LICKIMAT UK LTD

What LICKIMAT UK LTD does

LickiMat UK Ltd is a direct-to-consumer e-commerce retailer of pet licking mats and slow-feeding accessories, operating as the UK regional subsidiary of Australian parent company Innovative Pet Products Pty Ltd. The company sells a proprietary product range of textured mats, bowls, and feeders designed for dogs and cats, manufactured from human-grade, food-safe thermoplastic rubber (TPR) and polypropylene materials. Product surface engineering—including grid patterns, raised nubs, fishscale textures, and dual-texture designs—underpins the company's positioning around slow feeding, anxiety relief, enrichment, and oral health. The business operates exclusively through its own e-commerce storefront at lickimat.co.uk, with no third-party retail or marketplace channels disclosed, and reaches UK consumers via a flat £4 domestic shipping model.

The pricing structure spans individual SKUs (£5.99–£19.99), accessories and enhancers (£14.95–£28.99), and curated bundles—some running as high as £153.24 for the Mega Dog Bundle—with category-specific offers such as the Boredom Buster, Training, and Bathtime bundles. The product portfolio is organised under trademarked sub-brands including Wobble, Yoggie Pot, UFO, Splash, Felix, Casper, Catster, Slomo, OH Bowl, CrateMate, and Keeper, supported by a recurring-use companion treat line called Lickeez. Customer segments are predominantly dog and cat owners, with secondary use among professional pet care providers (trainers, groomers, vets). Headcount is reported at 1–10 employees, consistent with the lean operational footprint of a regional DTC subsidiary, with global brand activities coordinated centrally by the Australian parent.

Name

LICKIMAT UK LTD

Legal name

Innovative Pet Product Pty Ltd

Website

https://lickimat.co.uk

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

LickiMat UK Ltd is a UK-based direct-to-consumer e-commerce retailer of proprietary licking mats and slow-feeding accessories for dogs and cats, operating as a regional subsidiary of Australian parent Innovative Pet Products Pty Ltd.

Ownership category

akta.pro rank

Product category

Pet Feeding Accessories

NAICS

Pet and Pet Supplies Retailers (459910)

SIC

Miscellaneous Plastics Products (3080)

akta.pro primary industry

Treats & Chews (CRADAFAE)

Keywords

• Pet slow feeders
• Dog lick mats
• Cat lick mats
• Pet enrichment products
• Pet feeding accessories

Headquarters

HQ city

Chippenham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase model where customers buy individual lick mats, slow feeders, bundles, and accessories directly from the e-commerce store. Products range from individual items to curated bundles offering multiple products at discounted prices.
2. Lickeez Treat Products: Sale of companion treat products (Lickeez enrichment spreads) that complement the lick mat product line. Available in various pack sizes from single pouches to 15-packs.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

LickiMat UK designs, retails and sells textured licking mats, slow-feeder bowls and enrichment accessories for dogs and cats through its UK e-commerce storefront. Products are manufactured using human-grade, food-safe thermoplastic rubber (TPR) and polypropylene (PP), featuring proprietary textured surfaces (grid patterns, nubs, fish-scale, dual-texture) intended to slow feeding, calm anxious pets and support oral hygiene. Companion Lickeez enrichment spreads are also sold to complement the mats.

Differentiator

Problem solved

Functional benefit

Brands

• CrateMate™: Crate enrichment product line designed to keep dogs calm during crate time
• Wobble™
• Yoggie Pot™
• UFO™
• Splash™
• Slomo™
• Slodog™
• OH Bowl™
• Keeper™
• Classic Range
• Tuff™ Range
• Catster™
• Felix™
• Casper™
• Lickeez

Products and services

• CrateMate™ Crate calming and enrichment mat for dogs intended to keep pets relaxed and engaged inside a crate during travel or at home.
• Wobble™ Reversible slow feeder bowl for dogs with two textured licking surfaces that add fun movement and challenge while slowing eating; made from human-grade, food-safe TPR.
• Yoggie Pot™ Enrichment feeder pot for dogs with internal nubs and ridges designed to prolong licking sessions; holds up to 2 cups (approximately 500ml) of food.
• UFO™ Suction-cup slow feeder bowl for dogs with seven strong suction cups that stick securely to smooth surfaces such as tiles, glass and tubs; features raised Soother-style nubs to encourage licking.
• Splash™ Single suction-cup slow feeder mat for dogs with Buddy cross-maze texture for spreading soft foods, designed for vertical or angled use during grooming and bath time.
• Slomo™ Dual-texture slow feeder mat with one side for kibble or dry food and the other for wet meals, spreads or treats; combines square pockets and raised nubs.
• OH Bowl™ World's first oral health bowl for dogs and cats, designed to clean the pet's tongue while eating and support dental hygiene through licking action.
• Keeper™ Non-slip holder designed to secure LickiMat products in place and prevent edge chewing; available in multiple sizes including wooden Eco Keeper XL.
• Catster™ Original slow feeder lick mat for cats with divided sections and hydration wells designed to reduce whisker fatigue and slow eating.
• Felix™ Fish-shaped slow feeder lick mat for cats with unique fishscale texture that mimics natural cat feeding behaviour, reduces whisker stress and slows eating.
• Casper™ Deep-pocket slow feeder lick mat for cats that adds challenge and enrichment to feeding sessions.
• Slodog™ Innovative slow feeder plate design for dogs that spreads food out to slow fast eaters.
• Classic LickiMat Range Original textured licking mats for dogs in multiple sizes including Mini, Classic Soother and other variants intended for slow feeding and enrichment.
• Tuff™ Range Durable, chew-resistant lick mats designed for strong chewers and puppies.
• Lickeez Companion enrichment treat spreads sold in single 100g pouches, 3-packs, 6-packs and 15-packs, designed for use with LickiMat products for dogs and cats.
• Mega Dog Bundle Curated multi-product bundle for dog owners offering a complete set of LickiMat products at a discounted bundle price.
• Boredom Buster Bundle Bundle combining Wobble, UFO, Tuff Buddy and Yoggie Pot slow feeder products designed to relieve boredom in dogs.
• Dog Training Bundle Bundle of LickiMat products assembled to support dog training sessions through licking-based enrichment.
• Bathtime & Grooming Bundle Bundle of LickiMat products including Splash and other calming mats designed to keep dogs distracted during bathing and grooming.
• Mega Cat Bundle Curated multi-product bundle for cat owners offering a complete set of LickiMat cat products at a discounted bundle price.
• Anxious Cat Bundle Bundle of cat-focused LickiMat products designed to calm anxious cats through licking-based enrichment.
• Puppy Deluxe Bundle Bundle of durable lick mats, bowl and holder designed for puppies during teething and early feeding habit formation.
• Limited Edition Halloween Slomo™ Seasonal Halloween-themed edition of the Slomo dual-texture slow feeder lick mat for dogs.

Quantifiable outcome

• LickiMat Wobble won 1st Place for Feeding Accessories Product of the Year at 2021 Pet Innovation Awards
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/lickimat/?locale=en_GB
• YouTubeinstagram.com/lickimat
• Facebookfacebook.com/lickimat/?locale=en_GB
• LinkedIntiktok.com/@lickimat?lang=en
• Instagraminstagram.com/lickimat
• TikToktiktok.com/@lickimat?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LICKIMAT UK LTD