Vets Plus, Inc.

What Vets Plus, Inc. does

Vets Plus, Inc. is a privately-held, full-service custom development and contract manufacturing organization (CDMO) specializing in animal health and nutritional supplements, founded in 1990 by Rajiv Lall and headquartered in Menomonie, Wisconsin. The company operates three manufacturing facilities totaling approximately 220,000 square feet — two nutraceutical production facilities plus a 50,000-square-foot pharmaceutical manufacturing facility operated through its wholly-owned FDA-registered subsidiary, Noble Pharma, LLC. Vets Plus offers the broadest portfolio of delivery forms in animal health CDMO, including soft chews (via its proprietary StableChew platform), injection-molded chews, extruded products, solid dose/powders, oral liquids, topical liquids, and mousse. Its technology stack includes multiple granted patents and proprietary platforms — StableChew, ITPGS, ADEPPT, and Ovoceutin — alongside patented probiotic manufacturing processes developed through an exclusive partnership with Chr. Hansen. The company holds SQF Level 3 certification (the first in animal health), NASC Preferred Supplier status since 2014, cGMP, FDA registration, Feed Chain Alliance, APHIS, and FAMI-QS credentials, with a regulatory dossier library covering over 500 ingredients and 100+ proprietary formulations. Noble Pharma received its first FDA Suitability Petition approval in 2017 and commenced pharmaceutical production in 2018, marking the company's expansion into regulated animal pharmaceuticals.

Vets Plus generates revenue through a B2B CDMO model with three primary streams: custom contract manufacturing (development fees, manufacturing fees, and commercial batch production), product licensing of proprietary processes and formulations, and pharmaceutical manufacturing via Noble Pharma. Pricing is quote-based and project-specific, structured across three product tiers (Value, Standard, Premium) with multi-year contracts and minimum order quantities tied to product type and annual volume projections. The go-to-market is enterprise field sales, with National Account Directors (Davey Stone for veterinary channel and pharma, Mary Jane Bone for agricultural retail and distributor markets) targeting animal pharma companies, veterinary practice groups, shelters, teaching institutions, government buyers, and brand-owner customers across companion animal (~70% of portfolio) and livestock segments. Key named customers/partners include Covetrus (distribution), Chr. Hansen (exclusive probiotic supply), and Alfalawn Dairy (field trial collaboration). Distribution leverage is enhanced through NASC network visibility and the company's sub-brands Probios (probiotic supplements) and StableChew (technology platform). The company is PE-backed following a 2020 strategic investment by DW Healthcare Partners, with leadership transitions through Paul Hays (CEO 2022-2026) to Phillip Bramel (CEO from February 2026).

Name

Vets Plus, Inc.

Legal name

Vets Plus, Inc.

Website

https://vetsplus.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Vets Plus is a privately-held animal health CDMO founded in 1990 that custom-develops and manufactures nutraceuticals and pharmaceuticals for companion animals and livestock. It serves animal pharma companies, veterinary channels, and brand owners via three manufacturing facilities and proprietary delivery technologies.

Ownership category

akta.pro rank

Product category

Animal Nutraceutical Contract Manufacturing

NAICS

Pharmaceutical Preparation Manufacturing (325412), Pharmaceutical and Medicine Manufacturing (3254), Biological Product (except Diagnostic) Manufacturing (325414)

SIC

Pharmaceutical Preparations (2834), Biological Products, (No Disgnostic Substances) (2836)

akta.pro primary industry

Drug Substance–Drug Product Integrated CDMO (HLAGABAG)

akta.pro secondary industry

Immune Support Supplements (HLAMALAE)

Keywords

• Animal supplement manufacturing
• Custom contract manufacturing
• Animal nutraceutical CDMO
• Pet health supplements
• Veterinary pharmaceutical manufacturing

