INNOVATE - Revolutionary New Cat Litter

Cats Incredible, a revolutionary new clumping cat litter, is set to launch at Global Pet Expo in Florida this month.

What makes this litter so different? The Dow Chemical Company’s patent-pending nontoxic technology that prevents ammonia from developing in the litterbox.

It doesn’t simply mask or neutralize the toxic gas; it stops it from forming, according to Andre Argenton, global research and development director for Performance Materials and Chemicals at Dow.

“At Dow, we’re problem solvers,” Argenton told Pet Product News. “Odour control is the No. 1 problem in the cat litter market. We believe we have broken through this problem with a disruptive technology solution for the litter industry that can improve the health of cats and their owners. Cats are important members of many families; our breakthrough technology gives cat owners peace of mind knowing their cat’s litterbox is providing a safe, ammonia-free environment.”

Joey Herrick of Lucy Pet Products has filed a worldwide patent on the innovative package design. The bright, recyclable bag features a side removable cap and ergonomic side and top handles for ease of use, and Ricky, a cat rescued by Herrick, graces each bag. His tail curls around to create one of the handles.

“It’s just a beautiful, extremely functional bag,” Herrick told Pet Product News. “There isn’t another like it out there.”

The litter is available in unscented and lightly scented with lavender, and was accepted by 100% of the felines at Lucy Pet who tried the product.

Four corporations collaborated to make this product a reality – Lucy Pet Products, Central Garden and Pet Co., Horn Co. and The Dow Chemical Company.

They expect Cats Incredible to be a "game changer" that revolutionizes the cat litter category.

READ MORE: A Winning Combination: Sparked by Lucy Pet Products’ Joey Herrick, a pet industry innovator extraordinaire, four corporations collaborate to revolutionize the cat litter category.

Top Trends in the Urban Animal Industry

Back in May, Pet Product News ran an article that identified ten trends acting on the urban animal industry:

1. Premiumization - convincing pet owners to buy higher-priced goods.
2. Packaging - packaging is an important part of premiumization and has yet to reflect the packaging innovations seen in human products.
3. Product Purity - according to the Packaged Facts January 2015 pet owner survey the majority of dog and cat owners are concerned about product safety. Companies are responding by changing their ingredient sources and production facilities.
4. Grocery Copycatting - human product retailers understand that people love their pets and are creating pet products that not only mimic but set trends in the pet industry.
5. Big-box Evolution - primary competition for mass retailers is not small specialty retailers but grocers due to their one-stop shopping appeal.
6. Brand Alliances with Retailers - channel loyalty has decreased and only large retailers can appeal to pet specialty and mass markets which is causing brands to enter exclusivity deals with a retailer rather than widespread distribution.
7. Generational Marketing - marketers are pressed to find the common marketing elements between different generations in order to target a wider audience.
8. Downsizing the Market - small dogs do not match the product volume return of large dogs however retailers are smart to follow the pet-friendly movement and promote smaller and more convenient city dogs.
9. The Future is Online - the Internet is the cornerstone for time- and money-saving opportunities.
10. Pet Prescriptions - the Human Animal Bond Research Initiative (HABRI) is gathering scientific proof of the link between pet ownership and improved human health; expect to see ‘get a pet’ become a medical recommendation.

Enriching the lives of pets and people in urban communities is the goal of the Urban Animal Foundation. Register for the 2015 Summit now to get the facts, have your say and move the industry in response to these trends.

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I-5 Publishing Takes Over BowTie Assets

I-5 Publishing LLC, a newly formed joint venture of publishing industry executives David Fry and Mark Harris, announced last week that it has acquired the books, magazines and websites of BowTie Inc., the publisher of Pet Product News International and other leading special-interest brands such as Cat Fancy and Dog Fancy.

“We are thrilled to bring these storied brands under our umbrella,” said Harris, who has been appointed interim CEO of I-5 Publishing. “Combining the talented, passionate teams that have built such a robust content engine with the technology and expertise of our existing joint ventures creates the perfect platform on which to create an infinite variety of special-interest content for delivery in all formats.”

I-5 Publishing is the latest in a series of professional partnerships between Fry and Harris and their respective companies. Harris is the co-founder and co-owner of National Publisher Services (NPS), the leading provider of publishing management services. Fry is the chairman of NPI Ventures LLC, which owns 50 percent of NPS, and the chief technology officer of Fry Communications, one of the nation’s largest privately held integrated communications companies.

This consolidation may be further evidence of a publishing industry that needs to re-invent itself as brands move resources to other media strategies. Maintaining levels of visual impressions and  profitability as circulation declines is the order of the day. However, uncertainty rules and a clear view of the future for brand development, influencer and loyalty programs remains elusive. 

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