Ultrack Systems Inc. announced that its subsidiary Better Pets has achieved significant regulatory and digital milestones in 2025, preparing for expansion in the growing pet wellness industry. The company launched an AI-powered interactive website at https://mybetterpets.com, designed to educate pet owners and enhance e-commerce capabilities. This digital transformation aligns with market research indicating the global pet care sector could exceed $250 billion by 2030, driven by premiumization and regulated wellness products.
Better Pets secured a key regulatory advantage when Health Canada issued Veterinary Product Notification numbers for two products, validating compliance with Canadian standards. Regulatory approval represents a substantial barrier to entry in this sector and establishes foundational credibility for the brand. The company also addressed a trademark suspension with the United States Patent and Trademark Office, submitting documentation available at https://tsdr.uspto.gov/#caseNumber=97929972&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=documentSearch, with management expecting resolution without operational impact.
In October 2025, Better Pets commercially launched its first Health Canada-approved product, Pet Balm, following a brand modernization initiative with agency Empire Media Worx. The company developed retail-ready merchandising infrastructure including EZ Pop countertop displays to support retail placement. Distribution combines direct-to-consumer e-commerce through the new website with retail expansion, with Freedom Pet Supplies agreeing in principle to carry products across approximately 1,800-2,000 locations pending final packaging rollout.
The 2026 growth strategy focuses on execution with planned initiatives including pre-sales campaigns, digital marketing acceleration, and retail placement. Management is evaluating potential U.S. and European Union market entry subject to regulatory approvals. The company believes its combination of regulatory compliance, AI-enabled digital infrastructure, brand modernization, and retail readiness positions Better Pets to capitalize on market acceleration while driving long-term value. Additional updates regarding PurRx strategy and Ultrack's tracking division direction will be provided as strategic decisions are finalized.
