The new product, Calm and Quiet chews, is Therabis’ first product for cats. The company also has hemp-based treats and food toppers for dogs.
“We are introducing the first hemp-based, soft-chew cat treat that is targeting a specific indication – in this case stress,” Therabis President Bob Rubin stated. “Our goal is to ease stress in cats and help them maintain a calm demeanor in situations that may cause them to be apprehensive. Pets are members of our families, and we believe people will respond very favorably to an all-natural product that can help improve their cats’ quality of life.”
Calm and Quiet Soft Chews
The Calm and Quiet chews include cannabidiol (CBD) and other ingredients such as L-theanine and L-taurine.
Therabis, which has been developing and testing feline formulations since 2017, partnered with a specialty pet chewables maker to develop a flavor that appeals to cats. The company has filed for a U.S. patent relating to its formulation which was first used in canine products in 2016.
Therabis said that the chews have been successfully tested with actual patients at the veterinary clinic of Therabis co-founder Dr. Stephen Katz.
“Calm and Quiet tested extraordinarily well on palatability, which is always a challenging threshold to meet with cats. We were also very satisfied with the efficacy results observed in our trial patients, including some cats who had been unresponsive to other treatments over the years,” Dr. Katz said in prepared remarks.
Calm and Quiet will be available starting in April through the company’s website and at a number of specialty pet stores and traditional retailers across the U.S.
Billion Dollar Cat Treats Market
Cat owners spent a big amount on food and treats. There are approximately 75 million pet cats in the U.S., with one in every three households owning a cat.
Worldwide, cat owners are estimated to have spent more than $30 billion on cat food in 2018, including $2 billion on cat treats. The global cat treat market is expected to grow at an average rate in excess of 7% annually over the next four years, outpacing the expected growth rate in cat food sales overall, according to Euromonitor International.