Highlights from SUPERZOO 2025 | Pet Food Processing
From Aug. 13 to 15, more than 20,000 industry professionals flocked to SUPERZOO 2025, hosted by the World Pet Association, which just rang in its 75th anniversary. The show floor and New Product Showcase were full of innovation, and, of course, pets.
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Embracing the freeze-dried raw processing method, A Better Treat exhibited its product portfolio, from single- and limited-ingredient treats to complete-and-balanced meals that pair kibble with freeze-dried inclusions for a more premium, yet still economical price point.
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Canadian pet food company Petcurean showcased its Now Fresh line, which aims to offer serving flexibility. Now Fresh wet recipes (top shelf) provide hydration and premium quality proteins to cats and dogs for all life stages and can be served as complete-and-balanced meals or toppers. Now Fresh Good Gravy (bottom two shelves) is a broth-coated kibble for dogs and cats that can be served dry or wet with the addition of water.
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Several pups graced the SUPERZOO 2025 show floor, include this small pup waiting in line to register for the show.
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Antelope’s Bocce’s brand debuted several new products, including Protein Bars treats, Smoothie and Froyo treats, and treats formed in partnership with NFL players. The NFL treat line includes six recipes: Chris Godwin’s Sliders, Jake Elliott’s Cheesesteak, Tee Higgins’ Tacos, Keon Coleman’s Wings, Kyle Juszezyk’s Cheesy Bites, Brian Asamoah’s Nachos, with each treat packaging highlighting the players’ pups.
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Upon teasing its new supplement line earlier this month, Native Pet debuted its Gutwell line during the event. Formulated with pre-, pro- and postbiotics, the Gutwell line includes five formulations: Trim Down, Clean Breath, Power Poop, Itchy Skin and Stress Support. The supplements are cold pressed into a pellet form with a similar texture to a coffee bean. They are packaged in flat-bottom colorful bags.
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New Zealand pet food brand ZIWI debuted its new wet food variety packs for pets. The brand is now offering four variety packs for cats and three for dogs. According to the brand, it has witnessed demand for variety packs, speaking to the growing trend of providing pets with more flavor.
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Several colorful pups graced the show floor — and also the Vegas strip.
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Stashios teased its new Wrap-Ups Pull Wrapper for pets in the New Product Showcase, which looks extremely similar to Fruit Roll-Ups. The Wrap-Ups are available in bacon, cheese, cheeseburger and peanut butter flavors.
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After announcing its rebrand, Instinct showed off its new look at its booth on the show floor. The update includes new packaging for its pet foods. The company also debuted its FreshRaw Meals, raw, protein-packed recipes produced using high pressure processing (HPP).
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Woof, a brand merging play with nutrition, debuted its new HonestChew products. Formulated with food-grade, plant-based ingredients, including real antler and cellulose, these dog chews served as an alternative to plastic and nylon chews, as well as rawhide and traditional bones. They have a raised, bumpy texture to help clean teeth and are available in two shapes.
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Open Farm introduced its first-ever cat treat: Kitty Cubes. The treats are freeze-dried and formulated with up to 92% meat and organs, non-GMO sweet potatoes, cranberries and pumpkin. They also include Omega fatty acids for skin and coat health support and probiotics to offer digestive support. The grain- and legume-free treats are available in three recipes: Chicken & Turkey, Salmon & Mackerel, and Surf & Turf.
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Since its humble beginnings nearly 10 years ago, Ava’s Pet Palace, founded by Entrepreneur Ava Dorsey, has rapidly grown. During the tradeshow, the brand showcased its expanded offerings, including baked, freeze-dried, crunchy jerky treats, food toppers and more. All products are made with limited organic or natural ingredients, avoiding fillers, in an effort to “treat all pets like royalty.”
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Tiki Cat highlighted several of its new cat food products, including recently released products under its Baby line. The new products include a Milk Replacer and Weaning Purée, as well as treats. Tiki Cat Baby Milk Replacer is a high-calorie, complete-and-balanced liquid formula that can replace or supplement cats’ milk for orphaned or underweight kittens. Tiki Cat Baby Weaning Purée is also a complete-and-balanced formula designed to serve as a starter food for kittens ages 4 weeks and older that aren’t quite ready for wet or dry cat food.
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From Aug. 12 to 15, groomers gathered to network, learn and test their skills in several contests, leading to some very interesting creations around the show floor.
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Lord Jameson brought Christmas to the show, teasing its new holiday-themed Love Puffs treats. The organic treats are formulated with sorghum and available in two varieties: Candy Cane Kisses, a coconut flavor, and Jingle Bells, an apple spice flavor.
