (Freeze-Dried) — Treats/Freeze-Dried — Clean freeze-dried “pop” treats. Why it’s novel: New format from a wet-food leader.
Weruva — Freeze-Dried Cat (Fully Cooked) — Food/Freeze-Dried Complete — Fully cooked, shelf-stable meals. Why it’s novel: Cooked freeze-dried from a premium wet brand.
Weruva — Senior Cat (11+) — Food/Senior — High protein, omega-3s, lower fat/sodium. Why it’s novel: Clear 11+ senior targeting.
Orijen — Wild Reserve (Cat) — Food/Biologically Appropriate — Wild-caught fish; free-run chicken; raw inclusions. Why it’s novel: Primal textures with 8+ raw ingredients.
The Honest Kitchen + Plato — Human-Grade Cat Treats — Treats/Human-Grade — Whole muscle & organs; no gums/carrageenan. Why it’s novel: Human-grade standards in treats.
Fromm — PurrSnickitty (Treats) — Treats/Premium — For discerning felines. Why it’s novel: Embraces “picky” as quality.
Dofu Cat — Spa Litter (Tofu/Bamboo, Apple Scent) — Litter/Tofu — Flushable, quick-clump, low dust. Why it’s novel: “Spa” positioning for litter.
Benny Bully’s — Freeze-Dried Treats (Cat range) — Treats/Freeze-Dried — Real food, minimal ingredients. Why it’s novel: Long-standing freeze-dried pioneer.
Royal Canin — Clinically Proven Probiotics (Kittens & Cats) — Supplements — Digestive and immune support. Why it’s novel: Clinical backing from vet brand.
Shepherd Farms — Freeze-Dried Raw (Cat) — Food/Raw — With goat milk, pro/prebiotics; USA-made. Why it’s novel: Gentle dairy + gut support.
Cat’s Pride — Crystal Litter (30-Day Control) — Litter/Crystal — Low tracking, non-clumping. Why it’s novel: Longest odour-control claim in crystal segment.
Nulo — Culinary Harvest (Oven-Baked) — Food/Baked — Cold-pressed then baked; bone-broth basted. Why it’s novel: Multi-step “culinary” process.
Nulo — Gently-Cooked Meals (Refrigerated-Style, Shelf-Stable) — Food/Fresh-Style — Homemade-like without fridge/freezer. Why it’s novel: Fresh convenience, no cold chain.
Annamaet Original — Feline Lean (Weight Management) — Food/Veterinary — Chicken/fish meals for healthy weight. Why it’s novel: Vet-style solution for obesity.
NutriSource — Power the Purr + Cat Origins Pasture-Fed Rabbit — Food/Complete — Probiotic-backed nutrition. Why it’s novel: Novel rabbit protein with Good4Life system.
ACORN — Caring Collar; Recovery Vest (Cat-specific) — Recovery — Padded collar and cat-fit vest. Why it’s novel: Comfort-led alternatives to cones.
Nature’s Protection (Superior Care) — Dark Cats; Full Cats (Coat-Specific) — Food/Specialty — Formulas for coat colour/length; tear stain care. Why it’s novel: Coat-targeted nutrition.
Delectables (Hartz) — Lickable Spoon; Senior Texture — Treats/Lickable — Hands-free spoon; senior-friendly texture. Why it’s novel: Category-leading lickables evolve.
Squeasy Snacks — Treatbrush (Oral Care) — Dental/Treat Hybrid — Bristles clean while cat licks treat. Why it’s novel: Reward-based dental care.
Soysand — Tofu Cat Litter (USA-made) — Litter/Tofu — 99% dust-free; flushable; 14-day control. Why it’s novel: Sustainable, soft on paws.
Open Farm — Kitty Cubes (Freeze-Dried Treats) — Treats/Functional — Portion-controlled cubes with benefits. Why it’s novel: Ethical sourcing + function.
Hill’s Science Diet — Urinary Hairball Control — Food/Dual-Function — Urinary minerals + hairball fibre. Why it’s novel: Two key issues, one formula.
