Ultrack Systems Inc. (OTC: MJLB) announced significant progress by its wholly owned subsidiary Better Pets in 2025, including regulatory milestones, a new AI-powered website, and brand modernization, positioning the company for expansion in 2026 amid the accelerating global pet wellness market.
Better Pets launched its new interactive website at mybetterpets.com, featuring AI-driven tools to educate pet owners, provide interactive guidance, and support direct-to-consumer e-commerce. This digital transformation aims to strengthen the brand's presence in the premium pet care segment.
The global pet care market is projected to exceed $250 billion by 2030, according to research from Grand View Research, Fortune Business Insights, and Euromonitor International, driven by pet humanization and demand for regulated wellness products. Topical care and health-support categories are among the fastest-growing segments in regulated markets like Canada and the U.S.
During 2025, Better Pets confirmed ownership of over seven formulations and narrowed its focus to Pet Balm for capital-efficient market entry. A key regulatory milestone was receiving Health Canada Veterinary Product Notification (VPN) numbers for two products, validating compliance and enabling lawful commercialization. Regulatory approval remains a barrier to entry and enhances brand credibility.
On February 9, counsel for Better Pets submitted a response to the USPTO regarding a Suspension Notice, which was triggered because documentation confirming a previously registered Canadian trademark was inadvertently overlooked. Management expects resolution without material impact. Details are available at USPTO TSDR.
In October 2025, Better Pets launched its first Health Canada-approved Pet Balm, transitioning from development to commercialization. Ultrack engaged Empire Media Worx for brand modernization, validating concepts, finalizing packaging, and completing production-ready labeling. Retail-ready displays like EZ Pop countertop units were developed.
Better Pets advanced a hybrid distribution model combining direct-to-consumer e-commerce and distributor-supported retail. Freedom Pet Supplies, representing approximately 1,800–2,000 retail locations, agreed in principle to carry products pending packaging rollout. Additional infrastructure includes distributor sell sheets, e-commerce backend, and digital marketing preparation.
Entering 2026, Better Pets plans pre-sales campaigns, DTC sales expansion, digital marketing acceleration, retail placement, and evaluation of U.S. and EU market entry subject to regulatory approvals. Management also noted forthcoming updates on PurRx strategy and Ultrack's tracking division.
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 and drive long-term shareholder value.
