SUPERZOO Preview: Premium Foods

The premium sector will be well represented at SUPERZOO with companies of all sizes showcasing human-grade and fresh ingredients, functional nutrition and sustainable sourcing. 

Petcurean has exhibited at SUPERZOO for more than 20 years. “It’s a key moment for us to connect directly with our local and international retail and distribution partners, launch exciting new products, and stay close to what’s new and emerging in the pet industry,” shared Amy Turner, Field Marketing Manager at Petcurean. “First, we’re introducing Now Fresh Good Gravy wet food in cans, with four new minced recipes for dogs and four for cats with a variety of textures. These recipes provide versatile feeding with a rich and meaty taste from tailor-made bone broth gravy, crafted with premium-quality fresh meats and fish and healthy hydration support from the bone broth gravy. This builds off the success of the dry format and gives retailers a convenient way to offer the same bone broth gravy recipes now in a wet format, which helps drive both basket size and feeding flexibility. We are also going to be showing a sneak peek of our extension on our Good Gravy kibble recipes with new Large Breed, Small Breed Senior and Senior cat recipes. Second, we’re excited to be launching our Go! Solutions Healthy Aging Salmon + Duck recipes for both dogs and cats.” 

At this year’s SUPERZOO, Purina will showcase Pro Plan AdvantEDGE, a new line of specialized nutrition for dogs and cats that reflects the growing demand for targeted, science-backed solutions. “Built on decades of Purina research, AdvantEDGE delivers specialized digestive and senior support through formulas designed to address specific needs at different life stages. Every formula is powered by probiotics to support digestive and immune health, with targeted benefits that go even further,” conveyed Joe Toscano, VP of Trade and Industry Development at Purina. 

He added, “What’s especially exciting is that AdvantEDGE is available for both dogs and cats, allowing retailers to meet growing consumer demand for specialized nutrition solutions across both categories. As pet owners become increasingly focused on proactive health and wellness, we believe products like AdvantEDGE represent a significant opportunity for retailers to deliver differentiated, science-backed solutions that build trust and drive category growth.”

This is Open Farm’s 11th year exhibiting at SUPERZOO, and they believe the show has played a fundamental role in the company’s growth. Open Farm will be showcasing several innovations. “GoodGut, our gut-focused kibble developed in collaboration with Lifeway Foods, continues to build traction with both retailers and pet parents. Since its launch, we’ve had positive feedback about the functional digestive health benefits and the unique story behind the product. At SUPERZOO, we’ll be sharing how retailers can capitalize on the momentum we’ve built since Global Pet Expo and continue driving growth in the gut health market,” reported Amy Horton, Chief Sales Officer of Open Farm. “We’re also expanding into new protein territory with the launch of duck recipes for dogs and cats. Duck has been one of the most requested proteins from retailers and pet parents for years, and we’re proud to bring it to market in a way that aligns with our animal welfare standards.”

For Natoo, SUPERZOO isn’t just about showcasing products. “It’s about strengthening partnerships, listening to the market, and exchanging ideas with retailers and professionals who are shaping the future of pet care,” replied Fernando Maluf, Executive Vice President of Natoo. “We’re excited to showcase how premium nutrition is evolving beyond ingredients alone into a broader ecosystem of science, sustainability, and purpose-driven innovation. One of the biggest highlights for us is the expansion of the Vitta portfolio with the launch of Vitta Crunchy Biscuits—featuring highly palatable, all-meaty flavor profiles designed to deliver both taste and quality that pets truly love. The response to indulgent yet functional snacking continues to grow, and we see strong momentum behind products that combine premium nutrition with high engagement and enjoyment for pets,” stated Maluf.

Pets Global has been coming to SUPERZOO for years. “We love reconnecting with retailers, meeting new people, and exploring new partnerships, but nothing beats the atmosphere and energy of the pet industry in Vegas,” remarked Kim Botbyl, Marketing Manager, Pets Global, Inc.

