Chuck Norris’ pet brand unveils Power Motion supplement for canine joint health

Lone Wolf Ranch Pets, a premium pet wellness brand founded by actor Chuck Norris and his wife Gena, has launched Power Motion, a soft chew supplement designed to support canine hip and joint health, mobility, and overall wellness.

Crafted with “clean, functional ingredients,” Power Motion is formulated for active dogs, aging companions, and breeds prone to joint stiffness.

Made with a blend of natural ingredients and “without harmful additives,” the supplement claims to support dogs’ joint lubrication while reducing occasional stiffness and maintaining healthy cartilage.

Namely, omega-3 fatty acids from fish oil and flaxseed promote joint lubrication, while curcuminoids from turmeric soothe stiffness.

The formula’s MSM (methylsulfonylmethane) aids in maintaining healthy cartilage, while egg shell membrane provides collagen, elastin, and glycosaminoglycans to support youthful “energy and agility” in dogs.

“Humanization” in pet nutrition

Affirming growing consumer preferences toward quality in pet care, an ADM report reveals pet owners increasingly “view their pets as family,” emphasizing high-quality nutrition, preventative care, and mental stimulation. Nutrition Insight spoke with the food company to learn more about the evolving space.

We continued this conversation with ADM, Beneo, and Vitalus, exploring the overlap between human and pet food trends, especially in the use of functional ingredients, clean label formulations, and alternative protein sources.

This year at Vitafoods Europe 2025, pet nutrition emerged as a key focus. The burgeoning trend of “humanized” pet care was spotlighted at the newly introduced Pet Nutrition Hub, which exhibited innovations in functional pet foods and new supplements.

In other recent pet care launches, IFF revealed it is expanding its pet portfolio with biotechnology solutions. The company’s expansion focuses on enzyme-driven palatability with sustainable and clean label ingredients for cost-effective production. IFF’s functional health technologies aim to support a complete pet life cycle.