What Nutri-Vet does

Nutri-Vet is a privately held pet wellness brand founded in 1996 and headquartered in Boise, Idaho, operating as a brand under the strategic parent Compana Pet Brands. The company formulates and sells veterinarian-formulated supplements and complementary external care products for dogs and cats across six core lines: supplements and wellness (hip and joint, skin and coat, digestion, calming, allergies, vitamins), dental and grooming (toothpaste, chews, ear and eye care), wound care (bandages, antimicrobial sprays), specialty items (milk replacer, flea and tick), lawn protection, and a 2024-launched Functional Biscuits range. Its underlying formulation principle is the trademarked 'Amounts That Count' standard — guaranteeing efficacious doses of active ingredients rather than minimum 'fairy-dusted' amounts — supported by NASC Quality Seal compliance across the supplement portfolio and a 'Made by Vets, Craved by Pets' positioning built on taste palatability.

The business operates a product-led growth model that monetizes through unit-priced retail sales of physical goods. Products are distributed through four primary channels: own e-commerce on nutri-vet.com (Shopify), Chewy, Amazon, and physical retail at Publix, with an interactive Product Selector Quiz driving mid-funnel conversion on the owned site. Marketing is a mix of earned media (Forbes, US Weekly, Business Insider, Catster, I Heart Dogs, The Dodo, Yahoo), content marketing through an educational blog, and organic social on Instagram and Facebook. Pricing is pay-as-you-go unit pricing; specific prices are not publicly disclosed but products are positioned as affordable compared to leading brands, with a 100% money-back guarantee backing the value proposition.

Name

Nutri-Vet

Legal name

Nutri-Vet

Website

https://nutri-vet.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Nutri-Vet, founded in 1996 in Boise, Idaho, is a privately held pet wellness brand under Compana Pet Brands that formulates and sells veterinarian-formulated supplements and external care products for dogs and cats through Chewy, Amazon, Publix, and its own e-commerce site.

Ownership category

akta.pro rank

Product category

Pet Health Supplements

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO)

akta.pro secondary industries

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB), Pet Treats & Chews (AFADAFAF), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Pet supplements
• Veterinarian formulated
• Dog wellness products
• Cat health supplements
• Pet dental care

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Pet Supplements and Wellness Products: Revenue generated from direct-to-consumer and retail sales of veterinarian-formulated supplements for dogs and cats, including treats, soft chews, tablets, and functional biscuits.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Nutri-Vet manufactures and sells veterinarian-formulated nutritional supplements and complementary external care products for dogs and cats, including soft chews, tablets, chewable treats, paw gels, functional biscuits, dental care items, and wound care solutions. The company's portfolio is organized across Health (joint, skin & coat, digestion, calming, allergies, vitamins, pain relief), Dental & Grooming, Wound Care, and Specialty categories, with products distributed through major pet retail and e-commerce channels.

Product overview

Nutri-Vet is a pet wellness company offering veterinarian-formulated supplements and health products for dogs and cats. The portfolio spans six core product lines: Supplements & Wellness (vitamins, hip & joint, digestive, calming, allergy), Dental & Grooming (toothpaste, dental chews, ear/eye care), Wound Care (bandages, sprays), Skin & Coat (functional biscuits, shed defense), Digestion & Bladder (probiotics, anti-diarrhea, bladder control), and Specialty (milk replacer, flea & tick). Products are sold primarily through retailers including Chewy, Amazon, and Publix. The company emphasizes its 'Amounts that Count' positioning—providing efficacious doses of active ingredients with palatability guaranteed. Recent innovation includes Functional Dog Biscuits launched in 2024.

