Global Solutions for Business - 47

Lifestyle and Consumer Products | Business Focus

Hartz® Experiences Success with New Partners & New Products
In the growing pet care segment of the U.S. marketplace, Sumitomo Corporation of
Americas, along with our partner Unicharm, are managing one of the oldest pet care
brands in the industry: Hartz Mountain Corporation (Hartz®). With Sumitomo's support,
Hartz ® has increased its leadership position in the market, and is the number one brand
of retail flea & tick treatments in the country. In addition, Hartz® is the leading brand of
dog toys, puppy training pads, natural treats, pet shampoos, and bird and small animal diets.
A Trusted Brand
For over 85 years, Hartz® has offered products that optimize the health and overall well-being of the family pet.
As one of the oldest pet product brands in North America, their challenge was to maintain market share in
a fast changing domestic marketplace and to expand globally. As consumer buying habits changed, Hartz®
needed to change.
Sumitomo's acquisition in 2004 helped Hartz® successfully leverage its domestic business and expand
globally into markets like Japan. Today, Hartz® Japan is a well established brand in the pet product
industry in that country. By capitalizing on Sumitomo's expertise in pharmaceuticals and Japanese
consumer trends, as well as its strong distribution network, the Company is helping to reenergize
the Hartz® brand in North America and open up new markets overseas.
While doing so, Sumitomo strongly supports Hartz® commitment to strengthening the bond
between pets and their families, and improving the quality of life for all pets by providing
innovative, trustworthy and affordable products.

New Partners Help Growth
To maintain this momentum of product innovation, Sumitomo introduced a new
partner in the ownership of the company - Unicharm. In 2011, Sumitomo joined
forces with Japan-based consumer products company Unicharm with the intention of leveraging Unicharm's proprietary technology and high-performing product
innovations. Unicharm entered into the Japanese pet-care business in 1986 and
is now the leading pet products manufacturer in Japan with particular strength in
the puppy training pad categories. Although they are a top consumer products
company in Japan, Unicharm was seeking a chance to enter the North American
marketplace, and the Hartz® investment proved to be an ideal opportunity.

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With this new injection of financing and management know-how, Hartz® and
Unicharm are building a better brand by combining the brand power, deep
category expertise and existing market share of Hartz®, with the innovative
and high performing technologies of Unicharm. New product launches since
the new partnership include, new cat treats called Delectables®, dog treats
called Tasty Rewards® and new cat litter and dog training pads which
contain scents and odor eliminations, using Unicharm technologies.

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