OUR BELIEFS

Ingredients with Purpose

We believe pets deserve everything they need, and nothing they don't. That’s why each ingredient we use is chosen with purpose, delivering nutrition, function, and flavour your pet will love - with zero fillers, artificial colours, or additives. Its nutrition with intention - nothing more, nothing less.

Chosen with Intention

  • Grass-fed beef & lamb for rich, high-quality protein
  • Cage-free chicken for lean, highly digestible protein
  • Ocean fish as a natural source of omega-3s
  • New Zealand Green Mussels, our local hero ingredient and rich in macro nutrients
  • Bone broth for natural flavor and palatability
  • Pre & postbiotics to support gut health
  • Kelp for naturally occurring trace minerals
  • Superfruits, such as cranberry and kiwi, for natural antioxidants

What You'll Never Find

  • No fillers
  • No grains like wheat, corn or soy
  • No artificial preservatives
  • No artificial colours or flavours
  • No unnecessary additives

Because when ingredients are chosen with purpose, nothing extra is needed.

Pure Ingredients, Proven Benefits

Beyond high‑quality fresh meats, we also carefully blend purposeful ingredients that deliver more than great nutrition alone. Each one is selected for their functional benefits - supporting joints, skin and coat health, digestion, and immunity. Our hero ingredients include New Zealand Green Mussels, Green Tripe, and Hoki Oil.

Celebrated as a highly palatable, nutrient‑dense superfood, Green Tripe is an excellent booster for pets. Sourced from New Zealand grass‑fed, free‑range lamb and beef, our Green Tripe Boosters help support healthy digestion, nourish skin and coat, aid immune function, and promote overall vitality.

Shop Boosters for Dogs | Shop Boosters for Cats

Packed with naturally occurring Omega‑3, EPA and DHA, New Zealand Hoki Oil helps nourish skin and coat, support joint health, and promote overall wellness. We blend this nutrient-rich oil into our Freeze‑Dried and Canned Feasts to deliver a natural boost of essential fatty acids in every bowl.

A natural superfood, New Zealand Green Mussels support overall health and well-being. They are great for digestion, improving skin and coat, and supporting joint mobility.

You’ll find them across all our Complete & Balanced diets for added nutritional support. We also offer Freeze‑Dried Green Mussels - perfect as a tasty topper or nutritious treat.

Shop Green Mussels

From Belief to Bowl

Explore our range of natural, high-meat nutrition recipes, crafted our New Zealand way - from Freeze‑Dried, Baked & Coated, Canned, Pouches, Treats, and Boosters.

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