Canine-Specific Microbiome Innovation
IFF, a leading company in flavors, fragrances, food ingredients, and health & biosciences, has launched PureStrong™, a groundbreaking probiotic for dogs. This product is designed to enhance canine digestive health by utilising targeted strains from the canine microbiome.
The U.S. pet supplement market is rapidly growing, now valued at $3.2 billion. With nearly half of U.S. pet owners purchasing or considering probiotics for their dogs, products like PureStrong™ are gaining significant interest.
Allyson Fish, senior vice president of health sciences for IFF, emphasised PureStrong™’s unique design, stating, “PureStrong™ is sourced directly from the microbiome of healthy canines and designed to support how dogs actually live, how they eat, travel, age, and adapt to change.” This innovation underscores IFF’s leadership in pet wellness.
PureStrong™ is part of the HOWARU® Pet line and features a single strain of Limosilactobacillus reuteri, specifically tailored to meet the biological needs of dogs. Unlike many probiotics, which use mixes developed for humans or livestock, this strain is naturally equipped to survive, attach, and thrive in a dog’s gut.
Benefits for Canine Digestive Health
In a controlled study of healthy dogs undergoing an abrupt diet change, those receiving PureStrong™ showed improved digestive health markers, including firmer stools without constipation. This demonstrates the probiotic’s effectiveness in enhancing diet tolerance and hydration.
PureStrong™ is available in formats that pet parents trust, such as powders, capsules, tablets, and sticks. This variety provides brands with a clear differentiation point in the fast-growing pet care sector.
Digestive health is critical for dogs, affecting comfort, hydration, nutrient absorption, and immune health. Factors like diet changes, travel, stress, and aging can disrupt a dog’s gut, leading to noticeable digestive issues such as stool quality changes.
IFF’s PureStrong™ addresses these challenges by offering targeted digestive support. It allows pet health brands to move beyond trend-driven formulations towards precision wellness that aligns with dogs’ biological needs.
Last updated: 4 April 2026, 8:22 pm
