Pet food processors focus on freshness
KANSAS CITY, MO. — The fresh pet food category is booming as pet parents continue to humanize their animal companions’ diets. With a growing emphasis on nutrition, sustainability and quality ingredients, fresh food options are gaining traction across the industry. From gently cooked to plant-based to human-grade meatballs, pet owners now have a variety of formats and philosophies to choose from.
While “fresh pet food” lacks a strict definition, it typically refers to meals made with fewer or no preservatives, often using human-grade ingredients cooked at lower temperatures to retain nutrients. These foods usually require refrigeration or freezing and are increasingly delivered via subscription models.
Open Farm was one of the earliest entrants into the fresh category, introducing its Gently Cooked line in 2019.
| Source: Open FarmAccording to recent market data, the US fresh pet food market is projected to grow by $3.2 billion between 2024 and 2029, with a compound annual growth rate (CAGR) of 21.2%. Dollar sales have risen by 86% for fresh dog food and 54% for fresh cat food since 2021, with volume sales also outpacing the broader pet food category. This growth is driven by younger generations who prioritize health, wellness and ethical sourcing for their pets.
Key players in this space include Smalls, Bramble, Freshpet, Primal Pet Foods and Open Farm, among others. Smalls offers fresh, feline-specific meals tailored to cats’ unique nutritional needs. Bramble provides plant-based, vet-formulated dog food crafted for sustainability and animal welfare. Freshpet focuses on making fresh options available via retail channels nationwide, and Primal has entered the market with its Gently Cooked and Kibble in the Raw product lines designed to offer flexibility, affordability and raw-inspired benefits.
Reimagining pet wellness
At Reno, Nev.-based Ollie, fresh food is only the starting point. The company is reshaping pet care through a personalized, data-driven approach that pairs high-quality nutrition with tools to help pet parents understand and support their dog’s long-term health.
This year, Ollie launched Salmon Jerky made from Marine Stewardship Council (MSC)-certified fish, reflecting the brand’s focus on responsible sourcing and sustainability. It’s just one part of a broader push to reduce environmental impact without sacrificing quality. Soon, Ollie will debut a new baked recipe featuring regeneratively grown butternut squash, showcasing its commitment to ingredients that are good for dogs and the planet.
“We’re continuing to reformulate our core recipes with sustainability in mind,” said Brittany White, Ph.D., vice president of Research, Development and Engineering and Commercial Enablement at Ollie. “That means sourcing ingredients that help reduce greenhouse gas emissions, water use and land impact — without compromising nutrition, safety or taste.
Ollie’s approach is also deeply tech-forward. The brand is building out a platform that uses data, assessments and image-based screenings to give pet parents clearer insight into their dog’s health.
“This personalized, proactive approach helps us meet the evolving expectations of today’s dog owners, combining food and science to support lifelong wellbeing,” White said.
Their direct-to-consumer subscription model is a key differentiator. It not only ensures consistent delivery but also enables real-time feedback and customization. Ollie’s veterinary team uses performance data to adjust portion sizes, make recipe recommendations and flag potential concerns — making nutrition a dynamic, responsive process.
“The subscription model allows us to build long-term relationships with customers and deliver personalized care — not just meals,” White added. “It’s the foundation for a next-generation wellness platform.”
Pet parents report remarkable results: 90% say their dogs show improved digestion, coat quality, weight control and energy levels. And the joy isn’t limited to nutrition — Ollie recently partnered with Van Leeuwen Ice Cream on a limited-edition shared treat for dogs and their humans.
“Joy is part of wellness too,” White said. “We want to create more of those surprise-and-delight moments going forward.”
With sustainability, science and delight all on the menu, Ollie is positioning itself as more than a food company — it’s a wellness brand for a new generation of dog lovers.
Raw nutrition meets convenience
Primal Pet Foods, Fairfield, Calif., is expanding its innovative line of Kibble in the Raw, which provides the benefits of raw nutrition in a convenient format that serves like kibble. Building on the successful launch of Kibble in the Raw for dogs last year, Primal recently introduced three new recipes for cats: Chicken, Chicken + Fish, and Beef – in two bag sizes: 1.5 lbs and 4 lbs.
“With Kibble in the Raw, Primal is setting out to make raw nutrition more convenient and accessible for pet parents that currently feed a kibble diet to their dog or cat,” said Jilliann Smith, vice president of Communications for Primal. “Kibble in the Raw enables pet parents to upgrade their kibble while maintaining their feeding routine.”
Primal Pet Foods’ Kibble in the Raw is designed to be a make raw nutrition more convenient and accessible.
| Source: Captured Moments by DeannaPrimal’s method differs from traditional extrusion. Each ingredient is prepared to maximize nutritional value and digestibility — combining raw meat, fish or poultry with steam-cooked sorghum, cold-pressed fish oils and air-dried organic produce. The ingredients are then cold processed in small batches and freeze-dried into bite-sized pieces. This approach preserves nutrients and makes fresh-feeding easier for pet owners looking for a more nutritious alternative to conventional kibble.
Fresh meets ethical
Open Farm, Toronto, entered the fresh pet food market early — launching its Gently Cooked line in 2019, before the category had truly gone mainstream. The move was a natural evolution for a company built on the values of transparency, sustainability and premium nutrition.
“Fresh food has become one of the fastest-growing formats in pet nutrition,” said Mark Sapir, Open Farm chief marketing officer. “And we were there early because we saw the shift coming: pet parents want less-processed, more recognizable foods that reflect their own values.”
Open Farm’s Gently Cooked recipes are crafted with 100% human-grade, traceable ingredients, including Global Animal Partnership-certified meats, Ocean Wise recommended fish, and non-GMO fruits and vegetables.
Recently, the brand expanded the line with 11 new recipes across four formats, including Freshly Crafted Meatballs and Goodbowl Freshly Crafted Rolls. These new formats were developed to make fresh food more accessible, versatile and easier to incorporate into daily routines — whether as a topper or a complete meal. All Gently Cooked packaging is recyclable through TerraCycle.
As fresh food matures as a category, so do consumer expectations.
“Pet parents are now looking for greater variety — not only in proteins, but also in format, price point and functional benefits,” Sapir said. “Convenience and targeted nutrition are becoming just as important as freshness.”
In response, Open Farm is pushing into functional formulations. One standout is their Tummy Rescue recipe, a limited-ingredient, highly digestible formula made for dogs with sensitive stomachs. Other recipes feature superfoods like chia seeds, turmeric, pumpkin and oats — ingredients chosen to support digestion, reduce inflammation, and provide natural sources of fiber, vitamins and antioxidants.
Ethical sourcing remains a cornerstone of the brand.
“At Open Farm, we prioritize ethically raised and sustainably sourced proteins,” Sapir said. “These choices support pet health while aligning with the values of consumers who want transparency and integrity in every bowl.”
By focusing on convenience, variety and conscious formulation, Open Farm continues to be a trusted leader in the fresh category — and a brand helping pet parents nourish their companions with purpose.
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