The Muzzle Movement’s Size Mitzy wins innovation award
Third place was awarded to AniVatio ProGut, a 3-in-1 oral gel combining prebiotics, probiotics and postbiotics to support canine gut health
The Size Mitzy, created by The Muzzle Movement, has won the Pet Industry Federation Innovation Award at this year’s Business of Pets conference.
Founded by Clara Hewson, The Muzzle Movement aims to challenge negative perceptions of dogs wearing muzzles.
The muzzle, which is designed to reduce the stigma around muzzled dogs, received the highest score across all judging categories.
Delegates at the conference, held from 5–6 June at the Cranfield Management Development Centre near Milton Keynes, evaluated 12 shortlisted products and services on creativity, innovation, market impact and sustainability.
Each finalist delivered a 10-minute pitch during the two-day event.
The runner-up was Petscribers, a digital prescription platform developed by veterinary surgeons to improve access to affordable pet medication.
Third place was awarded to AniVatio ProGut, a 3-in-1 oral gel combining prebiotics, probiotics and postbiotics to support canine gut health.
Hewson was inspired by her experience with her rescue dog, Tolly, and designed products that are both practical and less intimidating in appearance.
The Size Mitzy muzzle allows dogs to pant, drink and take treats, while helping to shift public attitudes.
The Business of Pets conference brought together entrepreneurs, investors and professionals from across the pet sector for two days of talks and networking.
The programme featured sessions on pet market trends, brand strategy, growth opportunities and future developments.
Nigel Baker, chief executive of the Pet Industry Federation (PIF), said: “The level of innovation this year was exceptional, but Size Mitzy truly impressed the judges with its thoughtful design and functionality. It is a brilliant example of how the pet industry continues to develop compassionate and practical products that make a real difference.”
