Our White Label Approach

That depends on what you want to achieve. If speed to market and lower initial development costs are the priority, adding established My Cat Grass or Pet Greens products to your existing range will usually be the most cost-effective route. The products have already been developed, tested, packaged and positioned, allowing retailers and distributors to introduce a specialist cat-grass and pet-greens category without undertaking a separate product-development programme.



White label, however, can offer significantly greater value when the objective is to integrate cat grass or pet greens seamlessly into an established brand or product portfolio. Packaging, format, product positioning and, where appropriate, the product itself can be developed around your existing range, creating a product that belongs to your brand rather than simply sitting alongside it.



There is therefore no single answer. For rapid market entry, an established branded product will generally be the more economical option. For businesses looking to build brand equity, create differentiation or develop a longer-term proprietary range, white label can provide greater strategic value. Final costs and timescales will depend on the scope of the project, production volumes, packaging requirements, number of development iterations and the level of regulatory and technical work required.

You can, but developing a commercially compliant cat grass product involves considerably more than purchasing seed, growing grass and putting it into packaging.



Where products are manufactured or marketed for animal consumption, animal-feed legislation can apply, bringing requirements relating to feed-business registration, feed hygiene, traceability, manufacturing controls, record keeping, labelling and the claims made about the product. Depending on the format, ingredients and activities involved, additional seed, plant-health, organic, packaging and consumer-protection requirements may also need to be considered.



The regulatory environment is also becoming increasingly focused on demonstrable compliance. Animal-feed official controls in England and Wales are principally delivered through local authorities, including Trading Standards, with inspection and sampling forming part of that enforcement framework. The wider direction of regulation is increasingly risk- and intelligence-led, enabling enforcement resources to be concentrated on higher-risk and non-compliant businesses.



Indoor Cat Ltd has already undertaken the specialist work required to understand how these requirements apply to cat grass across different formats. We can therefore help clients avoid the considerable time involved in researching legislation, establishing compliant processes, developing documentation and resolving regulatory questions independently.



For many businesses, the question is not simply “Can we develop it ourselves?” but “Is developing the expertise, infrastructure and compliance systems ourselves the best use of our time and investment?” Our role is to provide a faster, informed and commercially practical route from idea to compliant product.