UK Start-up brings breakthrough cat toothbrush to European shelves

A UK-based start-up is redefining feline health care after winning one of Europe’s top pet industry accolades. Inventor Smart Care, creator of the world’s first cat-friendly toothbrush, has been awarded the Fressnapf Innovation Award 2025, securing shelf space across Denmark, Switzerland, and Austria, as well as entry into Germany’s Fressnapf Marketplace – Europe’s largest pet retail network.

‛First time in Germany – and definitely not the last,’ said Victor Carpio, founder and CEO of Inventor Smart Care. ‛This award is a huge honour and an exciting step in our mission to keep millions of cats healthy and happy.’