Fido's White and Bright is a soap-free, pH-balanced shampoo specifically formulated for dogs with white, silver or light-coloured coats. It uses optical brighteners to lift the coat without harsh bleaching agents.

The formula contains optical brighteners, compounds that fluoresce slightly under light to make the coat appear whiter and brighter, paired with conditioning agents that don't strip the coat. It's enriched with orange and grapefruit oils for a clean fresh scent and to mildly degrease. pH-balanced for dog skin and free from sulfates, soaps and bleaching agents, which means it's safe for regular use without drying the coat. Particularly suited to breeds where the coat shows up dirt: Bichons, white poodles, Maltese, West Highland Whites. Sold in 250ml bottles.

Fido's White and Bright has a strong reputation among groomers and owners of show dogs. It's the standard recommendation for keeping a white coat actually white between professional groom sessions. The optical brightener approach is what sets it apart from generic whitening shampoos.