On the Shelf.
Categories, velocity, and merchandising — what's moving on specialty shelves and why.
Purina is funding regenerative wheat trials for 110 UK farmers across 8,000 hectares
The company is supporting cover crops, reduced tillage, and hedgerow planting through Landscape Enterprise Networks, with 12,000 trees planted to date.
3 min read · Sep 23
Lemonade launches pet insurance in Kentucky, reaching 44 states with instant claims
The tech-first carrier now covers 44 states plus D.C. with claims paid instantly through the app and preventative care bundled in.
3 min read · Sep 22
OurenPet launches pet wearable at $259 on Indiegogo with mid-December ship date
The company set campaign pricing at $259, approximately 35% below the planned retail price of $399, and expects initial shipments in mid-December.
3 min read · Sep 22
SG&A expenses climbed to 19.7% of revenue in 2025 for European grocery retailers
The 0.7-point increase is widespread across major European grocery retailers, McKinsey reports, while GlobalPETS found pet companies averaged 24.3%.
5 min read · Sep 22
The Honest Kitchen Added Fish to Its Clusters Line
The new recipe uses wild-caught salmon and whitefish, goes live October 1 at Petco, PetSmart, and independents, and is already on the brand's site.
3 min read · Sep 21
TRIXIE Will Exhibit at PATS 2026 With 13 Bundle Offers and a Soft & Strong Display Concept
The European supplier is offering pre-built assortments at promotional prices, combining bestsellers with new SKUs.
4 min read · Sep 19
APPA opened Global Pet Expo 2027 registration this week
The March show runs at the Orange County Convention Center in Orlando, with The Pet Summit reimagined as a connection-driven extension.
2 min read · Sep 18
Wuffes launches dental powder line with egg antibody tech after retail breakout
The brand that landed PetSmart, Petco, and Tractor Supply in 12 months is launching a powder format and egg-yolk antibodies in a category where chews and water additives already own most of the set.
4 min read · Sep 18
Petsense runs a Veterans Day checkout round-up for K9s for Warriors through November 11
The chain raised $130,000 last year from 157,000 customers rounding up an average of 81 cents, funding two service dogs.
2 min read · Sep 18
RAWZ launched a cat purée line built on goat milk and green mussels
The family-owned brand is positioning the line on hydration and joint support, using goat milk and green mussels as the functional ingredients.
3 min read · Sep 17
Fressnapf, Jollyes, and ZU expanded their European store networks this summer and fall
Fressnapf added seven French stores in September, Jollyes launched three UK locations, and ZU acquired nine Portuguese spaces.
5 min read · Sep 15
Oxyfresh launched a dental powder for dogs and cats, expanding beyond water additives
The company is positioning stores to move pet parents from occasional dental treats to daily-application routines, a format decision that shifts the shelf conversation from impulse to preventative care.
3 min read · Sep 15
Non-Stop Dogwear launched a performance harness refined with athletes for pulling sports
The Norwegian brand worked with canicross and bikejoring competitors to refine the new Freemotion Harness Pro for movement under load.
3 min read · Sep 14
PawzNDogz signs Southeast Pet to distribute snuffle mats across six-state US region
The Canadian brand built an international independent retail base before signing a US regional distributor.
4 min read · Sep 12
Wuffable opens trade accounts for awareness dog gear after Crufts demand
The British brand spent nearly a decade supplying assistance dog organizations before launching consumer awareness gear at Crufts 2026.
3 min read · Sep 11
Cheerble ships Wickedbone Air with replaceable shell and app control to specialty
The new model combines joystick steering and automatic play with a replaceable outer shell and updated Bluetooth range.
3 min read · Sep 11
ökocat reopened nominations for its shelter grant program
The ökocause4paws program has donated more than 63,000 pounds of litter to over 35 shelters since 2018 and supported more than 9,000 cat adoptions.
3 min read · Sep 10
BetterBone cut pricing nearly 20% and added a retailer portal after SuperZoo feedback
The plant-based chew brand reduced pricing by nearly 20% while adding a centralized retailer portal and redesigned packaging following distributor and retailer feedback at SuperZoo.
4 min read · Sep 10
LIX Pet Wellness launched a second feline CBD formula for cats already using the first one
Advanced Formula: Feline combines 300mg CBD, 200mg CBG, and 100mg CBN in a 3:2:1 profile for animals under 30 pounds.
3 min read · Sep 8
If a Rep Pitches You a Three-Product Pet-Tech Bundle, Ask This Question First
A collar device, a camera, and an app subscription that only work together. Does the bundle earn the space it's asking for?
4 min read · Sep 4
WAUDOG Launched a Monochrome Retractable. The Question Is Whether Stripping Color Out Creates a Buyer.
WAUDOG stripped color from its new retractable and called it lifestyle positioning. Whether that buyer exists is the test.
3 min read · Sep 4
Will the EU's €3 Customs Fee Send Cross-Border Pet Buyers Back to Your Shelf?
Swedish survey data shows who's cutting back on non-EU orders, but not where they'll shop instead.
3 min read · Sep 4
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1 min read · Sep 4
Dog Gyms Are Opening Faster Than the Recovery Category They're About to Create
Zoom Room, mobile operators in Oregon, Shanghai's first canine fitness center, and Brazil's 100-clinic rehab network are the same bet placed five times.
4 min read · Sep 4