Page 46 - PET worldwide issue 01/2022

Suppliers

“Each brand tells a

different story”

Holistic pet products supplier Absolute Pet has gone home
to Singapore after being domiciled in the US for three years,

marking a new chapter for the business.

With its homecoming, the pre- First steps into the company that also owns the pet
mium brand that started in 2017 European market supplies brand Kit Cat. Its prod-
has heightened its focus on its Asia Pacific commands the lion’s ucts, mostly for dogs, are exclu-
Asia Pacific operations. It is also share of Absolute Pet’s business sively formulated and sourced
gearing up to build a stronger at 70 per cent, followed by the Mid- under OEM arrangements. They
presence in Europe. dle East at 20 per cent, and North are sold under different brands.
Absolute Pet set up the US America at 8 per cent. Europe cur- Absolute Holistic includes a dog
headquarters in 2016 – ahead of rently represents 2 per cent of its and cat food range. Absolute
the brand’s launch – betting on sales, but the brand is expanding Bites comprises a selection of
the country’s access to new mar- its footprint in the highly competi- natural single-ingredient treats.
kets and stable economic envi- tive market with a foray into West- Under the umbrella of Absolute
ronment. In mid-2020, the head ern Europe. Currently, Absolute Plus, the company offers oral
office transferred to Singapore Pet’s European presence is limited care products, supplements, first
in light of Covid-19-linked chal- to Cyprus and Greece. aid products and a flea and tick
lenges that had arisen, including “We focus on creating a good solutions line. Absorb Plus is the
logistics issues, the rising cost of design for our packaging first, name of a collection of hypoaller-
freight from Asia to the US and so we can stand out from the genic and eco-friendly antibacte-
limits on travel. rest. Of course, we guarantee rial pet sheets and wipes.
Kenneth Koh is owner and CEO of Absolute Pet operates in 26 the quality and ingredients of Kenneth Koh said the expan-
Absolute Pet. markets. Taiwan is its top per- our products so we can com- sion of Absolute Pet into cat
former, thanks to an early entry pete against the big boys that products does not affect the
and a well-entrenched importing are already in the market,” the business of Kit Cat, the all-feline
partner. “Now that we are located CEO said, referring to the brand’s brand of B2K. “Each brand tells a
in Asia and in the heart of a grow- strategy to gain a foothold in one different story and provides dif-
ing region, we are definitely plac- of the world’s leading regions for ferent ranges, so we are confi-
ing more focus on understanding pet food production. dent that our customers are able
the market to ensure that we can As for North America, he said to enjoy them both to the fullest,”
continue meeting the needs of that Absolute Pet supplies only he stressed.
our customers worldwide,” Ken- to Canada at the moment, but He explained Absolute Pet’s
neth Koh, brand owner and CEO added that it is looking for a dis- move to cater also to cats
of Absolute Pet, told Pet world- tributor for the US after its previ- stemmed from “requests of cat
wide. He noted that the move has ous partner in the world’s biggest owners who have tried the range
Absolute Pet supplies dog and cat led to better communication with pet market went out of business. for their dogs and wanted to let
food products under different brand
names. One of them is Absolute the teams of its biggest regional Absolute Pet is under B2K Pet their cats share the same experi-
Holistic. sales contributor. Products Pte Ltd, a Singaporean ence”. n

46 PET worldwide 1|2022

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