Formula 707
Formula 707, the equine supplement brand of John Ewing Company, manufactures and sells 43 proprietary nutritional supplements for horses — including joint, digestive, gastric, calming, and fly-control formulas — directly to horse owners and equine professionals across the United States via e-commerce, subscriptions, and a dedicated B2B Professional's Program.
- Company typePrivate
- Founded1946
- HeadquartersLa Salle, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Formula 707 does
Formula 707, the equine supplement brand of John Ewing Company (founded 1946 in LaSalle, Colorado), manufactures and sells a 43-product portfolio of nutritional and health supplements for horses, including joint, digestive, gastric, calming, hoof, skin and coat, muscle, metabolic, blood-builder, electrolyte, fly-control, and vitamin/mineral formulations. Core technical differentiators include proprietary blends such as JointPRO 6-in-1 (MSM, glucosamine, collagen, chondroitin, bromelain, Green Lipped Mussel), ULZERless (Licorice Root, Grape Seed Extract, Marshmallow Root for gastric pH), MusclePRO, DigestivePRO with microencapsulated probiotics, and MultiFly (Novaluron-based feed-thru fly control with claimed 99.9% efficacy), all produced in an equine-exclusive Colorado facility that prevents cross-species contamination. NASC Quality Seal certification provides third-party regulatory validation.
The company operates a hybrid go-to-market combining direct-to-consumer e-commerce at formula707.com, a Subscribe & Save recurring-delivery program (free shipping over $100, $10 flat rate below), and a B2B Professional's Program serving trainers, veterinarians, breeders, clinicians, and farriers with dedicated account management, a separate pro.formula707.com portal, bulk 25 lb bags, custom pricing for orders over 500 lbs, and four field sales representatives. Products are priced from $17.50 to $354.50. Customer segments include individual horse owners, equine industry professionals managing multi-horse programs, and performance-horse owners in disciplines such as barrel racing, dressage, racing, and show jumping. Distribution is US-only, with international orders requiring email inquiry. The company is privately held under the Ewing family with no external funding; current leadership includes Kent McKendry (President, joined 2014) and Melanie Martin (Sales Director, joined 1992), and the operating team of 11-50 employees is concentrated in LaSalle, Colorado.
Formula 707 firmographics
Firmographics- Name
- Formula 707
- Legal name
- John Ewing Company
- Website
- https://formula707.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Formula 707, the equine supplement brand of John Ewing Company, manufactures and sells 43 proprietary nutritional supplements for horses — including joint, digestive, gastric, calming, and fly-control formulas — directly to horse owners and equine professionals across the United States via e-commerce, subscriptions, and a dedicated B2B Professional's Program.
- Ownership category
- akta.pro rank
Formula 707 industry classification
Industry- Product category
- Equine Nutritional Supplements
- NAICS
- Animal Food Manufacturing (3111), Food (Health) Supplement Retailers (456191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG)
- akta.pro secondary industries
- Equine Nutrition & Therapeutic Diets (HLAMAHAE), Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ)
Keywords
Where Formula 707 is headquartered
LocationHeadquarters
- HQ city
- La Salle
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Formula 707 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase of equine supplement products ranging from pellets and powders to combo daily packs, sold directly through the e-commerce website with pricing from $17.50 to $354.50 per product.
- Subscribe & Save Program: Recurring subscription model allowing customers to save on orders with automatic recurring deliveries, offering convenience and commitment-free subscription options.
- Formula 707 Professional Bulk Program: Bulk 25 lb bag sales for professional programs and large equine operations, with custom pricing available for orders over 500 lbs.
- Combo Daily Packs (28-Day Supply): Pre-portioned single-serving daily packs sold in 28-count boxes offering convenience for barn use and show travel, with cost savings compared to purchasing components separately.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single products ranging from $17.50 to $354.50 |
| Subscription | Monthly | Subscribe and Save Program |
| Unit Pricing | Pay-as-you-go | 25 lb Bulk Bags |
| Unit Pricing | Pay-as-you-go | Combo Daily Packs (28-count boxes) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Formula 707 product offering
Product offeringCore offering
Formula 707 manufactures and sells proprietary equine nutritional supplements including pellets, powders, liquids, pastes, fresh packs, and bulk bags. The product line spans 15 health categories such as joint, digestive, calming, hoof, gastric, metabolic, muscle, fly control, and weight gain, plus pre-formulated combo daily packs under the Formula 707 Professional sub-brand. All products are manufactured in-house at an equine-exclusive facility in LaSalle, Colorado.
