Earlier this year, Loyal Saints exhibited at SuperZoo 2025 in Las Vegas, Nevada — the largest annual trade show in the pet industry — and came home with something we didn't plan to announce: an official Emerging Brand designation from the World Pet Association.
We'll be honest with you. We didn't build this company to win trade show awards. We built it because King — my dog, my constant companion, my reason for any of this — was struggling. Chronic digestive issues. Allergy flare-ups. A dull coat and low energy that we'd been fighting for years with every "premium" kibble brand on the market. Nothing worked. So I stopped looking for a better kibble and started learning everything I could about canine nutrition from the ground up.
That research led to a diet based on real, whole, human-grade ingredients — freeze-dried to preserve the nutrition that cooking destroys. It changed King's health within weeks. And I realized: if this worked for King, it would work for thousands of dogs whose owners were stuck in the same loop I was.
That's Loyal Saints. Built for King. Built for every dog whose mom refuses to settle.
What Is SuperZoo?
SuperZoo is the annual trade show hosted by the World Pet Association in Las Vegas, Nevada. It draws thousands of pet product manufacturers, specialty retailers, national chain buyers, distributors, groomers, and veterinary professionals — making it one of the most important events on the calendar for any brand that takes the pet industry seriously.
For new brands, SuperZoo features a dedicated Emerging Brand designation — recognition given to businesses in their first two years of operation that demonstrate real product innovation, brand clarity, and market potential. It isn't something you apply for or purchase. You show up. You represent. The industry decides.
We're proud they decided in our favor.
What We Brought to the Trade Show Floor
I brought all three Loyal Saints formulas to Las Vegas:
- Beef Formula — Whole-muscle beef and 4 organs. 29 human-grade ingredients. High-protein and iron-rich. King's original formula.
- Chicken Formula — Lean, digestible, and picky-eater approved. Our most gentle formula for sensitive stomachs and dogs transitioning from kibble.
- Turkey + Salmon Formula — Our omega-3 formula. Dual-protein, deeply nourishing, and built for dogs with dull coats, stiff joints, or skin issues.
Every formula is human-grade. AAFCO-complete. Free from soy, corn, GMOs, additives, wheat, and fillers. Shelf-stable for 12+ months — no freezer, no thawing, no ice packs. Real food. Real convenience. No compromise.
What the Emerging Brand Designation Means
The World Pet Association awards the Emerging Brand designation to pet companies in their first two years of business that meet specific criteria: genuine product differentiation, a clear brand identity, consumer market traction, and a viable growth trajectory. Loyal Saints qualified on every measure.
In an industry crowded with brands making near-identical claims — "natural," "real ingredients," "premium" — Loyal Saints stands on specifics. Human-grade processing standards. Zero compromise formulation. A founder story that isn't marketing copy, it's the actual truth of why this company exists.
Trade show buyers have seen every pitch. When Loyal Saints stood out at SuperZoo, it wasn't because we had the flashiest booth. It was because the product and the story are real — and you can't fake that in front of people whose job it is to spot the difference.
A Note on What Comes Next
SuperZoo was a first step toward broader retail expansion for Loyal Saints. We've built a loyal direct-to-consumer base — dog moms who've seen real results and stay with us because Loyal Saints works. The next chapter is getting our formulas onto shelves where more dogs can benefit from them.
If you're a specialty pet retailer or buyer, we'd love to connect. Email hello@loyalsaintspets.com.
And if you're a dog mom who's been watching from the sidelines — this is your moment. Use code KING40 for 40% off your first order.
Ready to try Loyal Saints? Shop all formulas →
