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Pet Technology Co. Rebrands with Name Change


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SureFlap, a Cambridge, U.K.-based company with U.S. headquarters in Clearwater, Fla., that specializes in pet technology, has changed its name to Sure Petcare. The move is part of a rebranding initiative to better align the company’s name with its future strategy to expand its connected product range.

Sure Petcare now incorporates three distinct sub-brands: SureFlap, which represents the Microchip Cat Flap, Microchip Pet Door and the Microchip Pet Door Connect; SureFeed, which includes the Microchip Pet Feeder and the Sealed Pet Bowl; and SureSense, which is the company’s hand-held pet Microchip Reader.

“We are embarking on an exciting journey to transform the way people care for their pets,” said Dr. Nick Hill, founder and CEO of Sure Petcare. “For many years, we have been at the forefront of innovation in the pet care market with our unique range of microchip operated pet products. We see the development of smart connectivity in pet care as the new frontier, set to have a major impact on the industry and giving owners unprecedented insight into their pets’ health and well-being.”

Earlier this year, the company launched an app-controlled pet door—the Microchip Pet Door Connect. After a period of intensive development, the company is now preparing to launch a range of smart connected pet doors, feeders and other products beyond its current offerings. The products will provide owners with important data and insight into their pets’ behavior, activities and routines so they can look after their pets’ health and well-being in a more proactive way.

In 2015, Sure Petcare joined the Allflex Group, which has given Sure Petcare access to market-leading technology and expertise such as activity monitoring, advanced algorithms and identification microchips with added temperature sensing capability.

“With all this developing technology and plans to bring established products in line with our future direction, it was time to rethink how we presented ourselves to the market,” said Hill. “The new brand identity reflects our goals and more importantly, puts ‘pet care’ at the heart of everything we do.

“The pet technology market is ready for change and we are in the best position to capitalize on this opportunity,” added Hill. “We are firmly committed to providing innovative pet solutions that help owners care for their pets in new ways.  We are a company that never stands still, continually innovating, moving forward and investing heavily in the future. The new brand identity embodies this.”

As well as the name change, the company has redesigned its logo to extend and complement its existing brand identity.  The new logo was designed exclusively in-house.

“We developed the new logo that gives a nod to SureFlap’s heritage but also represents the future as Sure Petcare,” said Piers Hampson, head of brand and creative for Sure Petcare. “The design, based on interlocking rings and continuous loops, represents the bond or link that all owners have with their pets and the new way in which our products will connect them through a constant stream of data. This flowing form takes its final shape as a paw that we hope will become synonymous with our products and the way in which they help pets.”

SureFlap Ltd will remain the legal company name. Sure Petcare is a trading name of SureFlap Ltd.

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