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Waita Pets is set to launch a new freeze-dried complete food for dogs and cats at PATS, the pet trade exhibition taking place at the NEC Birmingham from 28 to 30 September.
The London company, which introduced its first air- and freeze-dried products in October 2024, has secured more than 100 stockists in its first year.
The new complete food will be available to retailers from October, following its consumer launch.
The range has been developed using freeze-dried technology, a process that preserves nutrients, flavours and textures without the use of high heat or preservatives.
The food is made from 99% meat and comes in rabbit, duck and chicken varieties, with 400g packs available for both dogs and cats.
The business, run by Bolun Li and co-founder Wendy Wang, will also use PATS to offer a white-label wholesale service on selected treats, including beef liver, chicken cubes, duck cubes, mackerel fillet and whole quail.
In addition, Waita Pets will be exhibiting at the London Pet Show Live this weekend at Olympia, on stands B15 and E12.
Li, co-founder, said: “We began by thoroughly studying species-appropriate diets, focusing on the natural nutritional needs of dogs and cats.
“This involved reviewing current scientific literature on raw and freeze-dried feeding, consulting veterinary nutrition guidelines, and analysing ingredient functionality to ensure our formulations deliver balanced, bioavailable nutrients.”
