We read every label. Then we made the one we wanted.
If the best ingredients work best at specific amounts, why isn't anyone putting them in pet supplements at those amounts?
That question started Roots Pet.
The answer was cost. Pure extracts, advanced absorption, and full-strength ingredients are expensive. It's cheaper to fill a chew with rice flour and call it a mushroom supplement.
We decided that wasn't good enough.
Three Founders. Three Dogs. One Frustration.
Callum Jones
Winston, 10 yrs
Winston is a 10-year-old French Bulldog, and like many in his breed, daily wellness isn't something you can take for granted.
Bulldog breeds age differently. Their needs are specific, and the margin for "good enough" is smaller than most owners realize.
That's what pushed Callum to rethink what a daily supplement routine should actually look like not a stack of products with overlapping ingredients, but one formula built around quality, dosage transparency, and ingredients chosen for a reason.
For a breed where every year counts, the standard matters more than the marketing. That conviction is what started the conversation that became Roots Pet.
Eetu Viitala
Conan, 5 yrs
Eetu and Conan run together a few times a week. Keeping a giant breed active and healthy long-term is something Eetu takes seriously. It's not just about exercise. It's about making sure Conan's body has the right daily foundation to support what you ask of it.
Great Danes are a breed where owners learn early that size comes with responsibility. Their rapid growth, their frame, their daily demands - all of it means the choices you make in the first few years shape the years that follow.
With an average lifespan of 7–10 years, starting early with quality nutrition and a consistent routine isn't optional. That mindset, start early, choose deliberately, stay consistent is built into how we formulate.
Mikko Revonniemi
Kublai, 11 yrs
Kublai is an 11-year-old rescue who's been through more than most dogs. Two major surgeries. A long recovery. And then the part that surprised Mikko, the ongoing daily management that comes after the vet says "healed."
Supporting day-to-day comfort over the long term is a different problem than fixing what's broken. That's when Mikko started digging into what supplementation could actually deliver - not just which ingredients were popular, but which forms were absorbed, at what doses, and whether anyone was publishing the numbers.
What he found was an industry built on label impressions rather than label accuracy. That frustration became the founding principle of Roots Pet: publish everything, use the best forms available, and let the formula speak for itself.
Built on standards. Not shortcuts.
Here’s what we prioritise and why.
One formula. Total focus.
We’d rather do one thing at evidence-based doses than ten things at trace amounts.
Every ingredient is included because research supports it at the dose we use nothing is there just for the label.
Purposeful dosing
Many supplements look impressive on the label. We focus on transparent, purposeful dosing and publish every amount we use.
Our Turkey Tail extract is standardized to 40% beta-glucans.
And our curcumin uses Phytosome™ technology, a format designed for enhanced absorption compared to standard curcumin.
We choose studied forms and publish our doses so you can evaluate the formula for yourself.
Formulated for function.
We focus on ingredient quality and transparent dosing not treats. Designed to be easy to give for most dogs. We don’t add sugar, artificial flavoring, or low-value fillers to make it taste like a treat. That’s not what this product is for.
Radical transparency.
We publish our doses. We explain the thinking behind our formula. And we’re transparent about what each ingredient is included to support.
We’re not building a lifestyle brand. We’re building a clear, simple daily routine rooted in transparency and quality standards.
