Fourteen new dog and cat supplement products introduced between July to December 2023.
As the health and wellness of pets becomes more and more a priority, pet owners are turning to supplements to fortify their pets diets and lifestyles against health issues, as well as administer them as preventive health measures. Click through this slideshow to review the many dog and cat supplements launched between July and December 2023.
Pet Honesty introduced its first non-hemp calming supplements for dogs last summer, featuring several science-backed calming ingredients led by melatonin, as well as L-theanine, chamomile, L-tryptophan, valerian root, passion flower, ginger root, lemon balm and Ashwagandha. The Melatonin Calming Max Strength supplements demonstrated a 100% acceptance rate in feeding trials, according to the company.
Boss Nation Brands Inc. launched new flavors of its Farm Fresh Raw Goat Milk product for pets. The goat milk line now includes five varieties: Original, Perfectly Pumpkin, Apple and Cranberry Smash, Consistently Carrot and Simply Spinach. The goat milk products serve as supplements and are formulated with essential nutrients including taurine, probiotics and fatty acids to support overall health and wellness and provide pets with a hydration boost.
Badlands Ranch, a brand established by Katherine Heigl, launched its first pet supplement in late July: Super20. The superfood powder supplement is formulated with functional ingredients to help support immunity, skin and coat, digestive health and energy levels in dogs. The formula focuses on the HPA axis, which consists of a dog’s hypothalamus, pituitary gland and adrenal glands and is responsible for responses to stress and, according to Badlands Ranch, is an often-overlooked aspect of a dog’s well-being.
Pet wellness brand Vitail officially launched with a line of supplements for dogs. The cold-pressed soft chew supplements are formulated with a unique blend of amino acids, according to the company. They are available in four formulas, suitable for dogs of all breeds — Hip & Joint, Calming, Skin Health + Seasonal Allergy, and Gut Health.
Mars Petcare’s GREENIES brand, notoriously known for its dental chew products, entered the supplement category in August with the introduction of its Digestive Probiotic Supplement Powder for Dogs. The supplement is formulated with dried yeast, Bifidobacterium animalis and other functional ingredients, offering billions of live and active probiotics to promote a healthy intestinal microbiome, digestion and stool quality.
Cold Water Technologies, Inc. introduced Happy Scratch in September, a new supplement for dogs and cats that can address itching caused by dermatitis. Happy Scratch is made from pork mucosa that naturally contains a large amount of IgA, an anti-inflammatory antibody. According to Cold Water Technologies, pets with low amounts of IgA may be more susceptible to gut issues, infections and dermatitis. The product is meant to be added to a pet’s food.
Determined to meet consumer demand for a more sustainable alternative to marine-based Omega sources, new dog wellness company WagWell turned to the first-ever proprietary blend of Ahiflower, a plant-based source of Omegas that is sustainably harvested, to develop its inaugural line of supplements for dogs. The line includes Ahiflower Omega Chews, Allergy & Itch Chews and Mobility Chews formulated with Ahiflower, as well as Calming Chews and Probiotic formulas formulated without.
Following the successful launch of its dual-textured supplements for cats in late 2022, Pet Honesty expanded the line with two new formulas — Probiotic Gut + Immune Health and Skin + Coat Health. According to the company, palatability studies showed nine out of 10 cats accepted the new supplements, which feature a crunchy shell with a creamy, savory filling. The new formulas aim to support microbiome balance, immune system and gut health, as well as skin and coat health.
Life Extension unveiled its new Life Extension® DOG line of dog supplements on Oct. 11. The new line of soft chew supplements comes in four formulas: Multivitamin & Probiotics, Hip & Joints, Stress & Behavior, and Skin & Coat. Each formula is available in either salmon, beef, chicken or bacon flavor.
Native Pet introduced The Daily, a new science-backed, all-in-one supplement for dogs, in mid-October. The powered supplement is the result of years of development, according to the company, featuring the “cleanest label possible” while including active, whole-food ingredients. The Daily offers 11 health benefits, including seasonal allergy support, energy utilization, normal inflammatory response, healthy bladder function, mobility, and cognitive, heart, immune, gut, and skin and coat health.
In late October, Zesty Paws marked its foray into the longevity category of the pet industry with its new Healthy Aging NAD+ Precursor supplement for dogs. To develop the supplement, Zesty Paws partnered with ChromaDex, a global authority on nicotinamide adenine dinucleotide (NAD+) and healthy aging research in humans. According to the company, the supplement can help promote metabolic health and cellular energy repair in aging dogs.
In December, Real Mushrooms debuted Daily Dawg, a new multipurpose supplement for dogs touting a variety of health benefits. The supplements contain the company’s 5 Defenders Mushroom blend — which is comprised of organic reishi, turkey tail, maitake, shiitake and chaga mushrooms — as well as lion’s mane and cordyceps fungi varieties. The supplements are also formulated with herbal adaptogens, probiotics, seaweed, phytoplankton, krill, lignans, antioxidants and fatty acids.
Toward the end of 2023, Arterra made its way into the market with a line of cutting-edge supplements specifically designed to slow aging in dogs. According to the company, which is backed by venture capitalists, Arterra leverages 63 ingredients such as collagen, bone broth protein, Lion’s Mane, Ashwagandha, cordyceps, turmeric and other active inclusions to support joint health, cognition and mood, immune health, allergies, gut and organ health.
Under the Weather Pet released several new supplements for dogs in the final days of 2023, including calming peanut butter packets and colostrum. The company’s “PB and Chill” calming peanut butter packets are designed to treat anxiety in dogs and support overall mental health, and come in on-the-go 1-oz packages.