Kent Corporation

01/16/2026 | Press release | Distributed by Public on 01/16/2026 16:53

KENT WORLDWIDE™ INTRODUCES WELLJOY™, A NEW GLOBAL PET WELLBEING BRAND BUILT ON A CENTURY OF ANIMAL CARE EXPERTISE

MUSCATINE, Iowa (January 2026) - KENT WORLDWIDE™, the family-owned business with 100 years of experience in animal care, nutrition, and agricultural innovation, announces the launch of WellJoy™, a new global pet wellbeing brand offering Dual-Benefit treats and supplements, designed to support healthier, happier lives for pets and the people devoted to them.

A Brand Built on a Century of Care

Founded in 1927, KENT WORLDWIDE has spent generations advancing animal health. WellJoy represents the next evolution of that commitment, joining a portfolio of brands that includes World's Best Cat Litter® and Native®.

"WellJoy represents KENT WORLDWIDE's continued commitment to do what's right, and the best, for our animals, applying a century of nutritional insight, research capability, and formulation expertise to the modern petcare space to create proactive pet wellbeing products that enhance the shared human-animal connection," says Marcelo Ginestel, Vice President of Marketing Petcare, KENT WORLDWIDE™ Consumer Brands.

"WellJoy isn't just a brand; we see it as a movement that celebrates the people who prioritize making their pets' lives healthier and happier."

Introducing GutBoost™ Proprietary Formulation for Top-to-Tail Wellbeing

At the core of the WellJoy range is its proprietary GutBoost™ formulation, a multi-layered biotic blend in every product that combines:

  • Targeted prebiotics, and probiotics or postbiotics to support a balanced gut microbiome
  • Digestive enzymes to aid the absorption of the targeted ingredients
  • Functional ingredients and nutrients selected to support cat and dog-specific needs.

Formulated to support the gut microbiome as the foundation for top-to-tail wellbeing, the WellJoy product range offers targeted support for popular pet needs including dental health, joint support, skin and coat health, year-round immunity, calmness, and urinary health.

"We started WellJoy by listening closely to pet parents, and scientific research that consistently pinpoints gut health as a smart way to unlock pet wellbeing on multiple levels", says Dr. Elizabeth Flickinger, PhD, RDN, Director, Innovation & Research, KENT WORLDWIDE™ Consumer Brands of the product approach.

"Targeted ingredients matter, but they only work at their best when the gut is ready for them. The Dual-Benefit approach with our GutBoost™ formulation reflects Kent's long-standing commitment to innovation in pet nutrition. With WellJoy, we set out to evolve pet treats to support a proactive, healthy routine, and create supplements that are tasty as well as health-driven."

Designed for Devoted Pet Parents

WellJoy's Dual-Benefit treats and supplements are designed to deliver two layers of value in every product: gut-first wellbeing plus targeted functional support, in smart, simple formats to incorporate into pet owners' daily routines.

Every WellJoy product is:

  • Vet-formulated with board-certified veterinarian nutritionists
  • Powered by GutBoost™, in every bite for top-to-tail wellbeing
  • Pet-loved, palatability tested by choosy cats and difficult dogs
  • Made in the USA, with globally sourced ingredients
  • Joy Guaranteed, backed by WellJoy's Satisfaction Guarantee
  • And all supplements are NASC-Certified.

"Today's pet parents are looking beyond quick fixes," says Kimberly Gonia, Senior Brand Manager - WellJoy™, KENT WORLDWIDE™ Consumer Brands. "They want solutions that support long-term health in a way that mirrors how they care for themselves - and gut health is increasingly the focus. Scientific research shows there is merit in prioritizing the gut, and that it's not simply a short-lived human-to-animal trend."

Building a Global Vision for Dual-Benefit Pet Wellbeing

WellJoy is positioned as a long-term, internationally-minded brand, designed to grow thoughtfully across global markets, focused on quality, scientific integrity and purpose. Now available at Chewy.com and Amazon, the brand will be launching with additional select retail partners this year, with broader global expansion planned.

The initial product line-up spans Dual-Benefit treats and supplements for both cats and dogs, available in palatable, easy-to-use formats designed for daily routines.

WELLJOY DUAL-BENEFIT TREATS

Transform treat time into a top-to-tail wellbeing boost.

For Cats

  • Dental+: Up-close kisses means joy
  • Immune+: Thriving daily means joy
  • Skin and Coat+: Silky strokes means joy

For Dogs

  • Dental+: Healthy teeth & gums means joy
  • Immune+: Thriving daily means joy
  • Joint+: Biiiiiiig bounds means joy

WELLJOY DUAL-BENEFIT SUPPLEMENTS

Introduce a tasty, daily ritual to boost your cat or dog's whole-body wellbeing over time.

For Cats

  • Calming+: Serene moments means joy
  • Immune+: Year-round health means joy
  • Urinary+: Easy pees mean joy

For Dogs

  • Calming+: Serene moments means joy
  • Immune+: Year-round health means joy
  • Joint+: Looooong walks means joy

Shop the full WellJoy line-up of products now at Chewy.com, and Amazon. For more information, visit WellJoy.com.

Kent Corporation published this content on January 16, 2026, and is solely responsible for the information contained herein. Distributed via Public Technologies (PUBT), unedited and unaltered, on January 16, 2026 at 22:53 UTC. If you believe the information included in the content is inaccurate or outdated and requires editing or removal, please contact us at [email protected]