IFF launches canine-specific probiotic PureStrong™ targeting digestive health segment

U.S.A – IFF has launched PureStrong, a probiotic developed specifically for canine digestive health, as demand for functional pet nutrition continues to rise globally.

The product is designed exclusively for dogs and forms part of IFF’s Howaru Pet portfolio, which focuses on microbiome-based solutions for companion animals. 

“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,” said Allyson Fish, senior vice president of health sciences at IFF. 

“That’s how IFF leads pet wellness: science-driven innovation that performs in the real world.”

Unlike many conventional products, PureStrong is built around a single strain of Limosilactobacillus reuteri, rather than multi-strain blends often adapted from human or livestock applications. 

According to the company, this targeted approach enhances the strain’s ability to survive and function in the canine gut, enabling more precise, lower-dose formulations.

The probiotic is designed for incorporation into multiple delivery formats, including powders, capsules and tablets, allowing pet food and supplement manufacturers to integrate it into a range of finished products.

IFF said the strain has demonstrated efficacy in controlled studies, with dogs undergoing diet changes showing improved digestive health markers, better hydration and enhanced tolerance to new diets.

“Dogs experience change, just like we do—from new food to new environments to new stages of life,” said Danielle Rendina, senior scientist for IFF Pet Health. 

“PureStrong works with a dog’s natural microbiome to support digestion gently and effectively.”

The launch comes as the global pet supplement market continues to expand, driven by increasing pet ownership and the humanisation of pets. 

The US market alone is valued at approximately US$3.2 billion, with probiotics among the fastest-growing segments. 

Globally, the pet care market is projected to exceed US$247 billion by 2035, with functional ingredients such as probiotics, prebiotics and microbiome-targeted solutions gaining traction as manufacturers shift toward science-backed, premium products. 

In the Middle East and Africa, the pet food and supplements segment remains smaller but is growing steadily, particularly in urban markets such as the UAE, Saudi Arabia and South Africa, where demand for specialised nutrition and veterinary-backed products is increasing. 

As a result, ingredient innovation and targeted health solutions are expected to play a central role in product differentiation and value creation across the sector.

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