Sure Petcare explores the company’s journey during British Science Week

2nd November 2020

British Science Week (8th-17th March 2019) is a celebration of science, technology, engineering and maths. This year, British Science Week will be focussing on journeys, so we thought we’d take a look at the journey of Sure Petcare, a British company making a global mark on the pet technology industry.

The birth of a brand

In 2008, British quantum physicist Dr Nick Hill launched the SureFlap Microchip Cat Flap, a microchip-operated cat flap which keeps intruder animals out of the home. He designed the product himself in his own home in Cambridgeshire. Now, just over a decade later, we have a team of 20 in-house engineers who have worked hard to expand our range of products across pet doors, feeders, wearables and microchip readers, which are sold worldwide on our website, as well as through vets and pet retailers.

Global collaboration

In 2015, Sure Petcare was acquired by Antelliq, the world leaders in animal identification and intelligence.  Using a combination of identification, data collection and analytics predominantly on livestock animals, Antelliq provide animal intelligence which improves accountability, profitability and sustainability for its customers. This detailed Animal Intelligence helps to build a better relationship between man, animals and the planet. 

The acquisition gave Sure Petcare access to market-leading technology and expertise such as activity monitoring, advanced algorithms and identification microchips with added temperature sensing capability, enabling us to expand our product range.

Connecting pets with owners

In 2017 we became a connected pet product company when we launched the SureFlap Microchip Pet Door Connect. The SureFlap Microchip Cat Flap Connect followed hot on its heels in 2018. Both doors allow pet owners to keep track of their pet’s comings and goings in and out of the house and enable remote locking. Later that year we brought our first dog wearable device to the market; the Animo activity and behaviour monitor for dogs, which tracks a dog’s activity, sleep quality and any increases in barking, scratching or shaking. Also in the pipeline is the SureFeed Microchip Pet Feeder Connect, which will enable pet owners to serve accurate food portions and monitor their pet’s feeding habits. All these products are app-connected, giving owners an insight into their pet’s daily lives.