Headquarters

HQ city

Menomonie

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Revenue model

1. Custom Contract Manufacturing: Full-service custom development manufacturing (CDMO) of animal nutraceuticals and wellness products. The company develops and manufactures custom formulations for companion animals, equine and livestock based on client product visions. Revenue is generated through product development fees, manufacturing fees, and commercial batch production for clients.
2. Product Licensing: Partners can develop formulations that utilize Vets Plus proprietary processes, formulations and technologies under licensing arrangements. The company licenses use of specific formulations and technologies as part of long-term commercialization support.
3. Noble Pharma (Subsidiary) — Pharmaceutical Manufacturing: Noble Pharma, LLC, a wholly-owned FDA-registered subsidiary, manufactures animal health pharmaceuticals including medicated soft chews, tablets, and topical formulations, generating revenue through contract pharmaceutical manufacturing.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Vets Plus is a full-service custom development and contract manufacturing organization (CDMO) that develops, formulates, and manufactures animal health nutraceuticals and pharmaceuticals for animal health brand owners, distributors, and pharmaceutical companies. The company delivers products across multiple dose forms including soft chews, injection molded chews, extruded chews, solid dose, powders, oral liquids, topical liquids, and mousse, using proprietary technologies such as StableChew, ITPGS, ADEPPT, and Ovoceutin, with pharmaceutical manufacturing handled through its FDA-registered subsidiary Noble Pharma, LLC.

Product overview

Vets Plus, Inc. is a full-service custom development and contract manufacturing organization (CDMO) for animal health and nutritional supplements. The company operates as a single unified offering platform built around its core manufacturing capabilities and proprietary technologies. The product portfolio centers on delivery forms (Soft Chews, Injection Molded Chews, Extrusion Products, Solid Dose & Powders, Oral Liquids, Topical Liquids, and Mousse) and proprietary technologies (StableChew, ITPGS, ADEPPT, Ovoceutin). The company offers these through its main brand and Probios sub-brand, with Noble Pharma as its FDA-registered pharmaceutical subsidiary. Services include product licensing of proprietary processes and formulations. Health focus areas span probiotics, mobility, dental, immunity, allergy, calming, and skin/coat support across companion animals (pets) and livestock.

Differentiator

Problem solved

Functional benefit

Brands

• Noble Pharma: FDA-registered manufacturer of animal health pharmaceuticals producing medicated soft chews, tablets, and topical formulations.
• Probios
• StableChew

Products and services

• Custom Development and Contract Manufacturing (CDMO) Services End-to-end custom development and contract manufacturing for animal health brand owners, spanning concept assessment, formulation, regulatory guidance, commercial batch production, and packaging across multiple dose forms.
• Soft Chew Manufacturing Soft chew supplements featuring malleable, easy-to-chew texture with StableChew technology that maintains ingredient integrity and flavor stability. Used for companion animal and equine supplement products.
• Injection Molded Chew Manufacturing Custom-shaped dental chews created through injection molding using edible starch, offering unique product designs and textured surfaces for dental health applications.
• Extrusion Manufacturing Extruded dental chew sticks and jerky treats for dental and oral hygiene, including co-extruded products with inner filling of functional supplements.
• Solid Dose and Powder Manufacturing Solid dose products including boluses, tablets, and powders for companion animals that can be added to food or water.
• Oral Liquids and Drench Manufacturing Oral liquids including drenches, gels, mousses, and pastes for direct administration into the mouth.
• Topical Liquids and Ointment Manufacturing Topical liquids in soft paste matrix for external application through sprays, flushes, shampoos, washes, and wipes.
• Mousse Supplement Manufacturing Stable and palatable mousse delivery system for finicky eaters, formulated to maintain active ingredient stability and prevent separation.
• Packaging Solutions Comprehensive packaging options including blister packs, sachets, standup pouches, form fill seal, syringes, bottles, jars, and bulk packaging.
• Probios Probiotics Exclusive probiotic supplements manufactured using patented Chr. Hansen processes to ensure probiotic viability from manufacturing through intestinal delivery. Developed into multiple dose forms including soft chews, extruded chews, and powders.
• Noble Pharma Pharmaceutical Manufacturing FDA-registered pharmaceutical manufacturing producing medicated soft chews, tablets, and topical formulations for animal health, operated through wholly-owned subsidiary Noble Pharma, LLC.
• Product Licensing of Proprietary Technologies and Formulations Licensing of proprietary processes, formulations, and technologies (including StableChew, ITPGS, ADEPPT, Ovoceutin, and probiotic manufacturing processes) for partners to develop innovative animal wellness products.

