SUPERZOO Preview: Freeze-Dried Food and Treats

At SUPERZOO, freeze-dried manufacturers are introducing product lines that reflect pet parents’ values and expectations. BrightPet will be sure to feature its all-natural, freeze-dried treats brand, Stewart, which was recently launched at Walmart locations across the US. Golden Pet Brands will showcase its Dr. Marty Bark Stoppers Yak Chews, a line of durable dog chews with three functional formulas aimed at supporting dental health, digestion, and skin and coat health. They will also introduce Dr. Marty Sensitivity Select Small Bites, a smaller, breed-specific version of their raw dog food for small dogs with food sensitivities, made with high-quality ingredients and free from common problem foods. Meanwhile, Shepherd Boy Farms will launch a new exotic protein—kangaroo—in its freeze-dried pet foods, catering to pets with food sensitivities and offering variety in protein sources. The company also plans to highlight its freeze-dried cat foods and treats, emphasizing innovation, quality and tailored nutrition.

BrightPet’s partnership with Walmart has made it easier for more pet parents to try freeze-dried products. Especially with products like Stewart’s relatively new 3-in-1 tub, which offers 3 ounces each of Beef Liver, Chicken Liver, and Chicken Breast.

“We really like it because it’s a trial size, but it’s still offered in a tub format, which consumers really like,” said Lindsey Moon, Director of Brand Marketing for BrightPet Brands. “If you’re new to freeze-dried and to raw, it can be a little bit intimidating, and you don’t know which protein is going to sit best with your pup or what they might prefer from a flavor standpoint. That variety of flavors is really cool, and consumers have responded positively to that,” Moon said. 

“Our Dental Health Formula Bark Stoppers are made with premium postbiotics to support your dog’s healthy oral microbiome,” said Jamie Gunter, Director of Retail Marketing for Golden Pet Brands. “Our Digestion Formula Bark Stoppers are made with gut-friendly pumpkin to support your dog’s easy digestion and easy-to-pick-up poop. Our Skin & Coat Formula Bark Stoppers are made with skin-nourishing coconut and premium postbiotics to help support your dog’s healthy skin and soft coat.”

“We have launched a second formula aimed at small breed dogs who need a smaller cut of food,” Gunter explained. “Nature’s Blend—Sensitivity Select—Small Bites is the same premium freeze-dried raw dog food formulated for dogs with food sensitivities, but crafted into smaller, bite-sized pieces for small breed dogs. It combines premium poultry, seeds, veggies, and fruit to support your dog’s easy digestion, healthy skin, youthful energy, and healthy joints… with zero common ‘problem foods,’ artificial preservatives, or fillers.”

“At Shepherd Boy Farms, we are always looking for ways to offer new and exciting novel proteins that provide real benefits for dogs and cats, especially pets dealing with food sensitivities or allergies,” Founder Ashton Hood said. “Kangaroo gives pet parents another unique protein option to rotate into their pet’s diet, while also introducing a different meat profile than more common proteins.”

Walmart’s broader premiumization of its pet section is a good indicator of what attendees can expect to see represented at SUPERZOO.

Moon of BrightPet Brands explained, “They’ve been leveling up the offerings they have for their shoppers and that is coming from food to treats to care to you name it, the whole pet category in their store. So, we’re really excited to be part of that overall for them. We think it makes sense. Stewart is the original freeze-dried training treat. We’ve been doing this for 50 years, and Walmart is the No. 1 retailer in the country. It’s a match made in heaven if you ask me.”

Many manufacturers have taken notice of important trends that are driving the freeze-dried foods and treats category forward. 

“Even in tighter times for our economy—people are looking for ways to build healthier bowls for their pets—in an affordable way,” Gunter said. “So we are seeing freeze-dried raw toppers take off. Additionally, people still love the flexibility of freeze-dried single-ingredient treats, which can also be mixed in the bowl—and dogs love them—sometimes the stinkier the better.”

Within the freeze-dried food and treats realm, recipes and formulations for cats have been gaining momentum. 

“Cats and cat-focused products have definitely been pushing the freeze-dried category forward this year,” Hood observed. “We expect to see continued growth and innovation around freeze-dried options made specifically for cats, as more pet parents look for higher-quality feeding solutions outside of the traditional cat food market. There are already a lot of strong options in the category, but cat owners are becoming more educated and more interested in nutrition, ingredient quality, and protein variety. That is creating a bigger opportunity for brands to develop freeze-dried foods and treats that meet the specific needs of cats while giving owners better ways to add variety and quality to their pet’s diet.”

Gunter pointed out how SUPERZOO is a prime opportunity to show gratitude to those who have promoted their brands. 

“For the show, we are really celebrating the tremendous support we’ve received from our partners in neighborhood pet,” Gunter said. “This year Dr. Marty became No. 1 in freeze-dried raw sales in the neighborhood pet channel. Our air-dried brand, Badlands Ranch, also had a win. And it’s all thanks to the support from independent stores. They have a lot of choices. More brands have started to add freeze-dried raw included kibble, and introduce freeze-dried raw toppers and treats—and we are so thankful stores have supported us and recommend our products.”

Shepherd Boy Farms’ leaders aim for attendees to recognize their devotion to pets, as well as their pledge to make superior quality products accessible. 

“We hope attendees walk away with a true sense of what Shepherd Boy Farms is all about: our love for our customers, their pets, and our commitment to creating one of the highest-quality products available on the market,” Hood said.