We read every label. Then we made the one we wanted.

It started with three founders, three dogs, and a frustration we could not ignore.

The question that started everything.

If the ingredients only do their job at the right dose, why does almost no one use the right dose?

The answer was cost. Real extracts, proper absorption, and full-strength amounts are expensive. It is cheaper to fill a chew with rice flour, sprinkle in a trace of something impressive, and call it a supplement.

We looked at our own dogs and would not give them that. So we built what we couldn't buy.

Three founders. Three dogs. One frustration.

Callum Jones

Winston, 10 yrs

Winston is a ten-year-old French Bulldog, and with his breed, daily wellbeing is never something you take for granted. The margin for good enough is smaller than most owners realize.

That is what pushed Callum to rethink what a daily supplement should be: not a shelf of overlapping products, but one honest formula, every dose chosen for a reason and printed on the label. For a dog where every year counts, the standard matters more than the marketing.

Eetu Viitala

Conan, 5 yrs

Conan is a five-year-old Great Dane, and Eetu runs with him most weeks. With a giant breed, the choices you make early shape the years that follow, and there are rarely many of them to spare.

That is why Eetu cares less about a quick fix and more about the daily foundation underneath it. Start early, choose deliberately, stay consistent. That mindset is built into how we formulate.

Mikko Revonniemi

Kublai, 11 yrs

Kublai is an eleven-year-old rescue who has been through more than most dogs: two surgeries and a long recovery. What surprised Mikko was everything that came after the vet said healed, the quiet daily work of keeping an older dog comfortable.

Supporting a dog day to day is a different problem than fixing what is broken. When Mikko went looking for help, he found an industry built on label impressions, not label accuracy. So Roots runs the other way: publish every dose, use the forms that actually absorb, and let the formula speak for itself.

One formula. Nothing to hide.

What we believe is simple. One formula beats a shelf of overlapping ones, as long as everything in it is there for a reason and dosed to actually matter. We publish every amount we use. We choose forms that absorb, like a Turkey Tail standardized to 40% beta-glucans and a curcumin built to absorb rather than the cheapest powder on the shelf. And we made it for function, not as a treat, so there is no sugar or filler doing the talking.

We are not building a lifestyle brand. We are building a daily foundation we trust enough to give our own dogs.

See what we built.

Every dose published. Every ingredient there for a reason.

See Longevity & Vitality. Or find your dog's real age.