General Mills has spotlighted Fera Pets as part of its National Pet Month brand series, positioning the company as part of its wider move into pet wellness and functional pet care.
Fera Pets was founded in 2017 by veterinarian Dr. Michelle Dulake and pet supply expert Emily Hsu. The brand joined the General Mills family of brands in 2023.
The company is known for vet-formulated, science-backed supplements for dogs and cats. Its product range focuses on everyday pet health needs, including digestion, skin and coat health, joint support, mobility, heart health, and general wellbeing.
Fera Pets supplements are built around what the brand calls a Whole Body Health approach. Dr. Dulake leads product formulation, with products developed using selected ingredients from trusted suppliers and farmers.
The brand says its supplements are manufactured in the United States and carry the NASC Seal of Quality. The seal reflects standards around product quality, manufacturing, and labelling in the animal supplement sector.
Key products include USDA Organic Probiotics with Prebiotics for Cats & Dogs, which is formulated to support digestive health, gut balance, immune function, and skin and coat health.
Its Fish Oil for Cats & Dogs product is designed for skin and coat care, joint mobility, heart health, and cognitive function.
Fera Pets also offers Hip + Joint Support for Dogs, a soft chew product aimed at supporting joint health, mobility, cartilage health, comfort, and flexibility.
The brand also highlighted its sustainability work. Fera Pets is certified plastic neutral through a partnership with rePurpose Global, funding projects that remove plastic waste from the environment equivalent to its usage.
It also works with the Arbor Day Foundation on reforestation and is a member of the Pet Sustainability Coalition.
Alongside its environmental efforts, Fera Pets supports animal rescue groups through donations and giving programmes, including organisations helping senior dogs and pets with health challenges.
For General Mills, the brand gives the group a stronger position in the growing pet wellness category, where pet owners are looking beyond basic food and treats toward functional products linked to long-term health.
The move also reflects a wider FMCG trend. Large food groups are increasingly treating pet care as a strategic growth area, especially in premium nutrition, wellness, and supplement-led formats.
Editor’s Note: This article is based on information provided by General Mills about Fera Pets and its pet supplement portfolio.
