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.
Three weeks after announcing ProGut, AniVatio named its first export market. On 17 February 2025 the brand announced a partnership with Paw Peak Care, a Singapore veterinary and retail group, to bring AniVatio's supplement lines to Singapore and the surrounding region — with stock arriving the following month.
Paw Peak Care — the veterinary and retail group that became AniVatio's first international distribution partner
What the partnership covered
Paw Peak Care took on the flagship ProJoint range — built on the group's patented delivery technology — alongside the newly launched ProGut lines and several other products, serving pet owners across Singapore and nearby markets through its veterinary and retail network.
The market logic was spelled out in the announcement: Singapore's pet supplement market had reached roughly $100–112 million in 2023, growing at around 5% annually over the previous five years, with projections of 5.7% annual growth through 2028. A compact, sophisticated, vet-led market — a natural first test for a brand whose pitch is evidence and delivery technology rather than shelf-price.
The start of a pattern
Singapore was announced as "the first of many countries" in a deliberately sequenced 2025 rollout — starting, as Lisa Hilton noted with a smile, in warmer climates for Q1. The playbook it established — a credible local partner, the full technology story, the evidence-first positioning documented across our formulation practice — is the same one the brand went on to run at much larger scale with the Chewy US launch and the global distribution partnerships that followed Interzoo 2026.
Frequently asked questions
Who is Paw Peak Care?
Paw Peak Care is a Singapore-based veterinary and retail group, announced on 17 February 2025 as AniVatio's distribution partner for Singapore and the surrounding region — the brand's first international market.
What products did the Singapore launch include?
The flagship ProJoint range, the newly launched ProGut gut health lines, and several other AniVatio products, all built on NSG-developed formulation and delivery technology.
Why did AniVatio expand internationally so early?
The brand's differentiator — patented oral gel delivery technology carrying research-backed actives at meaningful doses — travels well, and demand for evidence-led pet supplements is global. Singapore offered a compact, veterinary-led market to prove the export playbook before larger moves later in the rollout.