From Aug. 16 to 18, the World Pet Association (WPA) drew professionals from all corners of the pet industry to Las Vegas for the annual SUPERZOO. The event welcomed nearly 18,000 industry professionals, a 10% increase from 2022, from 84 countries, according to WPA. The show highlighted the latest pet food innovations, offered several educational sessions, hosted captivating grooming contests and so much more. 

A surprising sight greeted many at AnimalBiome’s booth. Odette Suter, DVM, highlighted the company’s dedication to pet gut health with her striking costume. 

Speaking of AnimalBiome, the gut health-centric company showcased its latest product innovations, including Fish Bits. Made for dogs and cats, Fish Bits serves as a single-ingredient, high-quality protein supplement. The topper supplement is made from armored catfish, an invasive species currently devastating North American freshwater ecosystems.

SuperZoo is known for its fun, spirited energy, and this year’s show was no exception. The floor was full of dogs decked out in the finest fashions — from brightly colored fur to tiny outfits. 

Zesty Paws debuted its latest new product. Healthy Aging NAD+ Precursor is a supplement specifically developed to support metabolic health, cellular energy, skeletal muscle health and recovery, and brain and cardiovascular health in dogs. The Healthy Aging supplement is formulated with Niagen®, a clinically studied precursor to NAD+ that helps support cells as they change with age.

Worldwise launched Treatly during the show. The new pet treat and chew brand offers various products made from all-natural, high-quality ingredients and crafted using the highest human-grade food standards. The line includes rawhide alternatives, collagen chews, long-lasting chews, soft treats, freeze-dried treats and toppers, vegan products and more in all shapes and sizes.

The show floor was full of four-legged pets, as well as reptilian and aquatic pets in a range of eye-catching colors.

This year’s SUPERZOO boasted an expansive show floor spanning 330,000 square feet with more than 1,100 exhibitors. According to WPA, the show floor was specifically designed to provide attendees with a more personalized experience, offering various sections including Emerging Brands, Natural and Health, Specialty and Lifestyle, Farm and Feed, New Product Showcase and more

Ava’s Pet Palace introduced its new Freeze-Dried Raw Dog Treats in the New Product Showcase. Formulated with veterinary expertise, the treats contain 96% turkey or wild-caught salmon enhanced with vegetables that provide functional health benefits. Recipes include Turkey Poppers, made with turkey and pumpkin, and Salmon Puffs, made with salmon and kale.

Lord Jameson introduced these new dog treats. Love Puffs are formulated with organic sorghum, a gluten-free grain that boasts a high amount of protein, iron and antioxidants, and is also highly digestible. The treats also contain other premium, organic ingredients.

Grooming contests and educational sessions offered grooming professionals insights on how to create striking designs, such as this Tiger Dog pictured here. 

We Are NDependent showcased its Pairs treat line. Pairs treats combine animal organ meat with Golden Milk, a superfood. They are formulated with raw goat’s milk, fermented turmeric, ginger and kefir powder. 

This brand by Pets Best Life showcased its unique and innovative dental treats for dogs. Pictured here is Joe Roetheli, Ph.D, chief executive officer and founder of Pets Best Life, showing off the innovative design of Yummy Combs dental treats. The unique, patented shape is described by Roetheli as combining a flat, wide hockey puck shape with a bee’s nest interior to offer teeth-cleaning and oral health benefits.

Petcurean introduced its latest product innovation, Go! Solutions Boosters, during the show. The new products for dogs are designed as a flavor-enhancing meal topper, and the new products for cats provide a complete-and-balanced meal. The new line is available in eight formulas each for dogs and cats, and all recipes can be mixed-and-matched to support common need states.

Expertly groomed dogs weren’t the only furry things to grace the SUPERZOO show floor; cats made their presence known. Such as this Bengal kitten zooming on a cat wheel at Dr. Elsey’s booth.

The show floor was bursting full of educational opportunities, including an all-women leadership panel on “Navigating the Pet Industry.” Alex Waite, co-founder and chief innovation officer of Shameless Pets, Colleen Wilson, founder of Pets on Q, Carol Frank, managing director of BirdsEye Advisory Group, and Jamie Damato Migdal, founder and chief executive officer of FetchFind, shared their insights for emerging pet industry companies — from tackling supply chain disruptions to merger and acquisition advice.

Taking humanization to the next level, SodaPup debuted its jelly treats for dogs. Dogtastic Jelly Shots are flavored gelatin mixes that can be easily transformed into flavorful dog treats using boiling water or animal-based broth for additional health benefits. The treats offer various health benefits, including improved digestive health, enhanced hip and joint support, and better skin and coat health.

BrightPet Nutrition Group showcased several new products under its Stewart brand, including Raw Coated Kibble and functional dog treats. The kibble marks the brand’s entrance into a new pet food segment, “marrying the nutritional benefits of natural kibble with the irresistible flavor of freeze-dried coating,” according to BrightPet. The functional treats are freeze-dried and are available in Immunity and Focus varieties. 

On Aug. 17, WPA and Purina hosted the Purina Petcare Innovation Prize pitch competition. Gabriel Huertas del Pino pitched his dog food company Arch, which specializes in functional foods and treats made from insects, plant-based proteins and invasive fish species. 

Shepherd Boy Farms introduced a new line of Freeze-Dried Raw Goat’s Milk Blends. The shelf-stable blends are formulated with freeze-dried pure milk from pasture-fed goats raised without antibiotics or added hormones. Pet owners can add water and shake to turn the product into a goat’s milk topper or treat.

Among the brightly groomed dogs, others boasted small hints of color, like this poodle pictured above. With feathers dotting its fur and sparkles highlighting its nose, this pup certainly caught eyes.

Latina-founded Bundle x Joy had much to showcase at its booth during SUPERZOO 2023, including its Jerky Bars for dogs. The bars combine salmon, chicken or beef with superfoods to offer functional health benefits. The brand also hosted a Bubbles x Beats event, bringing together women in the industry. 

Polkadog showcased these limited-ingredient dog treats. Green Monstah treats are formulated with green crab and kelp, offering both functional and environmental benefits. The product represents the company’s restoration project, which seeks to help curb the overpopulation of green crab in New England and support local kelp farmers.

SUPERZOO 2024 will be held from Aug. 14 to 16, with educational sessions beginning Aug. 13, in Las Vegas. Stay tuned as Pet Food Processing continues to deliver timely news and insights to pet food and treat manufacturers across North America.