H&C Animal Health Relies on Vets and Science to Create Its Pet Wellness Products – PetProductNews.com

ActivPhy, a hip and joint support supplement that was previously only available through veterinarians, was H&C’s first product.
The company added two products to its Angels’ Eyes lineup in summer 2021: Akorn by Angels’ Eyes Eye Lubricant and Ocu-GLO Vision Supplement.
H&C’s newest product line, bSerene Cat Calming Solutions by Scientia Pet, is a collection of pheromone-based products that aim to deliver drug-free stress relief for cats.
Catwater is designed to prevent urinary tract issues before they start.
Dailydose Dual Benefit is the company’s two-in-one dog dental chew and daily supplement.
Michele Crowley, senior vice president of marketing at H&C Animal Health

The company added two products to its Angels’ Eyes lineup in summer 2021: Akorn by Angels’ Eyes Eye Lubricant and Ocu-GLO Vision Supplement.
Michele Crowley, senior vice president of marketing at H&C Animal Health
Michele Crowley: When H&C Animal Health was founded in 2013, it was originally named Henry & Clemmie’s Pet Provisions, named after CEO Chuck Latham’s grandparents, and it began by selling life jackets for dogs, as well as ActivPhy, H&C’s first product. Today, there are more than a dozen brands in our portfolio, and H&C has been named to the Inc. 500 list of America’s Fastest-Growing Private Companies for the past two years. Some of the most recent and major milestones in the company’s history were its growth through acquiring Angels’ Eyes in 2020 and launching its new flagship brand Scientia Pet and its inaugural product line, bSerene, in 2021.
Crowley: ActivPhy is a hip and joint support supplement that was previously only available through veterinarians. This product is formulated for senior dogs (ages 7-plus) and features a unique combination of ingredients including glucosamine, MSM, proven and patented blue green algae extract, and a proprietary antioxidant blend to support muscle, bone and cartilage health.
Dailydose Dual Benefit is a two-in-one dog dental chew and daily supplement. Each dental duo is packed with a powerful plaque-fighting ingredient and vet-recommended supplements to help with the biggest health concerns facing dogs: joint health, heart health, skin health and calming. Dailydose Dental Doubles combines powerful scrubbing fibers plus a powerful plaque-fighting dental ingredient to help maintain healthy teeth and gums. It’s your dog’s toothbrush and toothpaste in one.
The outer layer of all Dailydose chews is derived from honeybee royal jelly, which is naturally antibacterial. It only takes 30 seconds to fight odor and plaque-causing bacteria. Then, the chew’s fibers remove plaque and tartar. In addition to being made in the USA, Dailydose chews have no artificial colors, preservatives, gluten or grains.
Angels’ Eyes is the global leader in tearstain solutions. Their innovative approach to helping overall eye, ear, skin and coat health from the inside out makes them unique, and their results make them beloved by pet owners and groomers.
Catwater has so much excitement around it because there is nothing else like it in the marketplace and it is specifically tailored for cats. The best part is it is a wholly unique solution to a huge problem in cat heath: preventing urinary tract issues before they start. Catwater is the only mineral-free and pH-optimized water for cats, clinically proven to reduce minerals in the urinary tract up to 50 percent. It’s also mineral, chlorine and toxin free. Additionally, cats prefer the taste of pH-optimized and mineral-free water, which encourages them to drink more.
H&C’s newest product line, bSerene Cat Calming Solutions by Scientia Pet, is a collection of pheromone-based products, including a Calming Diffuser Plug-in Kit, Diffuser Refill and Calming Spray, all of which deliver drug-free stress relief for cats. The bSerene Calming Diffuser is clinically proven to result in a calmer cat after just seven days of use and to last 45 days—50 percent longer than competing brands. The bSerene Calming Spray is infused with catnip to attract cats to the sprayed area so pheromones can swoop in to help calm cats quickly and provide calming relief for up to six hours.
ActivPhy, a hip and joint support supplement that was previously only available through veterinarians, was H&C’s first product.
