Today, Claytons sits down with Stephen Hu, the founder of Lit Pet, the first traditional Chinese medicine company for dogs in the UK. Stephen shares his personal journey into the pet wellness industry, sparked by the loss of his beloved cat and his realisation of the need for a more holistic approach to pet health. He discusses the unique blend of traditional Chinese medicine (TCM) and modern veterinary science that Lit Pet offers, emphasizing the importance of prevention and emotional well-being in pet care. They also explore the differences between the pet markets in Hong Kong and the UK, the challenges of educating consumers about TCM, and the innovative strategies Lit Pet employs to stand out in a competitive supplement market.

KEY TAKEAWAYS

The journey to establish Lit Pet was driven by the loss of a beloved pet, which highlighted the need for addressing chronic stress and health issues in animals through a holistic approach that combines traditional Chinese medicine (TCM) with modern veterinary science.

There is a significant gap in understanding TCM in the UK market compared to Hong Kong. The strategy involves educating consumers and veterinary professionals about the benefits and scientific backing of TCM ingredients, emphasizing clinical research and veterinary endorsements.

Lit Pet collaborates with Oxford University for research and clinical trials to ensure that their formulations are effective and safe. This partnership helps in optimizing product formulations based on scientific evidence and traditional practices.

The brand aims to stand out in a crowded supplement market by focusing on proactive health care rather than reactive solutions. They emphasise the importance of prevention and the long-term benefits of their products, which are designed to address specific health concerns.

Looking ahead to 2026, Lit Pet plans to expand its product range, including new offerings for joint and kidney health, and aims to increase its presence in both the UK and European markets. They also plan to engage in offline events, including a pop-up store in London, to connect directly with consumers.

BEST MOMENTS

"I realised that not only animals could suffer from chronic stress like humans do."

"Our mission is trying to address the root causes of stress-related health issues."

"We are defining what it means to create evidence-based natural care for pets."

"The UK customers expect scientific backing for functional claims."

"We are going to launch two products focusing on joint issues and kidney problems next year."

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.

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This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/