(PRESS RELEASE) Fetch for Pets, a leading New York based pet product manufacturer, has been a licensing partner of Church & Dwight for Arm & Hammer pet products since 2010. The program began as a dental care line including toothbrushes, pastes, water additives and dental sprays; it has since grown to over 200 SKUs in dental, small animal care, grooming, air care and waste management products sold across all channels of distribution.
Arm & Hammer is a 170-year-old, time tested and evergreen brand synonymous with trust, efficacy and safety. With 97% brand awareness and 86% household penetration, no other brand holds the same level of equity. The trademark baking soda ingredient equips Arm & Hammer products with deodorizing, cleaning and whitening attributes that are applied across various product categories including pets.
Fetch’s Arm & Hammer pet business has seen 45% growth over the past 3 years with 2020 slated to be its most successful year yet. While Fetch for Pets has already heavily invested in new development for the brand, they feel that the current offerings only scratch the surface in terms of what Arm & Hammer can provide for pets’ everyday health and wellness.
- The pet dental care line is comprised of everyday cleansing products as well as specialty care items targeting pets at all life stages. Constantly innovating, Fetch is always finding ways to make dental care easier for pets. In 2019, Fetch launched a specialty toothpaste formula with coconut oil that adheres to teeth longer and provides a deeper clean. This product can be found exclusively at Petco. As demand has increased for Arm & Hammer dental care across all channels of distribution, Fetch has delivered.
- The dental line also includes toys and treats. The Arm & Hammer Super “Treadz” Gorilla became a top selling dog toy on Amazon, prompting the introduction of other Treadz animals that come in many colors, sizes and formats. The Nubbies treats also saw early success, rolling out into a line of dental treats and toys featuring scrubbing “nubbies” for easier cleaning.
- Arm & Hammer grooming was an overnight success at Walmart, becoming the top selling shampoo in the set. Fetch has since started developing elevated formulas for the pet specialty channel and expanding upon what is available for mass market with new scents and formats. Grooming solutions start at a $6.99 retail.
- Petco exclusively launched the Arm & Hammer Pet Fresh Air Care line in 2019. Complete with sprays, gel beads, candles and more in Lavender, Eucalyptus, and Clean Linen scents to effectively deodorize pet odors in the home. The next phase of Air Care development, intended for mass distribution, will include additional sprays, candles, diffusers, plug-ins, and aromatherapy infusions.
- The latest brand extension is in the waste management category with pet diapers and male wraps set to launch in Summer 2020. With special attention to deodorizing both products also incorporate innovative wetness indicators and leak proof protection for added security.
“We could not have imagined the kind of success this brand has had in the pet space. We will continue to meet consumer demands, innovate and expand the Arm & Hammer experience in the home and with our families,” said Steven Shweky, president & CEO at Fetch for Pets.