Wellness on the Shelf
Under its Tomlyn brand, Vétoquinol produces a range of over-the-counter products designed to maintain optimal health in pets.
Vétoquinol is a family-owned manufacturer of animal health products that was founded in 1933 in Lure, France, when Joseph Frechin, the son of a veterinarian, began to apply his training as a pharmacist to advance the wellbeing of pets. Nearly 70 years later, in 2002, the company’s U.S.-based subsidiary, Vétoquinol USA, was officially formed when Vétoquinol acquired Evsco and Vet Solutions to serve the needs of veterinarians and the Tomlyn brand to serve the over-the-counter market.
Since its founding, Vétoquinol has grown considerably. The company currently distributes its products in 100 countries throughout Europe, North America and Asia, has subsidiaries in 21 different countries and employs a network of 110 distributor partners. Even with this enormous growth, however, Vétoquinol still maintains the passion for animals health upon which it was founded, and applies that passion to every pet wellness product it makes.
The Tomlyn Brand
With its Tomlyn brand of over-the-counter pet health products, Vétoquinol strives to be the source of “complete wellness” for pets. To this end, the line includes a wide variety of wellness products, from grooming aids and cleansers to nutraceuticals and probiotics. Tomlyn’s newest products include Overby Farms Hip Bones and Hip Flex, which are natural supplements for hip and joint pain, and the Natural Pet Pharmaceuticals line, which includes homeopathic remedies for stress, joint and muscle pain, skin irritation, urinary tract infections and other common ailments.
According to Teresa Hanson, director of marketing and product management for Vétoquinol USA, pet owners have been very receptive to the wellness philosophy behind the Tomlyn brand, and pet stores stand to profit. “Retailers are beginning to recognize the potential of pet wellness products and are having success adding these products when they provide well-merchandised pet wellness displays to their customers,” she says.
To create a “well-merchandised wellness display,” Hanson recommends choosing products that provide complete wellness for the life of a pet and grouping them based on the life stages for which they are formulated. This, she says, gives retailers more opportunities for cross-selling and add-on sales, which creates incremental revenue.
Looking Forward & Giving Back
Moving forward, Vétoquinol plans to continue leveraging the knowledgebase that comes from the veterinary side of its business to create valuable over-the-counter pet wellness products. In addition, the company is in the process of developing new, high-impact packaging for Tomlyn products, as well as a point-of-sale system that focuses on educating pet owners.
To further support its retail partners, Hanson says, the company provides bag and box stuffers, as well as the opportunity to participate in online ads and catalogs. “We also implement aggressive public relations and consumer outreach campaigns designed to drive retail traffic for the newest Tomlyn products,” she says.
In addition to helping pets by producing a range of products designed to maintain optimal health, Vétoquinol also takes a direct approach to assisting pets in need. For example, when the company recently moved its U.S. headquarters to Forth Worth, Texas, it made generous product donations to Operation Kindness, the Humane Society of North Texas and the DFW Humane Society. It has also made similar donations to shelters and clinics in key regions across the U.S.