PetLabCo launches NeuraBlend, its first calming chew for dogs

PetLabCo launched NeuraBlend Calming Chew on October 13th, 2026, a melatonin-free daily soft chew for dogs and the company's first calming product. Tubs start at $38.60 on PetLabCo's own site, and the company is pitching the chew for holiday travel, boarding stays, houseguests and fireworks season.

NeuraBlend stacks a postbiotic on familiar calming botanicals

Each pork-flavored chew carries 10 active ingredients that PetLabCo says work on four fronts at once, which it lists as gut-brain, stress response, neurotransmitter and botanical support.

The headliners are PRIOME MW, a postbiotic blend, and KSM-66 ashwagandha, which the company calls a "clinically studied, branded adaptogen ingredient." The chew's product page fills out the list with chamomile, L-theanine, passion flower, valerian root, L-tryptophan, alpha-lactalbumin, GABA and magnesium citrate.

Owners give one chew a day, sized to the dog, and double it from seven days before a stressful event through two days after. "We wanted to create a dog calming chew that could fit naturally into a dog's daily routine," said Chris Masanto, PetLabCo's CEO and co-founder.

Each tub is a 30-day supply, priced by dog size:

• Small: $38.60
• Medium: $41.26
• Large: $43.93

Subscribers pay $30.88 for the small tub.

NeuraBlend lands in an aisle that already skips melatonin

Leaving out melatonin is PetLabCo's lead pitch, because the company says it lets dogs take the chew every day without leaving them sluggish. The Calming Bites chew from Zesty Paws also lists no melatonin and shares seven of NeuraBlend's actives, including ashwagandha, L-theanine and valerian root.

Nulo's hemp seed calming chew pairs hemp seed oil with chamomile, L-tryptophan, L-theanine and ashwagandha, with no melatonin either.

What sets it apart on the label is the postbiotic. PRIOME is an ADM trademark used under license, and ADM's PRIOME postbiotic line also anchors the weight and muscle chew Fera Pets launched the same week, so ADM postbiotics now sit in two new dog chews.

Gut-brain claims are the next calming battleground

Calming has drawn bigger shelf bets this year, including Petco's national rollout of the calming brand Kradle. PetLabCo is selling NeuraBlend direct for now, and a chew meant to be given every day fits the monthly subscription the company already runs across the rest of its dog line.

If we had to guess, the postbiotic does most of the selling, since it is the active the Zesty Paws and Nulo chews do not list.

Melatonin-free is table stakes now.

Source: PetLabCo via PR Newswire