Crowley: H&C Animal Health’s mission is to be an animal health company that delivers pet wellness solutions based on clinical evidence. We are driven to offer and create an innovative array of products for loving pet parents to proactively care for their pets so they can have the happiest, longest and healthiest life possible. Our CEO, Chuck Latham, believes that the way to achieve that is through science-driven, vet-developed innovations. As Chuck often says, “The pet-human bond is symbiotic, and if we take care of animals, they’ll take care of us.”
Consequently, the guiding components to our development process are customer research and clinical evidence. For a product to make it to our portfolio, it means that it fulfills a whitespace need for consumers and is backed by proven science.
H&C’s newest product line, bSerene Cat Calming Solutions by Scientia Pet, is a collection of pheromone-based products that aim to deliver drug-free stress relief for cats.
Crowley: H&C Animal Health and Angels’ Eyes are a natural fit. Besides both being family businesses, we are also aligned in our values for bringing vet-formulated products directly to pet specialty, using high-quality ingredients and creating trusted product solutions based on proven science. Through Angels’ Eyes, H&C can offer retailers a broader range of clinically proven eye care products.
As of summer 2021, we’re excited to announce an Angels’ Eyes line expansion that includes extended eye care solutions. Akorn by Angels’ Eyes Eye Lubricant moisturizes and soothes dry, irritated eyes and can also be used to form a protective barrier before grooming. Ocu-GLO Vision Supplement by Angels’ Eyes is formulated with a blend of unique antioxidants to protect vital cells in the eye. Together, all Angels’ Eyes products form a powerful defense against eye issues.
Crowley: Speaking to the pet health and wellness category, the world changed drastically during the pandemic. Our relationships with our pets changed, our buying habits changed, our pet care needs changed—and as we emerge from the pandemic, it will all change again. The smartest thing H&C and any retailer can do is stay nimble and keep learning from each other and our consumers.
In terms of notable trends, we believe we will continue to see the humanization of preventive pet care, as well as the demand for at-home and web-based wellness treatment, products and supplements with natural ingredients, and proven solutions for pet stress.
Catwater is designed to prevent urinary tract issues before they start.
Crowley: It is at the vet and in independent pet stores that many pet owners become aware that pet health care requires a preventive, proactive approach, and they are introduced to solutions beyond food and treats.
The best way for retailers to merchandise and market their assortment is to ensure they and their teams are as educated as possible. They should know the ingredients, health benefits and which products deliver the results they claim. The biggest opportunity to market to a consumer is to look beyond popular or one-size-fits-all solutions and approach the pet’s overall health and well-being. Try showcasing bundles of products that create a 360-degree solution—for example, “For best results, pair X with Y and Z.”
Dailydose Dual Benefit is the company’s two-in-one dog dental chew and daily supplement.
Crowley: No two retail partners are the same, so we first do our homework to understand our partners’ needs and goals. Then, with the depth of knowledge we have on staff, we can create bespoke, customized solutions centered around anything from retailer education and e-commerce best practices to customer-facing content/point-of-sale (POS) and more.
Independent pet stores are critically important in our channel strategy for a very simple reason. In addition to their vet, there is nowhere closer to home where the pet owner can gain awareness and firsthand education on what wellness products may be best for their pet.
Crowley: Without question, our people set us apart and are responsible for our success. Every single person on the H&C Animal Health team shares the same vision for what we are trying to accomplish for pets and pet parents. When you have a talented, tenacious and innovative team all working in the same direction, the momentum for ourselves and our partners is incredible.
Rather than only calling out a few individuals, we are fortunate to have an organization with an impressive depth of knowledge in wide-ranging areas. From our best-in-class sales and marketing teams, we can offer brand and claims development, packaging overhauls, shopper marketing plans, e-comm activation and best practices, competitor insights, etc. We also offer services in minimum advertised price (MAP) enforcement, merchandising solutions, supply chain solutions, data and analytics, and much more.
Crowley: We are thrilled with the blue sky ahead. H&C plans to expand the Scientia Pet and Angels’ Eyes offerings, grow our distribution channels, and continue to innovate and solve problems for pets and pet parents.
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