Pow Wow, a rehydration drink for canines, has been developed by Moy-based Jam Pet Foods.

Pet owners in the Netherlands are now snapping up the product for their pooches and Japanese and Belgian owners are about to follow their lead.

Jam secured the export business after participating in Invest Northern Ireland's 'Going Dutch' export marketing programme, which is supported by Northern Ireland Trade Consultants in Amsterdam.

The Moy company is supplying the flavoured isotonic drink to a network of independent pet shops and a major pet wholesale operation in the Netherlands.

It has also won a substantial contract to supply the drink to Japan, while inquiries have been received from one of the biggest pet stores in Belgium, too.

On the home front, Pow Wow is available in all Pets at Home stores across the UK.

Jam Pet Foods manager Anthony Mackle pointed out: "The practical support and direction we received from NITC was invaluable. It helped us target the main distribution channels and seek out those companies with the best potential for selling Pow Wow.

"Pow Wow is specially formulated to offer the dog a delicious chicken flavoured drink while replacing the essential salts and minerals that are lost through sweat and panting.

"A lot of dogs don't drink enough water due to impurities such as chlorides which taste and smell bad. Good hydration is vital during warm weather and exercise. Pow Wow is the solution dog owners have been looking for."

The company spent over three years working on the formula for Pow Wow, testing different flavours to find one that would be highly palatable to even the fussiest of pooches.