Prefera launches liquid pet supplements as functional nutrition demand grows

UK – Prefera Pet Food UK has launched Bound, a new range of liquid nutritional supplements for dogs and cats, expanding its presence in the fast-growing functional pet nutrition market with products designed to make daily supplementation easier for pet owners.

The new portfolio features pump-dispensed liquid supplements targeting a range of health needs, including gut health, joint mobility, skin and coat condition, digestion, immunity, calming support, and hairball management for cats.

Formulated with natural active ingredients such as plant-derived compounds and fish oils, the products are positioned as an alternative to traditional tablets, powders and soft chews that currently dominate the pet supplement market.

The supplements will be available exclusively through Pedigree Wholesale for independent pet retailers from August, while Just for Pets stores will also stock the range.

Prefera said it plans to expand the Bound brand later this year with a range of high-meat, grain-free ambient wet foods for both dogs and cats.

“Bound has been created to support dog and cat owners every step of the way, from everyday feeding to targeted functional support,” said Damien Clarkson, Managing Director of Prefera Pet Food UK and Chief Executive Officer of Bound.

“Our liquid pump format makes daily supplementation simple, convenient and easy to add to the food pets already love.”

Functional pet nutrition continues to gain momentum

The launch reflects the growing global demand for functional pet nutrition as owners increasingly seek products that support long-term health rather than basic nutrition alone.

According to industry analysts, the global pet supplements market continues to expand, driven by rising pet humanisation, growing awareness of preventive healthcare and increasing demand for science-backed functional ingredients. 

Supplements containing probiotics, omega-3 fatty acids, botanicals, joint-support ingredients, and immune-enhancing compounds have become among the fastest-growing categories in the premium pet food sector.

Manufacturers are also introducing more convenient delivery formats to improve compliance among pet owners. 

Liquids, toppers, and functional treats are gaining popularity as alternatives to conventional capsules and tablets, particularly for fussy eaters and ageing pets that require daily supplementation.

The upcoming launch of Bound’s wet food range also aligns with broader market trends, in which premium, grain-free and functional wet diets continue to grow strongly as consumers seek products that combine nutrition, palatability and health benefits.

By combining functional supplements with premium pet food under a single brand, Prefera aims to strengthen its position in the evolving pet wellness market while offering independent retailers new products that cater to changing consumer preferences.

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