It’s been one of the biggest years for innovation for Pets Global. The company launched seven recipes in its Zignature Freeze-Dried Line, nine recipes in its Fussie Cat Kitten Line and Zignature Select Cuts Puppy Formula with Goat Milk. “We’re excited to share all 17 new products, and we’re excited to launch another Fussie Cat dry food line with three new recipes this SUPERZOO,” exclaimed Botbyl.

Charlee Bear is proud to be exhibiting at SUPERZOO for its 12th year. “Each year we return because the show remains one of the most valuable opportunities to connect with retailers, distributors, industry partners and members of the media, while gaining insights into the evolving needs and trends shaping the market,” reflected Rob Cadenhead, General Manager at Gott Pet Products, parent company of Charlee Bear.

He added, “Charlee Bear is excited to be expanding its product portfolio with the upcoming launch of its first-ever line of treats and meal toppers for cats. Each product is veterinarian-reviewed and features purposeful ingredients with functional benefits, along with the same commitment to quality that has made Charlee Bear a trusted name in pet treats. Our Nuggets for Cats will be available in Purrfect Pounce Beef, Purrfect Shine Salmon and Purrfect Smile Chicken, while our Necessities Toppers for Cats will launch in Digestive + Hydration Support, Healthy Aging + Digestive Support and Dental + Hydration Support varieties.” 

Ethos believes SUPERZOO is one of the industry’s most valuable annual touchpoints. Darcy Hagan, Executive Vice President of Pet Specialty at Ethos Pet Brands, reported, “SUPERZOO gives us a meaningful platform to connect directly with partners, share where we’re headed, and reinforce our commitment to leadership in a dynamic and highly competitive category. We’re really excited about the momentum we are seeing across our innovation pipeline. A big focus for us is continuing to expand distribution for some of the new products we introduced in late 2025, like our Canidae Pure Farm to Bowl recipes and Natural Balance Yo-Gut Bite treats. Both lines are gaining a lot of traction with retailers and pet parents alike. We’re also putting a lot of emphasis on our Natural Balance Freshly Cooked homestyle meals—this refrigerate-after-opening category is a major growth area for us in 2026.”

This is The New Zealand Natural Pet Food Co.’s fourth year exhibiting at SUPERZOO, and its booth continues to grow each year. “This year we have a double corner booth, new products to share and more of our team attending, including those of us based in New Zealand, so it is a great opportunity for people to meet us in person,” reported Amber Cordero, Managing Director, The New Zealand Natural Pet Food Co.

She continued, “One of our biggest focuses is our recipe relaunch, with complete and balanced nutrition made using whole food sources rather than synthetic premixes. We have always believed in keeping pet food as close to nature as possible, so this feels like a very natural next step for us. We are also launching new WOOF Toppers, featuring ingredients like tripe and green-lipped mussel, plus new single protein treats such as our Beef Tongue n Cheek treats, which are a first in the market, naturally rich in collagen and something pets go absolutely crazy for. On the cat side, we are entering a fun new chapter with our transition from MEOW to PURR.”

Smalls will feature its growing portfolio of cat-focused nutrition solutions. “For customers of our gently cooked products, we are introducing a new bulk packaging option that allows high-volume customers to purchase a convenient 10-pack of 200-calorie meals, making it easier than ever to stock up on fresh, premium nutrition,” replied Nate Kredich, COO. “We are also expanding access to our popular pulled-texture recipes, including chicken and turkey varieties, which will now be available to our retail partners. In addition, we will debut our new Puffy Fish freeze-dried formula, a complete and balanced recipe that delivers the same great piece size and mouthfeel cats love while offering a unique protein option for pet parents seeking variety and quality.”

