Dr. Shiba launches PowerPup, a goat milk chew for the puppy stage vets say owners most often miss

Dr. Shiba announced today PowerPup, a goat milk-based daily chew made for a puppy’s first months, when immune strength, digestion, and joints are still developing and small gaps in nutrition can turn into problems that surface later.

“In the clinic, we see a lot of puppies with problems that could’ve been managed earlier, usually gut sensitivity or joint stress from growth spurts,” said Dr. Roxanne Ignacio, veterinarian at Jads4 Animal Clinic. “Colostrum plays a real role in early immune function, and probiotics make a big difference in how well puppies digest their food. But it needs to go with a complete diet and regular checkups. It’s a supplement, not a substitute.”

Each chew carries colostrum for early immune support, a five-strain probiotic blend for the gut, glucosamine and chondroitin for growing joints, and a vitamin complex including B-complex vitamins and folic acid to support brain development. Made for puppies up to 12 months old, and still safe for dogs past that age, it covers what owners would otherwise need three or more separate products for, each with its own dosing and its own chance of skipped. PowerPup puts it in one treat. The goat milk base is a deliberate choice. Goat milk carries less lactose than cow’s milk, and its smaller fat globules break down more easily, which keeps the chew gentle on young, sensitive stomachs without losing the taste that wins over picky eaters. The soft chew served directly or crumbled into food, and made with pumpkin, flaxseed, sweet potato, carrot, mushroom, and coconut glycerin, free from artificial fillers. With PowerPup, Dr. Shiba now covers every stage of a dog’s life, from puppyhood through its targeted adult supplements like Jolly Joints and Happy Tummy. The launch is a natural expansion following the brand’s successful move into everyday nutrition with Kind Kibble and the debut of Prof. Bengal, its dedicated line for cats. Dr. Shiba products are carried in more than 1,500 retail locations nationwide, with Liza Soberano continuing as the brand’s ambassador.

“We’ve spent years building products for adult dogs, and the question we kept getting from customers was what to give their puppies. PowerPup is our answer, combining key ingredients for puppy development into a single highly palatable treat,” said Philipp Renner, Founder and CEO of Dr. Shiba. “The vision for Dr. Shiba has always been to be there for every stage of a dog’s life. We are excited to further expand our puppy range over time.”

Dr. Shiba PowerPup is now available via dr-shiba.com and official Dr. Shiba stores on LazMall, Shopee Mall, and TikTok, with rollout to the brand’s retail partners nationwide to follow.