Gut-friendly, freeze-dried, and functional probiotic treats for pets

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Lactose-free kefir, green-lipped mussel, and colostrum powder may sound like ingredients reserved for high-end human supplements – but for Wonderfur, they are carefully selected ingredients for functional pet treats.  

What’s more, the startup has packed these ingredients into a freeze-dried format, which it says preserves up to 97% of the active ingredients and ensures nutrients remain potent.

Freeze-drying also means the bites do not require refrigeration and boast a 24-month shelf life.

Family dog's digestive issues inspired freeze-dried pet food startup

Wonderfur was born in 2021 when Lloyd Hall and his family adopted their first dog, Lucky.

“He had a very sensitive tummy, so we wanted to give him a treat he could handle, that wasn’t just a treat for the sake of being a treat,” Hall told Fi Global Insights.

The vet recommended the family feed Lucky probiotics; however, no solution available on the market worked for Lucky, “a very fussy eater who doesn’t like toppers”.

Unable to find treats that ticked the boxes they were searching for, the Hall family turned to raw and organic foods, including kefir. While Lucky’s gastrointestinal issues improved, these ingredients' short shelf life meant his diet was rather impractical, expensive, and inconvenient.

This led Hall to have a lightbulb moment of sorts. He identified a clear gap in the pet food market for functional products targeting the specific health needs of pets – and he knew a way to fill it.

“We set out to create something innovative, fun, and functional: a format that could work as a treat, a topper, or even melt in water to deliver health benefits in a way pets actually enjoy,” he explained.

It’s been a whirlwind couple of years for the Hall family, as their idea has grown into a fully-fledged brand stocked by major retailers across Australia and abroad.

Freeze-dried format packed with functional ingredients for cats and dogs

Wonderfur’s freeze-dried bites come in four varieties: an immune booster for dogs and another for cats, and senior support targeted toward older dogs and cats.

According to its website, all four formulas contain lactose-free probiotic kefir for optimal digestion and green-lipped mussel for enhanced joint mobility – which, Hall added, “dogs go bananas for”.

Other standout ingredients across the bites range include colostrum to support immune health, inulin powder to feed the beneficial gut bacteria, oyster powder for healthy skin and coat, turmeric and goji berries for anti-inflammatory benefits, pumpkin seeds and cranberries to support urinary health, and blueberries to support eye health.

Alongside the freeze-dried probiotic bites, Wonderfur’s product line-up includes an omega oil derived from Tasmanian Atlantic salmon, designed as a food topper for fussy pets.

Quality in every aspect of Wonderfur’s business operations

Quality is important to Hall, and it is reflected in every aspect of Wonderfur’s operations.  

“I wouldn't want to give my dog anything that I wouldn't want to put in my mouth, to be honest,” he said.

This personal benchmark set the tone for the startup’s ingredient sourcing – no fillers or mystery ingredients, just clean, human-grade ingredients that deliver benefits beyond basic nutrition.

Quality also meant ensuring the bites were made with the same level of care and compliance as human health products. Wonderfur Bites are manufactured in a facility certified by Australia’s Therapeutic Goods Administration (TGA) – the standard used for pharmaceuticals and supplements.

By holding pet treats to human health standards, Wonderfur believes it has built trust with its customers, filling a gap that pet parents did not know they were missing – and raising the bar for pet nutrition.

Looking to the future, Wonderfur is focused on expanding its range, while staying rooted in uncompromising quality, human-grade ingredients, and functional nutrition for pets.