IFF Unveils PureStrong™: A New Era of Precision Probiotics for Dogs

NEW YORK, NY – April 02, 2026 – Global bioscience leader IFF (NYSE: IFF) has officially entered the competitive pet wellness arena with the launch of PureStrong™, a novel probiotic developed exclusively for canine digestive health. The move signals a significant shift in the pet supplement industry, challenging the common practice of repurposing human or livestock-grade ingredients and instead offering a solution meticulously engineered for a dog's unique biology.

This new product arrives as the “humanization of pets” trend continues to fuel explosive growth in the animal health sector. With the U.S. pet supplement market valued at over $2.7 billion and climbing, a growing number of owners are seeking out preventative health solutions for their four-legged family members. Industry data reveals that over half of U.S. dog owners now provide their pets with probiotics, underscoring a clear demand for effective digestive support. PureStrong™ aims to meet this demand not just by participating in the trend, but by redefining its scientific standards.

A New Breed of Probiotic Science

What sets PureStrong™ apart in a crowded market is its origin story. Unlike many existing supplements that rely on generic, multi-strain blends, IFF's new product is built around a single, targeted strain of Limosilactobacillus reuteri. Crucially, this strain was not adapted for dogs—it was sourced directly from them.

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

This “built for dogs, not repurposed for them” philosophy is grounded in established microbiome science. Probiotic strains that are native to a specific host species are often better equipped to survive the harsh environment of the gut, attach to the intestinal walls, and effectively compete with harmful bacteria. By focusing on a single, potent strain, IFF enables supplement brands to create low-dose, highly targeted products without the complexity of unproven multi-strain cocktails.

IFF backs these claims with clinical data. In a controlled study involving healthy dogs undergoing an abrupt dietary change—a common cause of digestive upset—those receiving PureStrong™ showed tangible benefits. The dogs exhibited improved markers of digestive health and hydration tolerance, which translated into a noticeable improvement in stool quality without causing constipation. This evidence provides a concrete, science-backed reason for pet owners and brands to trust the product's efficacy.

Tapping into a Multi-Billion Dollar Market

The launch of PureStrong™ is a calculated strategic move by IFF, a heavyweight in flavors, fragrances, and biosciences. The company is leveraging its decades of expertise in probiotics, exemplified by its HOWARU® brand for humans, and extending that scientific rigor to its HOWARU® Pet portfolio. This venture is not a tentative dip into the pet market but a confident stride into a lucrative and expanding sector.

Market reports project the U.S. pet dietary supplement market will continue its robust growth, with some estimates predicting it will reach nearly $2.7 billion by 2035. Dogs represent the lion's share of this market, accounting for over 75% of sales. IFF is entering a field with established players like Nestlé Purina and Mars Petcare, as well as agile e-commerce brands such as Zesty Paws and PetHonesty. However, IFF's deep scientific background and focus on species-specific innovation provide a powerful point of differentiation.

By offering a clinically evaluated, canine-native probiotic, IFF provides partner brands with a compelling marketing narrative that cuts through the noise of wellness claims. The product is designed for versatility, easily integrated into formats pet parents are already comfortable with, including powders, capsules, and chewable sticks. This allows brands to innovate within their existing product lines while offering a premium, science-backed option.

Addressing the Modern Pet Parent

At its core, the success of PureStrong™ will hinge on its appeal to the modern pet owner. Today's dog owners are more informed, more discerning, and more emotionally invested than ever before. For them, a dog is not just a pet but a cherished family member deserving of the same level of care and consideration as any other.

Digestive health is a primary concern, affecting a dog's comfort, nutrient absorption, and even its immune system. Common life events can easily disrupt a dog's sensitive gut microbiome. “Dogs experience change just like we do from new food to new environments to new stages of life,” noted Danielle Rendina, senior scientist for IFF Pet Health. “PureStrong™ works with a dog’s natural microbiome to support digestion gently and effectively, helping pet parents care for their dogs in a way that feels informed, intentional and personal.”

Despite high interest, a significant knowledge gap persists among consumers. Surveys have shown that while many owners buy probiotics, a large percentage are unsure about how they work or the difference between various types. PureStrong™’s clear, direct messaging—made for dogs, powered by science—is designed to bridge this gap, offering a reassuring and easy-to-understand value proposition. It empowers pet owners to make a choice that feels proactive and rooted in a genuine understanding of their dog's needs.

This launch is more than just a new product introduction; it reflects a broader evolution in the pet care industry. As the bond between humans and their pets deepens, the demand for products that honor this relationship with scientific integrity and thoughtful design will only grow. With PureStrong™, IFF is betting that the future of pet wellness is not just humanized, but precisely canine.