UK manufacturer advocating for compliance in the pet care category

Since 2010, Animology has been winning over consumers around the world with its bold branding and even bolder product names like Fox Poo, Stink Bomb and Dirty Dawg! Its range of pet care products, which includes shampoos and deodorizing sprays for dogs and cats, fragrance sprays, and functional grooming products, are must-haves for pet owners in many countries worldwide.

Becoming a manufacturer

The Animology brand is owned by Group55, a leading UK private label manufacturer. The early success and growth of Animology, plus continued, growing frustration using external contract manufacturers for this brand, led Group55 to build its own manufacturing site.

Today, the site has a team of development chemists, an in-house laboratory and on-site testing facilities, as well as manufacturing and fulfillment services. The company now works for private label and white label customers around the world, across personal care, beauty and pet care categories.

Playing by the rules

Animal welfare is of top importance to the team at Group55 and they prioritize creating products that won’t harm pets. Pet care products in the UK and EU are controlled, by law, under a regulation known as CLP, which limits the inclusion levels of specific ingredients that feature in a pet product (or whether they can feature at all) before the product is considered hazardous. There are also labeling requirements that denote how the ingredients must be displayed on pack and a number of hazardous symbols that must be displayed should ingredients go above the defined levels which mark the product as hazardous.

There are further regulations internationally such as Article 95 and The Biocidal Products Regulation that all must be understood to develop the best pet care products. Group55 have made it their mission to help educate brands and retailers on the importance of these regulations and the risks that may come from selling illegal products. Unfortunately, there are a large number of brands being sold in

major retailers that do not comply with these regulations, and retailers are selling illegal products that should be marked as hazardous to pets. The impact of this could be catastrophic for pet owners, brands and retailers alike.

Covering all needs

At Zoomark, the Group55 and Animology stand will also debut its newest venture with partner company Start Products on the international stage. Start Products is a white label manufacturing division for off-the-shelf pet care formulations that can be customized with a customer’s own branding. This is an ideal offering for businesses that don’t want to wait for custom product development, or want to order smaller quantities of products than private label manufacturing would typically allow.