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LAS VEGAS — More than 22,000 pet care professionals gathered in Las Vegas from Aug. 14 to 16 to network, learn and conduct business at SUPERZOO 2024. The annual expo, organized by the World Pet Association (WPA), spanned 330,000 square feet and featured more than 1,100 exhibitors. While the show is not an exclusive pet nutrition exposition, a wide range of pet food and treat brands highlighted their latest and greatest products.
More than 1,100 new products took the spotlight at the New Product Showcase. This popular section, open to all attendees to browse, highlighted innovative products throughout the pet industry. A panel of industry experts assessed each entry and awarded first-place winners and runners-up to 23 products. Woof’s Pupsicle was awarded the Best New-to-Market Pet Product for 2024 and also received First Place in the Dog Category.
The Pet Food Processing editorial team walked the show floor and met with brands to learn about the latest pet food and treat products on the market. Looking back, three notable trends grabbed our attention as we visited booths and perused the New Product Showcase.
Walking the New Product Showcase and the tradeshow floor it was plain to see that dog products still dominate the pet food and treat market, but at this year’s SUPERZOO there was an increased interest in cat-centric products. Many existing manufacturers, turned their focus to adding feline-exclusive products to their portfolios. In addition, more emerging cat-only brands have entered the market.
Featured in the Emerging Brands section and New Product Showcase was Smalls, a fresh pet food brand exclusively for cats. The brand offers bird and fish broth, freeze dried food and fresh/frozen food. The wet food is gently cooked and comes in four flavors: Smooth Bird (chicken), Other Bird (turkey), Ground Cow (beef), and Smooth Fish (fish). The freeze-dried meals come in three varieties: Bird (chicken), Other Bird (turkey), and Water Bird (duck).
Wellness Pet Company showcased its new Wellness® Appetizing Entrées™ featuring a line of nine protein-rich meals for adult cats designed to help provide nutrition and hydration during mealtime. The entrées list chicken and fish as the first and primary ingredient. The entrees come in nine flavors: Tuna & Tilapia; Tuna, Mackerel & Shrimp; Tuna & Cod; and Tuna in flaked formulations; Chicken and Chicken & Turkey in mousse formulas; and Chicken; Chicken & Duck; and Chicken & Salmon in shredded forms.
Taking top honors in the cat category of the New Product Showcase Awards was Choolip’s Berry Good Milk pouches. The lactose-free, vitamin-infused drink for cats and dogs supports urinary health, digestion and joint function. While the product can be served to both cats and dogs, it was recognized as a cat product at this year’s show.
In addition to providing more nutrition for cats, brands are also seeking to support oral health in felines. TEEF for Life teased its new dental treats for cats in the New Product Showcase, as well as those for dogs. The cat treats are formulated with the company’s Protektin30™ ingredient. The ingredient is specifically designed for cats and is a vegan, prebiotic that targets the microbiology of a feline’s mouth to help promote dental health and fresh breath.