What's In The Bowl Pet Shop is proud to carry Iceland Pure Pet Products in New Berlin, Wisconsin. At Iceland Pure we believe that omega oils are essential to keep your pets in good health. We are committed on delivering the world's safest, most effective omega fish oils for our furry friends never in a plastic bottle. The reason I had to find a safe alternative was very simple, I did not feel confortable giving my dogs Rufus and Junior Salmon oil in a plastic bottle, thus why would I sell it just did not feel right. Founded in 2005, we are a small company dedicated to offer the best fish oils for dogs, cats and horses. We bottled only what we need to deliver in a weeks time, by doing so we can guarantee that our product is always fresh.