What We Pursued Was Happiness for Both Dogs and Their Owners – An All-in-One Canine Dental Care Chew Born from a Dog-Loving Employee’s Passion

Can you tell us about the features of the "Chew Dent All-in-One Toothbrush Chew" (the "All-in-One") released March 2025?

Chew Dent is a dental care product brand with the vision of "creating a lifetime of healthy teeth for all dogs." The All-in-One is a chew that, as the name suggests, provides total support for your dog's dental care needs. A key feature is that it really only needs to be chewed three times to remove plaque. It also tackles other oral issues like bad breath and tongue buildup, and supports oral health with fluoride, and gum health with Vitamin E.

What was your first inspiration behind developing the product?

I have a miniature Dachshund at my parents’ homehome, and when it comes to dental care, the first word that comes to mind is "difficult." Many owners want to take care of their dog's teeth but, understandably, dogs aren't used to it and often resist, sometimes struggling and making the whole thing a challenge. In my case, my dog could only tolerate about 5 to 10 seconds of brushing.

I hypothesized that many dog owners face this issue. We conducted consumer research, and it turned out that most owners felt like they're not providing their dogs with adequate dental care. From there, development started with the key idea of creating a product that would make toothbrushing less burdensome for both dogs and owners.

Were there any challenges you faced during the development of All-in-One?

In many instances, the development team's idea didn't resonate with testers at all.

We conducted multiple rounds of sampling surveys (*1) and invited around 100 dog owners to participate in market tests (*2). We displayed Hartz products, including All-in-One, alongside competitor products and asked customers for their feedback. For example, the amount of chewable material per stick. We initially thought the more the better, assuming it would last longer. However, we were surprised to find that smaller samples were rated higher, as many owners would find leftover pieces if they were too large. We also experimented with packaging design. Initially, we hoped that a catchy design representing dog teeth would clearly indicate the product's purpose, but testers didn't interpret it as we hoped.

After the surveys, some people didn't commit to purchasing but expressed interest, so we followed up with them individually to understand why they didn't buy the product. We wanted to figure out what the final push should be. Thanks to this process, we were able to refine the product and include small but significant details from both the dog's and the owner's perspectives. For example, we worked with a veterinarian to determine the best length, thickness and moisture content for different dog breeds and jaw sizes. We tested other aspects like the number and depth of grooves in the chew, ensuring it was easy to chew and wipe clean. This process was repeated over and over again. Even something as small as the calorie labeling was carefully considered. Instead of the usual "per 100 g" label, we switched to a "per piece" calorie count to make it clearer for owners concerned about their dog's weight.

*1 A research method in which product samples are actually distributed to users to have them experience the product and answer a survey.
*2 A marketing method in which a new product is sold on a trial basis to a limited number of potential customers, in a limited area and time frame, to check sales and customer response before going to market.

Was there a guiding principle or perspective that you kept in mind when making development decisions?

The development of All-in-One was handled by a team of six members from Summit Agro, but for marketing, we brought in specialized personnel with experience at Sumitomo Corporation on a temporary basis for this project. One thing a colleague said really stuck with me: "The consumer is the boss." As employees, it’s easy to focus on getting approval from our superiors when shaping the package and the product. But the people who actually use the product aren’t our superiors – they're the consumers, the end-users. It may sound obvious, but sometimes, that awareness can fade. I realized again that when it comes to aspects of package design or the shape of the chew, customer perspective should absolutely come first.

Further, for product development and communicating with others, I realized how crucial it is to be clear about the message you want to convey, while also thinking from the other person’s perspective. The ability to communicate while taking others into account is something I learned thanks to the guidance from my supervisor when I first started at the company. They definitely showed a lot of love and patience, even when I wasn’t doing my best (laughs).

Your commitment to focusing on the customer is apparent.

For dogs, their mouths are essential communication tools. Whether they're holding a ball, tugging on a rope toy or playing with their beloved owner, their mouths are as important as hands and feet for humans. While our focus has been canine dental health, we also kept dog owners firmly in mind throughout development.

Alongside the development of All-in-One, you also worked on rebranding for Chew Dent, correct?

Yes. Based on consumer feedback, we noticed that many people were frustrated by the variety of dog chew options and didn't know which product to choose. Previously, people may have thought, "I don't understand the differences between these products. It's too much hassle, so I'll just give up on dental care." Our goal was to transform Chew Dent into a brand that would readily encourage customers to try canine dental care, even if they were hesitant before.

Is a dental chew a "treat" or is it more of a "dental tool"?

There's a spectrum of products, from chews that are mainly designed for brushing teeth to those that can also be eaten as a treat. But because we hadn't clearly communicated product functions, some pet owners used the same product as a delicious "treat" with a chicken flavor, while others saw it as a "dental tool." As a result, there were many different perceptions of the same product. To draw a comparison, it was like having "curry-flavored toothpaste" for humans – impossible to understand the purpose. The gap between the image consumers had of the product and the actual benefits it provided was a significant challenge for the brand.

To this end, we focused on integrating various dental care products – like All-in-One, existing products, dental chews, dental treats and dental toys – into a single brand: Chew Dent. We redefined it as a brand that offers a "smart dental care routine" without causing extra burden on dogs or their owners.

Also, we worked hard to make the packaging more functional and easier for pet owners to understand. In terms of design, we used a matte material that stands out even in well-lit store environments, and we completely revamped the logo to make it immediately clear that Chew Dent is the brand name. We also used colors that evoke the idea of "dental health." In terms of wording, our primary focus was to clearly communicate the product's function to the customer, so we carefully selected and revised the information presented.

Finally, could you share what motivates you about working in this field and your thoughts on future projects?

While working in an integrated trading company with a strong focus on B2B, I truly find fulfillment in being involved in the B2C side of business, where I can create products from scratch in areas that I also related to as a consumer. In this "frontline" business area close to end users, I've come to realize that even in B2B-focused industries like ours, what truly matters is an awareness of how we're serving consumers and end users – delivering value to them is the ultimate goal.

When I consider our customers, it could theoretically be a good thing if, after using our all-in-one product, they switch to a competitor product. Of course, we'd be delighted if customers continue to use our products, but if our All-in-One serves as an entry point that lowers the psychological barriers to dental care, then ultimately, the more dog owners and dogs who benefit from it, the better. After all, that's the essence of our mission: "creating a lifetime of healthy teeth for all dogs." That's the dream we're working towards.