SUP-01In-vitro validation
Supplements & Nutraceuticals: Your Edge in the Vet Channel
Vets trust data. We test your formula and get you a full dossier that you can use to demonstrate your efficacy.
Canine cell modelsFeline cell modelsIn-vitro assays
GAPThe gap
Pet supplements compete on claims that mostly trace back to a human or rodent study of a single ingredient — not the finished chew or powder, and not in a dog or cat.
Across the EU, UK and US, finished supplements reach the shelf through claim regimes that don’t require testing in the species they’re sold for. That’s legal — and it means most claims out there have never been checked in a dog or cat.
That gap is your opening — in every market you sell into.
REGSame gap, three regimes
EU
EU 767/2009
Complementary feed
Claim self-substantiated by the maker
UK
UK retained 767/2009
Complementary feed
Same regime, retained after Brexit
US
AAFCO · FDA-CVM
Structure/function claim
No routine premarket efficacy review
ASSAYWhat we test
Five claim areas, each in a dog or cat cell model.
Immune regulation, oxidative stress, and cell metabolism run through much of this work — the readouts your formula lives or dies on.
01Canine
Mobility and muscular health
Activity in cells tied to joint and muscle function — the ground for a mobility claim.
02Canine / feline
Digestive health and nutrient absorption
How the formula behaves at the gut barrier and in nutrient handling.
03Canine / feline
Immune and inflammatory response
Immune-regulating and anti-inflammatory readouts — a core part of what we do.
04Feline
Skin and coat health
Signals in skin-relevant cells behind a coat or barrier claim.
05Canine / feline
Cellular health and antioxidant protection
Oxidative stress and cell-metabolism readouts under measurable conditions.
OPTThe comparator test
Head-to-head, in the same cell model.
Optional, and the one most brands ask for: we run your supplement against a market-leading product in the same cell model. If yours matches or beats it on the readout, that is a data point you can put in front of a veterinarian.
The same set-up is how we help you optimize the formulation — test a variant, read the signal, refine.
Same readout · same model
Illustrative — bars show the set-up, not a result.LVLTwo ways to test
Ingredient, or finished formula.
A
Ingredient level
Does your active have measurable activity in dog or cat cells? Faster, cleaner signal.
ClaimThe claim is about the ingredient.
B
Finished-formula level
Does that activity hold at your real dose, in the finished chew or powder? More defensible.
ClaimThe claim is about the product you sell.
We tell you which one your claim needs.
DATAWhat the data proves
Documented, species-specific data you can put in front of a vet.
You get biological data you can hold under EU Regulation 767/2009, which accepts documented company research as valid substantiation. It is the kind of evidence that carries weight in a conversation with a veterinarian — and opens the veterinary channel.
DisclaimerIn-vitro data shows biological activity in cells. It is not a clinical outcome in a live animal, and we never present it as one.
NEXTFeasibility check
Tell us your product and your claim. We check what the test would look like.
A few questions about your supplement and the claim on the label. We come back with the cell models, readouts, and test level that fit.
1Your product
2Test scope
3Contact
"I love the idea and the approach — the comparison study alone would put you on the map."
Founder - Pet Supplement Brand
"...knowing there's a way to test claims and test functionality and have the data behind it, that gives you confidence in front of customers."
Consultant - New Product Development
Email
Sellomics GmbH
Nimrodstraße 10, Building 5, 90441 Nuremberg, Germany
Phone
+49 911 477 16500
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