OMNI has launched three functional dog foods designed to support joints and mobility, sensitive skin, and calm behavior and emotional well-being.
OMNI Joints, OMNI Skin and OMNI Calm are nutritionally complete foods for adult dogs 12 months and older. The allergy-friendly recipes use novel protein sources, including sweet lupin bean.
According to the company, research from Ocado Retail noted 69% of owners check ingredients before buying dog food, and 80% want to make more health-conscious choices for their pets. Sales of digestive health and calming treats increased 205% and 111%, respectively, year over year.
“People increasingly think about their own food in terms of what it can do for their health and well-being, rather than simply whether it provides enough calories and essential nutrients. It makes sense that dog owners are beginning to take a similarly considered approach to what goes into their dog’s bowl,” said Dr. Guy Sandelowsky, a veterinarian and co-founder of OMNI.
“When owners want to support something like their dog’s joints, skin or calm behavior, they will often look for a supplement to add to their existing food. Supplements can provide valuable targeted support, but we also wanted to give owners the option of building that support into their dog’s complete everyday nutrition.
“That meant considering the formulation as a whole, rather than simply adding individual hero ingredients to a standard food. For example, supporting joint health also means thinking about calorie intake and maintaining an appropriate body weight, while support for calm behavior can be incorporated consistently into a dog’s daily routine.”
Formulations target three areas
OMNI Joints is a calorie-controlled recipe designed to support joint health, mobility and appropriate body weight. It contains 7.5% fat and approximately 3,478 kilocalories per kilogram, along with glucosamine, microalgae-derived omega-3, L-carnitine and turmeric.
OMNI Skin is designed for dogs with sensitive skin and to support normal skin and coat health. Formulated without soy or grain, it contains omega-3 fatty acids, DHA, flaxseed, rapeseed oil and coconut.
OMNI Calm is designed to provide daily nutritional support for calm behavior and emotional well-being, rather than only ahead of stressful events such as fireworks, travel or changes in routine. It contains sweet potato, lemon balm, rosemary and L-tryptophan.
“These foods are not replacements for our supplements. They provide a complete nutritional foundation, while our supplements offer different combinations and concentrations of ingredients for owners seeking an additional layer of targeted support,” Sandelowsky said.
OMNI Joints, OMNI Skin and OMNI Calm are available now through omni.pet and AWIN.
