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Vital Planet Announces Transition to Pet Supplement Segment


July 22, 2016

Vital Planet, maker of species-specific supplements for dogs and cats, has announced its arrival to the pet industry, specifically the pet probiotic and pet supplement segments.

Founded by human digestive care expert and probiotic pioneer Brenda Watson, the 100% family owned and operated Vital Planet harnesses over 75 years of combined supplement formulation experience and is now focused squarely on the pet supplement space.

“The under-developed pet probiotic market is in its infancy and closely resembles the human probiotic market of 10 to 15 years ago when it was an obscure, confusing category for consumers,” said Chris Hillary, president of sales and marketing of Vital Planet. “In the early 2000s, there was no clear leader in the human probiotic space and the ‘digestive product craze’ was still a few years from taking hold. Today, household awareness of the term ‘probiotic’ has reached nearly 80% and the human probiotics supplement market is second in size only to multi-vitamins in the US.”

Vital Planet’s Flora Dog and Flora Cat brands each deliver 20 billion live cultures per serving, provide 10 unique probiotic strains and contain an organic prebiotic blend to maximize the health benefits. Vital Planet’s probiotics are available in various delivery forms, including powders, tablets and delayed release capsules.

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