ST. LOUIS — Native Pet announced the launch of its first line of cat-specific supplements, expanding the brand’s clean-label mission beyond dogs for the first time since its founding in 2017. The launch comes in direct response to years of requests from pet parents, according to Native Pet.

“We’ve heard from cat parents since day one asking when we’d make something for them,” said Dan Schaefer, co-founder and chief executive officer of Native Pet. “This line holds the same standard we built the brand on, real ingredients, real research and nothing to hide. We’re excited to finally give cat parents the same thing dog parents have trusted us for.”

The line launches with five daily supplements — Hairball, Multivitamin, Probiotic, Immune and Calm — each targeting a distinct area of feline health, from digestion and gut microbiome to stress and coat health. Each formula in the line was developed by Dan Su, DVM, DACVIM (Nutrition), head of Nutrition and in-house formulator for Native Pet, and carries the National Animal Supplement Council (NASC) Quality Seal or meets Association of American Feed Control Officials (AAFCO) nutritional standards.

Source: Native Pet

The products come in a dual-texture chicken chew — crunchy on the outside with a creamy center — designed to solve one of the category’s biggest hurdles: getting notoriously picky cats to actually eat their supplements.

According to Native Pet, the line follows the same standard the brand has built its reputation on: minimal, clean ingredient decks with no fillers or artificial flavors.

Native Pet’s cat line is now available through the brand’s website and will launch nationwide at Petco on Oct. 19.

Read more about new pet food and treat products.