Australian pet brand Bell & Bone, known for its popular canine dental sticks, has officially expanded into the feline market. The company has launched its new Cat Dental Bites, a revolutionary product designed to combat the widespread dental health crisis that affects 70% of cats by the age of three. This move aims to provide a high-quality, natural solution for cat owners in a market that has traditionally focused more on dogs.
A Targeted Approach to Feline Dental Care
Bell & Bone’s entry into the cat market wasn’t a sudden decision. According to founder Arianne Sackville, tackling cat dental care was the “natural next step” for the brand’s mission to improve overall pet health. She acknowledged that cats have unique habits and preferences compared to dogs, which required a dedicated and lengthy development process to create an effective and appealing product.
The result is a treat designed specifically for the dental needs and discerning palates of cats. The company is positioning this launch as a significant step forward in an often-overlooked segment of the pet wellness industry.
What Sets the New Dental Bites Apart?
The new Cat Dental Bites are made in Australia and feature a meat-first formula, with over 39% meat content. Unlike many competitors that use common fillers like wheat, rice, and corn, Bell & Bone has focused on a recipe with active ingredients that directly support oral hygiene. The treats are available in three distinct flavors: Chicken with Blueberries, Tuna with Spirulina, and Salmon with Charcoal.
Sackville explained that the formula is completely different from what is currently on the market. The key active ingredients were chosen for their proven benefits.
- Zinc: Acts as a natural antiseptic to fight harmful bacteria in the mouth.
- Ascophyllum Nodosum: This natural seaweed is an anti-inflammatory and antibacterial agent that improves dental health.
- Vitamin C: An essential vitamin that supports healthy gums and boosts the immune system.
- Cellulose: A natural fiber that helps reduce plaque and calculus through its abrasive texture, while also promoting good gut health.
This focus on functional, high-quality ingredients aims to set a new standard for what cat owners should expect from a dental treat.
Crafted with Fussy Eaters in Mind
Creating a product that cats would actually eat was a major priority. Sackville highlighted that palatability was one of the biggest challenges, leading to an extensive 18-month period of trial and refinement. The company collaborated with RSPCA Victoria, testing different recipes with cats in their care to ensure the final product was a hit with its target audience.
Texture was another hurdle. Instead of using fillers to bind the treats, Bell & Bone uses cellulose. This ingredient not only gives the bites their consistency but also provides a mechanical cleaning effect as the cat chews, actively scrubbing the teeth. This innovative approach ensures the treats are both healthy and effective.
Meeting the Demand of a Growing Market
The launch comes at a time when cat ownership is on the rise in Australia, with 3.3 million households now including a feline friend. Sackville noted that cats are well-suited for modern lifestyles, especially for apartment dwellers and younger professionals. However, innovation in the cat product market has been slow compared to the dog market.
“As their popularity grows, so does the demand for better products,” Sackville stated. Bell & Bone is stepping in to fill this gap, predicting a shift in how owners view treats. She believes more owners will start using treats not just for rewards but for their health benefits, such as improving dental hygiene and providing mental stimulation.
Supporting Animal Welfare with Every Bag
Beyond its commercial goals, Bell & Bone maintains a strong commitment to animal welfare. The company has a partnership with RSPCA Victoria, a cause that founder Arianne Sackville holds dear.
For every pack sold in Australia, the company donates 10 cents to RSPCA Victoria. This initiative supports the organization’s work in fighting animal cruelty and rehoming pets in need. This commitment allows customers to contribute to a worthy cause while caring for their own pets. The new Cat Dental Bites are now available online and through major pet retailers, including Petbarn and Pet Circle.
