Kent Worldwide has launched WellJoy, a global pet wellbeing brand offering treats and supplements designed to support gut health and targeted functional benefits for cats and dogs.
Founded in 1927, Kent Worldwide's portfolio includes World's Best Cat Litter and Native. The company said it has applied its nutritional research and formulation capabilities to develop WellJoy's product line.
"WellJoy represents Kent Worldwide's continued commitment to do what's right, and the best, for our animals, applying a century of nutritional insight, research capability, and formulation expertise to the modern petcare space to create proactive pet wellbeing products that enhance the shared human-animal connection," said Marcelo Ginestel, vice president of marketing petcare, Kent Worldwide Consumer Brands.
"WellJoy isn't just a brand," Ginestel continued. "We see it as a movement that celebrates the people who prioritize making their pets' lives healthier and happier."
GutBoost formulation
WellJoy products feature the company's proprietary GutBoost formulation, a multi-layered biotic blend that combines:
- Targeted prebiotics, and probiotics or postbiotics to support a balanced gut microbiome
- Digestive enzymes to aid the absorption of the targeted ingredients
- Functional ingredients and nutrients selected to support cat and dog-specific needs
The product range offers support for dental health, joint support, skin and coat health, immunity, calmness and urinary health.
"We started WellJoy by listening closely to pet parents, and scientific research that consistently pinpoints gut health as a smart way to unlock pet wellbeing on multiple levels," says Dr. Elizabeth Flickinger, PhD, RDN, director, innovation and research, Kent Worldwide Consumer Brands.
"Targeted ingredients matter, but they only work at their best when the gut is ready for them," added Dr. Flickinger. "The Dual-Benefit approach with our GutBoost formulation reflects Kent's long-standing commitment to innovation in pet nutrition. With WellJoy, we set out to evolve pet treats to support a proactive, healthy routine, and create supplements that are tasty as well as health-driven."
Product specifications
WellJoy products are:
- Vet-formulated with board-certified veterinarian nutritionists
- Powered by GutBoost in every product
- Palatability tested
- Made in the USA with globally sourced ingredients
- Backed by a satisfaction guarantee
- NASC-certified (supplements only)
"Today's pet parents are looking beyond quick fixes," says Kimberly Gonia, senior brand manager, WellJoy, Kent Worldwide Consumer Brands. "They want solutions that support long-term health in a way that mirrors how they care for themselves — and gut health is increasingly the focus. Scientific research shows there is merit in prioritizing the gut, and that it's not simply a short-lived human-to-animal trend."
WellJoy is available at Chewy.com and Amazon, with additional retail partnerships planned for 2026. The company said it plans broader global expansion.
WellJoy products:
For cats
- Dental+
- Immune+
- Skin and Coat+
For dogs
- Dental+
- Immune+
- Joint+
WellJoy dual-benefit supplements
For cats
- Calming+
- Immune+
- Urinary+
For dogs
- Calming+
- Immune+
- Joint+
