LickiMat was invented by an Australian company, Innovative Pet Products, to help improve the health and mental well-being of cats and dogs. The business was founded in 2012. More than 2 million LickiMats have been sold worldwide.
LickiMats work on two principles:
Tongue stimulation to increase saliva that in turn leads to healthier teeth and gums
Tongue scraping to minimise undigested food particles and odor-causing bacteria
The licking action also produces endorphins that soothe and calm. LickiMats are now recognised as an anti-anxiety tool.