Quantifiable outcome

• First animal health company to earn SQF (Safe Quality Food) certification
• +4 more outcomes

Named customers3 records

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Alfalawn DairyminorStrategic or Co-development Partner · 10 August 2023Strategic partnership with fourth-generation family dairy farm operation (2,250 cow facility) for conducting field trials for research on potential products. The collaboration includes an on-site conference room for sales and technical training, and supports customer visits and community outreach programs such as Farm-City Day.
• Merrick'sminorStrategic or Co-development Partner · 1 January 2017Merrick's was acquired by Vets Plus in 2017, expanding the company's capabilities and product portfolio within the animal health manufacturing space.
• National Animal Supplement Council (NASC)coreGTM or Marketing Partner · 1 January 2005Vets Plus has been a proud member of NASC since 2005 and has held the status of Preferred Supplier since 2014. CEO Paul Hays was appointed to the NASC Board of Directors in 2025. NASC provides its Quality Seal to manufacturers demonstrating rigorous standards for ingredient and manufacturing quality.
• Chr. Hansen (Probios Brand Partnership)coreStrategic or Co-development Partner · 1 January 2002Partnership to introduce Probios brand probiotic supplements for pets in 2002. Vets Plus exclusively takes Chr. Hansen probiotics and develops them into dose unit forms including soft chews, extruded chews, and powders.
• Chr. HansencoreStrategic or Co-development PartnerExclusive partnership where Chr. Hansen develops and validates probiotics for animal use, and Vets Plus manufactures and supplies probiotic products developed into various dose forms (soft chews, extruded chews, powders, and other formulations). Vets Plus developed and patented proprietary manufacturing processes to ensure probiotic viability.
• Noble Pharma, LLCcoreOthersNoble Pharma, LLC is a wholly-owned subsidiary of Vets Plus, Inc. It is an FDA-registered pharmaceutical manufacturer producing animal health pharmaceuticals including medicated soft chews, tablets, and topical formulations. Received first FDA Suitability Petition approval in 2017, with first pharmaceutical production in 2018.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Virbac: Global animal-health pharmaceutical company with strong presence in companion-animal dental chews, supplements, and dermatology. Comparable portfolio breadth to Vets Plus's Noble Pharma and nutraceutical lines, and a potential CDMO customer.
• Elanco Animal Health: One of the largest global animal-health pharmaceutical companies. Overlaps as a buyer of contract manufacturing services and as a competitor in companion-animal health categories where Vets Plus manufactures for brand owners.
• Phibro Animal Health: Diversified animal-health and nutrition company with nutritional supplements and pharmaceuticals. Comparable as a broad incumbent with CDMO-adjacent capabilities and overlapping livestock/companion-animal health categories.
• Nestlé Purina PetCare: Largest pet nutrition company globally with extensive supplement and functional treat portfolio. Comparable as a buyer of custom manufacturing services and as a competitor in premium soft-chew and supplement categories.
• Zoetis: Largest pure-play animal-health company globally. Comparable as both a customer of CDMO services and a competitor in companion-animal therapeutics and nutritional products, with overlapping channels into veterinary practice groups and distributors like Covetrus.

Direct peers

• NaturVet / Garmon: Direct peer in pet supplements and nutraceutical manufacturing. Most directly comparable: incoming Vets Plus CEO Phillip Bramel was previously CCO at Garmon/NaturVet, and both firms develop/manufacture soft chews, probiotics, mobility, and immune-support products for companion animals.
• Vetio: Animal-health-focused CDMO offering contract manufacturing of sterile injectables, oral solids, and topical products. Directly comparable as a CDMO serving veterinary pharmaceutical brand owners with regulatory-grade manufacturing capabilities.
• PetIQ (now part of Bacthera/SwissCDMO direction; vet channel supplements): Comparable peer operating in pet health products sold through veterinary and retail channels, including supplements and OTC pharmaceuticals. Overlaps with Vets Plus on private-label/brand manufacturing and NASC-aligned supplement offerings.

Emerging players

• Ceva Animal Health: Fast-growing global animal-health player with a strong supplement, nutraceutical, and pharmaceutical portfolio. Comparable in targeting companion-animal wellness categories where Vets Plus operates and as a potential CDMO/brand-partner customer.

Others

• Chr. Hansen (now Novonesis): Probiotic strain developer and Vets Plus's exclusive probiotic manufacturing partner. Comparable as a critical upstream supplier/ecosystem participant whose validated strains underpin Vets Plus's probiotic differentiation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC9WHldZvGij97LH4Lvqk1aA
• Facebookfacebook.com/vetsplusinc
• LinkedInlinkedin.com/company/vetsplusinc

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Vets Plus, Inc.