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Shop These 24 New Pet Products at SuperZoo and Beyond

You’ll find everything here from ’80s-inspired plush toys to toys that help establish bee and butterfly habits.





Who’s a Good Puppy?

Good Dog by WELLNESS Happy Puppy treats come in Soft Lamb & Salmon and Crunchy Chicken & Carrots, with Triple Puppy Care ingredients to support development. Plus, they’ll help start positive reinforcement training early! Bite-sized for puppy mouths, free of grain.




Until Russia invaded Ukraine, many U.S. retailers did not know that COLLAR COMPANY headquarters there. News soon began to spread that many of the nearly 600 employees had fled their homes and offices. The company continues to do business with scattered staff, even attending InterZoo to show new products from its 10 brands, including the WAUDOG Bravery collection representing the Ukrainian spirit. Consider offering for customers who need well-made and meaningful gear, and who would like to support the company and team.,




For Romeo

Romeo’s Agility Powder from ONE FARM‘s Ziggy Marley’s Apawthecary aims to prolong agility, reduce inflammation, and support overall health and wellness. Made in Colorado with organic beef bone broth, sweet potato for flavor and antioxidants, and tart cherry to help combat joint inflammation, it also contains turmeric and third party-verified functional mushrooms. With 175 mg organic hemp extract or without, the powder can be sprinkled or rehydrated., (720) 649-5969



Smells Like Summer

COMPANION CANDLES are hand-crafted in Chicago without paraffins, phthalates, preservatives or petroleum. Scents incorporate sentiments, such as You & Me Beyond the Sea, which smells like sea salt and florals. Candles burn for around 40 hours.



Save the Bees

PROJECT HIVE PET COMPANY launched in 2021, but its products are worth noting here as they’re super cute, meaningful and will be new to many retailers. Plus, the company will be at SuperZoo, so plan to stop by. Purchases of the bee-inspired toys and treats help to establish wildflower habitats and are made in the U.S. Toys are BPA-free, dishwasher-safe and recyclable. Treats are vegetarian, made with organic honey, are Non-GMO Project Verified, and contain no artificial colors or flavors.



Before You Know It

Get ready for autumn with 2 HOUNDS DESIGN‘s Falling Leaves Freedom No-Pull Harness, part of the EarthStyle Collection featuring webbing made using recycled plastic bottles. Available in XS through XXL. Recommended by trainers, behaviorists and veterinarians, all of the company’s products are made in the U.S. ISOs available., (704) 234-0228,



Specifically for Seniors

HIKE AGAIN makes products exclusively for senior dogs who are still active. Hike Again, Sharp Again and Shield Again blends address common health problems using only 100% premium active ingredients — omega 3-rich fish oil standardized for high content of EPA and DHA fatty acids, hyaluronic acid, Type-II collagen, L-carnitine, alpha lipoic acid, probiotics, prebiotics and antioxidants — without preservatives, gums, fillers, colors, flavors or sugars. Also eco-friendly products, the fish oil comes from a marine source certified sustainable by the National Oceanic and Atmospheric Administration, and they are manufactured using certified compostable packaging materials. The Canadian company also offsets 100% of the carbon emissions associated with all shipping, which is free to U.S. retailers, who can also can dropship orders via their website for free., (778) 558-9345,



Wrap It Up

Because pets still don’t like to take pills and their people don’t like to force them, STASHIOS introduces a new flavor of its popular Wrap-Ups: Peanut Butter. It joins previously released Bacon and Cheese for dogs and cats. The newest option has on its ingredient list carrot, sweet potato, honey, brown rice syrup, peanut butter powder, pectin, citric acid and distilled vinegar, but not grain, gluten or soy. 30 servings., (612) 605-7560,




And Now, Supplements

BOCCE’S BAKERY recently expanded beyond treats with the launch of its Daily Supplements line. Available in Calming – Banana & Honey Flavor, Multivitamin – Cheese & Honey Flavor, Probiotic – Pumpkin, Sweet Potato & Ginger Flavor, Hip & Joint – PB & Honey Flavor and Skin & Coat – Salmon Flavor. Containing 100% real and locally sourced ingredients, they also have the ‘B’ shape and are available in 6.35-ounce jars containing 60 soft chews.,