Snappy Paws — Paw, Nose & Fold Cream — Grooming/Topical — Targeted care for sensitive areas. Why it’s novel: Fold-care for flat-faced breeds.
Zymox (Pet King Brands) — Funky Paws (LP3 Enzyme) Paw/Nose/Fold — Therapeutic Topical — Enzyme-based care without antibiotics/steroids. Why it’s novel: Proven LP3 system for skin folds.
NERF (Hasbro) — NERF Cat Toy Line — Toys/Interactive — Blasters, balls, launchers. Why it’s novel: Toy-aisle brand power in cat play.
NoPee — Outdoor Cat Marking Prevention System — Behaviour/Outdoor — Patented, set-and-forget deterrent. Why it’s novel: Stylish, long-lasting marking solution.
PetAg — TetraPak Sustainable Packaging (Nutrition) — Packaging Innovation — Resealable, shelf-stable, paper-based. Why it’s novel: Human-grade aseptic tech for pet.
WellJoy — GutBoost Cat Supplements (Skin+, Urinary+, Dental+, Calming+, Immune+) — Supplements — Platform biotic blend in all SKUs. Why it’s novel: Gut-first platform across needs.
Red Rocket — Kitty Twist’R Plus (Litter Disposal) — Waste/Disposal — Twist-seal litter system. Why it’s novel: Playful “space” branding for dirty work.
World’s Best Cat Litter — Boosters (Litter Enhancers) — Litter/Additives — Add-on performance boosters. Why it’s novel: Enhances rather than replaces litter.
Orijen (Champion Petfoods) — Wild Reserve (Cat) — Food/Nutrition — Wild textures and raw inclusions. Why it’s novel: Primal variety in premium format.
The Honest Kitchen — Human-Grade Wet Food Variety — Food/Human-Grade — Whole muscle/organs; no gums/carrageenan. Why it’s novel: Human-grade claim at wet price points.
Plato — Air-Dried Cat Treats — Treats/Air-Dried — Cage-free chicken; 0g added sugar. Why it’s novel: Long-time air-dried specialist.
Puddy Pops (Weruva) — Freeze-Dried Treats — Treats/Freeze-Dried — Snackable freeze-dried “pops”. Why it’s novel: Texture variety under trusted brand.
Royal Canin — Clinically Proven Probiotics (Cats & Kittens) — Supplements — Supports gut and immunity. Why it’s novel: Vet-brand validation.
Shepherd Farm (The Shepherd) — Freeze-Dried Raw (Cats) — Food/Raw — Goat milk; pro/prebiotics. Why it’s novel: Digestibility and gut support.
Cat’s Pride (Oil-Dri) — Crystal Litter (30-Day Protection) — Litter — #1 odour control claim in crystal. Why it’s novel: Extended odour window.
PawsPik — Automatic Microchip RFID Feeder — Feeding/Tech — Pet-specific access control. Why it’s novel: Solves multi-pet food guarding.
PetKit — AI Camera & pH Urine Monitor — Health Tech — Behaviour tracking + urinary pH colour-coding. Why it’s novel: Visual + biochemical home monitoring.
Roam Pet Treats — Cape Ostrich Cat Treats — Treats/Novel Protein — Limited-ingredient ostrich. Why it’s novel: Hypoallergenic, “wild side” protein.
The Avalon Society — Premium Cat Mats — Accessories — Machine-washable, non-slip, design-led. Why it’s novel: Décor-friendly litter mats.
LadyN — Calming Pheromone Tofu Litter; Sustainable Production — Litter/Calming — Pheromone-infused tofu litter; green factory using pea pulp. Why it’s novel: Behavioural support baked into litter + circular manufacturing.
Michu — XXL Litter Box — Litter Box — Oversized, modern enclosure. Why it’s novel: Suits large/multi-cat homes.
Pica & Pepper — Olive Pit Litter (100% Dust-Free) — Litter/Upcycled — Made from olive-oil by-product. Why it’s novel: New circular substrate.
HomeoPet — Kidney Rescue (Cat) — Supplements — Holistic kidney support. Why it’s novel: Homeopathic option for a leading feline issue.

