Rufus & Coco Posh Pee Pads

Rufus & Coco Posh Pee Pads has been selected as an ABA100 Winner for Product Excellence in The Australian Brand Awards 2019. The Australian Brand Award for Product Excellence [PXA] recognises consumer products of exceptional quality offering a point of difference from their competitors.

Rufus & Coco provides well-bred pet care to ensure that pets around the world look good and feel great. Providing innovative and inspired solutions for pet and pet parents from hamster to horse, the health and beauty range includes vitamins, grooming and cleaning products, fashion and home accessories and award-winning cat litter.

Created by animal lover and marketing guru Anneke van den Broek in 2008, the Rufus & Coco brand quickly built trust and became a brand that pet parents turn to for simple, effective pet care solutions. The range is now stocked in nine countries, including Australia, Canada, USA, Singapore, Malaysia, Hong Kong, China, South Korea and Taiwan. In 2018, the brand celebrated its tenth birthday by launching its grooming range into 1,459 PetSmart stores across North America.

The Rufus & Coco range has grown into new categories over time driven by consumer needs and market opportunities. Recognising a need for innovation and ‘best of breed’ products in this category, the team spent several years developing indoor toileting products for dogs and in 2018 finally launched the Rufus & Coco Posh Pee Pads into the market.

The pads are designed to meet every need for indoor or elderly pets and their parents, and are set to become a daily consumable for many pet owners. The pads have a stylish design, are super absorbent, and contain an attractant to encourage toileting.

Rufus & Coco products are available locally from Coles, Woolworths and IGA supermarkets, select pet stores and online at

The Australian Brand Awards are an annual comprehensive awards program which recognises the most innovative consumer brands via a set of established award categories. The Australian Brand Awards are open to all domestic and international consumer products available in the Australian marketplace.

The Australian Brand Awards are the national chapter of an integrated innovation initiative conducted on a national and international level. The Australian Brand Award recipients will participate in the international chapter of the program at the World Brand Awards whereby participants are provided with the unique opportunity to benchmark themselves against the top performers globally.

Entry is open to all domestic and international consumer products available in the Australian marketplace. Products can include but are not limited to goods, services, devices, equipment, programs and activities from any of the following main product types: Electronics & Communications, Home & Garden, Beauty & Wellness, Fashion & Lifestyle, Food & Beverage, Sports & Fitness, Entertainment & Recreation, Travel & Leisure, Baby & Children’s products.

Products must be commercially available on the Australian market and comply with all applicable Australian standards and regulatory requirements prior to entry. Prototypes or products still undergoing trials are ineligible to enter.

The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards.

The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.

Entrant organisations are required to demonstrate their achievements across the key areas of research and development, product innovation, user experience, product features and benefits.

The program provides a notable opportunity for high-performing companies that produce world-class consumer products to be acknowledged and celebrated for their achievements both nationally and internationally.

Conducted annually, the awards seek to recognise the world’s most innovative consumer brands and to review their business performance through a global recognition and knowledge building initiative that is underpinned by the program’s established framework.

The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige.

We’re happy as a flea in a doghouse to receive an ABA100 award for our Posh Pee Pads. Pet owners have been asking us for years to develop an indoor toileting pad for pooches that looked great (not like a hospital pad or nappy!) but also solved the ongoing niggles of odour and leaking liquid. We’re so proud to say our Posh Pee Pads offer the ultimate pawformance, making life a little easier for pet parents.

Anneke van den Broek, CEO, Rufus & Coco

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