PIF member Inventor Smart Care, the UK start-up behind the world’s first cat-friendly toothbrush, has been named one of Europe’s most innovative companies after winning the Fressnapf Innovation Award 2025.
The accolade secures shelf space for the company’s flagship product, the Dental Wand, in Fressnapf stores across Denmark, Switzerland and Austria, alongside a listing on the German Fressnapf Marketplace, Europe’s largest online pet retail network.
“This award is a huge honour and an exciting step in our mission to keep millions of cats healthy and happy,” said Victor Carpio, Founder and CEO of Inventor Smart Care. “It is our first time in Germany, and definitely not the last.”
Founded in 2023, Inventor Smart Care was established to address one of the most persistent issues in pet health: feline dental disease. Despite decades of guidance, around 85% of cats over the age of three show signs of oral health problems.
The company’s pioneering Dental Wand rethinks the traditional toothbrush by allowing cats to engage through instinct and play. Rather than restraint, the tool encourages natural cooperation between cat and owner, turning brushing into a positive, interactive experience.
The Dental Wand has an 89% success rate in trials and is already available in 16 countries, reflecting strong demand for products that support preventive care and strengthen the human-animal bond.
The Fressnapf Innovation Award is one of the pet industry’s most respected honours, recognising products that deliver measurable benefits to animal welfare and wellbeing.
For Inventor Smart Care, the award marks a major step forward in its growth journey, providing access to over 1,800 Fressnapf stores and their extensive marketplace ecosystem. Headquartered in Germany, Fressnapf operates in 14 countries and serves millions of pet owners every week.
By partnering with the retailer, Inventor Smart Care strengthens its presence in Europe’s rapidly growing market for preventative pet healthcare.
Following the success of the award, the company plans to expand further into Asian markets, strengthen partnerships with welfare organisations, and continue developing new innovations within pet health and wellbeing.
“We are not just putting another toothbrush on the shelf,” added Victor Carpio. “We are changing the way people think about oral care for cats by making it simple, stress-free and something that both cats and humans can enjoy.”
Find out more about the Dental Wand and a range of other PIF member products by visiting the PIF MarketPlace.
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Dan Everett