Posted on 7th Apr 2010 @ 10:52 AM

The ingredients on the label for a new 8-calorie product developed and marketed by Cornelius entrepreneurs are water, natural flavoring, B complex vitamins, niacin, biotin and L-carnitine.

What’s not obvious when you see the 12-ounce can of “Petrol fuel for dogs” is the team behind the dog treat, two friends with entrepreneurial drive and skills, a knack to see an opportunity in the growing pet market industry and tenacity.

Petrol Inc. President Jennifer Smith and Vice President Julie Yenichek, both of Cornelius, started brainstorming new products in 2006. Smith, who lives in The Peninsula, has a front-row seat view to emerging trends in the beverage industry and Yenichek, who lives off Bethel Church Road, has patented and sold a bath apron targeted to new parents and pet owners.

They know there are about a dozen similar products on the market but none with widespread distribution or appeal. What makes their product different is a taste that dogs prefer over water, no artificial colors or flavors, and the recyclable aluminum container. They tested many flavors and settled on a savory taste, although the drink contains no meat or meat products.

Having a stable manufacturing site also helps, Smith notes. The beverage is bottled at Carolina Beer & Beverage Co. in Mooresville, where Jennifer’s husband, J. Michael Smith, is CEO and president.

Creating a beverage for dogs is all about canine taste. “It can be good and healthy but unless your dog likes it, an owner is not going to buy it,” says Smith.

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