Differentiator

Problem solved

Functional benefit

Products and services

• Pre and Probiotic Soft Chews for Dogs Daily digestive supplement for dogs in soft chew format containing 1 billion CFUs of beneficial bacteria and Prebiotic Inulin to support healthy digestion, regular bowel movements, and firmer stools. Targeted at dog owners seeking digestive-health support for their pets.
• Aspirin for Dogs Chewable Tablets - 300mg Liver-flavored chewable aspirin tablets providing temporary relief of pain and inflammation associated with arthritis and joint problems in dogs; relief begins in as little as 45 minutes. Targeted at dog owners seeking OTC pain relief for canine joint pain.
• Hip and Joint Biscuits for Dogs with Glucosamine - 166mg Crunchy peanut butter-flavored biscuits containing 166mg of glucosamine per biscuit to support joint mobility and cartilage health in dogs. Targeted at dog owners seeking hip and joint support delivered in a treat format.
• Hip and Joint Biscuits for Dogs with Glucosamine - 300mg Biscuit-format hip and joint supplement with 300mg glucosamine per biscuit for dogs requiring stronger joint support. Targeted at dog owners whose pets need more potent joint supplementation than the 166mg version.
• Functional Dog Biscuits with Glucosamine Functional treat biscuits combining glucosamine-based joint support with additional health benefits for dogs needing hip & joint, immune & digestive, or skin & coat support, in a treat format that doubles as a reward. Targeted at dog owners who want health benefits delivered through treats pets enjoy.
• Adult-Vite Plus Soft Chews Multivitamin soft chews for adult and senior dogs providing balanced vitamins, minerals, antioxidants, calcium, zinc, and taurine to support skin, joints, brain, cardiovascular system, and immune system. Targeted at owners of adult and senior dogs needing broad-spectrum nutritional support.
• Allerg-Eze Chewable Tablets Veterinarian-formulated allergy supplement for dogs containing antioxidants and omega-3 fatty acids to help relieve allergies and maintain respiratory health and skin condition. Targeted at dog owners whose pets suffer from environmental or seasonal allergies.
• Senior-Vite Chewable Tablets Vitamin and mineral supplement for senior dogs containing antioxidants, vitamins, and taurine to support cardiac function, brain health, and combat degenerative mechanisms and oxidative stress. Targeted at owners of senior dogs needing age-targeted nutritional support.
• Puppy-Vite Chewable Tablets Vitamin and mineral supplement for puppies providing nutrients for growing dogs, with added antioxidants for immune support and taurine for heart health. Targeted at owners of puppies needing developmental nutritional support.
• Multi-Vite Chewable Tablets Complete multivitamin for adult dogs in liver-flavored chewable tablet form, complementing daily diet with vitamins and minerals including Vitamin C, Vitamin B12, and Vitamin D3. Targeted at owners of adult dogs seeking daily nutritional supplementation.
• Hip & Joint Chewable Tablets (Regular / Advanced / Extra Strength) Joint support supplements for dogs available in three potency tiers (Regular, Advanced, Extra Strength), containing glucosamine, chondroitin, vitamin C, MSM, zinc, manganese, copper, and hyaluronic acid. Targeted at dog owners needing tiered-intensity joint support matched to their pet's stage of joint decline.
• Shed-Defense Soft Chews Soft chews for dogs containing omega-3 and omega-6 fatty acids from salmon to support healthy skin, reduce excessive shedding, and promote a glossy coat. Targeted at dog owners whose pets experience excessive shedding or dull coats.
• Pet-Ease Calming Soft Chews Calming supplement for dogs containing chamomile, tryptophan, taurine, and ginger to help relieve stress from separation, thunderstorms, travel, grooming, and motion sickness. Targeted at dog owners whose pets experience situational anxiety.
• Bladder Control Chewable Tablets
• Anti-Diarrhea Liquid for Dogs Liquid anti-diarrhea supplement for dogs containing kaolin and pectin to soothe upset stomachs and provide quick relief from diarrhea. Targeted at dog owners needing fast-acting GI relief for their pet.
• Bitter Bandage (2-inch and 3-inch) Wound care bandage for dogs and cats with bitter taste to discourage chewing and licking, also used for supporting strains and sprains. Targeted at pet owners needing self-care bandages to manage minor wounds and discourage licking.
• Switch Food Transition Supplement 100% pumpkin food topper for dogs and cats to support digestive health and aid in food transitions. Targeted at pet owners switching their pet's diet or supporting digestive regularity with a natural topper.
• Enzymatic Toothpaste for Dogs Enzymatic toothpaste for dogs to support dental hygiene and maintain healthy teeth and gums. Targeted at dog owners practicing at-home dental care.
• Dental Hygiene Kit for Dogs Complete dental care kit for dogs including toothbrush and toothpaste for at-home oral hygiene. Targeted at dog owners wanting a bundled at-home dental-care solution.
• Dental Health Soft Chews Dental chews for dogs to help maintain dental hygiene, reduce tartar buildup, and freshen breath. Targeted at dog owners seeking treat-format dental care.
• Multi-Vitamin Paw-Gel Multivitamin gel supplement for dogs applied directly to paws or food, providing essential vitamins in an easy-to-administer format. Targeted at dog owners whose pets resist chewable supplements but can lick a gel from their paws.
• Hip & Joint Extra Strength Paw-Gel High-potency joint supplement gel for dogs containing glucosamine, chondroitin, and other joint-supporting ingredients in an easily administered paw-gel format. Targeted at owners of dogs needing extra-strength joint support delivered in an easy-to-administer gel.
• Hairball Paw-Gel for Cats Cat supplement gel in chicken and salmon flavors to help eliminate and prevent hairballs while supporting skin and coat health. Targeted at cat owners whose pets suffer from frequent hairballs.
• Fish Oil Soft Gels for Dogs Omega-3 fatty acid supplement for dogs in softgel format to support skin, coat, and overall health. Targeted at dog owners seeking EPA/DHA omega-3 supplementation.
• Eye Rinse for Dogs Eye cleansing solution for dogs to maintain eye health and cleanliness. Targeted at dog owners for routine eye care.
• Eye Rinse for Cats Eye cleansing solution for cats to maintain eye health and cleanliness. Targeted at cat owners for routine eye care.
• Ear Cleanse for Dogs Ear cleaning solution for dogs to maintain ear health and prevent infections. Targeted at dog owners for routine ear-care hygiene.
• Anti-Diarrhea Liquid for Cats Liquid anti-diarrhea supplement for cats to soothe upset stomachs and provide relief from diarrhea. Targeted at cat owners needing fast-acting GI relief.
• Uri-Ease Paw Gel for Cats Urinary health supplement gel for cats in salmon flavor to support urinary tract function. Targeted at cat owners seeking to support urinary tract health, particularly in cats prone to urinary issues.
• Milk Replacer with Opti-Gut for Kittens Milk replacement formula for kittens containing Opti-Gut for digestive health support. Targeted at owners of orphaned or supplemental-feeding kittens.
• Milk Replacement Powder with Probiotics for Puppies Milk replacement powder for puppies with added probiotics for digestive health support. Targeted at owners of orphaned or supplemental-feeding puppies.
• Antimicrobial Wound Spray for Cats Antimicrobial spray for cats for wound care and infection prevention. Targeted at cat owners managing minor feline wounds or scratches at home.
• Anti-Itch Spray for Cats Topical spray for cats to provide relief from itching and skin irritation. Targeted at cat owners managing feline itching and skin irritation at home.
• Flea & Tick Topical Treatment for Dogs Flea and tick prevention topical treatment for dogs providing effective protection at an affordable price point. Targeted at dog owners seeking broad-spectrum external parasite prevention.

