Zesty Paws Breaks into Veterinary Market with Novel Canine-Native Probiotic Line

DUBLIN, Ohio – January 16, 2026 – Zesty Paws®, a prominent name in the consumer pet supplement industry, has officially entered the professional veterinary channel through a strategic distribution agreement with epiq Animal Health. The collaboration marks a significant milestone for the H&H Group brand, introducing a new veterinary-exclusive product line, Zesty Paws Professional™, designed to bring innovative, science-backed digestive health solutions directly into clinical practice.

This move signals a broader industry trend where successful direct-to-consumer brands are seeking veterinary validation to meet the growing demand from pet owners for scientifically vetted wellness products. The partnership leverages epiq Animal Health’s specialized distribution network and go-to-market expertise to introduce the brand's first professional-grade offering to veterinary clinics nationwide.

A New Frontier in Canine Gut Health

The cornerstone of this launch is the Zesty Paws Professional™ Native Probiotic line, which the company states is the first of its kind to be formulated with canine-native probiotic strains. Unlike many existing probiotics that use strains isolated from other species, these are sourced directly from the gut microbiome of healthy dogs. This species-specific approach is rooted in the scientific principle that native strains are biologically adapted to the unique environment of the canine gastrointestinal tract.

Veterinary science increasingly recognizes that such host-specific probiotics may offer superior performance. Their natural adaptation can enhance their ability to survive harsh stomach acids, effectively colonize the intestine, and compete with harmful pathogens for resources. By establishing a foothold, these beneficial bacteria help balance the gut microbiome and produce valuable postbiotics, such as short-chain fatty acids. These compounds are crucial for nourishing intestinal cells, strengthening the gut barrier, and modulating the immune system, contributing to a reduction in inflammation and improved overall health.

The new line will initially feature two distinct products: one formulated for therapeutic intervention to manage digestive upset and a second designed for recovery and long-term maintenance of a healthy gut. Developed in collaboration with microbiome scientists and veterinarians, the formulations emphasize clinical relevance, safety, and efficacy, aiming to provide a reliable tool for professionals managing canine digestive health.

From Retail Shelves to Clinical Settings

Since its founding in 2015, Zesty Paws® has built a loyal following among pet owners with a wide portfolio of supplements for mobility, calmness, and oral care, becoming a recognized leader in the retail space. This expansion into the veterinary channel represents a calculated evolution of its brand identity, shifting from a consumer-favorite to a clinically respected partner in animal care.

"Our partnership with epiq Animal Health represents a critical step in the continued growth of Zesty Paws," said Akash Bedi, CEO for North America, Middle East and India at H&H Group, in the official announcement. "As we expand into the veterinary channel with our Professional™ Native Probiotic line, epiq will be a key partner in providing us with a new way to deliver innovative, clinically relevant solutions to veterinary professionals nationwide."

This strategic pivot aligns with the 'premiumization' of the pet industry, where informed pet owners are increasingly looking beyond marketing claims and toward evidence-based solutions recommended by trusted veterinarians. By developing a professional line, Zesty Paws aims to enhance its brand credibility and capture a new market segment that prioritizes scientific rigor and clinical outcomes. The brand's existing membership in the National Animal Supplement Council (NASC) and its commitment to quality standards provide a foundation for building this new level of professional trust.

The Strategic Role of a Specialized Distributor

Entering the complex and relationship-driven veterinary market requires more than just a quality product. The partnership with epiq Animal Health is critical to navigating this new terrain. Described as a value-added distributor and solutions provider, epiq’s role extends far beyond logistics and supply chain management.

The collaboration will see the two companies work together on a comprehensive go-to-market strategy. This includes educating and training veterinary communities on the science behind canine-native probiotics and the best practices for incorporating the new products into clinical protocols. This educational component is vital for a new entrant, as veterinarians rely on a deep understanding of a product's mechanism of action and supporting data before recommending it to patients.

epiq Animal Health's mission focuses on creating efficiencies and partnering for success, using its industry insights and established relationships to connect manufacturers with veterinary professionals. For Zesty Paws®, this provides an essential bridge to the clinics and hospitals that serve as the front line of pet healthcare, ensuring the products not only reach the shelves but are also understood and trusted by the professionals who use them.

Navigating a Competitive Professional Market

Zesty Paws® is entering a competitive landscape dominated by established animal health companies and veterinary-exclusive brands that have long-standing relationships with clinics. To succeed, the company is banking on the unique selling proposition of its canine-native probiotic formulation. By focusing on a clear scientific differentiator, the brand aims to carve out a niche and appeal to veterinarians seeking the next evolution in microbiome support.

The success of the Zesty Paws Professional™ line will ultimately depend on the strength of its clinical data and its ability to deliver consistent, observable results in canine patients. Veterinarians prioritize evidence-based medicine, and gaining their endorsement requires transparent, robust scientific backing. The company's emphasis on its development process with microbiome scientists and veterinarians is a clear effort to meet this high standard.

Through its strategic alliance with epiq Animal Health, Zesty Paws is not just launching a product but also initiating a dialogue with the veterinary community. The joint effort to provide education and support demonstrates a long-term commitment to becoming an integral part of the clinical toolkit for managing and enhancing canine digestive health.