A new project involving Liven Proteins, ALT-PRO Advantage, New Wave Biotech and Formidable Foods has received millions in funding.

The new Beef Cheek Rolls and Bully Cheek Rings seek to provide long-lasting entertainment and high-quality nutrition.

The Pet Industry Federation conference will be held in Buckinghamshire in early June.

From ashwagandha to biotics, formulators are looking to nutraceutical ingredients to add extra nutritional and functional value to pet foods, treats and supplements.

The product is likened to “Gatorade for active dogs.”

The company showcased its new Whole Food Multivitamin, Postbiotics Plus, and Collagen Plus supplements, as well as a pet balm.

Several pet food, treat and supplement brands represented by Matrix Partners will showcase their latest innovations at the annual tradeshow.

The company has been named on Newsweek’s list of America’s Most Responsible Companies of 2024.

Chad Wagner will oversee the company’s operations, from manufacturing to supply chain and distribution.

The new Treatly line will be unveiled at SUPERZOO 2023.