Seattle, Washington, U.S.A.-based Trident Seafoods has been in the pet supplements market for over a decade with its Alaska Naturals brand, but it has released a new brand that represents “a fresh chapter” for the firm, Trident Director of Business Development Analise Gonzales told SeafoodSource.
Trident’s new wellFURst brand features dog health products made from Alaska pollock and salmon, created to “deliver the fresh fish taste dogs crave, along with the quality and transparency their owners expect.”
“From ocean to bowl, every step of the harvesting and manufacturing process is traceable, sustainable, and rooted in integrity,” the firm said.
Trident has been “deeply rooted” in the health and wellness space since 2008 with human supplement products and expanded into pet supplements in 2011, Gonzales told SeafoodSource.
“While the category isn’t new to us, wellFURst represents a fresh chapter: a new brand designed to connect with a broader audience in a more intentional and emotionally resonant way,” she said. “At Trident, we have always believed in the power of seafood, its quality, its nutritional value, and its potential to support health. With wellFURst, we’re extending that passion to our furry companions, offering an assortment that builds on our legacy of high-quality oils and ingredients.”
The announcement coincides with sizable growth in the global pet supplements market, which is expected to reach USD 3.5 billion (EUR 2.98 billion) in market size by 2031, which would represent a 5 percent compound annual growth rate, according to Industry Partners. The research firm attributes the growth to an increase in pet ownership in the U.S., along with increasing interest worldwide in human health and wellness, which in turn, has led to pet owners having the same preference for their dogs and cats.
The first two products in Trident’s wellFURst supplements line are Calming Support and Seasonal Allergy Support, and the brand is also launching with a line of fish oils sourced from wild Alaska seafood.
“Expertly crafted to deliver EPA+DHA omega-3s to help support skin, coat, and brain health, wellFURst fish oil is minimally processed from wild Alaska pollock, making it a tasty addition to your dog’s kibble,” the company said.
The wellFURst products are currently available at PetSmart stores, and more retailers are slated to add the products soon, according to Trident.
"Trident’s wellFURst brand is leading the future of pet wellness by offering a long-desired product for the right situation made the sustainable way,” Gonzales said in a release. "We believe in wellFURst’s purpose to not be just another pet brand. We’re here to be the go-to for thoughtful, ingredient-driven pet wellness.”
