OMNI Builds Joint, Skin and Calming Support Into Everyday Dog Food

OMNI's new lupin-based range moves functional ingredients from the supplement shelf into a complete daily meal for adult dogs.

By Good Company Editorial Desk

The News

OMNI has launched three nutritionally complete dog foods for adult dogs, each built around a different health need. OMNI Joints is designed to support joint health and mobility, OMNI Skin is designed for dogs with sensitive skin, and OMNI Calm is designed to support calm behavior and emotional well-being, according to PetfoodIndustry.

All three recipes are for dogs aged 12 months and older. The company says the allergy-friendly formulas use novel protein sources, including sweet lupin bean. PetfoodIndustry reports the foods are available now through omni.pet and AWIN, and vegconomist reports they are sold in resealable 2 kg and 10 kg bags.

The three formulas use different functional ingredients. OMNI Joints contains glucosamine and omega-3, OMNI Skin is made without grain or soy and contains omega-3 and DHA, and OMNI Calm contains L-tryptophan and lemon balm. The company says its standalone supplements will keep selling alongside the foods, and that the new foods are not replacements for those supplements.

Co-founder Dr. Guy Sandelowsky, a veterinarian, said the company wanted to give owners the option of building support into a dog's complete everyday nutrition, rather than relying only on a supplement added to an existing food.

Why It Matters

The launch shows where functional pet food is heading. Instead of selling a basic complete food and then a separate product for joints, skin or anxiety, OMNI is combining the two purchases into one daily feeding routine. That matters for owners who forget supplements, stop before they see results, or do not want to pay for premium food and a supplement line at the same time.

It also puts formulation at the center of the pitch. Sandelowsky said the company considered the whole recipe, linking joint support to calorie intake and body weight, and making calm support part of a daily routine rather than something used only before fireworks or travel.

The range extends a pattern OMNI has followed before. Vegconomist notes the brand used its 2022 funding to develop functional treats for skin, joint and anxiety issues, and that the same three areas now anchor its main food line. A peer-reviewed study of dogs fed OMNI food reported owner-observed improvements in itching, coat condition and anxiety, according to vegconomist.

For competitors, the pressure is clear. If functional benefits become standard in complete food, supplement and premium food brands will compete for the same health claim and the same daily routine.

The Numbers

OMNI Joints is the most specific formula on paper. According to the company, it is calorie-controlled at 7.5 percent fat and about 3,478 kilocalories per kilogram, with glucosamine, microalgae-derived omega-3, L-carnitine and turmeric.

OMNI Skin combines omega-3 fatty acids, including DHA, with flaxseed, rapeseed oil and coconut, and is formulated without soy or grain. OMNI Calm uses sweet potato, lemon balm, rosemary and L-tryptophan.

The demand figures cited by the company are large. Research from Ocado Retail cited by PetfoodIndustry found 69 percent of owners check ingredients before buying dog food, and 80 percent want to make more health-conscious choices for their pets. Sales of calming treats rose 111 percent year over year, while digestive health treats rose 205 percent, according to figures cited in the reporting.

OMNI also has a public profile beyond pet trade press. In February 2025, Sandelowsky and co-founder Shiv Sivakumar secured 75,000 pounds from Steven Bartlett and Deborah Meaden on Dragons' Den in exchange for 2.5 percent equity, according to vegconomist.

What To Watch

Watch whether a complete food can credibly carry claims that owners usually associate with supplements. Retailers and regulators will care about the evidence behind joint, skin and calming positioning, and owners will judge the products on visible results over weeks of daily feeding, not on a launch announcement.

Watch distribution next. A direct and affiliate launch tests demand online, but broader growth would depend on whether independent shops and larger retailers give shelf space to a lupin-based, functional range with three separate health missions. Green Queen reported a separate wholesale listing with Pedigree Wholesale, which would be a sign of that wider push if the range reaches independent stores at scale.

Watch the supplement line too. OMNI says the foods provide a complete foundation and the supplements offer different combinations for owners who want an extra layer. If the foods sell well, the company will need to show the two lines expand the market instead of cannibalizing each other.

Finally, watch imitation. Larger brands can copy functional complete foods once a smaller brand proves demand. OMNI's advantage, if it has one, will be speed, clear positioning and trust built around a veterinarian co-founder.

Sources

PetfoodIndustry, OMNI launches joint, skin, calming functional dog foods: https://www.petfoodindustry.com/pet-food-market/product-launches/news/15837264/omni-launches-joint-skin-calming-functional-dog-foods

vegconomist, Vet-Founded Omni Builds Joint, Skin and Calming Support Into Lupin-Based Dog Food: https://vegconomist.com/pet-food/vet-founded-omni-builds-joint-skin-calming-support-into-lupin-based-dog-food/

Green Queen, UK Startup Omni Unveils Low-Carbon Functional Dog Food, Notches New Wholesale Listing: https://www.greenqueen.com.hk/omni-pet-plant-based-complete-dog-food-vegan-functional-nutrition-pedigree/