20+ Coolest Products For Cats From SUPERZOO 2023

Written by: Adri Sandoval
Adri Sandoval is the Special Projects Manager for iHeartDogs and iHeartCats. Her work has deepened her love for animals, fostering a strong passion for rescue and animal advocacy.Read more
| Published on August 28, 2023

Another SUPERZOO is in the books and this one might have been the biggest ever. The Mandalay Bay conference center in Las Vegas, Nevada hosted over 10,000 retailers in the pet industry this year, many rolling out new, never-before-seen products for furred, feathered, and scaled friends. 

SUPERZOO is a trade show and conference for the pet retail industry and is, unfortunately, not open to the public. It’s one of the largest annual events in the United States dedicated to pet professionals, including retailers, groomers, pet service providers, and manufacturers. SuperZoo provides a platform for industry players to showcase their products, attend educational sessions, network with other professionals, and stay updated on the latest trends in the pet industry.

Trends come and go in the pet industry just like any other, and walking around SUPERZOO gives an idea of what the discerning pet parent is looking for when it comes to caring for or spoiling their furry friends. These are just a few of the amazing products the iHeartDogs and iHeartCats team noticed this year. 

1. Skout’s Honor Probiotic Shampoo + Conditioner for Dogs and Cats

Skout’s Honor pet shampoo and conditioner gently cleans and moisturizes the skin and coat and is great for healthy pets and pets who suffer from skin allergies. It contains avocado oil and topical probiotics that help support a healthy microbiome to defend against common skin problems such as itching, odor, dryness, dandruff, hot spots, yeast and excessive shedding.


2. AnimalBiome Microbiome Gut Test

AnimalBiome scientists have studied the gut microbiomes of more than 30,000 cats and dogs and have developed science-backed solutions for pets suffering from various symptoms. If your pet suffers from health problems like diarrhea, vomiting, or itchy skin, the cause could be a microbiome imbalance. AnimalBiome’s microbiome testing and supplement products provide a scientific, comprehensive roadmap to achieving a healthy gut microbiome through a 3-Step process: test, restore, and maintain. Use Code SAVEAB-10 for 10% off!

3. Solid Gold NutrientBoost Meal Topper for Cats

NutrientBoost Meal Topper is powered by plasma to improve digestion and nutrient absorption. Give your cat the boost they need with every bite of protein-packed plasma rich in minerals, amino acids and antibodies. This delicious, nutrient-rich blend of all-natural ingredients improves digestion and nutrient absorption. Add to any kibble of your choice!

4. Pidan Cat Island

Pidan’s super cute cat island gives your kitty a cute, cozy place to curl up. With a palm tree scratcher and a few dangling toys to bat, it’s a perfect paradise to rest and play. Use code WELCOME15 to get 15% off your cat island from Pidan!

5. Cheerble Wicked Mouse toy

Cheerble’s line of toys for cats and dogs are sleek, but still fun for pets. Their Wicked Mouse toy is the new favorite in our home – it moves quickly and in unexpected ways that keep kitties on their toe beans. The design is minimal so it’s nice for humans to look at, but the tail lights up and blinks in a variety of colors to keep a cat’s attention. Even the dog loves it!

6. Open Farm Freeze Dried Raw

Open Farm wants to be the better choice for both your pet’s health and the environment. Their freeze-dried raw food line is made with sustainably sourced organic produce, wild-caught fish, and humanely raised cattle. Their gentle freeze-drying method ensures that the food retains as many nutrients as possible to give your cat or dog everything he needs to thrive in his bowl.

Check out the wide variety of freeze-dried flavors they have for both cats and dogs.

7. Dr. Elsey’s Cat Attract Premium Clumping Cat Litter

Non-use of the litter box is the #1 behavioral reason cats are abandoned, abused and placed in shelters. Cat Attract® is an effective solution to this often misunderstood problem. Blended with a natural herb attractant, the ideal texture and particle size combine to solve litter box problems with an effective solution guaranteed to bring cats back to the litter box. Cat Attract provides a solution for cat owners whose cats do not use their litter box.

Not ready to switch litter? You can add Cat Attract additive to your existing litter to keep your kitty going in the box and not around the house.


8. Redbarn Protein Puffs for Cats

Protein Puffs are an extraordinary combination of health, taste, and texture all in a cat-sized reward. With protein derived from human-grade caseinate commonly used in common health supplements, snacks, and protein bars, Protein Puffs contain a bountiful amount of essential amino acids, and are completely free from sugar, grains, and anything artificial. This unique blend of ingredients helps support your cat’s overall muscle development (though you may think just her jaw as she won’t want to stop snacking on these). And at less than one calorie per treat, you can treat your feline anytime she meows.

9. ökocat Original Premium Clumping Wood Cat Litter

ökocat Original is a premium natural cat litter that is controls odor while offering a pleasant, playful texture that’s easy on paws. A fresh natural scent will give kitty a whiff of the great outdoors. Made entirely from sustainably sourced, responsibly rescued natural wood fiber, ökocat offers the brilliance of European engineering for a better-performing litter.


