Walk into any pet store and you'll find a wall of fish oil bottles, capsules, and pumps. Here's what most cat owners discover within a week:
1. Cats refuse it. The smell of oxidised fish oil is repulsive to most cats. And once a cat refuses something, getting her to accept it again is nearly impossible.
2. It goes rancid the moment you open it. Oxidation starts as soon as the bottle meets air. By week three, you're feeding your cat oil that's actively damaging the omega-3s you're trying to deliver.
3. Dosing is a nightmare. Tiny droppers, oily countertops, missed doses, double doses. Most owners give up within a month.
4. The "99% pure" marketing is misleading. Ultra-purified omega-3 oils actually oxidise faster and are less palatable to cats. Purity is not the same as freshness — and freshness is what your cat's body actually responds to.
This is exactly the problem one Australian brand set out to solve.