Vanguard Awards: Joint Supplements

Compared to previous generations, today’s pet owners understand the relevance and importance of tending to senior pets’ stiff joints and even taking preventative measures by strengthening younger pups’ joints before problems such as arthritis and inflammation arise. Leaders like VetriScience and H&C Animal Health have been looking out for pets even before the category was formally recognized.

VetriScience has long been a trailblazer in the pet joint health space, starting with the launch of GlycoFlex in 1981, which was the first commercially available glucosamine supplement for dogs. This solution addressed a gap in the category; pet owners wanted a product that addressed their dogs’ mobility. “VetriScience didn’t just enter the joint category, we were instrumental in creating it,” said Marisa Schmidt, Animal Portfolio Brand Manager. “In 1981, VetriScience launched our historic GlycoFlex formula as the first commercially available glucosamine supplement for dogs. At the time, there was little available for loving pet owners who wanted to support their dog’s mobility in a proactive, healthy way. Later, when other brands were just starting to explore joint supplements, VetriScience patented the first combination of green-lipped mussel, glucosamine and MSM to support joint health. Pet Naturals entered the space in the later 2000s to offer an affordable and accessible, but equally beneficial, alternative to VetriScience’s premium joint supplements.”

Driven by a vision to make pet healthcare more affordable and accessible, industry veteran Chuck Latham founded H&C Animal Health in 2013. “He recognized a specific need for veterinary-grade pet supplements to be available in everyday retail channels,” elaborated Martha Janeski, Senior Marketing Specialist, H&C Animal Health. “This vision continues to guide H&C’s product development, as evidenced by the recent expansion of their Angels’ Eyes business. This expansion includes efficacious products in both the ear and eye care space.”

Recognizing the significant gaps in availability and quality, VetriScience collaborated with veterinarians to ensure its products were equal parts effective and backed by scientific research. A commitment to providing naturally sourced, effective solutions resonated with pet owners and veterinarians and connected with their efforts to address joint pain and enhance pets’ wellness. “Nearly all areas of the joint category were underserved when VetriScience entered the market in the 80s with our first glucosamine supplement,” Schmidt said. “We were one of the first brands to partner with veterinarians and vet clinics to help them support their patients with science-backed, researched supplements focused on companion animal wellness. The market was hungry for naturally sourced, effective ways to help pets live happier, healthier lives with products they could buy right from their trusted veterinarians and expert local retailers. We provided that and helped to set the high standards for quality and satisfaction that consumers still expect today.”

The rebranding of VetriScience’s product lines resonates well with consumers, who are increasingly seeking clarity and transparency. “We’d like to highlight the successful launch of VetriScience’s stunning new brand design and the rebranding of all our product lines,” Schmidt said. “GlycoFlex is now Healthy Hip & Joint, Composure is now Calm & Confident, etc. We wanted to meet consumers where they are and a big part of that is offering clearer, simplified product names that provide a seamless shopping experience. Research supports that transparent product details boost consumer confidence and we believe that our new look, new packaging and new product names do exactly that. Most importantly, we’ve been able to do it all without compromising on the quality, safety and formulations of our products.”

“H&C Animal Health recognizes that pet owners are increasingly seeking natural and effective solutions for their pet’s health needs,” Janeski said. “We strive to educate consumers about the power of targeted supplements, like Angels’ Eyes for ear or eye health, bSerene for calming support, and ActivPhy for animal mobility. We emphasize the importance of choosing high-quality, clinically proven products backed by scientific research and formulated with premium ingredients.”