Natural VetCare relaunches to move pet supplements beyond treatment into everyday care
Natural VetCare returns to the UK pet supplements category this Spring with a fully rebuilt, vet-formulated range designed to support the growing shift from reactive treatment to proactive, daily wellbeing.
Backed by AB Agri and Associated British Foods, the relaunch introduces a portfolio of clinically formulated supplements developed using proven ingredients at active inclusion levels — supporting everyday use and encouraging repeat purchase behaviour across key wellbeing needs including mobility, digestion, skin, calmness and healthy ageing.
The new range has been designed to support consistent, preventative use rather than episodic problem-led purchasing — aligning with wider category trends towards daily maintenance and long-term health support.
“Pet care has traditionally been built around solving problems after they appear,” says Craig Turner, Marketing Director, AB Agri Global Supplements.
“We see a clear shift towards proactive wellbeing, where owners are looking to support quality of life through small, consistent daily habits. Natural VetCare has been reformulated to support that change in behaviour – moving the category beyond reactive treatment into everyday use.”
Natural VetCare’s approach is built around the belief that the happiest dogs are the healthiest dogs — and that wellbeing is best supported before problems appear. Owners increasingly want to protect the everyday quality of life they see in their dogs, from movement and playfulness to digestion and calmness, rather than wait until visible decline or clinical symptoms emerge.
By focusing on the behaviours owners recognise as signs of happiness, Natural VetCare helps shift supplementation from episodic, problem-led use into consistent daily care — supporting dogs to maintain vitality and enjoyment of life for longer, while encouraging earlier recruitment into the category and repeat purchase over time.
“The important everyday health measures we look for in our pets such as freedom of movement and optimal gut function can often be supported with small, consistent changes,” says Dr Andy Richardson, Veterinary Director at Natural VetCare. “Proactive, vet-formulated support helps dogs live life at their happiest and healthiest. “To achieve this, the team have incorporated the latest research in nutritional science, along with years of experience in clinical veterinary practice, to create an extremely high-performing range of products."
Clinically Dosed, Vet-Formulated Daily Support
Each Natural VetCare product has been developed by veterinary professionals and nutritionists to deliver meaningful levels of proven active ingredients, supporting efficacy in a category where under-dosing remains a recognised challenge.
The relaunched portfolio includes:
Comfort – High-strength Omega-3 oil supporting joint mobility and flexibility
Gut Balance – Daily digestive support promoting gut microbiome stability
Firmapoo – Fast-acting digestive support for acute gastrointestinal upset
Additional products include Daily Multivit, Mobility, Daily Dental, Dog Skin and Age Well — providing retailers with a comprehensive, benefit-led wellbeing range spanning both proactive daily use and targeted support.
Designed for Retail Conversion
The new packaging system introduces clear, colour-coded, benefit-led navigation to simplify in-store selection and support confident purchasing decisions. The updated design helps position daily supplementation as a visible and repeatable care habit within the home — supporting basket frequency and long-term usage.
Strategic pricing architecture provides accessible entry points across the range, supporting trade-up and encouraging ongoing use across life stages.
Retail partners will also have access to:
In-store POS and education materials
Sampling kits
Digital retail assets
Launch support aligned to national marketing activity
Marketing Support
The relaunch is supported by a multi-platform campaign, “As Dog As A Dog Can Be”, including TV advertising designed to drive awareness and support consumer demand for daily supplementation at launch.
The campaign will run across broadcast and digital channels, supported by social, retail media and in-store activation — helping to drive footfall, increase category engagement and support rate of sale in-store.
“This relaunch represents a significant investment in the fast-growing pet wellness category,” says Richard Moore, Managing Director, AB Agri Global Supplements. “Natural VetCare provides retailers with a clinically credible, daily-use range backed by national marketing support, designed to drive shopper engagement and encourage repeat purchase over time.”
Trade partners will be able to explore the full portfolio at Crufts 2026 (Stand 1-94).
Availability
The new Natural VetCare range will be available to order from March 2026 via naturalvetcare.co.uk.
