Just two months after announcing her next act, TAW Ventures, Jane Lauder is getting to work. The former chief data officer and executive vice president of enterprise marketing at the Estée Lauder Cos., the beauty company founded by her grandmother, revealed her investment firm TAW Ventures in 2024. The fund, which specializes in pet health, wellness and longevity, revealed a new partnership Monday. More from WWD TAW Ventures has partnered with Leap Venture Studio, a pet care incubator, joining the cofou ...

Core Insights - Ultrack Systems Inc. through its subsidiary Better Pets is launching the Better Pets Pet Balm, the first Health Canada-approved product, marking the start of a rebranded pet wellness line [3][4][10] - The product line includes four formulations, with plans for additional products under development [3][7] - The company aims to build brand trust and momentum by offering safe, effective, and natural products to pet owners [5][10] Product Launch Strategy - The Better Pets Pet Balm will initially be available online, followed by distribution to major retail partners across Canada [4][12] - A phased market-entry strategy is being employed, starting with the online launch and scaling into retail through distributors [12] - The company is focusing on low-cost, counter-top sales programs to enhance brand awareness [4][12] Branding and Marketing - The rebranding and packaging for the Better Pets line are being developed by Empire Media Worx Inc., which will also enhance the e-commerce capabilities of the Better Pets website [7] - The updated platform will feature educational content and testimonials to build consumer trust [7] Strategic Partnerships - Better Pets is in advanced discussions with major Canadian distributors and retail networks to complement its direct-to-consumer strategy [8][12] - These partnerships are expected to enhance both retail penetration and digital market growth [8] Industry Context - The global pet care market surpassed $270 billion in 2024 and is projected to grow at over 6% CAGR through 2030 [13] - Natural and wellness-focused products are among the fastest-growing categories, driven by millennial and Gen Z pet owners [13] - In Canada, the pet population exceeds 16 million dogs and cats, with increasing consumer demand for safe and natural health solutions [13]

Core Insights - Ultrack Systems Inc. has announced that Better Pets, its strategic acquisition target, has filed a U.S. trademark application for its health-focused pet products, marking a significant step in its North American market strategy [1][3] - The U.S. pet care market is rapidly growing, exceeding $137 billion in 2024, with pet wellness products accounting for over $11 billion, indicating a strong demand for health-oriented pet products [4] Company Overview - Better Pets is a Canadian brand focused on premium pet wellness products, including grooming solutions, dietary supplements, and medicated treatments [6] - Ultrack Systems Inc. is a diversified technology and asset management company that seeks strategic acquisitions in high-growth sectors, including health and consumer goods [8] Product Categories - The trademark application includes three product classes: - Class 3: Non-Medicated Pet Products - Class 5: Medicated Pet Products & Supplements - Class 31: Edible Pet Products [2][3] Market Positioning - Better Pets aims to meet the increasing consumer demand for natural and science-based pet wellness solutions, positioning itself as a provider of holistic, veterinarian-informed products [5] - The company's broad trademark application is expected to enhance its brand and facilitate rapid scaling across retail and digital channels [5]