ADM launches into European market with seven product formulas
The soft chews are made using cold extrusion, which maintains the texture, flavour and benefits of active ingredients like probiotics throughout shelf life
ADM, human and animal global nutrition brand, has announced its European launch with the seven turnkey pet product formulas, including soft chews and supplement powder now available in the UK.
Leveraging its large portfolio of ingredients, formulation expertise, end-to-end support and ongoing clinical research, the new soft chew and supplement solutions follow seven functional formulas to support different areas of pet well-being.
- Calming: Supports balanced behaviour with a blend of postbiotics, L-tryptophan, Vitamin B, magnesium and chamomile.
- Dental: Supports oral health with a proprietary postbiotic strain as well as inactivated yeast, botanicals, vitamin C and calcium.
- Digestion: Supports gut health through botanicals, biotic solutions and inactivated yeast.
- Longevity: Supports well-being of ageing dogs through pre-, pro- and postbiotics, inactivated yeast, botanicals and vitamin E.
- Mobility: Supports joint health with chondroitin, MSM, glucosamine, curcumin, vitamin E and postbiotics.
- Skin: Supports healthy skin and coat using pre- and postbiotics, vitamin E, omega-3s and hyaluronic acid.
- Wellness: Supports daily well-being using a mix of biotic solutions, botanicals, vitamins, minerals and yeast products.
These functional formulas feature “highly sought-after” wellness claims that are science-backed and compliant with European regulations.
The soft chews are made using cold extrusion, which maintains the texture, flavour and benefits of active ingredients like probiotics throughout shelf life.
According to recent ADM Outside Voice consumer research, 85% of global pet parents agreed that proper nutrition and supplements are as important for their pets as they are for themselves.
According to ADM, this proactive approach to pet care presents “enormous” opportunities for brands, as the pet health and supplement category in the UK is estimated to grow by a CAGR of 8.6% through 2026.
Notably, functional treats for dogs and cats in the UK market each have a forecasted CAGR of over 12% through 2026, and pet supplements are also predicted to show steady growth in the same period.
ADM’s range of turnkey solutions for pet wellness are now available in the EU and the UK .
Jorge Martínez, president of Pet Nutrition at ADM, said: “As individuals prioritise healthy lifestyles, there’s a growing trend among pet owners to extend this same care to their beloved companion animals. Our research finds that over half of European pet parents would be willing to pay more for treats with benefits than for treats that don’t have a supplementary ingredient.”
Mark Lotsch, ADM’s president of Global Health and Wellness, added: “New product innovation harnesses the power of biotics to support pet health from within. It’s wise for pet brands to formulate with microbial strains that have been clinically studied and AAFCO-approved as safe for dogs and cats. ADM’s microbiome solutions are backed by rigorous scientific evidence, fostering trust in our products with manufacturers, pet owners, veterinarians and specialised retailers.”
