PetAge_Cover_Oct14

Absorption Corp Becomes Healthy Pet

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Absorption Corp is now Healthy Pet, reflecting its focus as a pet products company.

The Healthy Pet brand has been used by Absorbtion for both cat and small animal proiducts, and will not become its corporate brand as well. Healthy Pet® will be an umbrella for all of the company’s pet products, with major category brands such as CareFRESH and Critter Care maintaining strong product visibility to ensure consumer familiarity and loyalty.

A new logo and website recently debuted to reflect the change and all other company contact points making the transition over the next 30 days.

“Since our acquisition by J. Rettenmaier & Söhne, we have defined our strategic course as a highly effective, consumer-oriented pet products company spanning all categories,” Ted Mischaikov, CEO, said. “2014 will see renewed innovation in our core small animal offerings along with entry in to the cat category with a line of exceptional natural fiber cat litters. As a platform for pet products, Healthy Pet will focus the global resources and expertise of JRS to effect significant growth.”

Healthy Pet, founded as Absorption Corp over 25 years  ago, is a multi-category pet product manufacturer and marketer dedicated to helping pets and their owners stay active, happy and natural. The company’s popular brands include ökocat, CareFRESH, Critter Care, Puppy Go Potty and Healthy Pet products as well as the Arm & Hammer line of small pet bedding under license.

“Healthy Pet is devoted to a holistic approach to pet care where the pet’s physical, emotional and ecological well being are balanced and enhanced,” Samuel Cohen, vice president of  marketing and sales, said. “The Healthy Pet brand is defined by a new and uniquely comprehensive approach to pet products built on three fundamental elements; active, happy and natural. Physically healthy pets are active, with the energy and strength to play with their human family members. Emotionally healthy pets are happy, finding fulfillment by practicing natural behaviors. Ecologically healthy pets live in natural, clean habitats and environments.”

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