March 2025 – UK — Leading natural dog food brand Within has unveiled its latest innovation: a science-backed joint supplement powered by Mesopotosil, designed to support active dogs through every stage of life — from bouncy pups to silver-muzzled companions.
At the heart of this advanced chewable supplement lies Mesopotosil, a next-generation bioavailable silica compound proven to support joint strength, flexibility, and long-term mobility. Combined with essential ingredients like glucosamine, chondroitin, MSM, and antioxidants, it’s a powerful, pet-friendly formula that addresses the silent wear-and-tear of canine aging.
“By the age of six, many dogs are already losing the structural building blocks that keep joints strong,” said James Lovatt, lead formulation expert at Vetio and co-developer of the product. “Silica is one of the most important – and hardest to absorb – nutrients. Mesopotosil solves that.”
The supplement builds on Within’s mission to put science at the heart of pet wellbeing. If collagen is the bricks, Mesopotosil is the cement — helping the body rebuild and retain connective tissue that otherwise degrades over time.
Unlike traditional joint supplements that rely heavily on inflammatory symptom management, Within’s formulation takes a metabolic-first approach, supporting the underlying systems that keep dogs agile, playful, and pain-free.
“We’re not interested in gimmicks,” said Josie Holland from Dearboy, the brand team behind Within. “We’re creating honest, evidence-led products that genuinely improve pets’ lives — and this new supplement is a perfect example.”
The soft chew format makes supplementation simple. It’s gentle to manufacture, easy to digest, and highly palatable — meaning no more hiding tablets in peanut butter or scraping powder off your dog’s dinner.
Developed alongside nutritionist Emma Passman and supported by global ingredient specialists, the Within Joint Supplement is part of a wider range of functional chews that complement Within’s wet and dry dog food. All recipes are free from meat and bone meal, packed with functional plant polyphenols, and built on the brand’s trademark Formula Biotics™ blend of pre- and post-biotics.
“With the gut in good shape, the body can absorb what it needs to move better, age slower, and live longer,” said Lovatt. “That’s the true power of good nutrition.”
The Within Joint Supplement launches this spring and will be available via the brand’s website and select retailers. Designed to work alongside Within’s complete wet and dry diets, it offers a 360-degree approach to pet vitality.
March 2025 – UK — Dog food is changing. And Within — the new science-led pet brand from the team at Dearboy — is leading the way with a wet food range that turns pet nutrition on its head.
Using cuts of human-grade meat not typically consumed by humans but perfect for dogs — such as chicken carcass and whole cuts of muscle meat — Within is on a mission to strip back the confusion and put real nutrition back into the bowl.
“We’re not feeding pets restaurant food,” said Josie Holland, brand director at Dearboy. “We’re feeding them food that’s biologically right, ethically sourced, and nutritionally complete.”
Each tray of Within wet food contains a complete and balanced meal, with naturally derived calcium, phosphorus, amino acids and fats — no fillers, no ambiguity, and no “meat and animal derivatives.”
Unlike many traditional brands that hide behind vague labelling, Within proudly lists every ingredient. Because if it says “chicken” on the pack, it means chicken — not mystery meat.
The food is sterilised using food-industry-grade retort technology — the same safe, shelf-stable process used in baby food — meaning Within delivers both freshness and peace of mind, without compromising on nutrients.
“It’s safe, it’s tasty, it’s honest,” said Emma Passman, lead nutritionist. “And we know dogs love it — because we tested it with real dogs, in real homes.”
Every recipe includes Formula Biotics™ — a proprietary blend of postbiotics, prebiotics, and antioxidants clinically proven to support gut health, immunity and vitality. This sets Within apart in a market dominated by marketing gimmicks and empty claims.
March 2025 - UK - Leading premium dog food brand Within has launched a new dry food range that finally brings the transparency, nutrition, and quality of fresh food to the kibble aisle.
Where most dry foods rely on meat meal, bone meal, and ambiguous “derivatives,” Within does the opposite — using fresh meat, whole vegetables, and functional ingredients that are good for dogs and easy for owners to trust.
“We created our dry food because we couldn’t find one we truly believed in,” said Emma Passman, the brand’s nutritionist. “So we built it from scratch — with no meat meal, no nonsense, and real benefits baked in.”
The recipes are built around fresh chicken and salmon, enhanced with fibres from fruits and vegetables to support gut motility, healthy digestion, and firm stools.
Unlike most dry foods, Within’s kibble is made without:
Just clean, honest ingredients — in a format that fits the rhythm of modern pet ownership.
The dry food also includes Formula Biotics™ — a patented blend of pre- and post-biotics scientifically proven to support digestive health and immunity. Within is one of the only UK brands to include postbiotics in both wet and dry formats, offering consistent nutritional support across feeding styles.
“Pet parents want flexibility — wet, dry, mix-fed — but they don’t want to compromise on quality,” said Mike Octigan, from Gecko Agency. “With Within, you don’t have to.”
Backed by published studies and rigorous vet approval, Within gives owners peace of mind that what’s on the label is truly what’s in the food. No grey claims. No misleading marketing. Just science-led nutrition, delivered with care.