Quantifiable outcome

• 1 billion CFUs of beneficial bacteria in Pre and Probiotic Soft Chews
• +2 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Zesty Paws: Leading pet supplement brand selling soft chew functional supplements for dogs and cats via Chewy and Amazon, covering joint, skin, digestive, and multivitamin categories. Direct competitor to Nutri-Vet on product type, channel, and target customer.
• PetHonesty: Direct-to-consumer pet supplement brand offering veterinarian-formulated soft chews, liquids, and topicals for dogs and cats across joint, skin, digestive, and calming categories. Highly comparable to Nutri-Vet on product format, customer (pet parents), and Amazon/Chewy distribution model.
• NaturVet: Long-standing veterinary-formulated pet supplement brand offering soft chews, liquids, and tablets for dogs and cats. Closely comparable to Nutri-Vet on veterinarian-formulated positioning, broad category coverage, and retail distribution.
• VetIQ: Mass-market pet supplement brand under PetIQ selling veterinarian-recommended soft chews and tablets for dogs and cats across joint, skin, dental, and calming categories. Comparable to Nutri-Vet on product format and broad retail distribution.
• Pet Naturals of Vermont: Veterinarian-recommended pet supplement brand offering chews and tablets for dogs and cats across behavioral, hip & joint, and daily wellness categories. Directly comparable to Nutri-Vet on vet-formulated, condition-targeted supplements.
• Tomlyn (Vetoquinol): Veterinary science-backed pet health products brand owned by Vetoquinol, offering supplements, dental, and digestive products for cats and dogs. Comparable to Nutri-Vet on vet-formulated positioning and condition-specific product depth.

Emerging players

• Stella & Chewy's: Premium raw and natural pet food brand offering freeze-dried meals, toppers, and functional treats for dogs and cats. Comparable to Nutri-Vet on premium positioning and the functional-treat category Nutri-Vet entered in 2024, though overlapping mainly in treats/nutrition rather than supplements.
• Open Farm: Premium pet nutrition brand offering dry food, freeze-dried raw, treats, and supplements with transparency on sourcing. Overlaps with Nutri-Vet on the premium wellness positioning and on supplement-adjacent functional nutrition, though more food-led than supplement-led.

Broad incumbents

• Hill's Pet Nutrition: Major pet food and therapeutic diet manufacturer owned by Colgate-Palmolive, offering Science Diet, Prescription Diet, and Healthy Advantage lines including supplement-style functional nutrition. Comparable on condition-specific nutrition but competes from a much larger food-led platform.
• Virbac: Global animal health company offering a broad portfolio of veterinary pharmaceuticals, dermatology, dental, and pet supplement products. Comparable to Nutri-Vet on condition-specific pet health products but operates at much greater scale across multiple species and categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nutrivetfanpage
• Instagraminstagram.com/nutrivetofficial
• Xx.com/nutrivet

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nutri-Vet