Global Pet Expo Takeaways: Freeze-Dried Merchandising

At this year’s Global Pet Expo, freeze-dried brands emphasized clearer messaging, stronger identities, and more intentional conversations to stand out. Across booths, the focus wasn’t just on product innovation, but on creating meaningful connections.

“Global was a really strong show for BIXBI,” said CEO Rachel D’Agostino. “The booth had a steady buzz all week, but more importantly, the conversations were high quality—retailers were engaged, asking thoughtful questions, and genuinely excited about where our brand is headed. The response to our brand refresh and new packaging was overwhelmingly positive, and ProteinBlend really resonated as something new and differentiated. It felt less like a transactional show and more like a moment of real connection and momentum for the brand.”

“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. “Protein Powered Vitality gave us a consistent message across every touchpoint at the booth, and it made it easier for our team to explain who we are and what sets us apart, whether they were talking to a buyer, a retailer, or someone just learning about raw feeding for the first time.”

Govea continued, “We built our booth experience around our new Protein Powered Vitality creative platform, and that gave every conversation a clear starting point. The platform is grounded in what actually makes our products different: up to 99 percent meat, organs, and bone, no fillers like grains or vegetables, and a formula that’s organ-rich by design. When you lead with that, people understand quickly why it matters. These aren’t just product features; they’re the reason pets fed with Vital Essentials get the nutrients they actually need to live a more vital life. 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.”

The perception of freeze-dried food is broadening beyond a simple treat or topper and is more frequently integrated into kibble to enhance the overall feeding occasion for pets. 

“Freeze-dried is continuing to move beyond a standalone treat or topper and is increasingly being used as an inclusion within kibble to elevate the entire feeding experience,” said D’Agostino. “You’re seeing more brands lean into this idea of making kibble feel more premium, more functional, and more ‘real’—which is really driving the growth of the ‘kibble plus’ category. For us, this reinforces where we’re headed with ProteinBlend—bringing freeze-dried, air-dried, and kibble together in one cohesive solution. And more broadly, I think the industry will continue to move toward hybrid feeding, where flexibility, added nutrition, and perceived quality all play a bigger role in how people choose to feed their pets.”

Companies are paying more attention to cats by developing and improving food and treats specifically designed to meet feline dietary and health requirements. “A few things stood out,” Govea shared. “Cat is a real growth area right now. Cat ownership has been climbing, and we’re seeing more multi-cat households. That fed directly into our Cat Micro Crunchy Nibs launch, a smaller bite format that’s easier to eat, and available in 12 oz. and 25 oz. bags.”

“Format and accessibility are also a big part of the conversation right now, and a lot of that is just economic reality,” she continued. “Pet parents still want quality; they’re just looking for ways to make it work financially. The 3 lb. bag extensions and Micro Crunchy Nibs are both responses to that. Our 20% of your bowl message continues to be useful here too because it gives people a manageable entry point into raw feeding without feeling like they have to overhaul their pet’s entire diet at once.”

Govea said, “Novelty proteins were also generating a lot of energy. Our Quail Soft Nib freeze-dried raw dog food started as a limited edition and outperformed our expectations, so it’s now expanding as a Neighborhood Pet exclusive. And our new Raw Bar Silver Carp Filet got a strong reaction at the show. It’s an invasive species in the Mississippi River, so there’s a real environmental angle on top of the nutritional story, and people responded to that. All of it points in the same direction: pet parents want simple, real food and brands that make it easier to access.”

BIXBI Pet would like for booth visitors to realize “That BIXBI feels different,” said D’Agostino. “We’re building a brand that’s thoughtful, design-forward, and grounded in real nutrition—but also approachable and human. From the packaging to the products to the conversations, we want people to feel like this is a brand that understands both the pet and the person. And hopefully … that we’re just getting started.”

Vital Essentials directed booth visitors’ attention to the string of product launches the company has accomplished, demonstrating leadership’s confidence in its identity and core principles. 

“We had a lot of news this year: Micro Crunchy Mini Nibs in four flavors, four new RAW Bar items including Chicken Necks, Turkey Hearts, Silver Carp, and Beef Tendon, and the Quail Soft Nib expanding as a permanent item across Neighborhood Pet stores,” Govea said. “But 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.”

Shepherd Boy Farms expects to see continued growth in demand for functional nutrition, novel proteins, and transparency within the freeze-dried category. 

“Pet parents are increasingly label-savvy and are seeking products that offer both nutritional intent and ingredient integrity,” CEO and Founder Ashton Hood said in preparation for the show. “We’re also seeing strong interest in rotational feeding and complementary nutrition, which aligns closely with how Shepherd Boy Farms approaches freeze-dried treats and toppers.”

He continued, “We believe collaboration is essential to the long-term health of the category, especially as freeze-dried continues to grow and evolve.”

As freeze-dried brands continue to refine their products and messaging, the future of pet nutrition looks like it will be centered on real food, real benefits, and real lasting connections.