The Future of Freeze-Dried Premium Foods
During the first half of this year, freeze-dried premium food brands have experienced strong category growth, driven by increasing consumer demand for cleaner, whole-food nutrition, which these companies deliver on. Additionally, companies that are forecasting product and ingredient gaps and shortages are adapting more nimbly and strategically to new challenges compared to competitors that aren’t keeping an eye on what’s coming down the pipeline.
“Instead of the traditional veterinarian goal of simply diagnosis and treatment, I’m on a mission to help pets live their happiest, healthiest lives possible,” explained Dr. Marty Goldstein, Founder of Dr. Marty Pets. “Of course, that all starts with eating a biologically appropriate diet. And it really warms my heart to see how we’ve achieved this with the Dr. Marty Pets brand—by giving pet parents the option of real, premium, freeze-dried raw food that’s easy to feed their pets.”
“There are so many freeze-dried products on the market these days,” Goldstein continued. “And while many brands have to throw in extra nutrients or additives to meet the standard nutritional baseline, we don’t. Instead, we’ve been able to make complete, balanced, nutrient-rich pet food using real food ingredients, and I’m really proud of that.”
“2025 has been strong for BIXBI in the freeze-dried premium foods category,” said CEO Rachel D’Agostino. “Consumer demand continues to grow, driven by a desire for cleaner, whole-food nutrition. Operationally, we’ve kept pace with demand through tighter forecasting and smarter fulfillment strategies, delivering consistently and on time.”
“Nulo’s focus goes in two directions: the health and wellbeing of pets and the business growth and success of our retail partners,” said Head of Retail and Product Marketing Eric Emmenegger. “We see these priorities as integrated with each other. To keep pet parents satisfied, we know that having a comprehensive portfolio of dietary solutions serves to make Nulo a 360-degree resource to customize the regimen of nutritional solutions they provide. That’s why we offer core products like kibble, wet diets, shelf stable freeze-dried raw and gently cooked meals, then amplify the fundamentals with related products such as functional treats, bone broth, supplements and toppers.”
Nulo remains confident in the current integrity of its supply chain, however, the team is not resting. To continue moving forward, Nulo is committed to ongoing vigilance and monitoring to ensure continued reliability and quality of its product assortment. “Nulo manufactures all of its dry products in the US,” said Emmenegger. “Our supply chain commitments and relationships are primarily based here, too. There are some exceptions in specific best-in-class animal protein ingredients served by our long-standing partners in Canada and New Zealand. At this point we are confident in the integrity of our supply chain pipeline and will remain vigilant in monitoring conditions going forward.”
“So far in 2025, we’ve seen continued growth in demand and sales for Dr. Marty within the freeze-dried raw category,” said VP of Retail Dan Markenson. “This momentum is largely driven by the enthusiastic support of our retail partners—independent neighborhood pet stores—which remain central to our distribution strategy. A standout win this year has been the successful launch of our new 5-lb Nature’s Blend bags. These larger-size offerings have resonated strongly with consumers, signaling exceptional value and convenience while meeting rising demand from loyal pet parents who feed freeze-dried raw exclusively. The performance of this product line has exceeded our expectations. Overall, we’re proud that our market share is steadily growing market share while staying true to our neighborhood pet channel focus. This approach continues to pay dividends, both in terms of customer loyalty and operational fulfillment success.”
At a time when the supply chain environment remains fluid and unpredictable, BIXBI Pet is closely monitoring factors such as ingredient sourcing and transportation costs. To mitigate potential disruptions, the company is proactively enhancing supplier partnerships and increasing operational flexibility, enabling them to respond swiftly to changes while maintaining product quality and availability. “The landscape is still dynamic,” D’Agostino said. “Ingredient sourcing and transportation costs are areas we’re watching closely. We’re proactively strengthening supplier partnerships and building in flexibility so we can adapt quickly to changes without compromising on quality or availability.”
“Nulo is an efficient and streamlined organization with a history of sound management and fiscal practices that keeps us focused on our true north: serving the best interests of the health, wellbeing and longevity of dogs and cats,” Emmenegger said. “History confirms that the premium end of the pet food market is nearly impervious to the ebb and flow of changing economic conditions. For the very reason that consumers who prefer higher quality nutrition for their pets remain committed to that behavior—and will maintain their high standards for purchasing premium pet nutrition.”
“At this point, we’re not anticipating any significant supply chain disruptions,” Markenson said. “A major advantage for us is that the vast majority of our raw ingredients are sourced domestically within the US, which significantly reduces exposure to international volatility and logistics challenges. Additionally, we have our own Dr. Marty Pets manufacturing facility, which provides an extra layer of security. It allows us to proactively manage inventory, mitigate potential raw material shortages, and buffer against upstream price fluctuations. This setup gives us confidence in our ability to maintain a stable supply and consistent product availability, even amid broader market uncertainties.”
The freeze-dried premium food category is the destination for pet parents who want to feed their pups clean and nutrient dense meals. The peace of mind that comes with knowing pet owners are feeding their pets foods from reputable companies that are devoted to pets’ health and wellness and safety, raises the value of the category.
