Register to get free articles
Want unlimited access? View Plans
Already have an account? Sign in
Natural VetCare has relaunched its UK pet supplement range this Spring to shift the category from reactive treatment towards proactive daily maintenance and long-term wellbeing.
Supported by AB Agri and Associated British Foods, the rebuilt portfolio features vet-formulated supplements with active ingredients at clinical inclusion levels.
The range targets health areas including mobility, digestion, skin health, and healthy ageing. The transition is designed to align with consumer trends favouring consistent preventative care over episodic purchasing.
As a result, the group has updated its packaging which uses a colour-coded system to simplify in-store navigation and support repeat purchase behaviour.
Retail partners will have access to point-of-sale materials, sampling kits, and digital assets. The brand is also launching a national TV and digital marketing campaign to drive consumer awareness.
The full portfolio will be showcased at Crufts 2026, with the new products available for order from March via the company’s online platform.
The range includes targeted solutions such as the Comfort Omega-3 oil supports joint mobility, while Calm and Settle chews promote emotional balance, Gut Balance aids daily digestive and microbiome health, and Firmapoo helps manage acute gastrointestinal upset.
The wider support line also includes Daily Multivit, Mobility, Daily Dental, Dog Skin, and Age Well formulas for overall wellbeing.
Craig Turner, marketing director at AB Agri global supplements, said: “Pet care has traditionally been built around solving problems after they appear. 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.”
Dr Andy Richardson, veterinary director at Natural VetCare, added: “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. To achieve this, the team has incorporated the latest research in nutritional science.”
Richard Moore, managing director at AB Agri global supplements, concluded: “This relaunch represents a significant investment in the fast-growing pet wellness category. Natural VetCare provides retailers with a daily-use range backed by national marketing support, designed to drive shopper engagement and encourage repeat purchase over time.”
