Global Pet Expo Takeaways: Frozen Premium Foods

At this year’s Global Pet Expo, premium pet food brands leaned into functional nutrition, ingredient transparency, and targeted solutions. From gut health innovation to category expansion in feline nutrition, the show highlighted an industry focused on proactive wellness and long-term value.

“Global Pet Expo was a strong show for Open Farm, with exceptional traffic and engagement at our booth throughout the event,” noted Chief Sales Officer Amy Horton. “We saw a great response to the launch of GoodGut, which really resonated with attendees as preventative gut health continues to gain momentum across both human and pet CPG. We also generated strong interest around our refreshed supplement line, featuring upgraded premium ingredients and a new multivitamin formula, as well as the addition of duck to our portfolio following the development of animal welfare standards for that protein.”

A standout moment for the Open Farm team was being named a Best in Show Award Winner in the sustainable pet category for its freeze-dried, raw, regeneratively sourced lamb lung treat. “The recognition underscores our commitment to advancing more sustainable practices in pet food and supports our broader goal of helping transition one million acres to regenerative agriculture by 2030,” Horton said. “What stood out most was the quality of the conversations. Existing customers stopped by to learn more about our marketing plans and upcoming innovation, while new customers were eager to better understand the Open Farm brand and what sets us apart in pet specialty. The show reinforced the excitement around our innovation pipeline and the strength of our momentum in the category.”

Big Country Pet recently expanded into the US, and Global provided an optimal platform to gain exposure. “Being new to the US market, having our own branded booth, along with product featured in the New Product Showcase, drove strong visibility for Big Country Raw,” said Co-Founder Geraldine Brouwer. “Together, those elements formed a trifecta for a successful show. We went into the show with select meetings booked in advance, which allowed for meaningful, high-quality conversations, while still leaving room to connect with new partners organically. That balance proved to be invaluable. We were also very intentional about how we measured success. Given our limited state distribution, success wasn’t defined by orders written on the floor, but by the quality of conversations. By that measure, the show was a 10/10.”

Nate Kredich, COO of Smalls, was pleased by the positive feedback he received during and after Global. He explained, “As an omnichannel brand, we heard from many that our strong digital presence is helping to drive customer interest in physical retail. We spend over $3 million per month building brand and customer awareness for Smalls, and our retailers tell us that customers are seeking out our products in stores based on their digital experiences and our cat-only mission. Additionally, as retailer growth and reactions continue, we confidently share a story about how our entire portfolio, gently cooked products combined with other shelf-stable, cat-formulated items, are performing well in neighborhood pet stores. The latest example is our functional lickable treats—Licks—which fill a market gap by providing a functional, high-quality bonding treat for cat parents while avoiding fillers and extraneous ingredients.”

“One of the biggest things that worked well this year was having a clear creative platform to anchor our conversations,” said Vital Essentials CEO Heather Govea. “Connecting that ‘why’ to the products on the shelf is something we’ve been working toward, and I feel like we really hit it this year.”

Premium food manufacturers highlighted several key trends. “One of the clearest trends at Global was the growing focus on functional and preventative nutrition, especially in areas like gut health,” Horton said. “This closely mirrors what we are seeing in human CPG, where consumers are increasingly seeking products that go beyond basic nutrition, instead looking for targeted health benefits and proactive wellness support.”

She added, “We also saw continued emphasis on premium ingredients and transparency. Pet parents are asking more questions and expecting more from the brands they choose, which is pushing the industry toward higher standards overall. For Open Farm, these trends affirm the direction we are already heading.”

Vital Essentials was proud of the volume of new products they came to Global with. While this deserves credit, Govea wanted booth visitors to recognize what Vital Essentials is about. “Beyond the launches, what we really wanted people to walk away with is a clear sense of who we are and what we stand for,” she said. “Our message is simple. Vital Essentials is made with up to 99 percent meat, organs, and bone, no fillers, nothing unnecessary. We deliver superior nutrition to pets in all life stages to support long-term vitality. The alternative feeding category is crowded, and we want to be the clear choice for pet parents who are ready to choose the best nutrition for their pet’s vitality. Our mission hasn’t changed.”