Ultrack Systems Inc. (OTC: MJLB) announced significant progress by its wholly owned subsidiary, Better Pets, in 2025, achieving regulatory approvals, brand modernization, and a new AI-powered website. These milestones position the company for growth in 2026 as the global pet wellness market accelerates, according to a company press release.
Better Pets launched its AI-driven interactive website at mybetterpets.com, designed to educate pet owners, provide interactive guidance, enhance direct-to-consumer conversion, and support scalable e-commerce growth. This digital transformation reflects the brand's commitment to combining regulated pet wellness products with modern consumer engagement technology.
The global pet care market is projected to exceed $250 billion by the end of the decade, driven by pet humanization, premiumization, and demand for regulated wellness products, according to Grand View Research, Fortune Business Insights, and Euromonitor International. Topical care and health-support categories are among the fastest-growing segments in regulated markets like Canada and the United States.
During 2025, Better Pets confirmed ownership of more than seven formulations and narrowed its commercialization focus to Pet Balm, enabling a capital-efficient market entry. A major regulatory milestone was achieved when Better Health Sciences for Pets received Health Canada Veterinary Product Notification (VPN) numbers for two products, validating compliance with Canadian standards and enabling lawful commercialization. Regulatory approval remains a key barrier to entry in the pet wellness sector.
On February 9, counsel for Better Pets submitted a formal response to the United States Patent and Trademark Office (USPTO) regarding a Suspension Notice, triggered after documentation confirming a previously registered Canadian trademark was inadvertently overlooked. Management expects resolution without material impact on operations. Reference: USPTO case 97929972.
In October 2025, Better Pets 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 brand modernization, validating multiple concepts, finalizing packaging, and completing production-ready labeling. Retail-ready merchandising, including EZ Pop countertop display units, has been developed.
Better Pets advanced a hybrid distribution model combining direct-to-consumer e-commerce via mybetterpets.com and 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 infrastructure completed includes distributor sell sheets, e-commerce backend implementation, and digital marketing preparation.
Entering 2026, Better Pets focuses on execution with planned initiatives including pre-sales campaigns, direct-to-consumer sales expansion, digital marketing acceleration, retail placement execution, and evaluation of U.S. and EU market entry subject to regulatory approvals. Management also noted that updates regarding PurRx strategy and Ultrack’s tracking division direction will be forthcoming.
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.
