Assisi Pet Industry Roundup – Week of 04 Mar 2026
Welcome to this week's Assisi Pet Industry Roundup. We've curated the most important stories from across the UK pet sector to keep you informed and ahead of the curve.
Scrumbles Named Among Europe's 1,000 Fastest-Growing Companies by Financial Times
03 Mar 2026
UK gut-friendly pet food brand Scrumbles has been recognised in the Financial Times and Statista's ranking of the 1,000 fastest-growing companies in Europe for 2026. The accolade highlights the brand's consistent and strong revenue growth across its dog and cat food range, which is built around probiotic-enriched, high-meat recipes. Scrumbles, which recently secured a major Tesco listing for its wet cat pouches, continues to scale as consumer demand for functional, health-led pet food accelerates.
Industry News
One in Five UK Pet Owners Confused by Pet Insurance, Leaving Millions Financially Exposed
27 Feb 2026
New research from financial comparison platform Quotezone has found that one in five UK pet owners have been forced to pay unexpected vet bills out of pocket due to inadequate or absent insurance cover. A further 20% of owners admit to being confused by pet insurance products, with 12% choosing to forgo cover entirely. Key gaps identified include exclusions for pre-existing conditions, hereditary illnesses, dental treatment, and behavioural issues.
Mars Launches $85m Impact Fund to Support Communities, Science, and Companion Animal Vet Care
26 Feb 2026
Mars Incorporated has established the Mars Impact Fund, a new philanthropic entity that will distribute $85m (approximately £62.9m) through 2027 across three priority areas: community resilience in sourcing regions, diversification of agricultural and food science pipelines, and improved veterinary care access for pets in under-resourced communities. From 2028, the fund expects to distribute at least $50m annually on an ongoing basis.
Dogs Trust and RSPCA Open National Consultation on Responsible Dog Ownership Framework
27 Feb 2026
Dogs Trust and the RSPCA have launched a national public consultation following research revealing that despite a record 13 million dogs now living in the UK, there is a significant gap between owner perception and public experience of responsible ownership. A YouGov survey of 4,328 adults found that while 96% of owners consider themselves responsible, 86% of the general public report experiencing irresponsible dog-related behaviour.
New Products & Innovation
OnlyCat's AI-Powered Prey-Detecting Cat Flap Pitches on Dragons' Den
04 Mar 2026
UK pet tech startup OnlyCat is seeking investment on Dragons' Den for its smart cat flap, which uses artificial intelligence to detect when a cat is carrying prey and automatically locks to prevent unwanted animals being brought indoors. The product addresses a common frustration for cat owners and sits within the rapidly growing pet technology segment. The Dragons' Den appearance marks a significant visibility moment for the brand and for AI-enabled pet innovation more broadly.
Tug-E-Nuff Launches Whip It Flirt Pole Toy for High-Energy Dogs
02 Mar 2026
Dog enrichment brand Tug-E-Nuff has unveiled Whip It, a new flirt pole toy designed to support interactive play, focus, and impulse control in active dogs. The product is available to pre-order from 9 February 2026, with limited initial stock allocated to Crufts 2026, where it will make its public debut. The launch reflects growing demand for structured enrichment tools that support canine mental stimulation alongside physical exercise.
Retailer News
Gizzls Extends Partnership with We.pet Platform
26 Feb 2026
Pet supplement and treat brand Gizzls has confirmed an extension of its commercial partnership with We.pet, the digital pet health and retail platform, strengthening its presence within the growing online pet care channel. The continuation of the tie-up signals confidence in subscription and digital-first distribution models that are becoming increasingly important in the UK pet market.
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