Pet Honesty expands feline wellness with Cat Squeezables
Bottom line
Pet Honesty has launched Cat Squeezables, a new line of lickable cat supplements positioned as functional purées rather than standard treats. The line includes eight formulas spanning calming, digestive health, hairball support, immune support, multivitamin, senior mobility, skin and coat, and urinary tract health. Pet Honesty says the products were developed over 18 months, formulated with real salmon and omega-3s, and tested to achieve 100% acceptability across all eight formulas in an independent feeding study. The launch builds on the company’s broader cat supplement push and comes as lickable formats continue gaining traction in the cat category. (petfoodprocessing.net)
Why it matters: For veterinary professionals, this is another sign that feline supplement makers are moving beyond dog-adapted formats and leaning into delivery systems cats are more likely to accept consistently. That could matter in categories like calming, hairball management, mobility, digestive support, and urinary wellness, where adherence is often the biggest hurdle. It also reflects growing competition in functional cat treats and supplements, especially as Pet Honesty expands its retail footprint and pushes more cat-specific products into mainstream channels. (petfoodprocessing.net)
What to watch: Watch for retail expansion, veterinary uptake, and whether competitors respond with more cat-specific lickable supplement formats. (businesswire.com)
Pet Honesty is expanding deeper into feline wellness with Cat Squeezables, a new line of lickable purée supplements designed to deliver targeted benefits in a format cats are more likely to accept. The launch adds eight cat-specific formulas to the brand’s portfolio and taps into a fast-growing lickable category that has become increasingly important in feline nutrition and supplement innovation. (petfoodprocessing.net)
The move didn’t come out of nowhere. Pet Honesty has been building its cat business for several years, first with dual-texture cat chews and then through broader omnichannel expansion. In 2024, the company said it had grown into more than 9,000 retail stores, including Target, after initially focusing on e-commerce and later expanding into pet specialty retail. That broader distribution gives the company a larger platform for new cat launches, especially in formats that can appeal both to pet parents and to retailers looking for higher-velocity wellness products. (petfoodprocessing.net)
According to Pet Food Processing’s reporting, the Cat Squeezables line includes formulas for calming support, digestive gut health, hairball support, immune system support, daily multivitamin, senior mobility support, skin and coat health, and urinary tract health. The products are made with real salmon, include omega-3 fatty acids, are positioned as high-protein and free from grains, byproducts, and cellulose, and come in at 11 calories per pouch. Ingredient systems vary by formula, with examples including L-tryptophan, L-theanine, and chamomile for calming, and cranberry, D-mannose, glucosamine, FOS, Lactobacillus plantarum, and psyllium husk for urinary tract support. (petfoodprocessing.net)
The company’s pitch centers on compliance. Greg Reinhart, Ph.D., Pet Honesty’s chief scientific officer, told Pet Food Processing that older cat supplements were often too similar to dog products and missed the mark on feline palatability. He said the company spent 18 months on feeding and palatability work, and that an independent feeding study showed 100% acceptability across all eight formulas. Rich Greenberg, the company’s CEO, framed the products as a way to combine treat-like appeal with functional health benefits. Those claims are company- and trade-report based, but they speak directly to one of the biggest commercial and clinical barriers in feline supplementation: getting cats to take products consistently. (petfoodprocessing.net)
Industry context supports that strategy. Pet Food Processing described lickables as a rapidly growing area in cat treats, and Pet Honesty’s own product page emphasizes the same palatability-first message, along with U.S. manufacturing and NASC membership. That combination, clean-label positioning plus a familiar treat format, mirrors broader trends across the pet wellness aisle, where brands are trying to shift supplements from occasional add-ons to daily routines. (petfoodprocessing.net)
Why it matters: For veterinary professionals, the launch is less about one brand extension and more about where the feline supplement market is heading. If lickable delivery improves adherence, products in categories like calming, digestive health, mobility, hairball control, and urinary support may become easier for pet parents to use consistently at home. At the same time, this trend may create more conversations in practice about which supplements have meaningful evidence behind them, how they fit alongside therapeutic diets or medications, and where marketing claims outpace clinical validation. The product line’s “science-backed” framing will likely resonate with consumers, but veterinary teams may still want to scrutinize formulation quality, intended use, and the strength of evidence for each active ingredient. (petfoodprocessing.net)
There’s also a retail and competitive angle. Pet Honesty has already shown it can scale distribution, and a successful cat lickable could put more pressure on supplement brands still relying on tablets, powders, or dog-like chew formats for cats. If strong sell-through follows, more companies may move quickly into similar purée-based wellness products, particularly in high-frequency categories like calming and digestive support. That could further blur the line between treats, toppers, and supplements in the cat aisle. (businesswire.com)
What to watch: The next signals will be where Cat Squeezables lands at retail, whether veterinarians and pet parents see real compliance gains in home use, and whether Pet Honesty releases fuller data from the feeding study or broader evidence to support efficacy claims beyond palatability. (businesswire.com)
Common questions
What is Pet Honesty’s Cat Squeezables line?
It is a new line of lickable cat supplement purées designed to deliver targeted health benefits in a format cats are more likely to accept.Which formulas are included in Cat Squeezables?
The line includes calming support, digestive gut health, hairball support, immune system support, daily multivitamin, senior mobility support, skin and coat health, and urinary tract health.What ingredients or features does Pet Honesty say the products have?
Pet Honesty says the products are made with real salmon, include omega-3 fatty acids, are high-protein, and are free from grains, byproducts, and cellulose.What did Pet Honesty report about palatability testing?
The company said it spent 18 months on feeding and palatability work, and an independent feeding study showed 100% acceptability across all eight formulas.