Ultrack Systems Inc. (OTC: MJLB) announced significant progress by its wholly owned subsidiary, Better Pets, during 2025, including regulatory milestones, brand modernization, and the launch of an AI-powered interactive website. These developments position the company for expansion in 2026 amid the accelerating global pet wellness market, which is projected to exceed $250 billion by the end of the decade according to research from Grand View Research, Fortune Business Insights, and Euromonitor International.
Better Pets officially launched its new AI-driven website at https://mybetterpets.com, featuring an intelligent user experience designed to educate pet owners, provide interactive guidance for product selection, and support scalable e-commerce growth. The digital interface combines regulated pet wellness products with modern consumer engagement technology, strengthening the brand’s position in the premium pet care segment.
During 2025, Better Pets confirmed ownership of more than seven formulations and strategically narrowed its commercialization focus to Pet Balm, enabling capital-efficient 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 standards and enabling lawful commercialization. Regulatory approval remains a key barrier to entry in the pet wellness sector and underpins long-term brand credibility.
On February 9, counsel for Better Pets submitted a formal response to the United States Patent and Trademark Office (USPTO) regarding a Suspension Notice. The suspension was triggered after documentation confirming the previously registered Canadian trademark was inadvertently overlooked by the USPTO. Management expects resolution without material impact on operations. Reference: USPTO case 97929972.
In October 2025, Better Pets officially launched its first Health Canada–approved product, Pet Balm, transitioning from development to active commercialization. Ultrack engaged Empire Media Worx as agency of record to lead brand modernization, with multiple branding concepts validated and final packaging approved. Retail-ready merchandising infrastructure, including EZ Pop countertop display units, has been developed for high-visibility retail placement.
Better Pets advanced its hybrid distribution model combining direct-to-consumer e-commerce 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 completed infrastructure 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 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 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.
Additional updates regarding PurRx strategy and Ultrack’s tracking division direction will be forthcoming as strategic decisions are finalized.
