Montego brings antelope-based KAROO Wild treats to the UK
Bottom line
Montego Pet Nutrition is expanding KAROO Wild into the UK through a new distribution partnership with The PetFellas, with the range set to make its formal UK debut at PATS 2026 in Birmingham on September 27-29, 2026. The line is positioned around African antelope as its primary protein, and Montego says the treats are grain-free, gluten-free, and made in formats including Training Bits, Trail Bites, and Sticks. The PetFellas describes itself as a UK pet retail distributor backed by importer-distributor The FoodFellas, which gives Montego an established route into the British specialty channel. (montegopetnutrition.com)
Why it matters: For veterinary professionals, the launch is another sign that novel-protein products are moving further into mainstream companion animal retail, not just therapeutic nutrition. That may create more conversations with pet parents about when a novel protein treat is simply a premium snack versus when diet selection is part of a structured elimination trial for suspected adverse food reactions. Current veterinary guidance continues to emphasize that food allergy diagnosis relies on a carefully controlled diet trial, and that over-the-counter novel-protein products can be complicated by prior exposure, cross-reactivity, or contamination with undeclared proteins. (merckvetmanual.com)
What to watch: Watch for how broadly KAROO Wild lands in UK retail after PATS, and whether Montego discloses more on import, distribution, and veterinary-channel positioning as the launch approaches. (patshow.co.uk)
Montego Pet Nutrition is taking its KAROO Wild dog treat range into the UK through a partnership with The PetFellas, marking the latest international expansion for a South African pet nutrition company that has been building export distribution around novel-protein products. The launch is scheduled to be showcased at PATS 2026, the Pet & Aquatics Trade Exhibition at the NEC Birmingham, running September 27-29, 2026. (feedbusinessmea.com)
The move builds on Montego’s broader push to internationalize KAROO Wild. The company has previously promoted the line in the US and expanded treat distribution into the Netherlands, positioning the brand around antelope-based nutrition, South African provenance, and sustainability claims tied to use of underutilized game meat cuts. On Montego’s own materials, KAROO Wild is framed as part of a longer-term effort to create value from the Karoo region’s game meat supply chain after export disruptions hurt local producers. (montegopetnutrition.com)
In practical terms, the UK launch gives Montego a local commercial partner with existing distribution infrastructure. The PetFellas says it is a UK business focused on independent pet retail and is backed by The FoodFellas, an importer and distributor. Montego’s product pages describe KAROO Wild as antelope-based, grain-free, gluten-free, and free from artificial colors and flavors, with multiple treat formats including Training Bits, Trail Bites, and Sticks. Montego also says the range is built around “sustainable game meat utilization,” especially lower-value offcuts, a point echoed in trade coverage of the UK rollout. (thepetfellas.co.uk)
There does not appear to be substantial independent veterinary commentary yet on this specific UK distribution deal, but the broader industry context is familiar. Novel proteins continue to attract interest because they can appeal to pet parents seeking perceived digestibility benefits, ingredient differentiation, or alternatives to common proteins. At the same time, veterinary sources consistently caution that “novel protein” in retail marketing is not the same thing as a diagnostic diet. Merck Veterinary Manual and AAHA guidance both point back to structured elimination trials when clinicians are working up suspected cutaneous adverse food reactions. (merckvetmanual.com)
Why it matters: For veterinarians and practice teams, launches like this can shape client expectations before they ever reach the exam room. A pet parent may see antelope-based treats and assume they are automatically appropriate for a dog with suspected food allergy, when the clinical reality is more nuanced. Expert guidance notes that a protein is only “novel” relative to that individual dog’s diet history, and that strict control of all foods, treats, chews, and flavored medications is essential during an elimination trial. In other words, products like KAROO Wild may be commercially interesting and potentially useful in some households, but they are not interchangeable with a veterinarian-directed diagnostic plan. (merckvetmanual.com)
The UK angle also matters from a regulatory and supply-chain standpoint. Pet food products made from animal by-products entering Great Britain are subject to import and processing requirements overseen by APHA and related UK rules, and import pathways differ depending on whether the product is processed pet food, dog chews, or ingredients for manufacture. That doesn’t suggest a problem with this launch, but it does mean international expansion in this category depends on more than branding and distributor reach. (gov.uk)
What to watch: The next milestone is the PATS 2026 debut, but the bigger question is whether Montego keeps KAROO Wild positioned mainly as a premium retail treat or tries to build a stronger veterinary-adjacent story around novel proteins, sustainability, and diet sensitivity. Veterinary professionals should also watch for any additional product detail on formulation, sourcing verification, and UK retail rollout once the show begins. (patshow.co.uk)
Common questions
What is KAROO Wild launching in the UK as?
A dog treat range from Montego Pet Nutrition, brought into the UK through a partnership with The PetFellas.When and where will KAROO Wild make its formal UK debut?
At PATS 2026 in Birmingham, at the NEC, from September 27-29, 2026.What protein is KAROO Wild based on?
African antelope is the primary protein.What treat formats are included in the range?
Training Bits, Trail Bites, and Sticks.