Created by Brazilian flip-flop (人字拖) brand Brizza, the world’s first unchewable flip-flops are made with the most bitter substance known to man.
Dogs’ love for chewing footwear is well documented. Puppies do it to release pain as their teeth grow, other dogs do it out of boredom or some form of stress, and some just like chewing stuff. This habit puts them at risk of very serious gastrointestinal (肠胃的) problems. Data shows that in a third of gastrointestinal surgery procedures to foreign objects from the intestines (肠道) of dogs, the ingested substance is footwear rubber, mostly from flip-flops. Seeing as this can cause life-threatening problems for the poor animals, flip-flop brand Brizza decided to create the world’s first unchewable flip-flops.
How to go about making flip-flops that dogs wouldn’t chew? Ideally, the solution was that they could include something that dogs hated. That’s where the expertise of pet-food brand Pedigree came into play, as they were the ones who suggested using denatonium benzoate (苯甲地那铵), the most bitter chemical in the world.
“When we were looking at ideas to create this dog-friendly flip-flop, we wanted to find something which would create a repulsive taste for them, something uneatable,” Maria Toledo, brand director at Brizza, said. “That’s where the support and expertise of Pedigree came in. And it was by including this extremely bitter (yet very safe) compound at the beginning of our production that we delivered the perfect results.”
Apparently, denatonium benzoate is known as the most powerful bittering agent in the world for a reason. A single drop is enough to make an Olympic-size pool of water taste noticeably bitter, yet it is safe for consumption. It is actually widely used in the pet industry to discourage animals from biting and licking things they shouldn’t.
The non-toxic flip-flops were first announced on Brizza’s social channels and are expected to hit Brazilian stores in the near future. No news on an international release, though.
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