Cute & Crunchy

Not only are the new Everydays treats from EINSTEIN PETS tasty, heart healthy and oven-baked in small batches, they come in adorable packaging that will fit perfectly into your summer and beyond displays. Farmer’s Market, PB’N Jelly, Punkin Pie, State Fair, Backyard BBQ, S’mores and Rise ‘N Shine are available in 6-ounce bags. Made in the U.S., (941) 526-9798,



Wipe It Off

PET PARENTS puts its spin on the disposable wipe with Pet WiPees, available in five options: Cat All Purpose, Dog All Purpose + Allergy, Dog All Purpose + Skin & Coat, Ear, and Gland. All use FurFresh Deodorizer to reduce pet odor by reducing excess sebum, and only contain LickSafe ingredients that will not irritate a dog or cat if ingested. Made from 100% bamboo, they are hypoallergenic, biodegradable, lint-free and soothing on skin. They contain no harsh chemicals such as alcohols, sulfates or betaines. The LeaveIt packaging allows for easy removal of one wipe at a time.,



Exclusive to Indies

At SuperZoo 2021, Jeff Sandy, Rob Mellem and Rusty Hawes picked up on the angst indies have been feeling about brands opting for omni-channel distribution, often leaving them with the inability to compete. They founded NDEPENDENT in response. The company launched its Necks+ and Tripe+ lines of freeze-dried treats for dogs and cats in May and its Sticks line of healthy, crunchy sweet potato-based treats for dogs in July. Sold only to and through the independent pet channel.,



Hands-Free Help

Some pet parents regularly misplace their dog’s leash while at the park. Or they don’t like how dirty their dog’s leash gets if left on to drag on the ground. SHED DEFENDER introduces the Mag-Snap Leash just for them. It features four adjustable magnetic clips that snap together each time the leash circles the dog’s neck, just below the collar. Two padded handles at different lengths allow for quick and comfortable shortening of the leash, offering optimal control on walks. The 5-foot leash also features reflective stitching for increased visibility at night. For dogs that weigh more than 25 pounds. Available in pink and black., available on Faire.



What’s That Smell?

Let’s face it, pets can add an undesirable odor to vehicles, especially after a long hike on a hot day or during a stressful ride to the vet. With that in mind, PET PERENNIALS offers the Pawsitively Fresh! line of air fresheners. Four designs/scents are available, each one featuring an adorable character: Don’t Sweat It/Clean Laundry with Spike the Frenchie, Enjoy the Little Things/Wild Strawberry with Nibbles the hamster, You’re Purr-fect/Ripe Mango with Alyx the orange tabby, and I’m Your Wingman/Fresh Rain Scent with Chirp the Blue Cockatiel. Choose from two wholesale order options: one case of 24 air fresheners with six of each design for $46.80 or two cases of 24 air fresheners with 12 of each design and a retail display unit for $113.60., (855) 573-3887,



Now Even Greener

METRO PAWS has made its Poopy Packs even more eco-friendly. With eight rolls of 20 bags each, they offer more value to your eco-conscious customers, and as of spring 2022 are some of the most degradable bags available. An innovative additive and poly mix allows up to 25% biodegradation in 30 days. They are also the only bags that degrade in and out of a landfill. Each eight pack has four color-coordinated designs, with five different color options available.,



Alternative Proteins

Coming in August from OPEN FARM, two Kind Earth Premium recipes for dogs, formulated with sustainability in mind. Both are non-GMO and offer 100% traceability of every single ingredient. They contain no dairy, meat or poultry, and each recipe comes packaged in curbside recyclable bags that comply with the How2Recycle program. Kind Earth Premium Insect contains whole brown rice, whole grain barley, oats, dried yeast, and black soldier fly larvae from FDA-registered facilities. Designed for dogs with food sensitivities and with allergies to traditional meat or fish proteins. Kind Earth Premium Plant contains whole grain barley, fava beans, oats, dried yeast, sweet potato and potato protein. Designed for dogs with food sensitivities and/or elimination diets.,



