Better Pets
Better Pets is a Canadian direct-to-consumer pet wellness brand that sells all-natural, Health Canada-approved topical care and oral supplement products for dogs and cats through its e-commerce website, with planned expansion into retail distribution across North America.
- Company typePrivate
- Founded-
- HeadquartersSimcoe, Canada
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Better Pets does
Better Pets is a Canadian direct-to-consumer pet wellness brand that formulates and sells all-natural, science-backed topical care and oral supplement products for dogs and cats. The company's active product portfolio consists of two SKUs: Pet Balm ($24.99 CAD), a hemp seed oil-based topical for paws, noses, and skin (Health Canada Notification Number: NN.15Q4), and Pet Drops ($29.99 CAD), a calming oral supplement built on an activated hemp oil formulation. Two additional products, Dental Paste and Ear Wash, are listed as 'Coming Soon' on the website. All formulations are built on organic hemp seed oil as a foundational ingredient, manufactured under Health Canada regulatory compliance for veterinary health products, and follow Good Manufacturing Practices (GMP) with batch-level traceability and testing for purity, potency, and safety.
The company operates a direct-to-consumer e-commerce model through its website (mybetterpets.com), an AI-powered interactive platform launched in February 2026, shipping to Canada, the United States, and internationally with tiered shipping rates. The brand is a 60%-owned subsidiary of Ultrack Systems Inc. (OTC: MJLB), a publicly traded Canadian GPS tracking company that acquired its controlling interest in June 2025. Better Pets is pursuing multi-channel expansion via a distribution agreement in principle with Freedom Pet Supplies covering approximately 1,800-2,000 retail locations, pending regulatory clearances for U.S. and EU market entry. Marketing is conducted through organic social channels (Instagram, LinkedIn, X), press releases via GlobeNewsWire, and an MOU with Empire Media Worx Inc. for rebranding and demand generation.
The business model is straightforward consumer goods: one-time purchase pricing in CAD, DTC shipping with free-shipping thresholds, and a planned transition to retail distribution. The company targets pet owners who prioritize transparency and clinical-grade natural ingredients, positioning itself as 'The Ordinary' of pet care. No disclosed revenue, headcount, or customer metrics are available in the source data.
Better Pets firmographics
Firmographics- Name
- Better Pets
- Legal name
- Better Pets
- Website
- https://mybetterpets.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Better Pets is a Canadian direct-to-consumer pet wellness brand that sells all-natural, Health Canada-approved topical care and oral supplement products for dogs and cats through its e-commerce website, with planned expansion into retail distribution across North America.
- Ownership category
- akta.pro rank
Better Pets industry classification
Industry- Product category
- Pet Wellness Products
- NAICS
- Pet and Pet Supplies Retailers (45991)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)
- akta.pro secondary industries
- Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)
Where Better Pets is headquartered
LocationHeadquarters
- HQ city
- Simcoe
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Better Pets business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Direct-to-Consumer Product Sales: Better Pets generates revenue through direct sales of its all-natural pet wellness products via its e-commerce website. Products include Pet Balm ($24.99 CAD) and Pet Drops ($29.99 CAD), with upcoming Dental Paste and Ear Wash products. The company ships to Canada, US, and internationally with tiered shipping rates.
- Retail Distribution: Future revenue stream through distribution agreements with retail partners such as Freedom Pet Supplies. Pending regulatory clearances, products will be available through approximately 1,800-2,000 retail locations, expanding beyond direct-to-consumer to multi-channel retail distribution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Pet Balm - Topical Care |
| One time/ perpetual license | Pay-as-you-go | Pet Drops - Calming Oral Supplement |
| One time/ perpetual license | Pay-as-you-go | Dental Paste - Dental Care |
| One time/ perpetual license | Pay-as-you-go | Ear Wash - Topical Care |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Better Pets product offering
Product offeringCore offering
Better Pets manufactures and sells science-backed, all-natural pet wellness products directly to consumers through its e-commerce website. The current lineup includes Pet Balm (topical care for paws, noses, and skin) and Pet Drops (calming oral supplement), with Dental Paste and Ear Wash in pre-launch. All products are formulated around organic hemp seed oil and manufactured under Health Canada GMP compliance with full ingredient traceability.
Product overview
Better Pets is a Canadian pet wellness brand offering all-natural, science-backed topical care, supplements, and dental care products for pets. The product portfolio centers on organic hemp seed oil as a foundational ingredient across formulations. Current offerings include Pet Balm (topical care for paws, noses, and skin) and Pet Drops (oral supplement for stress relief and wellness), both Health Canada approved. Additional products in development include Dental Paste and Ear Wash. The company operates a direct-to-consumer e-commerce model with a science-backed formulation philosophy emphasizing high concentrations of proven active natural ingredients.
Differentiator
Problem solved
Functional benefit
Products and services
- Pet Balm Ultra-nourishing topical balm formulated with over 60% organic hemp seed oil and beeswax, designed to shield pets' paws, noses, and skin from harsh elements such as road salt and water while restoring moisture and easing discomfort. Contains coconut-derived MCTs, shea butter, and Vitamin E. Health Canada approved under Notification Number NN.15Q4.
- Pet Drops Calming oral wellness tincture made with an Activated Hemp Oil (AHO) whole hemp oil formulation to support pet comfort, reduce joint pain and inflammation, promote mobility, and help reduce stress and anxiety. Fast-absorbing formula administered directly to food or treats, dosed at 1-3 drops per 10 lbs of pet weight every 4 hours as required. Health Canada approved.
