Petcurean Pet Nutrition Launches Now Fresh® Good Gravy™ Wet Food Across Canada

Premium wet food extension of award-winning Now Fresh Good Gravy brand available exclusively at Pet Valu

Petcurean Pet Nutrition family of premium pet food brands  announced  the exclusive Canadian launch of Now Fresh® Good Gravy™ Wet Food for cats and dogs, expanding the Now Fresh Good Gravy platform into the premium wet food segment. The new line, which is designed for dog and cat owners seeking greater feeding flexibility, hydration and variety, is available nationally exclusively across the Pet Valu family of stores including Pet Valu®, Bosley’s by Pet Valu®, Paulmac’s Pets®, Total Pet® and Tisol® through Dec. 31, 2026.

The launch builds on momentum from the Good Gravy kibble platform, introduced in fall 2024 with bone broth-coated recipes developed to enhance taste and mealtime satisfaction through versatile dry or wet feeding. The line expanded in fall 2025 and is scheduled to add new recipes later this summer.

Market Context: Why Wet Food, Why Now

Premium wet food remains one of the fastest-growing segments in Canadian pet nutrition. According to Euromonitor’s 2024 Canadian market report, the category is forecasted to grow thirty-five percent over the next five years as pet owners increasingly look for moisture-rich formats, meal variety and functional additions to dry food. 

Canadian pet parents are already feeding across formats (fifty-nine percent kibble, eighteen percent wet food, and the remainder coming from toppers and supplements) creating demand for products that fit easily into mixed feeding routines. Now Fresh Good Gravy Wet Food extends the platform to offer varied formats while maintaining a consistent gravy-focused taste profile across recipes.

“The Good Gravy platform has continued to demonstrate strong momentum for Now Fresh since its launch, and expanding into wet food represents a natural next step for the brand,” said Alisha Brassard, Director of Product Management & Innovation at Petcurean. “As more pet parents look for premium wet food options and flexible feeding formats, we saw an opportunity to create recipes that deliver both exceptional nutrition and a highly enjoyable mealtime experience for pets. These recipes stay true to the quality and fresh ingredient philosophy behind Now Fresh while bringing added taste appeal and variety to the bowl.”

Product Design: Gravy-focused for Flavour and Hydration 

Now Fresh Good Gravy Wet Food brings the brand’s gravy-forward experience to a high‑moisture format that can be served as a complete and balanced meal or used as a topper with kibble.

Recipes feature beef or chicken bone broth gravies combined with fresh, deboned meats, poultry and/or fish to provide easily digestible protein. The recipes are cooked once to help retain nutrients and flavour and contain no by-product or meat meals. Their high moisture content supports hydration, particularly for pets that consume primarily dry food.

The line includes four recipes each for cats and dogs to accommodate different protein, grain, and taste preferences:

• Minced dog recipes in 12.5‑oz cans with grain-free and grain-inclusive options
• Minced, flaked and pâté cat recipes in 3‑oz cans
• Two poultry-free options for dogs and a chicken-free option for cats
• All recipes are formulated to be complete and balanced for pets of all life stages and are packaged in infinitely recyclable, curbside-ready cans.

“Pet Valu has offered Petcurean Pet Nutrition, maker of Now Fresh, for over 20 years, which supports our commitment to bring trusted, premium nutrition to devoted pet lovers, across Canada” said Tamara Sakota Chief Merchandising Officer at Pet Valu. “Continuing to grow Now Fresh Good Gravy through the exclusive launch of the new wet food collection reflects our shared commitment to innovation and gives Canadian pet parents access to a differentiated wet food offering they can only find at the Pet Valu family of stores.” 

Product Lineup

Dog recipes (12.5‑oz cans; MSRP $5.99):

• Now Fresh Good Gravy Grain-Free Minced Beef Recipe
• Now Fresh Good Gravy Grain-Free Minced Beef & Lamb Recipe
• Now Fresh Good Gravy Minced Chicken Recipe with Grains
• Now Fresh Good Gravy Grain-Free Minced Chicken & Salmon Recipe

Cat recipes (3‑oz cans; MSRP $2.79)

• Now Fresh Good Gravy Grain-Free Minced Duck Recipe
• Now Fresh Good Gravy Grain-Free Minced Chicken & Tuna Recipe
• Now Fresh Good Gravy Grain-Free Flaked Chicken & Salmon Recipe
• Now Fresh Good Gravy Grain-Free Pâté Chicken Recipe

Availability and Retail Support

Now Fresh Good Gravy Wet Food is available online and in-store exclusively at Pet Valu stores across Canada, including Pet Valu, Bosley’s by Pet Valu, Paulmac’s Pet Food, Total Pet, Tisol, and Chico, through December 31, 2026. Good Gravy dry food recipes remain available at Pet Valu and select pet specialty retailers nationwide.

The launch will be supported by national retail marketing, including paid media, in-store materials and digital flyer promotions aimed at supporting awareness and trial across the Good Gravy range.

About Pet Valu
Pet Valu is Canada’s leading retailer of pet food and pet-related supplies with over 800 corporate-owned or franchised locations across the country. For 50 years, Pet Valu has earned the trust and loyalty of pet parents by offering knowledgeable customer service, an extensive product offering and engaging in-store services. Through its local neighbourhood stores and digital platform, Pet Valu offers more than 10,000 competitively-priced products, including a broad assortment of exclusive, holistic and award-winning proprietary brands. The Company is headquartered in Markham, Ontario, and has distribution centres in Brampton, Ontario, Surrey, British Columbia and Calgary, Alberta. Its shares trade on the Toronto Stock Exchange (TSX: PET). To learn more, please visit: petvalu.ca.

About Now Fresh
Founded in 2007 in British Columbia, Canada, Now Fresh creates premium pet food recipes for dogs and cats, made with 100% fresh, deboned meats and fish and no meat or by‑product meals. Recipes are cooked only once to help preserve nutritional integrity and flavour, offering pet parents a balance of fresh food benefits with the convenience of kibble and wet formats. Now Fresh recipes are formulated to be complete and balanced for pets of all sizes and life stages. Now Fresh is part of the Petcurean Pet Nutrition family of premium pet food brands. For more information, visit nowfresh.com.