Part of our news archive — a retrospective record of NSG and AniVatio milestones. AniVatio is NSG's consumer companion-animal brand, with all nutrition technology developed in-house by the group.
Two years after ProJoint's launch built the brand in the UK, AniVatio crossed the Atlantic: a major launch on Chewy, the United States' dominant online pet retailer, announced on 1 May 2026 as the centrepiece of the brand's global expansion.
The widening AniVatio portfolio — ProDental and ProCalm cat milk supplements followed the US launch as the brand grew its category
What the launch represented
- A technology export, not just a product listing. What travelled to the US was the thing NSG actually builds: the globally patented oral gel delivery system — low-fat, low-protein, low-calorie, engineered for precise dosing and genuine palatability — developed by the group's formulation practice and manufactured to human-nutraceutical standards in the UK.
- Proof the model scales. AniVatio's co-founder and CEO Lisa Hilton — also co-founder of NSG, where she leads Formulation & Innovation — described the Chewy launch as a vital step in making the products accessible to a wider global audience. For the group, it validated the brand-and-retail capability as a genuine third leg alongside formulation and manufacturing: the same team that designs and makes the products can carry them to the biggest shelf in the category.
- Distribution reality. The launch extended NSG's operating footprint across the UK, EU and — now at full commercial scale — North America, with the cross-border labelling, compliance and logistics discipline that entails.
Why it belongs in the group's story
Every capability page on this site claims NSG understands retail because it operates in retail. The Chewy launch is what that claim looks like in practice: a group-owned brand, built on group-developed technology, earning its place in the most competitive pet market in the world. The lessons — US labelling expectations, marketplace logistics, what American owners ask that British owners don't — now inform every partnership programme we run.
Frequently asked questions
When did AniVatio launch on Chewy US?
AniVatio announced its major launch on Chewy in the United States on 1 May 2026, as part of the brand's global expansion following two years of ProJoint's success.
What is special about AniVatio's oral gel technology?
It is a globally patented delivery system developed in-house by Natural Science Group — deliberately low-fat, low-protein and low-calorie, designed for precise dosing, consistent absorption and genuine palatability in dogs and cats.
Who owns AniVatio?
Natural Science Group. AniVatio is the group's consumer companion-animal brand, and all of its nutrition technology is developed by NSG.