Sydney, 15 July: An Australian family’s COVID lockdown experience has spawned a unique new pet product that has been two years in development, as Australia’s pet industry swells to $33 billion annually .
It was Lloyd’s first pet dog, Lucky, acquired during COVID lockdown in 2021, that led to the launch of a brand-new business start-up. Sadly, soon after Lucky’s arrival to the household, the puppy became quite unwell.
“Lucky started to have very bad diarrhoea and I was having to get up every night on the hour to attend to him as he was in a fair bit of distress,” he says.“It was very worrying and became worse, leading to a dermatological condition that caused him to constantly scratch, and an ear infection also developed – it was worse than having a sick child,” he explains.
After multiple visits to the vet the diarrhoea eventually settled, but not completely and some of the other symptoms still lingered. The experience led Lloyd to the realisation that there was no general health, or preventative nutritional pet products available that promoted the general health of their dog, in particular for gastrointestinal health.
“We had tried feeding Lucky raw foods only, organic foods and even kefir (a fermented milk known to have potential benefits for gut health) and this helped,” he says.
The problem was that these foods all have a very short shelf life, lasting no more than a couple of days, so it was not very practical, affordable or convenient for Lloyd to be endlessly buying them so regularly.
This led to a lightbulb moment for Lloyd – whose career is in the tech industry, ex- IBM. “I am firmly of the belief that technology can transform lives and so I thought, how can I harness some of these skills to tap into a solution for the gap I identified through my own real-life experience with my own pet’s digestive health,” he explains.
So that is exactly what he’s done. He saw a gap in the Australian market where most cat and dog treats were meat-based and did not address specific health needs. After educating himself about the process of keeping raw ingredients fresh through the freeze-drying process and after extensive consultation and partnership with reputable veterinary surgeons, laboratory scientists and animal nutritionists, Wonderfur was born.
The supplement is the first-of-its kind, evidence-based, patented freeze-drying technology in Australian animal health, sourced with only Australian farm-fresh ingredients and prepared in TGA-approved facilities.
Linda Simon, a veterinarian, and a member of the Royal College of Veterinary Surgeons, who has partnered with Lloyd on the development of the technology, says Wonderfur Bites are of an unusually high quality, and dogs and cats also enjoy the taste.“Wonderfur Bites dog and cat supplements are made from all human grade ingredients. They contain green lipped muscles that help with joint pain and inflammation as well as lactose-free yogurts to support a healthy gastrointestinal system.
“I love how these treats are freeze-dried; preserving the active compounds and ensuring the ingredients retain their natural potency. The colostrum, lactose-free kefir and inulin in these bites all work together to bolster the immune system and improve the body’s natural defences. Over time, this can lead to a smaller chance of getting sick and an improved ability to fight off any infection your dog or cat may face,” she said.
Other key active ingredients in the convenient cube-shaped supplement, that can be used as a food topper or treat/reward, include zinc, turmeric, which provides inflammatory and skin support and goji berry for immune health, eye, and skin health.
The launch of Wonderfur comes after a recent Animal Medicines Australia report revealed that from 2020 to 2022, pet ownership reached new heights in Australia as new owners took advantage of the opportunity afforded by flexible work from requirements imposed by the COVID pandemic. The report found that 20% of Australians feed their pets expensive, premium/human food and $2.9 billion a year is spent on pet healthcare products.
Lloyd hopes that his Wonderfur technology will help address the hidden problem of digestive health in Australian cats and dogs and hopes that it leads to many more pets across Australia feeling much healthier and happier, with better gut health.
From this week Wonderfur Bites are available to purchase in Australia online at wonderfur.com.au and depending on its success here, Lloyd has even bigger plans to roll the brand out globally. RRP: $29.99 for packet of 25 cat and dog single serve packs NET 50g
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Media Contacts:Name: AlexCompany: the wonderfur companyEmail: [email protected]Phone: 0450148388Share:FacebookPinLinkedInEmailTweet
