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.
Nine months after ProGut was announced, demand caught up with supply. On 15 October 2025, AniVatio announced — delighted and, in Lisa Hilton's words, "honestly a little distressed" — that the 60ml ProGut Oral Gel had completely sold out since its July launch, with only limited 30ml stock remaining and a 44% customer return rate behind the run on shelves.
The chicken-flavoured ProGut range whose 60ml format sold through its production run
The science the sell-out was built on
The announcement doubled as a rare public look at the formulation engineering underneath the 3-in-1 gut formula:
- The viability problem, addressed. In much of the category, probiotic organisms don't survive manufacturing — heat, air and pressure see to it. ProGut uses Calsporin, a spore-form probiotic chosen because it remains viable in the gel suspension where it could not survive conventional soft-chew manufacturing.
- Third-party verified. Working with feed-additive specialists ORFFA, the formulation was independently tested at 90% probiotic survivability, with only a 5% reduction after 18 months — evidence language matched to actual testing, the way our claims discipline requires.
- Deliberately clean delivery. A low-calorie, low-protein, chicken-flavoured gel, engineered so prebiotic, probiotic and postbiotic actives stay stable together in one daily 1ml serving.
What a 44% return rate says
Marketing gets a product tried once. Reorders are the honest metric — and a 44% customer return rate on a supplement is owners watching their own dogs and coming back. Alongside the PetQuip silver two weeks earlier, it closed out a quarter in which the brand's evidence-first approach was validated by judges and customers in the same breath. Behind the celebration, the announcement noted, came the scale-up scramble — express print runs and air-freighted glass — that would eventually be answered properly by the Vetio manufacturing partnership the following summer.
Frequently asked questions
What sold out?
The 60ml format of ProGut Oral Gel, AniVatio's 3-in-1 canine gut health supplement, which launched in July 2025 and sold through its entire production run by mid-October.
What is Calsporin?
Calsporin is a branded spore-forming probiotic (Bacillus velezensis) widely used in animal nutrition. AniVatio selected it for ProGut because its spore form remains viable in the gel suspension — and had that survivability independently tested with ORFFA at 90%, with a 5% reduction over 18 months.
Who is ORFFA?
ORFFA is a European feed-additive specialist that partnered on the independent survivability testing of ProGut's probiotic content — third-party verification rather than in-house assurance.