Category Catalysts: Supplements - SynergyLabs

Perhaps the most frustrating experience for a pet owner is when a health and wellness item doesn’t live up to the billing—it’s disheartening for anyone to see their pet in pain. However, as the supplements category has become increasingly sophisticated—brands are able to reassure pet owners that the science behind their items is at the demanded quality. What’s more, brands like SynergyLabs are in a position to let retail partners leverage an entire suite of solutions to create cohesive brand statements on shelf.

SynergyLabs’ entry to the category was inspired by solving those major consumer issues—efficacy and affordability. Chief Customer Officer Brent Stern notes, “We entered supplements because we saw two everyday problems. Products that worked were often too expensive, and products that were affordable did not always work. Smart Vitality closes that gap, vet-formulated and priced for real life. From day one we focused on meaningful active levels in a format pets actually enjoy. Efficacy, transparency and taste at an accessible price is Veterinary Formula at the core.”

The company has seen a significant change this year with regards to giving consumers better visibility into the supplements category.

“This year we doubled down on transparency and access,” Stern elaborated. “We expanded formats that improve to better suit the market, strengthened educational content for retailers and pet parents, and protected our commitment to value while costs rose elsewhere. We put our real dogs at the center of our storytelling because that’s how much it matters to us to get it right.”

The supplements category is ripe for disruption. As consumers look to find items that deliver results at a price point that is more palatable, SynergyLabs is well positioned.

As Stern signed off, he noted, “Our edge has always been science without the premium pricing,” he said. “Trying to live outside of that, just wouldn’t be Synergy or our brands. Our culture is customer-first, and that makes us a great partner to both the end user and our retail partners; that is how we combine high standard product with high touch support.”