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TruPet Receives Investment from Dietary Supplement Co.


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Sport Endurance, Inc has made a $2.2 million investment in TruPet, the parent company of TruDog, a family-owned pet food company dedicated to supplying the TruDog line of nutritional food, supplements and pet care products for dogs, cats and horses. The $2.2 million investment by Sport Endurance is made in conjunction with a large investment from Cambridge Companies SPG, a strategic opportunity investment firm based in Newport Beach, Calif., as part of TruPet’s $5.2 million oversubscribed Series A round.

TruDog has an extensive list of products available to purchase online, ranging from food and energy boosters, raw treats, dental products, grooming products and natural supplements. Popular items from TruDog include Joint and Flexibility Daily Supplement Powder, CALM ME – Calming Support Soft Chew and PROTECT ME – Digestive Health Support, all of which are designed to naturally improve the health of dogs, according to company officials. The TruDog product line is currently offered at online retailers such as Amazon, Chewy, and Walmart, as well as its own e-commerce website.

“It is our pleasure to invest in TruPet–a pet food and supplement company that closely shares our vision with providing natural and healthy products. With this additional working capital from our Company and Cambridge, TruPet has the opportunity to expand its high-quality product line with a distribution channel to match,” said David Lelong, CEO of Sport Endurance. “We envision using alternative healthcare trends to work together and create a presence in the pet industry by supplying sought after and beneficial products.”

Lori R. Taylor, founder of TruPet, said, “With this investment, we are excited to be able to fund our studies for educational content on CBD for pets as well as further developing innovative health solutions in line with our company promise ‘tested on humans proven safe for pets’. We will be launching an educational docu-series on CBD for pets as well as a new fitness program called Keep Your Best Friend Fit.”

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