- Dental Paste
- Ear Wash
Quantifiable outcome
- Pet Balm contains over 60% organic hemp seed oil and beeswax, with organic hemp seed oil loaded at over 28%
- +3 more outcomes
Companies that use Better Pets
Customer profileSegments1 record
Ideal customer profiles1 record
Better Pets technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Better Pets partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and flagship.
- Freedom Pet SuppliescoreBetter Pets secured a distribution agreement in principle with Freedom Pet Supplies representing approximately 1,800-2,000 retail locations. This partnership positions the company for retail expansion beyond direct-to-consumer sales, pending regulatory clearances for U.S. market entry.
- Empire Media Worx Inc.coreUltrack Systems Inc. signed an MOU with Empire Media Worx Inc. to lead a major rebranding and marketing campaign for its Better Pets brand. The initiative aims to enhance brand visibility and accelerate online sales as part of Ultrack's growth into the global pet wellness market.
- Ultrack Systems Inc. (OTC: MJLB)flagshipUltrack Systems Inc., a Canadian provider of GPS tracking solutions, acquired a 60% controlling interest in Better Pets. The deal involved a combination of cash and equity, with potential for Ultrack to acquire full ownership in the future. This acquisition positions Ultrack to enter the global pet care market leveraging Better Pets' natural, science-backed pet care products.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Better Pets competitors and assessment
Company assessmentDirect peers
- HolistaPet: CBD pet product company offering tinctures, treats, and capsules formulated with hemp-derived CBD — a direct competitor in the hemp-based pet supplement category Better Pets targets with its Pet Drops and broader portfolio.
- Zesty Paws: Leading DTC pet supplement brand offering functional soft chews and drops for skin, anxiety, mobility, and dental care — the most established direct-to-consumer competitor in the premium pet supplement category where Better Pets competes.
- Honest Paws: CBD-focused pet wellness brand offering oils, treats, and topical products for dogs and cats — a direct competitor on the hemp/CBD ingredient positioning that Better Pets uses across its product line.
- Canna-Pet: Pioneer in hemp-based pet supplements with a broad line of CBD products for cats, dogs, and small animals — directly comparable to Better Pets' hemp-led formulation approach and DTC distribution strategy.
- Pet Honesty: U.S. pet supplement brand offering soft chews, oils, and topical care products with a clean-label positioning — directly comparable to Better Pets' hemp-led supplement and topical wellness range targeting pet owners seeking science-backed, natural formulations.
- Pet Releaf: Veterinary-formulated hemp/CBD pet product company offering oils, topicals, and treats — overlaps directly with Better Pets on the hemp-based pet wellness positioning and on the topical balm plus oral supplement product format.
- ElleVet Sciences: Veterinary-recommended hemp CBD pet products with clinical research backing — a direct competitor combining hemp-derived active ingredients with vet-channel credibility, similar to Better Pets' Health Canada regulatory positioning.
- Native Pet: Premium pet wellness brand focused on clean-label, science-backed supplements and topicals — closely aligned with Better Pets' positioning around transparent ingredients and 'less is more' formulation philosophy.
Broad incumbents
- Vetericyn: Established animal health brand offering topical wound care, ear care, and skin products for pets — a broader incumbent whose topical pet care portfolio (balms, ear washes) directly overlaps with Better Pets' Pet Balm and planned Ear Wash SKUs.
Emerging players
- CBDfx: Broad CBD wellness brand with a dedicated pet product line including tinctures and treats — comparable as a CBD-first brand extending into pet wellness, though it spans multiple categories beyond pets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Better Pets social profiles
Digital presenceBetter Pets compliance and trust
Trust signalCompliance1 record
Better Pets financial estimates
Financial estimateRevenue estimate
Valuation estimate
Better Pets leadership team
Management profileNumber of profiles
Better Pets funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Better Pets M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Better Pets
What does Better Pets do?
Better Pets manufactures and sells science-backed, all-natural pet wellness products directly to consumers through its e-commerce website. The current lineup includes Pet Balm (topical care for paws, noses, and skin) and Pet Drops (calming oral supplement), with Dental Paste and Ear Wash in pre-launch. All products are formulated around organic hemp seed oil and manufactured under Health Canada GMP compliance with full ingredient traceability.
Is Better Pets a public or private company?
Better Pets is a private company. It is classified as corporate owned and is currently operating.
When was Better Pets founded?
Better Pets was founded in -1.
Where is Better Pets based?
Better Pets is headquartered in Simcoe, Canada, in the North America region.
How does Better Pets make money?
Two revenue lines are on record. Direct-to-Consumer Product Sales are the primary driver. The others are retail Distribution.
Who are Better Pets's main competitors?
Direct peers on record are HolistaPet, Zesty Paws, Honest Paws, Canna-Pet, Pet Honesty, Pet Releaf, ElleVet Sciences and Native Pet. Vetericyn is listed as a broad incumbent. CBDfx is listed as an emerging player.
Does Better Pets have an API?
No public API is recorded for Better Pets.
What industry is Better Pets in?
Better Pets's product category is Pet Wellness Products. Its primary akta.pro industry code is HLAMALAN, Species-Specific Supplements (Dog/Cat/Other Companion Species), with a secondary code of HLAMALAO, Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine). Its NAICS code is 45991 and its SIC code is 2840.