The Honest Kitchen, maker of natural pet foods, treats, toppers, and supplements, has launched its 100-percent human grade cat portfolio. The new line of products includes complete and balanced dehydrated, dry, and wet foods as well as toppers, treats and a hydration booster. A selection of products is available now in independent pet supply stores as well as online at thehonestkitchen.com and authorized e-comm resellers.
The new line is made in a variety of flavors and textures to ensure there's something for every cat’s preference. The products are protein packed, with the first ingredient always being meat or fish, and are made with thoughtfully sourced proteins such as wild caught salmon and cod, free range chicken and cage free turkey.
“We spent over two years developing our new cat portfolio, conducting extensive research dedicated to better understanding the needs of the modern cat parent and their beloved pets. We are confident that we are delivering something new and exciting,” said Mike Steck, chief marketing officer at The Honest Kitchen.
Each product was created in collaboration with a board-certified veterinary nutritionist and uses The Honest Kitchen’s established high-quality food standards: no artificial preservatives, colors, or flavors; no feed-grade ingredients or by-products; no fillers; and no GMO ingredients. The line is 100 percent human grade, meaning all ingredients are sourced from the human food supply chain, and the products are made in a human food facility.
“Our team has worked really hard to understand the unique nutritional needs, taste preferences, and curiosities of cats, to craft a line of products with a broad variety of textures and flavor profiles that are absolutely irresistible—even to the most discerning feline palate,” commented Lucy Postins, The Honest Kitchen’s founder & Chief Integrity Officer. “We’re really excited to help even more cats to get on the road to good health with this comprehensive new line.”
The portfolio includes a variety of complete and balanced recipes for kittens and adult cats in three whole-food formats: dehydrated, dry and wet foods. The dehydrated line, which will replace the brand’s current offerings, has been reformulated to significantly increase palatability, company officials said. Additionally, there will be an array of high-moisture wet foods available in two categories: Minced in Gravy and Câté. The company’s human grade dry food, Tasty Whole Food Clusters, will be available in early 2022.
Dehydrated foods are now available in 1-ounce, 2 and 4-pound sizes in the following flavors: Grain Free Chicken, Grain Free Turkey and Grain Free Chicken and Fish.
Wet foods are now available in a 5.5-ounce size in the following flavors: Minced Chicken in Bone Broth Gravy, Minced Turkey in Bone Broth Gravy, Minced Turkey, Chicken & Duck in Bone Broth Gravy, Minced Chicken & Salmon in Bone Broth Gravy, Minced Salmon & Cod in Fish Broth Gravy, Câté Chicken Pâté, Câté Beef & Chicken Pâté, Câté Turkey Pâté, Câté Salmon & Cod Pâté and Câté Salmon & Turkey Pâté.
Wet food variety packs in Minced in Gravy and Câté will be available January 2022.
Whole Food Clusters will be available January 2022 in 1-, 4- and 10-pound sizes in the following flavors: Grain Free Chicken, Grain Free Turkey and Chicken and Grain Free Chicken and Fish.
The line also includes a variety of high-protein treats and toppers as well as a new just-for-cats variation of The Honest Kitchen’s best-selling Instant Goat’s Milk with probiotics, officials said. Instant Goat’s Milk can be served alone as a hydration booster or used to add moisture to foods.
Smittens treats are now available in 1.5- and 2-ounce sizes in the following flavors: Herring Treats, Herring & Cranberry Treats and White Fish Treats.
Mmmixers wet toppers are now available in a 5.5-ounce size in the following flavors: Chicken & Duck Topper and Salmon & Pollock Topper.
Goat’s Milk hydration boosters are now available in 2.5-gallon and 5.2-ounce sizes.
The launch is complemented with a marketing push to independent pet supply stores, including a geo-targeted ad campaign directing customers to top retail locations and inclusion in an exciting consumer-facing loyalty program, officials said.