Evanger’s has proudly exhibited at SUPERZOO since its inception, making the show a long-standing tradition for the family business. “We are excited to showcase several new innovations across our family of brands, including Good Egg, A Big Head, Happy Cakes, EVX Enhanced Support Treats, and One Good Scoop, our new pet supplement focused on recovery, overall nutrition, and everyday wellbeing. What connects these products is our focus on real nutrition, strong palatability, and creating products that make sense for today’s pet parents. Good Egg highlights the natural nutrition and digestibility of eggs. EVX Enhanced Support Treats continue our focus on diet-based functional support. One Good Scoop is especially exciting because it brings us into daily supplementation, giving pet parents an easy way to support recovery, hydration, nutrition, and overall wellness,” reported Callie Sher, President of Nutripack.

SUPERZOO 2026 marks the biggest product launch in Finley’s history. “We’re introducing a full food line—premium dry kibble and wet food in Chicken, Beef, and Salmon recipes with Brown Rice and Vegetables. Every recipe is made with certified humane meats, sustainably sourced salmon, and non-GMO fruits and vegetables. Built in from the start: prebiotics and probiotics for gut support, organic trace minerals for nutrient utilization, DHA and Omega-3s for cognitive function, and Omega-6s for skin and coat health,” noted Abby Huebsch, CMO, KLN Family Brands.

Huebsch of KLN Family Brands, which also includes NutriSource, explained why pumpkin will be a major focus at this year’s show. “Our newest innovation doesn’t just add to the bowl—it elevates everything in it. We’re introducing Pumpkin Come-pooch-a, a line extension of our popular bone broth meal topper. It’s an enhanced vegetable broth designed as a sensitive stomach meal enhancer and hydration booster—and it carries a meaningful differentiator: postbiotic inclusion. Postbiotics deliver the beneficial compounds probiotics produce, in a stable, bioavailable form that works from the first serving. Pumpkin was a deliberate choice. It’s a pet parent-recognized ingredient that signals gut-friendliness, digestive comfort, and wholesome nourishment.”

Trends

SUPERZOO sets the stage for major trends. Petcurean discussed the trends it sees shaping the premium pet food aisle that attendees could expect to see at the show. “Functional, solutions-based nutrition is growing: Pet parents are actively looking for targeted nutrition for issues like gut health, food sensitivities, and aging support as pets mature. Kibble+ is becoming the norm: We see a growing demand for ‘beyond kibble,’ coupled with a need for complete, uncomplicated daily feeding,” noted Turner. 

Another trend she predicted was, “All eyes on cats: As the cat population continues to grow and pet parents are more aware of how premium nutrition can benefit their cat’s health while also appealing to their picky tastes, we’re seeing cat innovation becoming increasingly sought after. We’re responding to this focus on our feline companions with the launch of multiple new recipes.” 

Purina confirmed the cat ownership trend. “With more households welcoming cats into their families, we’re firmly in what we believe is the ‘Year of the Cat,’ creating significant opportunities across food, treats and litter. Within food, premiumization remains a powerful force. Cat owners increasingly view their pets as family members and are looking for products that deliver both exceptional nutrition and an enjoyable feeding experience. That has helped fuel strong momentum in wet cat food and treats, where consumers are seeking variety, elevated textures and culinary-inspired options that appeal to their cats’ preferences—such as our Fancy Feast Gems,” commented Toscano.

“Premiumization remains a major trend in pet food, but it’s becoming increasingly sophisticated,” commented Horton of Open Farm. “Today’s pet parents aren’t simply looking for products labeled ‘natural.’ They’re looking for proof. They want to know where ingredients come from, how products are made, and whether the nutritional benefits are meaningful and measurable. As a result, transparency around sourcing, ingredient traceability, and nutritional integrity has shifted from a differentiator to an expectation. Pet parents are asking deeper questions and looking for brands that can provide clear answers.”

Natoo noted several trends shaping pet nutrition. “Consumers increasingly expect ‘human-grade thinking’ in pet products—functional ingredients, purposeful formulations, transparency, and cleaner labels. We also see strong momentum behind toppers, treats, and feeding customization as pet parents look for ways to personalize nutrition and create more engaging feeding experiences,” reported Maluf.

