OMNI, a vet-founded pet-health brand, has introduced three new complete dog foods aimed at providing targeted nutritional support while being allergy-friendly. The new products, OMNI Joints, OMNI Skin, and OMNI Calm, cater to specific health needs such as joint health, skin sensitivity, and emotional wellbeing.

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A growing trend among dog owners reflects an increasing desire for pet food that offers more than just basic nutrition. According to recent research, 69% of dog owners check ingredient lists before making a purchase, and 80% are striving for healthier options for their pets. This shift in consumer behavior includes a rise in demand for specialty treats, with sales of digestive health and calming products increasing by 205% and 111% year-on-year, respectively.

OMNI’s latest offerings are tailored for adult dogs over the age of 12 months and feature unique protein sources like sweet lupin bean. Each formula is designed to integrate supportive nutrition into daily meals, rather than requiring the addition of supplements.

Dr. Guy Sandelowsky, co-founder of OMNI, commented on this trend, noting that pet owners are beginning to adopt a more health-conscious approach similar to their own dietary choices. He emphasized the importance of considering overall formulation for health benefits and not just adding singular 'hero' ingredients.

The specifics of each food include:

- **OMNI Joints**: A calorie-controlled recipe aimed at supporting joint health and maintaining an appropriate body weight. It includes 7.5% fat and provides approximately 3,478 kcal/kg, enriched with glucosamine, omega-3 from microalgae, L-carnitine, and turmeric.

- **OMNI Skin**: Formulated for dogs with sensitive skin, this recipe supports normal skin and coat health, free from soya and grain. It features omega-3 fatty acids, DHA, flaxseed, rapeseed oil, and coconut.

- **OMNI Calm**: This formula focuses on supporting calm behavior and emotional wellbeing consistently, rather than solely during stressful situations. Ingredients include sweet potato, lemon balm, rosemary, and L-tryptophan.

Dr. Sandelowsky clarified that while these foods provide a comprehensive nutritional foundation, OMNI’s supplements still serve as alternatives offering concentrated combinations for targeted support.

The three foods are available in resealable 2kg and 10kg bags, retailing at £65.99 for the 10kg bag and £14.99 for the 2kg bag. They can be purchased at www.omni.pet and AWIN.