This coverage focuses on The Innocent Pet, a UK-based manufacturer of air-dried natural treats and foods for dogs and cats, known for its artisanal approach and emphasis on British ingredients. Pet Gazette reports on the company’s product innovation, retail and wholesale partnerships, sustainability practices, and brand development within the premium pet nutrition space. Coverage supports retailers, distributors, and category buyers seeking insight into natural product trends, independent brand growth, and supply opportunities across the UK pet trade.