Product overview
Formula 707 is an equine nutritional supplement company offering a comprehensive portfolio of horse health products organized into two main lines: core individual supplements and Formula 707 Professional combo packs. The core product line includes category-specific supplements such as Calming (Pellets, Paste), Digestive Health, Joint 6-in-1, Hoof Health, Skin & Coat, Hemp, Fly Control (MultiFly Feed-Thru, Fly Deny Spray), Metabolic (MetaStable), Electrolytes (Restore), Blood Builders (Performance Liquid), Growth (Grow Granules), and Weight Gain products. The Formula 707 Professional sub-brand offers pre-formulated combo daily packs that combine multiple core formulas into convenient single-serving packets: Pro Edge (comprehensive support with 6 components), Support Pro (Calming + Digestive + ULZERless), The Next Stage (athletic performance with 5 components), Training Elite (training support), High Impact (double joint support), Healthy Gut Remedy (gastric + hindgut support), and Complete Wellness (daily wellness with 5 components). Products are available in various formats including pellets, powders, liquids, pastes, fresh packs, and bulk bags. All products are manufactured in-house at the company's equine-exclusive Colorado facility.
Differentiator
Problem solved
Functional benefit
Brands
- Formula 707 Professional: Premium line of combo daily packs for equine professionals including trainers, clinicians, and veterinarians, featuring consolidated supplement formulas in convenient single-serving daily packs
- Pro Edge
- MultiFly
- ULZERless
Products and services
- Calming Pellets Equine calming supplement in pellet form designed to reduce anxiety and promote relaxation in horses.
- Calming Paste Quick-acting calming supplement in paste form for horses requiring immediate stress relief.
- Daily Essentials Pellets Multivitamin and mineral supplement providing concentrated vitamins and minerals for horses of all ages.
- Digestive Health Pellets Digestive support supplement with microencapsulated probiotics, viable yeast cells, and enzymes for healthy digestion.
- Joint 6-in-1 Pellets Six-in-one joint supplement combining MSM, glucosamine, collagen, chondroitin, bromelain, and Green Lipped Mussel for comprehensive joint care.
- Hoof Health Pellets Hoof health supplement providing biotin, methionine, lysine, and minerals for hoof integrity.
- ULZERless Pellets
- MetaStable Pellets
- MultiFly Feed-Thru Fly Control Feed-thru fly control using Novaluron IGR to break the fly life cycle in horse manure.
- Fly Deny Fly Spray Topical fly spray for external fly control on horses.
- Muscle Builder Plus Muscle growth supplement combining lysine, gamma oryzanol, creatine, and OKG for supporting muscle development and topline restoration.
- MuscleMx Pellets Muscle support supplement for horses.
- Performance Liquid Blood builder supplement in liquid form.
- Restore Electrolyte Pellets Electrolyte supplement for horses to support hydration and mineral balance.
- Hemp Pellets Hemp-based supplement supporting horse health.
- Grow Granules Growth supplement for young horses supporting healthy development.
- Weight Gain Powder Weight gain supplement for hard-keeping horses.
- Glo-N-Go Liquid Liquid supplement for skin and coat health support.
- Psyllium Pellets Psyllium-based digestive supplement for horses.
- Complete Wellness (Combo Daily Pack)
- Complete Wellness + Joint 6-in-1 (Combo Daily Pack)
- Calming Pro Complete (Combo Daily Pack)
- Healthy Gut Remedy (Combo Daily Pack)
- Pro Edge Combo Daily Packs
- Support Pro (Combo Daily Pack)
- The Next Stage (Combo Daily Pack)
- Training Elite (Combo Daily Pack)
- High Impact (Combo Daily Pack)
- Subscribe & Save Program
- Formula 707 Professional's Program
Quantifiable outcome
- 99.9% effective at breaking fly life cycle
- +2 more outcomes
Companies that use Formula 707
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Formula 707 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Formula 707 partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Formula 707 competitors and assessment
Company assessmentBroad incumbents
- Farnam (Central Garden & Pet): Farnam is an established equine product manufacturer covering fly control, dewormers, grooming, and supplements — overlapping with Formula 707's MultiFly and broader supplement catalog but operating as part of a much larger multi-category portfolio.
