Pet supplement companies are driving innovation through three major product launches: Native Pet expanded into cat supplements, Fera Pets introduced a longevity formula supporting healthy aging in dogs, and Wuffes entered the oral health market with a novel egg yolk antibody ingredient for dental support.
- Native Pet's cat supplement line marks the company's first expansion beyond dogs, featuring five daily supplements in dual-texture chicken chews designed for feline acceptance.
- Fera Pets' Longevity formula combines ingredients like MitoPrime and phosphatidylserine to support cellular energy, brain health, and healthy aging in dogs at the molecular level.
- Wuffes' Dental Powder uses SuperYolk IgY Technology, an antibody derived from chicken egg yolk that is the first of its kind in the U.S. canine dental supplement market.
Three recent pet supplement launches show how companies are applying ingredient innovation to current trends in the category: products formulated specifically for cats, supplements that support healthy aging, and oral health support for dogs. Each company is either moving into a new category or bringing a new ingredient approach to an existing one.
- Native Pet, which previously focused on dog products, launched its first line of cat supplements.
- Fera Pets introduced a soft chew formulated to support healthy aging in dogs.
- Wuffes entered the oral health category with a dental powder built around an antibody ingredient derived from egg yolk.
Native Pet launches first cat supplement line
Native Pet has launched a line of cat supplements, marking the company’s first expansion beyond dog products since its founding in 2017. The company said the line was developed in response to requests from pet owners, who have asked for cat products through comments and messages since the brand’s early days.
“We’ve heard from cat parents since day one asking when we’d make something for them,” said Dan Schaefer, CEO and co-founder. “We’re excited to finally give cat parents the same thing dog parents have trusted us for.”
All formulas were developed by Native Pet’s in-house formulator, Dan Su. Each product carries the National Animal Supplement Council (NASC) Quality Seal or meets Association of American Feed Control Officials (AAFCO) nutritional standards, according to the company.
- Line includes five daily supplements: Hairball, Multivitamin, Probiotic, Immune and Calm.
- Supplements are a dual-texture chicken chew with a crunchy exterior and creamy center, which is designed to improve acceptance among cats.
Fera Pets launches longevity supplement for dogs
Fera Pets has introduced Longevity for Dogs, a soft chew supplement formulated to support healthy aging, cognitive function and cellular energy production in dogs, according to the company. The company said the supplement is formulated for canine physiology and supports normal mitochondrial function, brain health, antioxidant defense and cellular resilience.
“The science of healthy aging has advanced dramatically, and dogs deserve to benefit from it too,” said Dr. Michelle Dulake, co-founder and CEO of Fera Pets. “Our Longevity for Dogs formula combines ingredients like NMN, MitoPrime and phosphatidylserine to support cellular energy, brain health and vitality at the molecular level.”
- Nicotinamide mononucleotide (NMN): according to Fera Pets, NMN is a precursor to NAD+, a coenzyme that supports cellular energy production and declines with age.
- MitoPrime ergothioneine: an antioxidant that helps maintain normal cellular function under oxidative stress.
- Phosphatidylserine: a phospholipid found in brain cell membranes that supports cognitive function.
- Resveratrol: a polyphenol studied for its role in cellular resilience and healthy-aging pathways.
- Medium-chain triglyceride (MCT) oil: a fat source that may support brain energy through an alternate energy pathway.
Wuffes enters oral health category with dental powder
Wuffes has launched a Dental Powder supplement range, marking its entry into the oral health category. The product uses SuperYolk IgY Technology, an ingredient the company said is exclusive to Wuffes and the first of its kind in the U.S. canine dental supplement market.
The core ingredient, IgY Egg Powder, is an antibody derived from chicken egg yolk that the company said is designed to support canine gum health.
“Dental is one of the biggest unmet needs in dog health,” said Jonny Purcell, CEO. He said the product is tailored by size, “so a toy breed and a giant breed each get the concentration the research supports.”
Elizabeth Davis, director of product development, said the category has not innovated on mechanism in a long time. “Products have gotten better at palatability, better at packaging, better at marketing,” she said. “But the underlying science hasn’t really moved.”
- Bone broth-flavored powder, which the company noted does not require brushing.
- The product contains IgY Egg Powder, an antibody ingredient derived from chicken egg yolk.
- Concentrations are tailored by dog size.
