Wanpy Introduces New Functional Creamy Treat Product Range at IIPE 2026
Wanpy Indonesia has officially launched Wanpy Functional Creamy Treat, its newest range of creamy treats designed not merely as a snack or reward for cats, but also enriched with functional ingredients offering additional benefits tailored to feline needs. The new product was introduced to coincide with Wanpy’s participation in the Indonesia International Pet Expo (IIPE) 2026, held from 4–6 September 2026 at ICE BSD City.
The launch forms part of Wanpy’s efforts to broaden its pet treats innovation in Indonesia, in line with shifting pet owner behaviour that increasingly considers not only taste, but also the ingredients and added benefits of the products given to their pets.
Four Variants for Different Feline Needs
Wanpy Functional Creamy Treat arrives in four functional and flavour combinations: Urinary Care – Duck & Chicken, Skin & Coat – Tuna & Salmon, Digestive Health – Salmon & Chicken, and Hairball Control – Codfish & Chicken.
Through this new range, Wanpy develops a treat concept that combines palatability with more targeted functional benefits. The product is intended to answer the needs of increasingly selective pet owners, who weigh taste as well as the added functions a product offers.
David Hadiputra, CEO of PT Link Two Link Indonesia, said the presence of Functional Creamy Treat is one of Wanpy’s responses to the evolving needs of Indonesian pet owners.
“We see Indonesian pet owners increasingly understanding that treats are not only about taste or reward, but can also be part of a pet’s more purposeful daily life. Through Wanpy Functional Creamy Treat, we want to offer a choice that remains enjoyable for cats, yet has functions more relevant to their needs, from digestive health, skin and coat, hairball control to urinary care,” he said.
According to David, the pet treats category is now moving well beyond mere indulgence products. Pet owners are beginning to seek products that are practical and easy to give, while also offering added value relevant to their pets’ daily needs.
Answering the Functional Nutrition Trend in Pet Care
The launch of Functional Creamy Treat also aligns with the growing adoption of the functional nutrition approach in the pet food industry. Even so, product selection must still take into account each animal’s condition, age, needs and diet.
Veterinarian Cellin Rubianti explained that growing pet owner attention to more specific nutritional needs has made functional treats an appealing option, as they are practical to administer and contain ingredients intended to support particular functions.
However, functional treats must still be positioned as part of a balanced nutritional pattern, and not as a substitute for medical examination or therapy.
IIPE 2026 as the Launch Moment for Wanpy’s Latest Product
Wanpy chose IIPE 2026 as the moment to introduce Functional Creamy Treat more widely to pet owners, communities and players in Indonesia’s pet care industry.
Its presence at the exhibition is not only an opportunity for Wanpy to showcase its new product innovation, but also to build direct interaction with consumers whilst educating them about developments in pet care products.
According to Didit, CEO of Temali, Indonesia’s pet industry is growing ever faster alongside rising consumer expectations of products.
“Indonesia’s pet industry is developing rapidly and consumers are becoming more sophisticated in choosing products. We see innovations such as functional treats as one of the interesting developments, because brands are not only offering new products but also providing reasons and benefits that are increasingly relevant for pet owners,” he said.
He assessed that Wanpy’s presence through functional treat innovation also enriches the development of the pet care product category in Indonesia.
Strengthening Wanpy’s Position in the Indonesian Market
Wanpy is the flagship brand of Yantai China Pet Foods Co., Ltd., which has been present in numerous international markets with a portfolio of pet treats and pet food. In Indonesia, Wanpy sits within the portfolio of PT Link Two Link Indonesia alongside several other international pet care brands.
The launch of Wanpy Functional Creamy Treat continues the company’s strategy of expanding product choices for Indonesian consumers through innovation in format, flavour and functional benefits that are increasingly relevant to market developments.
Going forward, Wanpy and PT Link Two Link Indonesia plan to continue strengthening the brand’s presence through product innovation, consumer education, community activities and sustained distribution development to reach more pet owners across Indonesia.