- Manna Pro: Manna Pro is a long-standing animal feed and supplement brand serving equine, livestock, poultry, and small animals. They overlap with Formula 707 on equine supplements and joint/digestive products but serve a much broader species mix.
- Absorbine (W.F. Young): Absorbine is a long-established equine care brand with fly control, liniments, and supplements, competing with Formula 707's MultiFly and broader catalog but at much larger scale with a wider non-supplement product portfolio.
Direct peers
- SmartPak Equine: SmartPak is a major direct-to-consumer equine supplement retailer offering daily-dose SmartPaks bundled with custom dosing — a packaging and convenience model directly comparable to Formula 707's combo daily packs.
- Kentucky Equine Research (KER): KER produces research-backed equine nutrition products including EquiShure, Equi-Jewel, and other performance supplements — comparable to Formula 707's metabolic and performance horse offerings and similarly anchored by equine-specialist expertise.
- Uckele Health & Nutrition: Uckele is an equine and companion animal supplement manufacturer offering joint, hoof, calming, and digestive formulas — overlapping with Formula 707's proprietary formulations and B2B professional distribution.
- Nutramax Laboratories (Cosequin): Nutramax's Cosequin and ASU joint supplements are a top equine joint-health brand directly competing with Formula 707's JointPRO 6-in-1. They share the joint-health category and veterinarian-recommended positioning, though Nutramax operates across multiple animal species.
- Platinum Performance: Platinum Performance is a direct competitor in equine nutritional supplements, offering formulated wellness and joint/digestive products with a strong veterinarian-channel distribution model — closely comparable to Formula 707's proprietary blend approach and professional B2B program.
- Kentucky Performance Products: Kentucky Performance Products is an equine-exclusive supplement company offering joint, hoof, digestive, and electrolyte products — a niche specialist directly comparable to Formula 707's category breadth and equine-only focus.
- Select The Best: Select The Best produces premium equine supplements focused on joint, hoof, and digestive health — a comparable equine-only DTC and professional channel competitor to Formula 707.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Formula 707 social profiles
Digital presenceFormula 707 compliance and trust
Trust signalCompliance1 record
Formula 707 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Formula 707 leadership team
Management profileNumber of profiles
Profiles11 records
Formula 707 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Formula 707 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Formula 707
What does Formula 707 do?
Formula 707 manufactures and sells proprietary equine nutritional supplements including pellets, powders, liquids, pastes, fresh packs, and bulk bags. The product line spans 15 health categories such as joint, digestive, calming, hoof, gastric, metabolic, muscle, fly control, and weight gain, plus pre-formulated combo daily packs under the Formula 707 Professional sub-brand. All products are manufactured in-house at an equine-exclusive facility in LaSalle, Colorado.
Is Formula 707 a public or private company?
Formula 707 is a private company. It is classified as family owned and is currently operating.
When was Formula 707 founded?
Formula 707 was founded in 1946. It employs 11 to 50 people.
Where is Formula 707 based?
Formula 707 is headquartered in La Salle, United States, in the North America region.
How does Formula 707 make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are subscribe & Save Program, formula 707 Professional Bulk Program and combo Daily Packs (28-Day Supply).
Who are Formula 707's main competitors?
Broad incumbents on record are Farnam (Central Garden & Pet), Manna Pro and Absorbine (W.F. Young). Direct peers are SmartPak Equine, Kentucky Equine Research (KER), Uckele Health & Nutrition, Nutramax Laboratories (Cosequin), Platinum Performance, Kentucky Performance Products and Select The Best.
Does Formula 707 have an API?
No public API is recorded for Formula 707.
What industry is Formula 707 in?
Formula 707's product category is Equine Nutritional Supplements. Its primary akta.pro industry code is AFADAEAG, Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes), with a secondary code of HLAMAHAE, Equine Nutrition & Therapeutic Diets. Its NAICS code is 3111 and its SIC code is 2090.