White label pet supplements for dogs and cats: how to launch your range

A market driven by premiumisation

Owners increasingly treat their dog or cat as a member of the family. They look for the same benefits they seek for themselves: mobility, a healthy coat, digestive comfort, calm. Pet shops, vets, groomers and online brands are therefore building their own supplement ranges.

For a brand, petcare has one strength: the product is given every day and the customer stays loyal as long as the pet accepts it. Palatability becomes a decisive criterion.

Which regulation applies to pet supplements?

In the European Union, a dog or cat supplement is a feed, most often a complementary feed. It is not covered by the food supplements directive but by EU feed law:

• Regulation (EC) No 767/2009 sets the rules for placing feed on the market and labelling it.
• Regulation (EC) No 1831/2003 governs feed additives: vitamins, trace elements, flavourings and some other ingredients must be authorised.
• Regulation (EC) No 183/2005 sets hygiene rules and requires registration or approval of feed manufacturing sites.
• Dietetic feed, intended for particular nutritional purposes, follows a specific list and conditions.

What the label can say, and what it cannot

A feed cannot claim to prevent, treat or cure a disease: that would make it a veterinary medicine. Claims must be objective, verifiable and substantiated. You can talk about supporting mobility or a healthy coat, provided you can justify it. The label also shows analytical constituents, additives, the target species and directions based on the pet's weight.

Chews or powders: which format?

The format must please the pet as much as the owner.

• Chews: functional treats given as a reward. Owners love this format because the daily dose becomes a moment of pleasure. We offer white label chews for dogs and cats, packed in doypacks in your brand colours.
• Powders: easy to mix into food and to dose by the pet's weight, suited to more concentrated formulas.

The most requested needs

The best-selling ranges answer concrete, easy-to-understand needs:

• mobility and joints, especially for older or large dogs;
• skin and coat;
• digestion and gut flora;
• calm, for travel or stressful periods;
• hairballs and urinary comfort in cats;
• natural defences.

Launch your range as white label

White label lets you start fast, with no formula development. Irati Production offers standard formulas for dogs and cats, with particular attention to palatability. Irati Production is a veterinary-approved site, ISO 22000 certified. We support you on labelling and regulatory wording. See our white label pet supplements page.