A mix of topics as a crowd-puller

‘It didn’t take long for word to get round at this year’s Interzoo: anyone walking past Pets Nature this year is missing out,‘ sums up Pets Nature. According to the pet specialist, the stand quickly became one of the most talked-about meeting places at the fair – not only because of its open and inviting design featuring an integrated bar, but above all because of the palpable energy with which the team presented its brands and new products. Amidst the cheerful atmosphere, a specially composed trade fair song played every hour, and a veritable fireworks display of product innovations, one thing was clear: Pets Nature had come to make an impression. ‘And with the sheer number of highlights on display, even experienced industry visitors found it hard to say which new product had impressed them the most.‘

A key focus was on Lucky Jim – and on products that are easy to explain in specialist shops. With ‘The Recipe’, Pets Nature showcased a dry food range that relies on clear recipes, fresh meat, tapioca instead of potato, and postbiotics as a clever gut-health USP. ‘Classic’ is aimed at dogs at different stages of life, complemented by ‘Mini’ variants with specially adapted kibble. Active is the answer for dogs with bigger plans: more energy, fat and protein for sporting dogs, working dogs, utility dogs and four-legged friends with a bit of a spark. In typical Lucky Jim style, this is presented in a way that’s scientifically sound yet accessible: delicious in the bowl, well-balanced for the stomach, and easy to explain during a consultation.

Pets Nature also aims to deliver clear added value on the snack shelf. The new Lucky Jim Collagen Bars bring collagen power to chewing: high-quality beef chews with a special collagen content, a single-protein formula, high protein content, no added fat and grain-free. Available in S, M and L, they appeal to small to large dogs and offer chewing fun with transparent ingredient labelling. The Denta variant with spirulina adds a dental care boost to the range. Equally eye-catching: chews made from cheese and collagen, which combine enjoyment, mental stimulation and functional benefits – ‘for customers who expect more from a chew treat than just great taste‘, explains Pets Nature.

For the daily ritual, Lucky Jim also showcased DentalDailies. One stick a day, three sizes for Mini, Medium and Maxi, a star shape with a cleaning effect, plus peppermint and eucalyptus oil for fresh breath: this makes dental care suitable for everyday use. The Dental Sticks are plant-based, grain-free, contain no added sugar, have been developed in collaboration with vets and are manufactured in Germany. A product with POS potential, as it puts an emotional spin on a familiar topic: you brush your teeth, your dog chews – and both start the day feeling fresh.

Among the new cat products, catz finefood’s ‘Fine Fillet in Sauce‘ took centre stage. The range meets a need familiar to many cat owners: discerning cats who know exactly what they want. Tender pieces of fillet made from high-quality muscle meat or fish are combined with a delicate sauce, ensuring high palatability – yet ‘Fine Fillet in Sauce’ is intended not just as a treat, but as a complete and balanced diet. The high moisture content supports hydration, and the grain-free recipes were developed in collaboration with vets. For retailers, this creates a premium product that’s easy to explain: fillet quality, sauce, complete nutrition and a moment of indulgence that goes beyond the bowl.

Lucky Lou Extra Food offers even more variety. New additions include tuna with quail’s egg and peas, chicken with chicken liver and carrots, as well as two mackerel recipes: with sea bream and pumpkin, or with tuna and carrot. Extra juicy, protein-rich and flavourful, served in jelly or in broth, these varieties provide that little extra treat for in between meals. At the same time, Lucky Lou remains true to its philosophy: no grains, no rice, no added sugar – but plenty of meat and fish, plus extra moisture. As a supplementary feed, Extra Food is ideal for treating your pet and can be combined with Lucky Lou Lifestage or SuperMono.

‘What made the trade fair appearance special was the combination of spectacular products and a retail-focused approach. Pets Nature presented solutions for specific shelf and advisory scenarios: dental care, functional chews, easy-to-understand dry food, premium wet food for fussy cats, and Extra Food for those special treats. It was precisely this blend of emotion, clear product range logic and strong sales arguments that made the stand a real crowd-puller,‘ Pets Nature concludes.