On April 1, Innovafeed announced that its insect-based ingredient, Hilucia for Pets, contributes to improved fecal quality in dogs — and, in a surprise development, rainbow-colored stool.
The Nesle, France-based company said trials and pet owner feedback suggest the ingredient supports what it calls "perfect poop" in dogs, a concern for pets living in urban environments. Some animals in the trials reportedly exhibited unexpectedly vibrant stool coloration.
"While nutrition and health remain our core focus, rainbow poops are a lovely benefit of our ingredient," said Maye Walraven, chief business officer at Innovafeed.
The company noted, however, that rainbow poop is "not (yet) part of our product roadmap."
On a serious note, Innovafeed said the trials do reflect legitimate functional benefits of Hilucia in improving gut health and fecal quality in pets.
Happy April Fool's Day from Innovafeed.
