Our Story

CanisWell™ started with a supplement label that would not answer a simple question.

The question was: how much of the active is actually in here?

We were comparing dog skin and coat supplements, and the answer kept not being there. Not hidden exactly — just absent. A long list of impressive-sounding ingredients with no amounts attached. Or a single combined "omega-3" figure that could have meant almost anything. Or a percentage that needed the serving weight and a calculator to decode.

The more labels we read, the clearer it got that this was not an accident. Ambiguity is cheaper than transparency. If you do not publish the number, nobody can check it, and nobody can compare you.

So we built the opposite

One rule, applied without exception: every active, and its amount, printed on the label. Nine actives, nine numbers. No proprietary blends. No combined figures standing in for individual ones.

It sounds like a low bar. In this category it currently is not.

Committing to that rule changed the product. When you cannot rely on ambiguity to cover a weak spot, you have to fix the weak spot.

• An early supplier sheet listed 250 mg of omega-3. Most of it turned out to be ALA from flaxseed. We changed the oil to an 18/12 marine concentrate and now declare EPA and DHA separately.
• We asked three times whether the stated 5 mg of zinc was elemental or compound weight, because the difference is fivefold. Both figures are now on the specification.
• A supplier proposed honeysuckle at 10 mg. It is not in the AAFCO ingredient definitions and at that level it would do essentially nothing. We took it out. A longer ingredient list is not a better product.

The full account is in what we put on our label, and why.

What we are, and what we are not

CanisWell makes one product: a daily soft chew that supports healthy skin and a soft, shiny coat in dogs of all sizes. It is a supplement, not a medicine. We support and help maintain. We do not treat, cure or prevent anything, and we will not write copy implying we do.

We are also small, and pre-launch. There are things we have not finished — batch certificates, oxidation values, an independent formulation review — and we list them plainly rather than letting you assume they are done.

Why this is the whole strategy

Partly because it is the right way to sell something a dog eats every day for months.

Partly because it is the only durable advantage a small brand has. We cannot outspend the large brands in this category. We can be the one that publishes the numbers.

You can see all of them on the Ingredients page, and the reasoning behind them in The Standard.

These statements have not been evaluated by the Food and Drug Administration. CanisWell products are supplements for supplemental feeding to dogs only and are not intended to diagnose, treat, cure, or prevent any disease. Consult your veterinarian before use.