SheeWee — Cat Toys (Fruit & Avocado Range) — Toys/Interactive — Kickable and chaseable plush in bold produce shapes. Why it’s novel: High-contrast visuals and textures that encourage solo play.
Ceva (Feliway) — Happy Snack Calming Lickable Treats — Treats/Calming — Palatable lickable with Feliway-aligned calming actives. Why it’s novel: Extends trusted pheromone brand cues into a daily treat format.
Tickled Pet — Single-Ingredient Cat Treats (Cod Bites, Feline Fluffs) — Treats/Single-Ingredient — Freeze-dried wild-caught fish pieces with nothing added. Why it’s novel: Transparent sourcing and species-appropriate protein.
Boss Nation Brands — Goat Milk Probiotic Cat Treats — Treats/Probiotic — Crunchy bites made with cultured goat milk. Why it’s novel: Dairy-based probiotics for cats in an easy, shelf-stable treat.
HappyCat — Themed Cat Scratchers/Playhouses — Furniture/Scratch — Decorative corrugate houses and ramps in seasonal designs. Why it’s novel: Instagram-ready scratchers that double as room décor.

Reptiles & Herptiles

Zoo Med — Gut-Load; Jumping Spider Kit; SlitherSense; Tortoise House Heater — Nutrition/Habitat/Monitoring — Feeding aids, heating and enclosure monitoring. Why it’s novel: IoT-style tracking of temp/humidity.
Oxyfresh & Zilla — Reptile Comfort Bedding; Habitat Care — Habitat — Comfort-focused bedding and care sprays. Why it’s novel: Wellness framing for reptiles.

Aquatics (Fish)

Vitalis Aquatic Nutrition & Hikari — Medium Floating Pellets; Nutrition Range — Fish Nutrition — Science-led, sustainable diets. Why it’s novel: Alternatives to generic flakes.
Fluval — Aquascaper Nano/Mega Kits — Aquascaping — Complete kits for beginners to experts. Why it’s novel: Lowers the barrier to aquascaping.
Tropic Marin — ICP Water Analysis & Plus — Testing/Supplements — Lab-grade water analysis with dosing guidance. Why it’s novel: ICP precision for hobbyists.

Birds

Beaktivity — Modular Bird Toy System — Enrichment — Reloadable, natural-material toys; carbon-negative packaging. Why it’s novel: Designed for longevity in a disposable category.

Multi-species & Cross-category

ChefPaw — Pet Food Maker & App — Kitchen Appliance — All-in-one fresh-food prep with built-in scale and guided recipes. Why it’s novel: Thermomix-style simplicity for pet meals.
Innovative Pet Lab — At-Home Stool Stress Tests (Dog & Cat) — Diagnostics — Vet-approved stool tests for chronic stress. Why it’s novel: Preventative mental-health screening at home.
Fromm Family Nutritionals — Functional Treats & Supplements — Functional Foods — Immunity, mobility, digestive support. Why it’s novel: Heritage food brand expands into functionals.
Fromm — Classic Adult Large & Giant Breed (Dog) — Size-Specific Food — Large/giant breed adult formula. Why it’s novel: Joint-aware, metabolism-aware nutrition.
Tall Tails — Foraging Enrichment (Dog) — Enrichment — Build forage “landscapes” with textures and spacing. Why it’s novel: Scalable difficulty nose-work sets.
Kiwi Country — NZ Meat & Wholefoods (Dog/Cat) — Food/Treats — NZ proteins incl. green mussel, kiwifruit. Why it’s novel: Premium NZ provenance and novel produce.
Omipro — Supplement Line — Supplements — Bright, simple wellness range. Why it’s novel: Complements whole-food nutrition.
GreenLine — Scoop Green Poop Bags — Waste/Sustainability — Eco-friendly bags. Why it’s novel: Clear eco messaging.
ReadyRescue — First-Response Poisoning Aid — Safety — Pre-vet emergency response for chocolate/THC/meds. Why it’s novel: New “first minutes” category.
The Honest Kitchen — Essential Clusters (Dog) — Food/Human-Grade — Human-grade clusters incl. Protein Plus and Wholemade. Why it’s novel: Cost-effective human-grade kibble alternative.
OxiTab — Tablet-Based Disinfecting System — Facility Cleaning — Consistent dilution for vet/shelter/boarding/grooming. Why it’s novel: Modern, safer handling for pro environments.