IFF (NYSE: IFF)—a global leader in flavors, fragrances, food ingredients and health & biosciences—is introducing PureStrong™, a new probiotic developed exclusively for canine digestive health.
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IFF introduces PureStrong™, a probiotic made specifically for 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. With nearly half of U.S. pet owners having purchased or considering probiotics for their dogs, PureStrong™ sets a new standard: pet‑first science built specifically for canine biology.
“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 for them
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.
Why this matters for dog owners
Digestive health affects nearly every part of a dog’s daily life from comfort and hydration to nutrient absorption and immune health.
Diet changes, travel, stress and aging can all disrupt a dog’s gut, often showing up in ways pet parents notice immediately, like stool quality and digestive upset. PureStrong™ is designed to support dogs through everyday moments that can challenge digestive health. In a controlled study of healthy dogs undergoing an abrupt diet change, dogs receiving PureStrong™ showed improved markers of digestive health and hydration and diet tolerance, resulting in firmer stools without constipation.
“Dogs experience change just like we do from new food to new environments to new stages of life,” said Danielle Rendina, senior scientist for IFF Pet Health. “PureStrong™ works with a dog’s natural microbiome to support digestion gently and effectively, helping pet parents care for their dogs in a way that feels informed, intentional and personal.”
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. To learn more about PureStrong™ and IFF’s pet health solutions, visit https://iff.co/4sy7WJL.
Welcome to IFF
At IFF (NYSE: IFF), we make joy through science, creativity and heart. As the global leader in taste, scent, food ingredients, health and biosciences, we’re innovating for the future. Every day, we deliver groundbreaking, sustainable solutions that elevate products people love—advancing wellness, delighting the senses and enhancing the human experience. Learn more at iff.com, LinkedIn, Instagram and Facebook.
©2026 International Flavors & Fragrances Inc. (IFF). IFF, the IFF Logo, and all trademarks and service marks denoted with ™, SM or ® are owned by IFF or affiliates of IFF unless otherwise noted. All Rights Reserved.
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