Petfood Industry - May 2016 - 39
www.petfoodindustry.com | 39 recipes, chicken and turkey, are available, containing 90% meat and superfoods such as blueberries, pumpkin and apples. It was a natural expansion to their brand's offerings, according to The Honest Kitchen, as 64% of dog owners surveyed by the company said they mixed extra food ingredients into their dog's kibble as a way to add variety. Proper toppers were developed to meet a growing trend for meal enhancements and consumer desire to customize their pets' meals. "We believe pets should be given the same quality nutrition as humans, The Honest Kitchen offers Proper Toppers, dehydrated dog food toppers that can also serve as meal replacements or treats. Courtesy The Honest Kitchen and we frequently incorporate human food trends into our innovation pipeline," said The Honest Kitchen's Founder and CEO Lucy Postins. "Just as superfoods and clean foods with few ingredients have become wildly popular among humans, they're also incredibly beneficial for dogs." In a different subset of dry topper options, Natura Petz Organics in 2015 launched a line of organic nutritive superfood meal toppers for dogs and cats. Available as powders in retail-ready, shelf-stable tins, each meal topper contains organic, health-promoting ingredients that help add nutritional value to pets' diets, according to the company. One formula (Break It Up Stone Eliminator), PetfoodIndustry May 2016
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