Tell us about Targeted PetCare. What are the company’s core competencies? Targeted PetCare (TPC) is a litter and treats manufacturer focused on creating innovative pet products and developing strong brands. We have a portfolio of high-quality products, including clay litters, paper beddings and litters, injection-molded dog treats, and wheat-based cat litter. We are committed to being the preferred partner with our customers to develop and launch superior pet products and relevant brands by offering category driven insights, new product development capabilities, and brand-building expertise in the cat litter and dog dental or long-lasting treat segments.
Targeted PetCare has some of the top all-natural cat and small animal brands in its portfolio, including sWheat Scoop, Fresh News, and Boxo Comfort. Why the focus on natural litters, in particular? What makes these brands stand out in the marketplace? We have chosen to focus on natural products because it is a high-growth segment in the market and on trend with consumer expectations as they are seeking all natural, eco-friendly products. Our brands focus on quality first and foremost, bringing you something that is natural but also that works. Natural products have historically been viewed as not being as effective as traditional litter; we are working to change that narrative. sWheat Scoop and Fresh News offer natural products that also deliver on pet parent product performance expectations of odor control, clumping, low dust and easy clean up.
In addition to offering branded litter products, Targeted PetCare has a robust private-label business in not only the litter category but also the pet treat category. Tell us about the company’s approach to co-manufacturing. What makes you a great private-label partner?
TPC is a prime private-label partner because we focus on the customer. We start by learning about your brand, your product, and your goals. From there, we can create something unique for your needs. We have end-to-end capabilities from concept to shelf—our services don’t stop at launch, we continue to partner with our customers through in-market execution.
What are Targeted PetCare’s best-selling products? What makes these products so popular with pets and their owners? In the litter category, our two most popular products are sWheat Scoop’s Multicat Litter and Fresh News’ Original Pellets. sWheat Scoop Multicat is ideal for homes with more than one cat, which typically require cat litter with exceptionally strong odor control and fast clumping power. Our proprietary wheat blend is packed full of nature’s own powerful odor-fighting enzymes, and it’s high in natural starches to promote faster clumping and easier scooping. And it’s all-natural, biodegradable and flushable. Fresh News is one of the only paper litter offerings on the market, and people love the pelleted texture. Pellets are less likely to track throughout your house, making it one of the best options to keep litter where it belongs–in the box!
What are some of your latest product introductions? What are the key selling points of these products? We have three new entrants into the market recently: sWheat Scoop Fresh Linen, Fresh News Multicat, and finally, Andy & Audie. sWheat Scoop Fresh Linen is unique because it is our first wheat-based litter that has a natural scent to it. With 50 percent of the market wanting a scented offering, this allows us to appeal to a broader consumer base. The Fresh News Multicat new product introduction allows us to offer double the odor control with an added fresh scent, but it is still in the pellet form that consumers know and love.
Finally, we recently launched our own brand of dental treats and long-lasting alternatives to rawhide under our Andy & Audie line. Named for our R&D expert and his dog, this line is all natural ingredients that delivers on its promise to help clean teeth!
How does Targeted PetCare help drive customer traffic and sales in pet stores? What types of sales and marketing support does the company offer retailers? TPC helps to drive traffic by offering some of the best brands and quality that can be found in the store. We also do a lot of work around understanding our consumer, so that we can share that knowledge on to our retail partners. We understand that not everyone is looking for a natural litter program or high-end dental treat, but we want to ensure that if they are, they’re coming to our retail partners first and foremost.
What does the future hold for Targeted PetCare? We are excited about—and always looking to—the future. We are focused on expanding market share with our customers through a consumer-centric approach. We are constantly looking to innovate in the cat litter and treats segments, and we’ll continue to look for consumer relevant new product development to deliver on the important performance attributes in the category including odor control, clumping, tracking and easy clean up. On the dental and long-lasting treat side, we are looking at new forms, new ingredients, and better unique ways to partner. The future is bright for Targeted PetCare, we are excited to continue to expand our capabilities and product offerings. PB
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