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Sample These 3 Wholesome Dry Dining Trends for Cats

Super-premium formulas are now catering for feline friends.




HIGH-END PET FOODS are popping up everywhere from hardware stores to mom-and-pop grocery stores. While many of these super-premium formulas used to cater exclusively to canines, there’s now room at the table for feline friends as well. And good news for independent retailers: The trend toward holistic, natural foods will continue, as health-minded consumers look for brands that are transparent with sourcing and use human-grade ingredients and processing. 

PRICE SCALE: $ $0 to $2 per lb / $$ $2 to $3 per lb / $$$ $3 to $4 per lb / $$$$ $4 + per lb

Back to basics diet for cats

Back to Basics

Somewhere along the line, cat food became kind of complicated. Food manufacturers are back to putting the focus on meat — what most people agree cats should be primarily eating. These formulas put carnivorous needs front and center. If reading through these makes you hungry, fear not: They are fit for human consumption (though we recommend grilling a juicy steak instead).

Orijen Tundra
Champion Pet Foods

Key features: New limited edition carnivore carnival contains a whopping six different meats from inspired by the Great North: venison, wild boar, Boer goat, Arctic char, duck and mutton.

Sales tip: Perfect for pet parents who want to maximize meat without having to go raw., (877) 939-0006

Holistic Health Extension Grain Free
Health Extension

Key features:  Health Extension’s grain-free product line has seven flavors of dry and wet food. Shown here is Turkey & Salmon.

Sales tip: Bright and bold redesigned packaging. Available In: 1-, 4- and 15-pound bags., (631) 392-0606

Instinct Ultimate Protein
Nature’s Variety

Key features: The paleo food of the cat world, Nature’s Variety cites kitty’s “ancestral diet” as inspiration for its formulas.

Sales tip: Ninety-five percent of the protein comes from real chicken and duck., (888) 519-7387


Space age diet for cats

Space-Age Diet

If it’s good enough for astronauts, freeze-dried should be good enough for cats, right? Different from a dry food, dehydrated foods are gaining popularity as an easier and more affordable option to raw diets. These are less processed, easy to prepare and free up room in the freezer. Bonus: A little bit goes a long way, since the recipes expand with water.

Primal Freeze-Dried Formula Nuggets
Primal Pet Foods

Key features: Poultry, meat and game are antibiotic and steroid-free without added hormones. 

Sales tip: Website has a feeding calculator, instructional videos and other resources., (866) 566-4652

Cat Dinners
Stella & Chewy’s

Key features: The food is 98 percent meat, and salmon and cod variety features wild caught fish.

Sales tip: Easy-peasy feeding: For every cup of freeze-dried cat food, add half a cup of warm water, mix for a minute and serve., (888) 477-8977

Grain Free Chicken Cat Food
The Honest Kitchen

Key features: Billing itself as 100 percent human grade ingredients, each 4-pound box has 11 pounds of chicken. Turkey formula also available.

Sales tip: A 4-pound box makes 12 pounds of food.


Gut reaction diet for cats

Gut Reaction

The health benefits of probiotics are gaining ground, and taking care of your “gut buddies” isn’t just for humans anymore. The idea is to introduce good bacteria into the cat’s digestive tract to promote a healthy immune system. Probiotics can be added in the manufacturing process or found in naturally occurring ingredients. Either way, it’s a bonus for the body.

Formulas for Life 
Lucy Pet Products

Key features: Contains prebiotic balanced fiber, which is a blend of quinoa, pumpkin and chickpeas to aid in more beneficial gut buddies. 

Sales tip: Brand-new formula, using scientific research, from reputable company with long track record in holistic pet products.

Adirondack Adult
Adirondack Pet Food

Key features: Packed with probiotics, and no bad stuff. 

Sales tip: Present this as an affordable option for pet parents on a budget who still want to offer quality., (888) 843-1738

TruFood Baked Blends

Key features: Four flavors, baked in small batches to minimize processing and maximize protein. 

Sales tip: Contains some of the hottest ingredients in health food: Probiotics, coconut oil, chia seeds, turmeric and ginger to boost immunity and digestion., (800) 225-0904



NASC Media Spotlight

At first it was just an idea: Animal supplements needed the same quality control that human-grade supplements receive. But that was enough to start a movement and an organization —the National Animal Supplement Council — that would be dedicated to establishing a comprehensive path forward for the animal supplements industry. In this Media Spotlight interview, NASC’s president, Bill Bookout, talks to PETS+ interviewer Chloe DiVita about the industry today: Where it’s headed, what’s the latest focus and why it’s vital to gain the involvement of independent pet product retailers.

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