LAS VEGAS — With SuperZoo 2022 just one week away, the pet industry at large is preparing for what is expected to be a full return to normal tradeshow activity.

"We are expecting to get back to a more normal show with higher attendance versus the last couple of years," said Ryan Wilson, vice president of marketing at Halo Pet, a Better Choice Company brand that will be exhibiting at booth #6947.

The annual show, held from Aug. 23 to 25 at the Mandalay Bay Convention Center in Las Vegas, will feature nearly 1,000 exhibitors, 70 educational sessions led by wide range of industry experts, nine grooming contests, and an exclusive networking event.

“We expect a big turn out this year with a lot of pent-up excitement. That’s the big difference,” said John Sturm, chief revenue officer at Natural Balance, which will be exhibiting at booth #6830. “Of course we expect to see the latest in innovation and spot trends that we feel are consistent with best-in-class pet nutrition."

The 300,000-square-foot show floor will feature five specialty areas — Natural and Health, Specialty and Lifestyle, Farm and Feed, Aquatics, Reptiles and Small Animals, and Groomer’s Marketplace — as well as an Emerging Brands section where hand-picked startups will showcase their early-stage innovations.

More than 700 new product debuts will fill the New Product Showcase, through which a selection of companies will be awarded across 10 product categories. Winners for each category will be announced at the New Product Showcase Awards ceremony at 3 p.m. Pacific Time (PT) on Aug. 23.

The New Product Showcase at SuperZoo 2022 will feature more than 700 new products.The New Product Showcase at SuperZoo 2022 will feature more than 700 new products. (Source: SuperZoo) 

On Aug. 24 at 7 p.m. PT, SuperZoo will host an exclusive Beach Party networking event with music, a happy hour and hors d’oeuvres for attendees and exhibitors.

When asked about what her company hopes to take away from SuperZoo 2022, Anne Carlson, chief executive officer of Jiminy’s (booth #3831), cited one key benefit: relationships.

“It’s the coin of the realm and the relationships you form at SuperZoo will sustain you for the coming year,” Carlson said. “Many of Jiminy’s new additions like the Phillips partnership came to fruition only after laying the groundwork in earlier SuperZoo’s. We have some relationships we’re still developing and there are always opportunities for creating new — and sometimes surprising — relationships at each show.  It’s another aspect I look forward to every year. By the way, I can’t announce anything now but, by SuperZoo, we’ll have some really great news to share. See you there!”

Bocce’s Bakery (booth #1858), a pet treat company recently acquired by Alpine Investors' latest venture, Antelope, also stated it is most looking forward to establishing relationships with new retailers, building connections with familiar faces, and sharing more about the company’s new dog supplements. This will be Bocce’s first year exhibiting at SuperZoo under new ownership.

Among hundreds of new product debuts at this year’s show, Better Choice Company (booth #6947) plans to announce the launch of its new-and-improved Halo Holistic portfolio, which has been reformulated to remove soy, offer higher levels of responsibly sourced protein, and higher levels of guaranteed probiotics and postbiotics to support gut health. The company has also incorporated a poultry-free options for pets with protein sensitivities, and will debut updated packaging designs with recyclability and freshness in mind. The reformulations span the Halo Holistic collection, which includes dry and wet dog and cat food, as well as dog and cat treats.

Northwest Naturals (booth #3753) plans to debut two new products at this year’s show. The company’s new Functional Toppers include three freeze-dried raw powder topper formulas targeting various health and wellness concerns. The line includes a Salmon, Shitake and Maitake Mushrooms recipe to boost immune health, heart health, cognitive function and energy; a Chicken Breast with New Zealand Green Mussels to target joint inflammation; and a Beef Liver with Turmeric Powder recipe to support heart health with anti-inflammatory and antioxidant benefits.

Additionally, Northwest Naturals will launch its new Freeze-Dried Heart Treats for dogs and cats in three recipes — Chicken Heart, Beef Heart and Pork Heart. All formulas deliver B vitamins, iron, zinc, taurine and essential fatty acids to support overall health and wellness in pets.

Wild Earth, an alternative protein pet nutrition company, also shared what it is most looking forward to at SuperZoo 2022.

“Wild Earth is thrilled to attend this year’s SuperZoo to talk about exciting new research showing that dogs fed a plant-based, nutritionally complete food like Wild Earth are healthier and live longer,” said Ryan Bethencourt, co-founder and chief executive officer of Wild Earth. “We’ll also be unveiling a new look for products set to hit shelves in 2023 within our booth #7114. We’re most looking forward to giving attendees an exclusive sneak peek at some exciting developments such as our progress with cell-based meat slated for launch in 2023.”

MYOS CORP (booth #3763) will make its SuperZoo debut this year, showcasing its muscle health supplements for dogs and cats. The company will highlight its Canine Muscle Formula, Feline Muscle Formula, and Canine Muscle & Mobility Chews at its booth.

“Our canine and feline muscle health products continue to grow year over year,” said Joe Mannello, CEO of MYOS CORP. “Taking part in SuperZoo provides us with an excellent opportunity to reach new retail and distribution channels, creating meaningful partnerships in both the brick and mortar and e-commerce space. We have a unique group of clinically proven products focused on improving muscle health, which is vital for pets’ longevity and quality of life. We look forward to expanding our reach so that more pets can benefit from our products.”

Aside from new products, networking opportunities and educational sessions, SuperZoo 2022 will award nearly $35,000 to many grooming professionals through nine grooming contests. Contests will feature various divisions based on breed classes, and winners will be awarded for Best First-Time Competitor, Best International Competitor and Best Pet Stylist in Show prizes. The grooming contests will also include specialized contests like the Creative Styling Competition, the Wahl Clipper Classic, the All Breed Model Dog Challenge and the Super Jackpot Contest.

Free Show Floor Talks are included in SuperZoo 2022's educational lineup.As part of the SuperZoo educational lineup for 2022, free Show Floor Talks will be held throughout the show at booth #5725. (Source: SuperZoo) 

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Read more about new pet food and treat products.