Ultrack Systems Inc.'s subsidiary Better Pets has made significant progress in 2025, achieving regulatory approvals and launching digital infrastructure that positions the company for growth in the expanding global pet wellness market. The company's advancements come as the pet care industry is projected to exceed $250 billion by the end of the decade, according to research from Grand View Research, Fortune Business Insights, and Euromonitor International.
Better Pets has officially launched its new AI-powered interactive website at https://mybetterpets.com, designed to educate pet owners, provide interactive guidance for pet care selection, enhance direct-to-consumer conversion, and support scalable e-commerce growth. This digital transformation reflects the brand's commitment to combining regulated pet wellness products with modern consumer engagement technology.
A major regulatory milestone was achieved when Better Health Sciences for Pets received Health Canada Veterinary Product Notification numbers for two products, validating compliance with Canadian regulatory standards and enabling lawful commercialization. Regulatory approval serves as a key barrier to entry in the pet wellness sector and provides foundational credibility for long-term brand development.
During 2025, Better Pets confirmed ownership of more than seven formulations and strategically narrowed its commercialization focus to Pet Balm, enabling a capital-efficient and streamlined market entry. In October 2025, the company officially launched its first Health Canada-approved product, Pet Balm, transitioning from development to active commercialization.
The company has advanced its hybrid distribution model combining direct-to-consumer e-commerce via https://mybetterpets.com with distributor-supported retail expansion. Freedom Pet Supplies, representing approximately 1,800-2,000 retail locations, has agreed in principle to carry Better Pets products pending final packaging rollout.
On February 9, counsel for Better Pets submitted a formal response to the United States Patent and Trademark Office regarding a previously issued Suspension Notice. The suspension was triggered after documentation confirming the previously submitted and registered Canadian trademark was inadvertently overlooked during review. Reference documentation is available at https://tsdr.uspto.gov/#caseNumber=97929972&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=documentSearch. Management expects resolution in due course and does not anticipate material impact to ongoing operations.
Ultrack Systems Inc. engaged Empire Media Worx as agency of record to lead a full brand modernization initiative, with multiple branding concepts validated, final packaging approved, and production-ready labeling completed. Retail-ready merchandising infrastructure, including EZ Pop countertop display units, has been developed to support high-visibility retail placement.
With regulatory approvals secured and digital infrastructure launched, Better Pets enters 2026 focused on execution. Planned initiatives include launch of pre-sales campaigns, expansion of direct-to-consumer sales, digital marketing acceleration, retail placement execution, and evaluation of U.S. and EU market entry subject to regulatory approvals.
The company's progress matters because it demonstrates how regulatory compliance, AI-enabled digital infrastructure, brand modernization, and retail readiness can position a company to participate in the accelerating global pet wellness market. As pet humanization and premiumization trends continue to drive growth in the pet care sector, particularly in topical care and health-support categories, companies with validated regulatory standing and modern consumer engagement platforms are well-positioned for market success.
