SOURCE: Pet Ecology Brands, Inc.

March 07, 2006 09:00 ET

Pet Ecology Brands, Inc. Announces Seven New Product Launches Planned for Remainder of 2006 -- 6 Domestic and 1 International

Company Expects New Unique Product Rollouts to Add Diversity to the Pet Products Marketplace

DALLAS, TX -- (MARKET WIRE) -- March 7, 2006 -- Pet Ecology Brands, Inc. (OTC: PECB) -- -- announced today the products that are scheduled to launch this year. Ralph J. Steckel, President/CEO, stated, "New Products are the backbone of our industry, and the strategic plan of our company. PECB will participate in this endeavor by releasing 6 new products in the U.S. domestic marketplace and 1 new product in Europe. We are in final negotiations with a major international distributor to bring our existing products lines, as well as our new product launches, to the International marketplace. We have had these products in research and development for several years, and because of our rate of market penetration, we now are able to accomplish in a matter of months what has taken years for our competitors to accomplish."

These products include Pet Ecology Vit-A-Dog™ Fat-Free treats that are scheduled to launch next Quarter. Vit-A-Dog™ attributes include vitamin enhancements, with Vitamin D to help build strong bones and teeth, and Vitamin E to help in the maintenance of a shiny coat. "The concept of 'Fat-Free' is strong in the marketplace. We are excited to announce the introduction of all natural coloring to all of our pet treat products. We have always utilized natural flavorings in our products, but the big hurdle was getting past the artificial color barrier. I am very pleased that we now have a natural color solution for our products. Our goal is to make our products as healthy as possible and keep pet health concerns at the forefront when designing all our products," stated Mr. Steckel. Vit-A-Dog™ will be available in the three best-selling natural flavors sold in the U.S. today.

Scientific Professional™ Fat Free Cat Treats are also scheduled to rollout early in the 2nd Quarter. Mr. Steckel stated, "Introducing the first Fat Free Treat for cats has been a goal of mine for many years now. Obesity in cats is an ongoing concern for cat owners. The ability to treat your cat with a healthy treat that is fat-free, sodium free, cholesterol free, and contains no artificial ingredients is a first in the industry. Having that peace of mind allows the pet owner feel good about feeding treats to their pet." Scientific Professional™ Fat Free Cat Treats will be offered in the three top-selling flavors in the U.S.

PECB's top-selling sickness indicating cat litter, Scientific Professional™ Cat Litter FLUTD (feline lower urinary tract disease), will also be introduced to Europe during the 2nd Quarter. Mr. Steckel said: "European consumers look for products that are eco-friendly and safe for the environment. We are excited to play a part in helping the Europeans meet their high standards of environmental stewardship." The product will be manufactured and distributed in Europe under a licensing agreement with a major manufacturing and distributing concern based in Germany and Scandinavia.

Pet Ecology Brands, Inc. is slated to introduce their new, patent-pending Pet Ecology Kitty-De-Lite™ cat food. It is the Company's first product introduction in the Pet Food Category and, like all other PECB products, Kitty-De-Lite™ has a distinct point of difference from all other brands in the category. This product is set to launch late in the 2nd or early in the 3rd Quarter. Kitty-De-Lite™ will be a delicious, healthy cat food that is quick-heated and provides a gravy base, with a patented process that will be announced at or near the product launch.

Scientific Professional™ Cat Litter, Diabetes Formula, is a continuation in part of PECB's 5 patents. It will be the first cat litter developed to use as an early warning litter to help detect Diabetes in cats. It has the same great attributes as the FLUTD formula being ultra-lightweight, clumpable, truly flushable, having superior odor control, and safe for the environment. This product will be available only through veterinarians and animal hospitals, and is expected to launch by the end of the 3rd Quarter.

Scientific Professional™ Cat Litter, Pregnancy Formula, also a continuation of PECB's 5 patents, will be the first cat litter developed to help detect Pregnancy in cats, and has the same great characteristics as the other litters. Rollout is scheduled in the 3rd or early in the 4th Quarter.

The Company has also scheduled to launch later this year a comprehensive veterinarian pet pharmacy in small application format. Pet Ecology Simply Organics™ was designed to address many of the most common pet health problems experienced in the home with pets, such as ear ticks, fleas and other everyday health problems. Mr. Steckel says, "Providing pet owners the ability to walk into a pet store, pick out a natural, safe and effective remedy for their pets, without a prescription has been a long-term goal of mine. Our Pet Ecology Simply Organic™ product line is an open door to the future of pet care for us. Indications are that the industry is moving toward 'Natural,' 'Organic' and 'Holistic products' at a vast pace, as they are in the human market. We plan to be a part of this future and feel like we are ahead of the curve in many instances."

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About Pet Ecology Brands, Inc.

Pet Ecology Brands, Inc. has developed a revolutionary patented cat litter that destroys urine odor, clumps, and is earth-friendly. The litter is ultra-lightweight and convenient to use (3lbs works like 21lbs of clay/sand-based products); it is 100% flushable and safe for sewer and septic tank systems. It is completely safe for cats and our environment, and does not contain any sodium bentonite, as used in competing brands. The design helps to protect the landfills, and yet does everything that clay litters do... and more. It has the ability to help indicate certain diseases commonly occurring in cats. The technique used is similar to that found in Merck's Veterinarian Manual. However, this litter not only warns of possible illness, but may also help indicate how far along the illness may be by the color the litter changes to, thereby providing the pet owner significant additional benefits and an early warning system concerning the cat's health.

A 20lb package configuration, which was released to the market during the week of January 9, 2006, and is designed specifically for professional breeders & kennels, will also be available for consumers in early Spring 2006.

Pet Ecology's K-9 Fat Free Dog Treats™ are the first fat free treats on the market that meet the standards of the U.S. Department of Agriculture, and offer dog owners an effective means to provide their pets with a non-fat tasty treat. They are also cholesterol free and sodium free. According to U.S. News & World Report, "the number one health problem for dogs is obesity." Today, dogs are fed fat rich food and treats, and often get significantly less exercise than required to maintain an ideal weight and healthy condition. Overweight dogs are more prone to serious injury, skeletal stress, and the same complications that people experience with significant weight gain via fat rich diets, ranging from heart and lung problems, to skin and kidney diseases, to circulatory and immune system issues.

Other products anticipated being launched by Pet Ecology Brands, Inc. in 2006 include the first fat free cat treat, a vitamin enhanced dog treat, a low sodium and low fat microwavable gourmet cat dinner; and two product line extensions for the Scientific Professional cat litter line to help indicate feline pregnancy and diabetes.


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