He continued, “Another major trend is the rise of indulgent, protein-forward products that still align with premium nutritional expectations. Pet parents want products pets genuinely crave, but they also expect ingredient quality, ethical sourcing, and brand credibility. Importantly, affordability has become part of the premium conversation.”

Kredich of Smalls highlighted two trends. “One of the most important trends driving innovation in the cat food category is hydration. Moisture remains a critical nutritional need for cats, and more pet parents are actively seeking ways to increase their cat’s water intake beyond the traditional water bowl. We’ve seen tremendous momentum behind our line of limited-ingredient broths because they provide highly palatable hydration while complementing a cat’s daily feeding routine.”

He added, “Another trend we’re closely watching is the growth of single-ingredient treats. While many brands are introducing products in this space, these offerings are too often designed as one-size-fits-all treats for both dogs and cats. At Smalls, we believe cats deserve products specifically formulated for their unique needs. That’s why we’ll be launching an innovative freeze-dried treat line in early 2027 that is purpose-built for cats.”

Finley’s top trend is that pet parents have graduated from reading labels to demanding proof. “‘Real ingredients’ isn’t a differentiator anymore—outcomes are. Consumers want to know what the food actually does for their dog, and they’re choosing brands that can answer that with specifics. At Finley’s, that means certified humane meats, sustainably sourced salmon, and non-GMO produce—ingredients with a verifiable standard behind them, not just marketing language,” said Huebsch.

At the Booth 

Companies prepare for months for the show. Booths become opportunities to wow attendees and build key relationships. “We’ve always been a destination for our retailer and distributor partners because our seasoned sales team is always ready to share booth-only deals, talk about our latest innovations, and reconnect or build relationships with our friends in the field. But this year, we’re also excited to ramp up our engagement with influencers, media and potential new customers through onsite activations, including games and giveaways. We hope that everyone walks away feeling connected, appreciated, and with a better understanding of who we are and why we do what we do,” responded Botbyl.

“We’re looking forward to conversations around what retailers are seeing in the marketplace, what shoppers are asking for and how we can create products that meet those needs. We’re excited to share what’s next for Charlee Bear and connect with the partners who help bring our products to pets everywhere,” commented Cadenhead. 

“We want attendees to leave the booth with a clear understanding of the range of product solutions and strength of our Natural Balance and Canidae portfolios,” responded Hagan. “Over the past few years, we’ve put a tremendous amount of work into upgrading recipes, improving packaging, and focusing on delivering better solutions for pets. We’re proud of the work we’ve done to strengthen our portfolio, and it’s translating into strong feedback from consumers and momentum in the market.”

“We want people to walk away feeling like they have experienced a little piece of New Zealand. Our products are made with high-quality New Zealand meat, organs, seafood and functional ingredients, and that sourcing story is such a big part of who we are,” replied Cordero. “We also want retailers to feel confident that premium nutrition does not have to be overcomplicated. Clean ingredients, beautiful sourcing and products pets genuinely love are really what we are all about.” 

“We hope attendees leave our booth feeling the family behind the brands. Evanger’s, Against the Grain, and OrgaNOMics are not corporate concepts,” explained Sher. “They are brands we live with every day. We are involved in the raw materials, the formulas, the production, the safety, the quality, the packaging, the sales conversations, and the retailer relationships. The message we want to resonate is simple: real food, thoughtful innovation, family ownership, Made-in-the-USA manufacturing, and products made with purpose.”

“The NutriSource promise starts where most pet food ends—in the gut. We want attendees to understand Good 4 Life well enough to explain it to a customer. When a retail associate can say ‘this food delivers 98 percent mineral absorption—that’s why you see the coat results in 9 to 12 weeks,’ that’s a transformational selling conversation. Our booth experience is designed to give retailers that language and that confidence,” remarked Huebsch.

SUPERZOO will give retailers a clear view of how premium food brands are evolving to meet the changing expectations of today’s pet parents through nutrition, functionality and transparency.