Global Pet Expo: Wellness Pet Company unveils innovations targeting top health concerns

Wellness Pet Company is exhibiting at Global Pet Expo in Orlando, Florida (March 26–28), with new nutrition offerings, including dry dog food recipes, dental treats, and “texture-rich” wet options for cats. 

Innova Market Insights’ data suggests a 21% annual growth in global pet food launches (2020–2024), with Europe leading at 50%. Digestive health topped product claims, followed by immune support, while prebiotic ingredient use continues to increase.

Wellness Pet cites skin and gastrointestinal issues as the top two reasons that pet parents bring their dog to the vet. The brand’s newest dry dog recipes are specifically formulated to nourish the skin, coat, and digestive health.

“Wellness Pet is continuing to focus product innovations on proven nutrition that targets pets’ nutritional needs, which commonly include skin and stomach sensitivities. Our new Core+ and Complete Health Sensitive Skin & Stomach recipes are supporting a healthy coat and digestive system, which are key to dogs’ overall health,” says Dr. Danielle Bernal, global veterinarian with Wellness Pet Company.

“These dry dog options, alongside our new softer dental treats and hydrating wet cat formulas, showcase our ongoing dedication to providing treats and food that cater to pets’ individual preferences while promoting complete well-being.”

Aiding skin and digestive health

Offered as “highly digestible” recipes, the featured Wellness Core+ Sensitive Skin & Stomach and Wellness Complete Health Sensitive Skin & Stomach products are made with nutrient-rich salmon and dietary fibers, plus pre-, pro-, and postbiotics to aid healthy digestion.

Wellness Pet Company product range (Image credit: Wellness Pet Company).Omega-6 and omega-3 fatty acids from salmon oil support a lustrous coat and healthy skin, highlights Wellness Pet.

Additionally, they are touted as supporting the brand’s “Five Signs of Well-being” — sustained energy, healthy digestion, healthy skin and coat, immune health, and healthy teeth and bones — while avoiding common allergens to dogs like beef, chicken, and wheat.

Comfortable dental treat for soft chewers

Expanding its dental health portfolio, the company recently launched Wellness Whimzees Freshzees.

This soft dental treat option for dogs includes parsley, a natural breath freshener, which strengthens dental health when chewed daily.

Available in XS, S, and M sizes, Freshzees is formulated as a more comfortable dental treat for soft chewers or older dogs to target the four areas vets check most: breath, plaque, tartar, and gums.

Diversifying feline food

Wellness Pet also continues to expand its wet cat food and variety pack options, offering complete and balanced meals for felines with ingredients that support the Five Signs of Well-being.

Wellness Appetizing Entrées are now available in 2.8 oz pouches, as well as a variety pack, featuring four chicken and tuna recipes in shredded and flaked forms. These protein-rich complete and balanced meals help promote hydration with recipes formulated with high-quality ingredients and added vitamins, minerals, and taurine.

Additionally, the Wellness Complete Health Tasty Textures Variety Pack now offers three recipes in gravies and minced forms for felines. The company says that Nnine out of 10 cats approve of these Complete Health recipes, which do not include artificial flavors, colors, or preservatives.

As taste and variety continue to be top attributes for cat parents, a mix of forms and flavors keeps cats engaged, and larger package options help better support multi-cat households.

In other pet nutrition sector news, BioCraft Pet Nutrition received approval this month to sell its cell-cultured dog food in the EU. Austrian authorities granted BioCraft the registration “for the purpose of multiplying cells for the production of pet food.” There is currently no pre-market approval process in the EU for alternative or novel animal feed ingredients.

Nutrition Insight also recently caught up with experts from ADM, Beneo, and Vitalus in a recent Special Report onfor an exclusive look at the latest trends shaping the diversifying pet nutrition market. They underscored the “humanization” of productspet nutrition is creating opportunities for science-backed supplements.