After transforming canine dental care with its popular Dental Sticks, Bell & Bone is turning its attention to cats. The Australian pet brand has introduced Cat Dental Bites, a product line designed to address the dental health crisis that affects 70% of cats by the age of three. With a commitment to innovation and animal well-being, the company aims to revolutionize feline dental care in a market long overshadowed by dog-centric solutions.
Arianne Sackville, founder of Bell & Bone, shared her passion for the new venture. “Our goal has always been to improve pet health, and tackling cat dental care was the natural next step. Cats don’t have the same habits as dogs, so creating an effective solution took time, but I’m proud of where we’ve landed.”
Introducing a First-of-Its-Kind Solution
The newly launched Cat Dental Bites come in three flavors: Chicken with Blueberries, Tuna with Spirulina, and Salmon with Charcoal. Made in Australia, these treats boast a meat-first formula (39%+ meat content) and include active ingredients known for their dental benefits.
Key ingredients include:
- Zinc: An antiseptic that fights bacteria.
- Ascophyllum Nodosum: A natural antibacterial and anti-inflammatory agent for improved dental hygiene.
- Vitamin C: Supports gum health and boosts immunity.
- Cellulose: A natural fiber that reduces plaque, calculus, and gingivitis while promoting gut health.
“Our formula is completely different from leading brands,” Sackville explained. “We avoided common fillers like wheat, rice, and corn, which are often found in competitor products. Instead, we focused on ingredients that genuinely support oral health.”
Tackling the Challenges of Cat-Specific Products
Developing a product for cats, known for their selective eating habits, was no easy feat. Sackville emphasized that palatability was a top priority, and extensive testing was required to ensure the final product met feline preferences.
“We spent 18 months trialing and refining the recipe. Collaborating with RSPCA Victoria, we tested the bites with cats in their care, making numerous adjustments until we got it right.”
Texture also posed a challenge. Unlike other brands that rely on fillers for consistency, Bell & Bone uses cellulose to bind the treats while maintaining a mechanical cleaning effect when cats chew. “This approach not only ensures dental benefits but also supports overall health,” Sackville added.
The Growing Demand for Premium Cat Products
The rise in cat ownership in Australia—where 3.3 million households now have a feline companion—has created opportunities for brands like Bell & Bone. Despite this growth, the market for healthy and natural cat products has lagged behind the booming dog market.
“Cats fit modern lifestyles perfectly,” Sackville noted. “They’re ideal for apartment living and appeal to younger professionals. As their popularity grows, so does the demand for better products. Innovation has been slow, but that’s changing as brands recognize the potential of this market.”
Currently, only a small percentage of cat owners regularly treat their pets, but Sackville predicts this will shift. “Treats offer multiple benefits—reinforcing good behavior, mental stimulation, bonding, and health improvements like dental care. As awareness grows, we’ll see more owners incorporating treats into their routines.”
Supporting Animal Welfare With Every Purchase
Beyond improving pet health, Bell & Bone is committed to giving back. The company donates 10 cents per pack sold in Australia to RSPCA Victoria, helping the organization combat animal cruelty and find homes for pets in need.
“This partnership is close to my heart,” Sackville shared. “It aligns with our mission to make a positive impact, not just through our products but also by supporting a cause that matters to all pet lovers.”
A New Era in Feline Health
Bell & Bone’s Cat Dental Bites are now available online and at major retailers like Petbarn and Pet Circle. The company’s expansion into cat dental care marks a significant step forward for an industry ripe for innovation. With products that prioritize health and palatability, Bell & Bone is setting a new standard in pet wellness.
“Cats deserve the same attention to their health as dogs,” Sackville said. “This range isn’t just about dental care—it’s about improving their overall quality of life. I’m excited to see how this changes the way we care for our feline friends.”
