Following the success of its Dental Sticks for dogs, Bell & Bone has now set its sights on improving dental care for cats.
In March 2020, Bell & Bone launched its revolutionary Dental Sticks for dogs, offering an at-home dental care solution that quickly became a standout in the pet industry.
Healthy, natural, and effective, these products were designed to address the alarming statistic that 80 per cent of dogs and 70 per cent of cats will suffer from dental disease by the age of three. Now, the brand is taking on a new challenge: dental care for cats.
“We set out to help pets suffering from dental disease, and the plan was always to develop a healthier and more effective solution for at-home dental care for cats,” explained Bell & Bone’s Founder, Arianne Sackville. “Dogs eat bones, cats wear bells — it’s a different challenge entirely. I’ve been working on this product range for a year and a half, and I couldn’t be more proud of where we’ve landed.”
The newly launched Cat Dental Bites are endorsed by veterinarians and come in three enticing varieties: Chicken with Blueberries, Tuna with Spirulina, and Salmon with Charcoal. These treats are all Australian-made and feature a high meat content (39 per cent+), setting them apart from other products in the market.
“Our dental bites are completely different from leading brands,” says Sackville. “We’ve taken a meat-first approach, incorporating active ingredients and superfoods known for their oral health benefits. For example, Zinc serves as an antiseptic to prevent bacteria, while Ascophyllum Nodosum helps improve dental hygiene with its natural antibacterial and anti-inflammatory properties.”
Other ingredients include Vitamin C, which supports gum health and immune function, and Cellulose, a fibre clinically proven to reduce plaque, calculus, and gingivitis.
“There are no dental treats for cats that are comparable to the Bell & Bone range,” adds Sackville. “I believe in their ability to improve the health and well-being of our cats, and I know they will change an industry in desperate need of innovation.”
The Growing Cat Market
Cat ownership in Australia is on the rise, with 3.3 million households now home to a feline friend. However, the market has traditionally lagged behind dogs when it comes to premium, healthy, and natural solutions.
“Cats are naturally fussier than dogs, which poses a greater challenge when developing products,” she explains. “Cats are becoming more popular as they seem to suit peoples’ lifestyles. An increase in apartment living, younger professionals with busy lifestyles, cheaper to feed and less responsibility to look after compared to dogs. As ownership rates increase, as has the attention on healthy and natural feeding, where owners are searching for better-for-you solutions.”
Despite the rise in cat ownership, only a small percentage of cat owners currently treat their pets.
“Innovation in this market has been slow compared to dogs, however I predict that this will begin to change rapidly, particularly with the saturation in the dog food market and brands looking to expand in other categories.
“There are only a small percentage of cat owners, compared to dog owners, that regularly treat their pets, but the benefits are similar as it can reinforce good behaviour, provide mental stimulation, increase the bond between owner and pet, and provide functional health benefits, such as dental care.
“I look forward to seeing more innovation from smaller brands and start-ups wanting to make a genuine impact on pet health.”
Overcoming Challenges
Sackville explains that developing dental care products for cats came with its own set of challenges.
In developing products for cats, palatability is a serious consideration as they are far fussier than dogs,” she shares. “I have been in development of this range for 18 months now due to an extensive trialling and testing process. We have made many iterations to the product range before bringing it to market.”
Getting the size and texture right was another hurdle, especially given Bell & Bone’s commitment to being grain and filler-free.
“This has meant that we have needed to get creative in how we get the consistency right versus our competitors who have used ingredients like wheat, rice, corn, and oats to do so.
“To achieve our texture, we use an ingredient called Cellulose, a natural fibre, that helps to bind the treat together, enabling the tooth to go through it and be mechanically cleaned. Promoting both gut and dental health, this binding ingredient provides far greater health benefits to our cats versus our competitors.”
Ensuring that cats would love the taste of these new dental bites was a priority for Bell & Bone.
“I am so grateful to my partnership with RSPCA Victoria, who accepted donations of our products and let me know whether the cats enjoyed them or not. We went back and forth for months before landing our winning recipe.”
In addition to creating a healthy product, Bell & Bone is committed to giving back. The company donates 10 cents per pack sold in Australia to RSPCA Victoria, supporting their efforts to fight animal cruelty and find forever homes for pets in need.
Bell & Bone’s Cat Dental Bites are now available online at bellandbone.com.au, as well as at Petbarn, Pet Circle, and various independent pet specialty retailers across Australia.
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