Natural VetCare relaunches to shift focus to everyday care

NATURAL VetCare has returned to the UK pet supplements category 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 - which happened just before Crufts - introduces a portfolio of clinically formulated supplements for dogs developed using proven ingredients at active inclusion levels.

They are designed to support everyday use and encourage 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.

Craig Turner, marketing director, 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 — 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.

The company believes 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 has been created to help 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.

Dr Andy Richardson, veterinary director at Natural VetCare, said: “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.

“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”.

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

* Calm & Settle – Functional chew supporting emotional balance and stress

response

* 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, which VetCare says provides retailers with a comprehensive, benefit-led wellbeing range spanning both proactive daily use and targeted support.

The new packaging system introduces clear, colour-coded, benefit-led navigation to

simplify in-store selection and support confident purchasing decisions.

The new Natural VetCare is available to order via naturalvetcare.co.uk

Trade partners will be able to explore the full portfolio at Crufts 2026 (Stand 1-94) from March 5-8.