PetAg expands Dyne into targeted soft chews for dogs

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PetAg has launched Dyne Soft Chews, a new line of vet-formulated dog supplements positioned around four everyday wellness uses: Calming, Digestion & Immune Support, Endurance & Vitality, and Joint Health & Mobility. The company introduced the line at SUPERZOO 2025 as an expansion of its long-running Dyne brand, and says the products are made with clinically studied ingredients at effective dosages. PetAg’s product pages name ingredients including UC-II collagen for joint support, probiotics, prebiotics, EpiCor postbiotic, colostrum, L-theanine, ashwagandha, L-carnitine, and astaxanthin. The chews are being sold through mass and e-commerce channels, including Walmart and Amazon. (petag.com)

Why it matters: For veterinary professionals, the launch reflects a familiar shift in companion animal health: supplement makers are moving beyond generic multivitamins and into condition- or function-specific products with branded ingredients and more explicit science claims. That may create more client questions around evidence, dosing, interactions, and product quality, especially because animal supplements do not fall under the same legal framework as human dietary supplements, and AAFCO notes that many products in this category sit in a complicated regulatory space. AAFCO also says healthy dogs eating a complete and balanced diet often do not need supplements, but veterinarians may recommend targeted products when clinically appropriate. (fda.gov)

What to watch: Watch for whether PetAg pushes the line deeper into veterinary channels, publishes more product-specific evidence, or seeks quality-program signaling as scrutiny of pet supplement standards increases. (petfoodindustry.com)