Part of our news archive — a retrospective record of NSG and AniVatio milestones, each dated to the day it was announced. AniVatio is NSG's consumer companion-animal brand, with all nutrition technology developed in-house by the group.
The "something big for cats" teased the previous December got its name on 5 May 2026: the AniVatio Cat Milk Supplements, two years in development and unveiled a week ahead of the Interzoo trade fair. Leading the range: ProDental, formulated to support gum health and help reduce tartar, and ProCalm, designed to support relaxation and settled behaviour.
The launch range — each box holds six 20ml "mouse" packs of low-lactose supplement-infused milk
Engineering around 470 taste buds
The format is the story. Each box contains six 20ml "mouse" packs of a low-lactose milk formulation carrying the active ingredients — a delivery route built around what cats will actually accept rather than what a factory finds convenient. The engineering challenge, as ever with cats, was balancing effective inclusion levels against palatability: after testing on hundreds of cats, the range achieved over 90% palatability with some of the highest active inclusion levels in the category — the palatability-as-science discipline that runs through all of the group's formulation work.
The market timing was deliberate too. With Gen Z now owning more cats than dogs, demand for genuinely effective cat supplements is growing faster than the category can serve it — the same quiet signal the brand had already seen in Feline ProJoint's unmarketed sales.
From unveiling to shelves
The May announcement was a milestone marker rather than a shop-shelf date: the official retail launch was set for September 2026, with several global distribution partners already secured ahead of Interzoo the following week. For Lisa Hilton — CEO and lead on innovation — the unveiling closed a two-year loop that began with retailers asking for a cat product the brand hadn't planned, and ended with a dedicated feline portfolio: as the announcement put it, just the beginning for AniVatio. The expanding patent programme announced that August confirmed calming and dental health among the technology categories the group is protecting.
Frequently asked questions
What are the AniVatio Cat Milk Supplements?
A cat-first supplement range announced on 5 May 2026, launching with ProDental (gum health and tartar support) and ProCalm (relaxation and settled-behaviour support) — active ingredients carried in a low-lactose milk formulation, packed in six 20ml single-serve "mouse" pouches per box.
When did the range reach shelves?
The range was unveiled on 5 May 2026 ahead of Interzoo, with the official on-shelf launch set for September 2026 through global distribution partners.
How was palatability validated?
Through testing on hundreds of cats during a two-year development programme, reaching over 90% palatability while holding some of the highest active inclusion levels in the category.