US start-up Cat Years launches hydration treat

The newly founded US company Cat Years has brought its first product to market, a lickable treat sold as Hydration Boosters. The company positions it as a way of raising cats' fluid intake and refers to the link between low water consumption and kidney and urinary tract problems. It describes the treat as clinically proven to improve hydration and as recommended by vets for daily use, but names neither a study nor an institution.

The company is headed by CEO Jordan Friedlander, who announced the launch on LinkedIn. According to Cat Years, the product was developed together with specialists in hydration and feline nutrition; the post tags several academics and veterinarians, among them Ashlie Saffire, a diplomate of the American Board of Veterinary Practitioners in feline practice, without stating their roles. The company has published no information on distribution, on availability outside the United States or on terms for the trade. www.catyears.com