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Absorption Corp Becomes Healthy Pet®

Ferndale, WA — Effective today, Absorption Corp is excited to announce its new identity as Healthy Pet®, reflecting its focus as a pet products company. A new logo and website [www.healthy-pet.com] have debuted to effect the change immediately, with all other company contact points making the transition over the next 30 days. The Healthy Pet® brand has been in use by Absorption for both cat and small animal products, and will now become its corporate brand as well. Healthy Pet® will be an umbrella for all of the company’s pet products, with major category brands such as CareFRESH and Critter Care maintaining strong product visibility to ensure consumer familiarity and loyalty.

Ted Mischaikov, CEO, explained “Since our acquisition by J. Rettenmaier & Söhne GmbH + Co KG (JRS), we have defined our strategic course as a highly effective, consumer-oriented pet products company spanning all categories. 2014 will see renewed innovation in our core small animal offerings along with entry in to the cat category with a line of exceptional natural fiber cat litters. As a platform for pet products, Healthy Pet will focus the global resources and expertise of JRS to effect significant growth.”

Samuel Cohen, VP Marketing & Sales added “Healthy Pet® is devoted to a holistic approach to pet care where the pet’s physical, emotional and ecological well being are balanced and enhanced. The Healthy Pet® brand is defined by a new and uniquely comprehensive approach to pet products built on three fundamental elements; Active, Happy and Natural. Physically healthy pets are active, with the energy and strength to play with their human family members. Emotionally healthy pets are happy, finding fulfillment by practicing natural behaviors. Ecologically healthy pets live in natural, clean habitats and environments. These fundamental elements are expressed in our new logo and illustrate our recognition that human parents desire to provide Wholly Incredible™ care for their pets.”

About Healthy Pet
Healthy Pet® founded as Absorption Corp over 25 years ago, is a multi-category pet product manufacturer and marketer dedicated to helping pets and their human families stay active, happy and natural. The company’s popular brands include ökocat®, CareFRESH®, Critter Care®, Puppy Go Potty® and Healthy Pet® products as well as the Arm & Hammer® line of small pet bedding under license. For more information please visit: healthy-pet.com.

About J. Rettenmaier & Söhne GmbH + Co KG
JRS is a privately held, global leader in natural fiber processing for use in pet care, life sciences, and a broad range of technical applications. JRS’ pet care offerings include the successful Cat’s Best and Chipsi brands, as well as a variety of other litter and bedding products. The company supplies products to customers from over 25 facilities worldwide. Founded in 1878, JRS is based in Rosenberg, Germany. For more information please visit: www.jrs.de

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