TORONTO — SoluPet Supplements, a pet nutrition startup focused on improving the lives of senior dogs, has partnered with global advertising agency Forsman & Bodenfors to launch its flagship supplement. Backed by neuroscience, nanotechnology and more than 10 years of scientific research, the supplement is designed to address Canine Cognitive Dysfunction (CCD) in aging dogs, according to SoluPet. 

The supplement, which will make its commercial debut later this year, aims to address the growing crisis of CCD, an underdiagnosed yet widespread neurodegenerative condition affecting more than 30 million dogs in the US alone, according to SoluPet. 

“We’re not just launching a product — we’re launching a movement to give senior dogs more good years,” said Bill Mohri, founder and chief executive officer of SoluPet. “And we’ve broken some traditional start up rules to do this safely and quickly.” 

Mohri, a seasoned CPG executive, was inspired to start the company after watching his beloved dog, Lily, struggle with the effects of dementia. Realizing that current solutions lacked scientific credibility and effectiveness, he set out to create a better option.

“I realized there were no effective solutions in the market, so I decided to build one,” Mohri explained. “We’ve since assembled a world-class advisory board of veterinary scientists, neuroscientists and business leaders who share our mission of transforming pet health through innovation.”

While awareness of cognitive decline in pets is rising, most current products lack robust clinical validation, according to SoluPet. The supplement, which is a proven-safe approach to easing the progression of canine dementia, aims to fill a major gap in the market

“Pet dementia isn’t just a medical issue — it’s an emotional one,” said Paul Dick, DVM, chief veterinary science advisor for SoluPet. “We believe the science we’ve developed can truly make a difference in the lives of pets and their families.” 

Mohri added, “We believe every dog deserves not just more years — but more good years. That’s the future we’re fighting for.”

Read more about pet supplement products and trends.