Lick the Bowl

For those fortunate pets whose meals look like works of art, with food and topper and other fresh goodness, MESSY MUTTS introduces the 10-inch Silicone Licking Bowl Mat. It holds up to 1 cup of food in the bowl area, has a non-slip base, and your customers will appreciate the frame for easy filling and carrying without the mess, as well as that it’s dishwasher safe. Made from high-quality, super-flexible, food-grade silicone with a structured nylon rim, the mat does not contain BPA or PVC, it’s odor and stain resistant, and will hold its shape. Available in blue, gray and orange starting Aug. 1., (416) 433-4660,



From ROVER’S WELLNESS comes Rover’s Canine Wellness Chews, infused with true broad-spectrum hemp oil with naturally occurring CBD. Cultivated with all beneficial cannabinoids and terpenes to support mobility and a healthy inflammatory response, plus aid environmentally induced stress by promoting a calming effect without THC. No gluten or GMO ingredients. Available in Sweet Potato and Banana, in 3 mg and 6 mg CBD varieties. Organically grown and packaged in the U.S. Carries the NASC Quality Seal. 20 pieces per 4.5-ounce bag., (833) 768-3771,

$24.99/ $29.99


Best Decade Ever!

Your Gen-X customers — or actually anyone with excellent taste — won’t be able to resist the ‘80s Classics Plush Toy Collection by P.L.A.Y., launching at SuperZoo. In it are the Ready Player Fun Controller and Scruffy’s Station Waggin’, both with super-sized squeakers; Pawqua Net with giggle stick activation; Paw Talk phone with stretchy cord; and Boop-box with a hidden bonus toy sewn inside. Available individually in case packs of five or in this totally tubular 15-piece set with themed, counter-ready POP display., (855) 300.7529,



For Carnivores

The veterinarians at SQUARE PET have formulated two new energy-dense, high-protein and ultra-low carbohydrate foods: VFS POWERCAT and VFS POWERHOUND. Coming in August, the high meat-based protein provides the carnivorous amino acids that can support energy demands, strong muscles and bones, and promote lean body mass for optimum body condition. 4.4- and 11-pound bags for cats, 4.4- and 22-pound bags for dogs., (866) 930-1525,



Wax On

PUPPINGTON put its bestselling Pup Wax in a Limited Edition 7-Day Magic Stick. The three-in-one nose, paw and skin balm contains 100% organic argan oil, plus organic shea butter, candelilla wax, organic extra virgin coconut oil and organic hempseed oil, for fast relief. The tube will appeal to customers who prefer to keep their hands clean. Founded by Julie Napolitano, Puppington is a Minority/Women-owned Business Enterprise based in Chappaqua, NY., (646) 600-8319,



Here, Kitty Kitty

With its Cat Castle kits, VYBE CATS combines two things cats love: cardboard and hiding. The six different kits, all made in Michigan, start at 2 feet by 1 foot and go all the way up to 200 square feet. With so many options, your customers can select the castle that best fits their kitty and their home. Display kits available., (269) 720-2693,




For Cat Naps

CATIT’s new Fluffy Bed will be the most popular sleeping spot in any house. The super-soft faux fur will entice cats to relax, burrow and knead, and the raised rim will offer support for their head and neck when they want it and privacy for when they prefer peace and quiet. And the anti-skid fabric bottom helps keep the bed in place as cats get settled., (800) 724-2436

Call for Pricing



VITAKRAFT adds to its signature Snack for cats with Lick ‘n’ Lap Smooth Jelly and the Lick ‘n’ Lap Meaty Gravy. Both products come in Chicken and Salmon varieties and in individual, easy-to-serve tubes sold as a five pack that allow pet parents to try a new product without a big investment. They work as an in-between meal treat, delicious training tool or saucy food topper.




NASC Media Spotlight

At first it was just an idea: Animal supplements needed the same quality control that human-grade supplements receive. But that was enough to start a movement and an organization —the National Animal Supplement Council — that would be dedicated to establishing a comprehensive path forward for the animal supplements industry. In this Media Spotlight interview, NASC’s president, Bill Bookout, talks to PETS+ interviewer Chloe DiVita about the industry today: Where it’s headed, what’s the latest focus and why it’s vital to gain the involvement of independent pet product retailers.

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