Ultrack Systems Inc. announced that its subsidiary Better Pets has achieved significant regulatory, branding, and digital transformation milestones in 2025, positioning the company for expansion in 2026 as the global pet wellness industry continues to grow. The company has officially launched its new AI-powered interactive website at https://mybetterpets.com, designed to educate pet owners, provide interactive guidance, enhance direct-to-consumer conversion, and support scalable e-commerce growth.
This digital transformation comes as the global pet care market is projected to exceed $250 billion by the end of the decade, according to research from Grand View Research, Fortune Business Insights, and Euromonitor International. The growth is driven by increased pet humanization, premiumization, and rising demand for regulated wellness products, with topical care and health-support categories among the fastest-growing segments in regulated markets including Canada and the United States.
Better Pets confirmed ownership of more than seven formulations in 2025 and strategically narrowed its commercialization focus to Pet Balm for capital-efficient market entry. A major regulatory milestone was achieved when Better Health Sciences for Pets received Health Canada Veterinary Product Notification numbers for two products, validating compliance with Canadian regulatory standards and enabling lawful commercialization. Regulatory approval serves as a key barrier to entry in the pet wellness sector and a foundational component of long-term brand credibility.
The company also addressed a trademark clarification on February 9, when counsel for Better Pets submitted a formal response to the United States Patent and Trademark Office regarding a previously issued Suspension Notice. Documentation confirming the previously submitted and registered Canadian trademark had been inadvertently overlooked during review. Management expects resolution in due course without material impact to operations. Reference details are available at https://tsdr.uspto.gov/#caseNumber=97929972&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=documentSearch.
In October 2025, Better Pets officially launched its first Health Canada–approved product, Pet Balm, transitioning from development to active commercialization. The company engaged Empire Media Worx as agency of record for a full brand modernization initiative, validating multiple branding concepts, approving final packaging, and completing production-ready labeling. Retail-ready merchandising infrastructure, including EZ Pop countertop display units, has been developed to support high-visibility retail placement.
Better Pets has advanced a hybrid distribution model combining direct-to-consumer e-commerce via https://mybetterpets.com with distributor-supported retail expansion. Freedom Pet Supplies, representing approximately 1,800–2,000 retail locations, has agreed in principle to carry Better Pets products pending final packaging rollout. Additional operational infrastructure completed in 2025 includes distributor sell sheets, e-commerce backend implementation, and digital marketing preparation.
With regulatory approvals secured and digital infrastructure launched, Better Pets enters 2026 focused on execution. Planned initiatives include launch of pre-sales campaigns, expansion of direct-to-consumer sales, digital marketing acceleration, retail placement execution, and evaluation of U.S. and EU market entry subject to regulatory approvals. Management believes the combination of regulatory compliance, AI-enabled digital infrastructure, brand modernization, retail readiness, and disciplined capital deployment positions Better Pets to participate in the accelerating global pet wellness market while driving long-term shareholder value.
