Avivagen Inc., owner of the intellectual property protected OxC-beta™ technology that supports the optimal health of companion animals, and Mimi’s Rock Corp., an online dietary supplement and wellness company operating under the Dr. Tobias brand and with significant sales on the Amazon.com platform, are pleased to announce a Joint Venture.
The Joint Venture agreement focused on the online sale of nutritional supplements for cats and dogs. Under the terms of the agreement, Avivagen will supply its products that include its proprietary OxC-beta™ technology and Mimi’s Rock will market and sell the product through its state of the art e-commerce platform and online global channels. This joint venture will be the exclusive channel through which Avivagen sells nutritional supplements for cats and dogs online.
All sales will be conducted through a newly formed corporation jointly owned by Avivagen and Mimi’s Rock. The profits will be shared equally between the two companies.
Mimi’s Rock is an expert online marketer of brands for the human dietary supplement and wellness market, with a proprietary e-commerce site, significant sales via Amazon.com and other significant online channels and partners coming on-stream. Under the Dr. Tobias brand, owned by Mimi’s Rock, sales have grown at a compound annual rate of over 30%. Dave Kohler, CEO of Mimi’s Rock commented, “We have engaged with our customers, who care deeply about health and wellness and quality of products, and believe that the next product opportunity to serve their needs is in the growing companion animal market. We estimate that online sales of products for pets is a US$10.5 billion per year market globally and we believe that Avivagen’s OxC-beta™ technology will offer our customers unique, rigorously tested and scientifically backed products for the best care of their pets.”
Kym Anthony, CEO of Avivagen declared, “We believe that the deep scientific backing and testing, along with patents that cover our OxC-beta™ technology are ideally suited to make proprietary, exclusive and powerful products to provide their pet parents and that Mimi’s Rock has cracked the code of customer engagement and service to the next level. We have examined multiple partnering opportunities and we are both excited and delighted to be partnering with Mimi’s Rock, based on their deep knowledge of online marketing, significant traction across many products and a wonderful understanding of their customers’ needs.”
It is expected that a first product will be launched by the Joint Venture in the first quarter of 2020. The two companies will report further on the launch and progress in future public disclosures.
The latest articles
US officials support AAFCO’s new pet food labeling regulations
The National Association of State Departments of Agriculture (NASDA) encourages all states to adopt the new rules.
Rebranding: Maxi Zoo becomes Fressnapf in French-speaking Switzerland
The idea is to unify the 18 shops that the retailer has in Romandy with the branding seen in the rest of the country.
More than 20% of Nestlé’s sales last year were pet products
The conglomerate’s pet category is the largest contributor to organic growth, while global sales decreased by 1.5%.
Weekly newsletter to stay up-to-date
Discover what’s happening in the pet industry. Get the must-read stories and insights in your inbox.