Mars Petcare has launched Pedigree Multivitamins into the supplements category. Each supplement contains 100% natural chicken, at least eight vitamins and are designed with active ingredients to help deliver specific benefits.

The vitamin blend, which has been developed with the Waltham Petcare Science Institute team, vets, and pet nutritionists, aims to support overall dog health with three key need states which includes joint care, digestion, and immunity.

Continuing its mission to make a ‘Better World for Pets’, the launch from Mars Petcare follows findings that revealed that only 10% of the category is currently in chew format, with the majority of products being perceived as unpalatable.

The company said Pedigree is making it even easier for pet parents to offer their pets supplements with Multivitamins that are both easy to feed and dose in a small soft chew format, but are also designed to be safe for all dogs no matter their size or breed.

Angela Cameron, European brand director, Pedigree and dog care & treats at Mars Petcare, said: “As the nation continues to become increasingly interested in taking care of their own health, more and more pet parents are looking for ways in which they can take more proactive care of their dog’s health.

“We know that 55% of those owners that buy dog supplements currently also take supplements themselves, therefore we understand the importance of ensuring supplements are accessible, affordable and understandable as there is appetite from consumers to keep their pets as healthy as possible.

“There is room to grow the category further and Pedigree, as a brand people know and trust, is ideally placed to support retailers in doing so.”