Quick Takeaways:
- International Flavors & Fragrances (IFF) has introduced PureStrong, a canine-specific probiotic under its HOWARU Pet portfolio, designed exclusively to support digestive health in dogs
- Built on a single strain of Limosilactobacillus reuteri sourced from the canine microbiome, PureStrong enables targeted, low-dose formulations across formats like powders, capsules, and tablets, differentiating it from multi-strain probiotics developed for humans or livestock
- Backed by microbiome science and clinical evaluation, PureStrong demonstrated improved digestive health markers, hydration, and stool quality in dogs, positioning IFF to capitalize on growing demand in the ~$3.2B US pet supplement market
Why It Matters?
IFF is using PureStrong to push a dog-first probiotic paradigm—built on a single, canine-derived Limosilactobacillus reuteri strain, into a fast-growing, 3.2 billion dollar US pet supplement market that is still dominated by multi-strain products repurposed from human or livestock use.
Because the strain comes directly from healthy dogs’ microbiome and has shown improvements in digestive markers, hydration, and stool quality under stress conditions (like abrupt diet change), PureStrong lets brands formulate low-dose, highly targeted powders, capsules, and tablets with a clear “made for dogs, not humans” scientific story, strengthening IFF’s HOWARU Pet franchise with precision, clinically evaluated pet wellness solutions.
Source: Businesswire
