Swedencare expands the ProDen PlaqueOff® portfolio with a unique format for cats’ oral health

Swedencare launches ProDen PlaqueOff® Crème – a new creamy format that broadens the company’s premium offering in oral health for cats. This launch represents a significant step within the lickable treat segment, an area where functional dental care options have traditionally been dominated by other formats. The product delivers scientifically documented efficacy with high palatability – a crucial factor in the cat segment, where acceptance is key for daily use.

ProDen PlaqueOff® Crème is built on the same scientific grounds as the wider ProDen PlaqueOff® family, and contains the 100% natural seaweed ingredient A.N ProDen®, which clinical studies have shown helps control and reduce plaque and tartar and can improve bad breath.

Cats are the largest pet group in Europe, with cat ownership on the rise. According to FEDIAF, there are approximately 108 million cats in European households – an increase of 2.6 million since the previous year. This long-term growth signals a strong need for solutions that are both effective and easy to use in daily life, and which cats enjoy.

ProDen PlaqueOff® Crème is a completely new format within the ProDen PlaqueOff® portfolio, complementing existing products like Powder, Bites, and Soft Chews. In palatability tests, 9 out of 10 cats showed high acceptance of both the taste and texture. Each convenient single-serve pack delivers the recommended daily dose, making daily use simple and accurate. The product contains 25% chicken and is based on natural ingredients – free from artificial additives and grains.

According to global consumer statistics¹, lickable treats are the leading format in both cat treats and dietary supplement categories, underscoring the significance of this launch. With ProDen PlaqueOff® Crème, Swedencare bridges the gap between scientifically proven functional oral health and formats cats actually love – setting a new standard for the premium segment. This product is a natural next step in the development of the ProDen PlaqueOff® line and strengthens Swedencare’s leadership in cat oral health.

ProDen PlaqueOff® has been a cornerstone of Swedencare’s portfolio since the company’s early days, with a continued focus on scientifically documented, preventative solutions that simplify daily life for pet owners. With ProDen PlaqueOff® Crème, the range now combines highly effective products with strong cat acceptance.

Initially, the product is being launched in Europe by Swedencare’s subsidiaries, available both in physical stores and online. This will make it accessible to more cat owners and further strengthen the brand’s presence across the European market.

1. Loop Thematic consumer survey: Pet owners’ treat, dietary supplement and functional topping usage, Sept 2025