LONDON — On Jan. 31, Product of the Year announced its 2024 winners, representing product innovations across 43 CPG categories, including dog and cat food. Winners were selected by 8,000 consumers in the United Kingdom.

“This year, there’s been an incredible mix of new product development, creativity and ingenuity, that’s been truly impressive,” said Helga Slater, managing director of Product of the Year. “…Product of the Year is a celebration of what we consider to be the heroes of our everyday — the products that make a difference to our lives.”

Whiskas named best cat food innovation by UK Product of the Year 2024Source: Mars Petcare Europe

Whiskas Pouch Reset, which won in the cat food category, is a new range by Mars Petcare Europe that aims to bring optimal palatability to a cat’s food bowl. According to the company, three out of every four “fussy cats” accepted Whiskas Pouch Reset in feeding trials.

Butcher’s Pet Care was crowned in the dog food category for its Butcher’s Nourishing Food for Dogs Healthy Heart Tins, which provides active ingredients and a specific nutrient balance to support heart health in dogs.

“Healthy Heart is our most exciting NPD to date providing an affordable, everyday natural meal to support a dogs heart health,” said Natasha Bryant, senior brand manager at Butcher’s Pet Care. “So much hard work over a long period of time went into developing this product, so I am absolutely delighted that it has won Product of the Year that has been recognized by consumers.”

Product of the Year started in the United Kingdom two decades ago and has since expanded to include programs in more than 40 countries worldwide. According to the platform, up to 81% of consumers recognize the Product of the Year logo, making it a prestigious achievement for product innovation.

Read more about new pet food and treat products.