Ultrack Systems Inc. (OTC: MJLB) today announced significant progress achieved in 2025 by its wholly owned subsidiary, Better Pets, highlighting a series of regulatory, branding, commercialization, and digital transformation milestones that position the company for expansion in 2026 amid continued growth in the global pet wellness industry.
Better Pets has officially launched its new AI-powered interactive website, now live at mybetterpets.com. The upgraded platform introduces an intelligent user experience designed to educate pet owners on product usage and wellness benefits, provide interactive guidance for pet care selection, enhance direct-to-consumer conversion, and support scalable e-commerce growth. The new digital interface reflects the brand’s commitment to combining regulated pet wellness products with modern consumer engagement technology.
According to research from Grand View Research, Fortune Business Insights, and Euromonitor International, the global pet care market is projected to exceed $250 billion by the end of the decade, driven by increased pet humanization, premiumization, and rising demand for regulated wellness products. Within this expansion, topical care and health-support categories are among the fastest-growing segments in regulated markets including Canada and the United States.
During 2025, Better Pets confirmed ownership of more than seven formulations and strategically narrowed its commercialization focus to Pet Balm, enabling a capital-efficient and streamlined 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 regulatory standards and enabling lawful commercialization.
On February 9, counsel for Better Pets submitted a formal response to the United States Patent and Trademark Office (USPTO) regarding a previously issued Suspension Notice. The suspension was triggered after documentation confirming the previously submitted and registered Canadian trademark was inadvertently overlooked by the USPTO during review. Management expects resolution in due course and does not anticipate material impact to ongoing operations. Reference: USPTO case.
In October 2025, Better Pets officially launched its first Health Canada–approved product, Pet Balm, transitioning from development to active commercialization. Ultrack Systems Inc. engaged Empire Media Worx as agency of record to lead a full brand modernization initiative. Multiple branding concepts were validated, final packaging was approved, and production-ready labeling was completed. Retail-ready merchandising infrastructure, including EZ Pop countertop display units, has been developed to support high-visibility retail placement.
Better Pets has advanced its 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 operational infrastructure completed in 2025 includes distributor sell sheets, e-commerce backend implementation, and digital marketing preparation.
With regulatory approvals secured and digital infrastructure launched, Better Pets enters 2026 focused on execution. Planned initiatives include launch of pre-sales campaigns, expansion of direct-to-consumer sales, digital marketing acceleration, retail placement execution, and evaluation of U.S. and EU market entry subject to regulatory approvals. Management further notes that additional updates regarding PurRx strategy and Ultrack’s tracking division direction will be forthcoming as strategic decisions are finalized.
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.
