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Swedencare is now preparing for a full-scale European launch of NaturVet by Swedencare during 2026, marking a major expansion of the brand across Europe. In connection with Interzoo in Nuremberg, the updated range will be presented following product adaptations for the European market, and a US rebrand carried out in 2025.
Built on over 30 years of experience in the US, NaturVet is a veterinarian-formulated brand recognized for its high-quality pet supplements. The European expansion brings proven best-selling formulas into a category experiencing strong and sustained growth.
The launch range includes a comprehensive portfolio of veterinarian-approved soft chew supplements for dogs, covering key health areas such as skin and coat, hip and joint, multivitamin, calming, urinary support, digestion, stool and bowel health, and allergy support. The range is based on some of NaturVet’s top-performing SKUs in the US, adapted for the European market and supported by strong consumer demand. Manufactured in Europe under strict quality standards, it ensures shorter lead times and streamlined logistics while meeting all relevant regulatory requirements.
“We see strong demand for premium, easy-to-use supplements that fit into daily routines. With NaturVet by Swedencare, we combine proven US formulations with a soft chew format designed for high acceptance and consistent daily use,” says Laszlo Varga, CCO at Swedencare.
Soft chews continue to dominate the supplement category in Europe due to ease of use and high acceptance. The treat-like format supports daily use and repeat purchase behavior, making compliance more consistent over time. Both internal and independent third-party palatability tests show 97–100% acceptance, with all soft chews in the range featuring a Chicken & Bacon flavor.
With a refreshed global visual identity and updated packaging already positively received in the US rollout, NaturVet by Swedencare introduces a modernized brand platform designed to strengthen consistency and visibility across regions while maintaining its established reputation for quality, safety and efficacy.
The expanded European launch creates new opportunities for retail and distribution partners to grow within a fast-growing category, supported by a trusted brand and a broad portfolio covering key pet health needs.
Swedencare will showcase NaturVet by Swedencare at Interzoo, booth 9-434, where partners can explore the updated range.
For more information please contact:
Laszlo Varga, Chief Commercial Officer Europe
Email: laszlo.varga@swedencare.se
Phone: +46 (0) 76 343 64 30
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