Is this Innova or Innova EVO? So, he's *never* had a firm poo? Have you had him fecal tested? I'd remove all treats for now so you can eliminate other factors.
The gel at the end sounds like he's emptying his anal glands on his own, which, on one hand - is good that he's emptying them. And it's not surprising they're filling up, with the mushy poos. But, you're very smart to address this quickly. Fecal tests would be my first move.
If this is EVO, you'd want to consider the fact that EVO, for whatever goofy reason, is higher in fat and some dogs have issues with this. I think the higher protein is fine, but I hear of issues w/ the higher fat, mostly.
Did he ever have giardia or anything before?
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