A silent epidemic is affecting pets across Australia, but one entrepreneur has turned her personal frustration into a seven-figure business that's changing the way we care for our furry friends.
The Start of a Revolution
When Arianne Sackville, 36, brought home her dog Louie, she dove deep into the world of pet health, particularly dental hygiene. 'I was highly invested in his health and wellbeing, choosing the best brands for his food and naturally wanting to give him a good dental stick,' she said. But her search for healthy options left her shocked. 'I went into stores and was actually shocked at how unhealthy the options were from these multinational businesses.'
With a background in food manufacturing and a passion for animals, Arianne decided to take matters into her own hands. In 2018, she launched Bell and Bone, a brand that has since grown into a seven-figure enterprise.
A Game-Changing Product
Bell and Bone's first major product was a Dental Topper Spray for dogs and cats, available in five flavors: Beef, Lamb, Salmon, Tuna, and Chicken. This spray is formulated with superfoods and oral actives to prevent plaque buildup, along with pre, pro, and post-biotic compounds to balance the gut microbiome. 'We trialed this with our rottie Milo, and it's been such a game changer. He's always had stinky breath, but after starting him on this spray, it's all but disappeared,' one five-star reviewer wrote.
The brand also offers dental treats for dogs and cats, with ingredients like sodium tripolyphosphate and zinc sulfate to fight plaque and tartar. Cat dental bites include zinc, ascophyllum nodosum, vitamin C, and cellulose. 'Dogs are omnivores, so meat should be the first ingredient. But I found dental sticks full of wheat, rice, potato, and cereals, which are unhealthy and bad for teeth,' Arianne explained.
Timing and Community
The launch of Bell and Bone's dental range coincided with the Melbourne Covid lockdown in March 2020. 'Everyone was staying at home with their pets, noticing things they'd never noticed before, especially dental health problems,' Arianne said. The timing helped the brand gain rapid attention and growth. 'Health was a big topic because of the sickness around the world. Being a healthier, more natural option gave us a big advantage.'
Arianne credits the brand's success to its community. Bell and Bone is a major sponsor of the RSPCA Million Paws Walk and attends events like The Dog Lovers Show. 'I sign my name on every pack and show up every day to empower owners to make the best decisions for their pets,' she said.
Expanding the Range
Bell and Bone now offers dental treats for puppies (from 10 weeks), adults, and seniors (seven years and older), with softer textures for older dogs. The brand recently launched cat dental bites, which were always part of the plan. 'The name Bell and Bone means cats wear bells and dogs eat bones,' Arianne revealed.
With over 4 million cats in Australia, dental disease is a serious issue. 'Only 13 percent of cat owners give treats, but treats can strengthen the bond and provide functional benefits like dental care,' she said. Bell and Bone has earned a 4.92-star rating on Judge.me with over 7,000 five-star reviews.
Future Innovations
Bell and Bone grew 40 percent last financial year and plans to maintain that growth with export opportunities and new product launches. Early next year, the brand will release a first-of-its-kind dental supplement for dogs and cats. 'It's science-backed with dental actives and pre, pro, and post-biotics targeting the gut microbiome. It's unlike anything the industry has seen,' Arianne said.
Bell and Bone products are available at major pet retailers like Petbarn, Pet Stock, and Pet Circle. 'We're just at the beginning. The plan is to be a world-class household name for pet dental care,' she added.