10. Boss Nation Greek Style Frozen Yogurt Treats

Boss Dog Brand Greek Style Frozen Yogurt Treats for cats and dogs use 100% human-grade ingredients with flavors pets crave. Your cat or dog will love the combinations of peanut butter and banana, cheddar and bacon, pumpkin and cinnamon, and new peanut butter and applesauce. Try them after a walk for a cool down or even for training.

11. Litter Robot 4

The Litter Robot is synonymous with “smart litter box” and for good reason. Litter Robot is smart and efficient, and keeps your cat’s business out of sight, out of mind, and out of your nostrils. The spacious Litter Robot 4 is the newest version in the Litter Robot lineup and is Wi-Fi enabled. Not only can the app tell you when the box has been cleaned and needs to be refilled, but it can also monitor your cat’s weight through the Litter Robot SmartScale, and let you know if there’s something up with their recent bathroom habits.

12. Pet House Candles by One Fur All

One of the only candles on the market made specifically for pets. All candles feature inviting fragrances blending a variety of scents. There are no parabens, no phthalates, and no dyes. They’re made with 100 percent natural plant-based wax, hand-poured in the United States with cotton wicks. They will feature a new autumn candle fragrance called Cherry Crumble, an Apple Cider scent available in a room spray, a Happy Birthday candle, and coming soon: new reed diffusers.

13. ActivPhy Mobility Collar

ActivPhy is introducing a different way to support your pets’ joint health. For cats and dogs who aren’t keen on taking supplements, collars might be an answer we didn’t know we needed. The ActivPhy Mobility Collar delivers hip + joint support through contact with skin and fur for 30 days. These are the same ingredients you’ll find in the supplements your pet might not be crazy about, like Glucosamine, Chondroitin, and MSM. You won’t have to remember to give a supplement every day – just change the collar once a month.

14. Grizzly Omegas Supplement Liquids

Grizzly Omegas is offering yet another way to get some health-boosting ingredients into your dog’s diet without having to feed them extra treats. These supplements come in liquid form, and in convenient, easy to store and use bottles with pumps. Rather than having to carefully measure the liquid, all you have to do is use the chart to find the right amount of supplement for your pup and add it to their food or water. Grizzly Omegas makes a number of supplements for both cats and dogs to support organs, skin and coat, gut health, and immune functions.

15. Instachew Smart Products

Instachew has a whole line of smart products that will take almost all the work out of caring for your pets! You will never have to get up to check if your dog or cats needs are being met because you will be able to do it all from your phone. With a super quick touch of a button you can activate a pet feeder, smart water bowl, litter box, or treat-dispensing camera. You’ll be able to dedicate all the time you free up with your Instachew smart items to more cuddles, scratches, and playtime. One of our favorites is the TrekPod Smart Pet Carrier. This lightweight backpack-style carrier includes an app that allows you to monitor and adjust the temperature inside with fans so you can ensure your kitty is comfortable even if they don’t love being in their carrier.

16. Petzey Virtual Vet

Pets are family and deserve the best care always. Petzey was created to help pet parents connect with vet professionals to help keep their pets healthy and happy! Download their app from Google Play or App Store and consult a veterinarian for only $20 per call.

17. Go! Solutions Digestion + Gut Health Cat and Dog Food Booster

The way to a dog’s health (and heart) is often through their stomach! Go! Solutions Digestion + Gut Health Recipes with Ancient Grains offers a specialized mixture of patented probiotics designed to survive the digestive tract and support digestion. It also contains a three-yeast blend to support a healthy gut microbiome, and fiber-rich ancient grains including quinoa, sorghum, millet and oats.

18. Two Crazy Cat Ladies Flea-eX for Cats

Flea-eX is an all-natural flea and tick spray for cats and kittens. Go natural and avoid the harsh side effects of traditional flea treatments, and with quicker results. This formula is made from plant extracts that attack fleas on contact. Use it on your cats, furniture, and outdoor areas.


19. Simply Paws Purrfectly Clean Paws Ramp

This brand-new litter box ramp system helps keep litter from tracking and helps cats with mobility issues get in and out of their box. It is a first-of-its-kind innovation is perfect for all cats. The ramp is made of USA-sourced premium corrugated cardboard manufactured in the United States from 100% recycled fiber—a sustainable resource. It’s printed with water-based inks and adhesives that are environmentally responsible. Best of all, the ramp is recyclable, biodegradable, and compostable.

20. Catit PIXI Smart 6-Meal Feeder

With the Catit PIXI Smart 6-meal Feeder, you can serve up to 6 meals of your cat’s preferred dry food, wet food or treats in any combination or order, at any time – day or night. It’s easy to schedule feedings through the app or control panel, and the cat-safe rotation mechanism and lock will keep kitty out until it’s time to eat. 2 ice packs will keep wet food fresh while it waits in the feeder.

21. Primal Pet Foods Tempting Treats for Felines

From sweet and savory jerky pieces to gently freeze-dried treats with a crunchy texture, Primal offers a variety of cat treats to appeal to the most discerning feline palate: The G.O.A.T. Primal Freeze-Dried Crunchy Treats for cats are made with goat milk and probiotics for gut health. Liver, Laugh, Love Primal Freeze-Dried Pork Liver Cat Treats are made with probiotics for gut health. Give Pieces A Chance! Chicken Jerky Cat Treats are designed as a perfect training treat.