All the products entered into the showcase will be judged by a panel of independent pet retailers on the first day of the show, and the winners of each category will be announced at lunchtime.
Additionally, Trude Mostue, star of the BBC programmes Vet School and Vets in Practice, will exhibit with her new company Dr Krill.
"It’s great to see so many exhibitors putting their new products forward," said organiser Annie Foord. "Speaking to visitors, we know that a lot of them head to the Showcase first. They can see all the latest items in one place, and once they’ve seen what they like, they then head off to the stand of the manufacturer or supplier of that product to discuss it in more detail."
There are seven categories in the New Product Showcase – cat, dog accessory, dog food or treat, bird, small animal, pet care, and grooming.
Irish company Christies Global have won an award at three consecutive PATS shows. Marketing manager Lindy Harper said: "Christies Global has always prided itself in bringing innovative products to the grooming market and these awards recognise this work. Given the high standard of competition in the market, we feel truly honoured to have won three consecutive awards."
Supa won one with their Gloucester range of bird feeders at PATS a year ago. "The award has certainly focused attention on Supa and has led to some new listings with current customers and also the opening of some new accounts who have wanted to stock this new and dynamic range," said managing director Chris Goodlad.
There will be 180 exhibitors attending PATS Telford this year.