Insider Spotlight
The company is building its presence through Amico and Veravit, two pet care brands that recently showcased their product offerings at the Amico & Veravit Pet Carenival. Actress Maxene Magalona was also introduced as their celebrity brand ambassador.
Functional pet food
The expansion reflects the company's strategy to make specialized pet nutrition more accessible through supermarkets, convenience stores, specialty retailers, and online marketplaces.
Amico, introduced in April 2026, offers functional pet food developed for specific nutritional needs. Its products include dry cat food with urinary care, adult dog food with joint support, and wet food with blood support.
The portfolio also includes food formulated for puppies, small-breed dogs, kittens, and mother cats.
Veravit complements these offerings with science-backed nutrition formulated for different breeds and life stages.
Better food forward campaign
Amico Innovations is positioning its brands around functional nutrition rather than conventional pet food alone.
The company has partnered with Monde Nissin Corp., whose Better Food Forward campaign aligns with its approach to product development.
“What we’re putting out here is not just pet food, it’s functional pet food,” Amico Innovations chief operating officer Kharl Yeung said in a press statement.
Amico and Veravit are currently distributed through Landers, Shopwise, South Supermarket, Ever, Heyday, Gaisano Malls, and participating pet specialty stores.
Their products are also available through Shopee, Lazada, and TikTok Shop, providing additional channels to reach Filipino consumers.
Portfolio expansion
The company plans to expand distribution to Robinsons, Puregold, 7-Eleven, and other retail partners.
It is also preparing additional pet treat flavors and cat litter products, extending its portfolio beyond existing food categories. —Vanessa Hidalgo | Ed: Corrie S. Narisma