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Targeted PetCare’s Chewsday brand launched its product line during the show. The line includes enzymatic dental chews, long-lasting rawhide alternative chews and treat for dogs. Each chew provides functional benefits.
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Following the year of the cat, Fromm Family Foods showcased its PurrSnickitty line, including new dry foods designed to appeal to cats’ particular taste preferences. The kibble portion of the line includes three recipes — Salmon Splendor, Game Bird Grandeur and Chicken Delight — complementing the wet, canned formulas.
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Tucker’s showed off its Raw Frozen Boost Cubes, packaged in something similar to a Tide Pod laundry detergent pack. Boost Cubes are formulated with pureed animal organs to provide dogs with additional nutrients in a peel-and-serve format. Available in five varieties — Organ Blends, No Fuss Necks, Hydrations, Whole Grinds and Chewsumables — the products are designed to be served as an addition to kibble, freeze-dried and raw complete-and-balanced diets.
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Dog strollers littered the show floor, even for pups as big as Pitbulls.
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ChefPaw showcased its dog food maker during the show and won the Launch Pitch Competition, presented by the World Pet Association and Purina’s Pet Care Innovation Prize. The system allows consumers to cook homemade dog food complete with an app that provides recipes suggestions and ensures formulas are complete and balanced.
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Felines were the topic at MPM Products’ booth, as the company highlighted products from its cat food brands Applaws and Reveal. The Reveal brand showcased its new Entrées recipes. The smooth paté is designed to provide high levels of protein and much-needed hydration. Applaws showed off its more premium offerings, from wet foods to lickable treats, toppers and more.
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PetAg debuted its new Dyne™ Chew Supplements line. The supplements are formulated with clinically studied ingredients tailored to meet specific need states in canines. The line includes Digestion & Immunity Advanced Support, Joint Health & Mobility Advanced Support, Energy & Endurance Advanced and Calming Advanced Support.
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Groomers took the chance to show off their skills during the show.
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In the New Product Showcase, The Honest Kitchen teased its human-grade Clusters dry dog food formulas. Designed for dogs with food sensitives, Gourmet Whole Food Clusters is made with pasture-raised lamb, cage-free chicken, probiotics and superfoods to support digestion and skin and coat health. Protein Plus+ Clusters are made with high levels of protein and probiotics to support digestion, skin and coat, and heart health. Both are free from grains.
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In addition to its Kitty Cubes, Open Farm also showcased its first regenerative-sourced pet treat: Regenerative Lamb Lung Cubes. The single-ingredient treats are freeze-dried raw and made from 100% pasture-raised, Global Animal Partnership-certified lamb lung from Land to Market-verified farms in New Zealand.
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Phelps Pet Products also took the opportunity to debut its Christmas-themed dog treats that also promote Disney characters Stitch, Mickey and Olaf. The holiday line includes Pineapple Glazed Ham, a pork jerky recipe; Roast Beef Feast, a beef jerky recipe; and Stuffed Turkey & Carrots, a turkey jerky recipe.
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Aside from the colorfully groomed dogs, other pets wandered around the show floor, including this rabbit driving its own car.
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Seeking to provide cats with stimulation and health benefits, Giddy Kitty displayed its Purrsuits™ cat toy-treat combo. The product consists of a dragonfly or mouse toy with treats threaded through and attached to a wand, which is then suction cupped to the ground. The cat treats are hollow and made with Omega 3 fatty acids and Sodium hexametaphosphate to support skin, coat and dental health.
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Crumps’ Naturals teased its Gutsy line of cat supplements, complementing its Gutsy supplements for canines. The supplements are formulated with prebiotics to support various aspects of cat health and wellness. The Gutsy cat line includes Balance Bites to support gut health and a healthy digestive tract, Happy Bites to help boost mood and support emotional wellbeing, and Calm Bites to promote relaxation and manage normal stress levels.
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In addition to its holiday treats, Phelps introduced the first-to-market hydration gel for dogs: H2GO! It is a lickable gel designed to help dogs replenish fluid loss during travel, outdoor activity or hot weather. According to Phelps, the gel is more effective than water by weight, hydrating body cells 200% more effectively.
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Leveraging its capabilities in dog treat production, Ag-Alchemy Animal Nutrition introduced its new ProBakery Bites for cats. The treats are made with upcycled ingredients and catnip.
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Inspired by the innovation across the show floor, brands (and dogs like this one!) are looking forward to SUPERZOO 2026, set to occur Aug. 12 to 14 with education beginning Aug. 11.
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