The range of five products, which will be launched in August, will be in pots of 60 capsules, each containing a measured dose, which can be opened and sprinkled onto a dog’s food to aid consumption if necessary.

The new Animology supplements all have a suggested retail price of £12.49, and the range consists of:

• Animology Coat & Body
• Animology Digestion
• Animology Hip Joint & Flex
• Animology Pre-Biotic Multi-Vit +
• Animology Senior

Until now, Animology products have been associated entirely with shampoo and grooming sprays, but the arrival of these new vitamin and supplement lines marks the brand’s first expansion into other product categories.

Sporting the same unmistakable branding and eye catching packaging style that has made Animology grooming products a household name amongst dog owners, Group55 are confident that their new products will be equally well received.

“It’s always exciting to launch new products, particularly when they are enhancing a product range that has already enjoyed so much success," said Group55’s sales manager Martin Breen.

"Our grooming products have enjoyed great acclaim, from both retailers and consumers, since they were first launched, and the feedback we receive from our customers has told us very clearly that there is a real thirst for more Animology products.

"Entering the vitamins and supplements category makes perfect sense for the Animology brand, as 'pet care excellence' is our core value. Our Animology grooming products have gained a tremendous reputation for the great results they give on a dog’s coat, and our new supplement products will deliver similarly impressive benefits.

"The reaction we have had to these products already has been fantastic, and their arrival gives retailers even more reason to stock Animology products.”