A HIGH TRAFFIC launchpad for innovation across 10 pet care categories, the New Product Showcase at SUPERZOO is a fun and strategic stop for retailers and brands alike.
Located on the far-left side of the show hall, it provides a concise look at new offerings and emerging trends. “It’s a must see for us,” says Elsa Tatom, buyer for My Pet Garden in Pasadena, CA. “It condenses all the great new things in one section — yay, less walking!”
Jennifer Larsen, owner of Firehouse Pet Shop in Wenatchee, WA, agrees. She uses the showcase not only to discover new products but also to strategize her time at the show. “Walking the showcase and taking pictures helps me see new brands that I may not have time to see otherwise at the show,” Larsen says. “I can make a point to stop by the booth or follow up later.”
For vendors, the New Product Showcase offers more than visibility — it provides meaningful recognition and opportunity. “We were absolutely thrilled to receive not only the first-place award but also the runner-up in another category,” says Nadine Lafeber, vice president of marketing and sales at Lafeber Co. “As a small, family-owned company, it was an amazing achievement to be recognized among so many great competitors, and we couldn’t be more proud.”
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Other manufacturers echo that sentiment. Leslie Neviaser, senior director of marketing for natural treats at Central Garden and Pet, says their 2024 win for Barkworthies Hickory Smoked Floor-Stand Display encouraged market interest and interaction. “Participating in the New Product Showcase was not only a valuable opportunity to spotlight our innovation but also a great platform for feedback and visibility,” she says. “Once attendees heard the news, we saw a noticeable uptick in traffic, conversations and social shares.”
For longtime participants, the showcase helps shape future product development and reach new markets. “SUPERZOO brings people together who are passionate about all sorts of pets, so the New Product Showcase helps us think creatively about how to share our products with people who aren’t strictly ‘reptile people,’” says Meredith Elrich, social media administrator for Zoo Med Laboratories Inc., noting that the company has participated since the showcase began. “[Last] year we won another award in our Creatures line with the Isopod Food, which validated our commitment to making products for pet insects.”
Many retailers have uncovered a hidden gem from perusing the showcase. Jeff Manley, co-owner of Wag Heaven in Georgetown, TX, discovered Yak-9 products at the showcase and has since developed a strong relationship with the founders. Their innovation and Cedar Park, TX, roots made them a perfect fi t for the store, he says. “We saw Yak-9 Strawberry and brought them in,” he says. “We are excited and selling them well.”
Whether you’re scouting new items, checking out the direction of innovation or mapping your booth visits, the New Product Showcase is the perfect place to start your SUPERZOO experience — before meetings and networking take over your schedule. And be sure not to miss the 19 products highlighted here, as they will be serious contenders for the showcase’s lineup of awards.
2025 ENTRY: DOG
PetAg Dyne Dog Soft Chew Supplements
2025 ENTRY: SMALL ANIMAL
Supreme Petfoods Science Selective Care Supplements
2025 ENTRY: ACCESSORIES & GIFTS
Annamaet Until The Last Dog, One Man’s Lifelong Journey to Alaska with his Dogs, a Memoir
2025 ENTRY: CAT
Magic Cat Company Cat Treat Activity Pack
2025 ENTRY: HERPTILE
Hagen Exo Terra Turtle Haven
2025 ENTRY: BIRD
Beaktivity Bird Toys That Make Sense Toy Bases
2025 ENTRY: GROOMING, DOG, CAT
ZYMOX Funky Paws
2025 ENTRY: DOG
Central Garden & Pet Nylabone Boop N Bobble Puzzle Toy
2025 ENTRY: AQUATIC
Hikari Cichlid Insectilicious
2025 ENTRY: DOG
Vetericyn Triple-Action Ear Treatment
2025 ENTRY: DOG
HICC Pet Hypoallergenic Pet Wrinkle Wipes
2025 ENTRY: SMALL ANIMAL
Lafeber Company Hey!Berries
2025 ENTRY: DOG
Pets Global Zignature Select Cuts With Super Grains Kangaroo Formula
2025 ENTRY: FARM & FEED
Caledon Farms Horse Treats
2025 ENTRY: DOG
Tall Tails All-In-One Bed
2025 ENTRY: DOG
Wellness WHIMZEES Freshzees
2025 ENTRY: POINT OF PURCHASE
Woof Party Pupsicles PDQ
2025 ENTRY: CAT
Hagen Catit Recipes Display Rack
2025 ENTRY: DOG
West Paw Natural Dog Dental Sticks
ON THE SHOW FLOOR
The expansive New Product Showcase lines the far left wall of the show floor. Winners of the showcase will be announced at 3:30 p.m. Wednesday at the Show Floor Talks Stage. Categories in 2025 are Dog, Cat, Bird, Aquatic, Herptile, Grooming, Farm and Feed, Small Animal, Accessory and Gifts, Point of Purchase Displays and Judges Award for New-to-Market Pet Product.
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