Fredun Pharmaceuticals expands Furlicks pet brand to 22 SKUs
- Fredun Pharmaceuticals expands Furlicks from 6 to 22 SKUs
- Plans to launch 16 new products in 6-9 months
- New formats include freeze-dried and functional biscuits
- Brand acquired from USV and Wellbeing Nutrition
*this image is generated using AI for illustrative purposes only.
Fredun Pharmaceuticals is accelerating its entry into the pet wellness market by expanding the Furlicks brand portfolio from 6 to 22 SKUs. The company announced on September 15, 2026, that it plans to introduce 16 new products over the next 6-9 months, moving beyond its initial oral-strip offerings.
Portfolio expansion details
The expansion marks a significant shift from the brand's current six-SKU oral-strip portfolio. Fredun Pharmaceuticals aims to diversify formats to include dissolving strips, cold-extruded, air-dried and freeze-dried products, alongside functional biscuits. This move allows the brand to address a wider range of pet-care occasions while maintaining its focus on convenience and everyday wellness.
The new products will cover existing categories such as skin and coat, gut health, joint care, calming, oral care, and multivitamins, but will now be available in these broader functional nutrition formats. This represents the first phase of a larger product roadmap intended to build Furlicks into a comprehensive, innovation-led platform for the Indian market.
| Parameter | Details |
|---|---|
| Brand | Furlicks |
| Current SKU count | 6 |
| Target SKU count (Phase 1) | 22 |
| New products planned | 16 |
| Timeline | Next 6-9 months |
| New formats | Dissolving strips, cold-extruded, air-dried, freeze-dried, functional biscuits |
Strategic context
Furlicks was acquired by Fredun Pharmaceuticals from USV and Wellbeing Nutrition. Mr. Fredun Medhora, MD & CFO, stated that the acquisition was driven by the potential to build a meaningful business around a differentiated proposition rather than simply adding another brand.
The company intends to leverage its strengths in manufacturing, R&D, and product development to accelerate innovation. While Furlicks is already available online across India, the next phase focuses on deepening the portfolio and strengthening accessibility. The goal is to establish Furlicks as a trusted, accessible, and relevant holistic pet-wellness brand for millions of pet parents in India.
Historical Stock Returns for Fredun Pharmaceuticals
| 1 Day | 5 Days | 1 Month | 6 Months | 1 Year | 5 Years |
|---|---|---|---|---|---|
| -3.51% | -2.78% | -8.22% | -8.06% | -8.06% | -8.06% |
How will the increased production complexity of diverse formats like freeze-dried and cold-extruded products impact Fredun's manufacturing costs and gross margins?
What specific distribution channels will Fredun prioritize to move Furlicks beyond its current online-only presence into offline retail in India?
How does Fredun plan to differentiate Furlicks from established international pet wellness brands entering the Indian market with similar functional nutrition offerings?
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