Mats prove pets’ new best friend

GOLD Coast product the Lickimat has taken social media by storm. It even comes with the ‘endorsement’ of a member of the UK royal family.

TWO Gold Coasters look to have the competition licked with an innovative pet product, which has taken social media by storm.

The LickiMat is designed as a slow feeder and anti-anxiety tool for dogs and cats.

It works by putting food, particularly runny foods such as gravy or yoghurt, into a plastic mat, which is divided into small indented squares or other shapes.

The idea is the dog or cat will take a lengthy time to finish licking the mat, which provides a distraction from worrying about being left alone in the house.

The LickiMat is designed to keep dogs occupied for up to 1.5 hours. Picture: Mike Batterham

It is the brainchild of Joe and Hazel Clarke, who sold their successful premium pet accessory business Hamish McBeth in late 2014 to focus on Innovative Pet Products.

The company designs and markets pet products including a spring-loaded ball thrower and Oh Bowls — designed to clean the animal’s tongue and prevent fur balls in cats.

Sales were strong but it wasn’t until they created the LickiMat in 2016 that the fledging company took off.

“We developed it as an anti-anxiety product for dogs,” Mr Clarke said. “When people leave home, they often give the dog a biscuit or cracker. The dog inhales it and then is looking at you again. What we developed is a way for the dog to look forward to you leaving.”

Joe and Hazel Clarke have developed the LickiMat to encourage dogs and cats to eat slowly. Picture: MIKE BATTERHAM

The mat can be used to spread all sorts of food from peanut butter, to gravy, and bread and olive oil.

“Because of the different shapes and patterns, the stuff gets in the corners, it can take the dog from 20 to 90 minutes to clean it. The idea is you put it on the floor and the dog is waiting for it.”

Mr Clarke said social media has gone “nuts” for the mats.

“If you type in #lickimat — the whole of social media in the UK, USA and Europe is alive with this thing,” he said.

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Mr Clarke said animal behaviouralists have started to promote it as an enrichment product, and also to help relax animals before vet procedures.

“The licking action creates endorphins and helps to relax the dog.”

Last month they sold 160,000 units, and a TV marketing campaign is due to launch in the US in August.

The biggest pet store chain in England, Pets at Home, is on its fourth order for the year.

In addition, Amazon UK has taken 24,000 units to sell on its website and Mr Clarke said the internet retailer was “forecasting massive sales.”

Mr Clarke said they attended an Interzoo trade show in 2016 and 2017, where they showcased the product.

“It took a year for the product to gain traction,” Mr Clarke said. “We got a lot of support from bloggers, particularly cat bloggers.”

The product has even won over the royal family.

“The Duke of York uses the LickiMats for his dogs,” Mr Clarke said.

“We met him when he was here at Bond University. He said the royal family loves our products, but they can’t endorse it as such.”

Sarah Ferguson’s sister, Jane Ferguson, is a part-owner in the company.

The name LickiMat is trademarked in the US, Germany, UK, Europe, and Australia, and a patent has been lodged to provide international protection.

Mr Clarke said while international retailers have embraced the product, the company cannot gain traction in Australia.

“We cannot get any of the major retailers in Australia to pick this up,” he said.

“We talked to Petbarn and they were unconvinced.”