IFF Introduces Dog-Specific Probiotic PureStrong
HEALTH & BEAUTY
IFF introduces PureStrong™, a probiotic made specifically for dogs.
IFF, a global leader in flavors, fragrances, food ingredients and health and biosciences, introduced PureStrong, a new probiotic developed exclusively for canine digestive health. The launch comes as nearly half of U.S. pet owners have purchased or are considering probiotics for their dogs.
Today, many people consider their pet dogs part of the family. This shift is fueling rapid growth in the $3.2 billion U.S. pet supplement market. PureStrong sets a new standard with pet-first science built specifically for canine biology.
Sourced from Canine Microbiome
"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 unique probiotic for dogs is part of HOWARU Pet, IFF's portfolio of canine and feline-specific probiotic strains backed by microbiome science, quality manufacturing and clinical evaluation. With decades of leadership in probiotics and bioscience, IFF is helping pet health brands move beyond trend-driven formulations toward precision wellness.
Built for Dogs, Not Repurposed
Unlike many probiotics on the market today, PureStrong is built around one targeted strain of Limosilactobacillus reuteri, rather than blends of generic strains originally developed for humans or livestock. Because this strain comes directly from the canine microbiome, it is naturally equipped to survive, attach and compete in a dog's gut.
This focused, single-strain approach allows pet supplement brands to create low-dose, highly targeted products without unnecessary complexity, delivering effective support that aligns with the biological needs of dogs.
The strain is designed for the formats pet parents already trust, including powders, capsules, tablets and sticks, while giving brands a clear point of differentiation in one of the fastest-growing categories in pet care.
Clinical Evidence
A controlled diet-change study found firmer stools without constipation. The single canine-derived strain also improved hydration and diet tolerance, according to IFF.
Market Positioning
PureStrong delivers a clear and reassuring message to dog owners: this probiotic is made for dogs, powered by science, and supported by a company with deep microbiome expertise. This new probiotic for dogs reflects a broader evolution in pet care, one where dogs are treated with the same thoughtfulness, rigor and respect as the people who love them.
The product addresses the growing demand among pet owners for science-backed solutions that enhance their pets' quality of life. With the U.S. pet supplement market continuing to expand, IFF's entry into the dog probiotic category represents a significant investment in precision pet wellness.
About IFF
IFF (NYSE: IFF) is a global leader in taste, scent, food ingredients, health and biosciences. The company delivers groundbreaking, sustainable solutions that elevate products people love, advancing wellness, delighting the senses and enhancing the human experience.
To learn more about PureStrong and IFF's pet health solutions, visit iff.com.