IFF is stepping into the rapidly growing pet supplement space with the introduction of PureStrong, a probiotic developed exclusively for dogs. Unveiled as part of IFF’s Howaru Pet portfolio, the new strain is designed to address the unique digestive needs of canines, setting a new standard for pet-first science in a market projected at $3.2 billion in the U.S. market.
Unlike generic probiotics adapted from human or livestock use, PureStrong is sourced directly from the microbiome of healthy dogs. Built around a single targeted strain of Limosilactobacillus reuteri, it is engineered to survive, attach, and compete effectively in a dog’s gut.
This precision approach allows pet supplement brands to create low-dose, high-efficacy products in familiar formats—powders, capsules, tablets, and sticks—offering a clear point of differentiation in a category increasingly driven by science rather than trends.
Digestive health is central to a dog’s overall well-being, affecting hydration, nutrient absorption, and immune function. PureStrong is formulated to support dogs through common daily stressors—diet changes, travel, environmental shifts and aging. In controlled studies, dogs receiving the probiotic during abrupt diet changes showed improved digestive markers, better hydration and firmer stools without constipation.
“PureStrong works with a dog’s natural microbiome to support digestion gently and effectively, helping pet parents care for their dogs in an informed, intentional way,” said Danielle Rendina, senior scientist for IFF Pet Health.
Allyson Fish, IFF’s senior vice president of health sciences, emphasized the company’s commitment to precision pet wellness: “PureStrong is designed to support how dogs actually live—how they eat, travel, age and adapt to change.”
