Category Catalysts: Freeze-Dried Premium Foods - Green JuJu

Approaching $40 billion for the last 25 weeks, according to Nielsen data, the premium segment of pet foods has grown to such an extent that the category can be easily broken down into a variety of subcategories. One of the most vibrant portions of the category is the freeze-dried space, with brands like Green JuJu bringing fresh approaches and ideas to help retailers drive category growth.

The Green JuJu introduction to the category is close to many in the pet industry: a sick pet.

“When my dog was diagnosed with cancer, I began feeding her a raw diet centered on fresh, whole foods to support her health,” Founder Kelley Marian explained. “I became incredibly selective about what went into her body—there was no room for compromise. I was drawn to freeze-dried products because they’re minimally processed and retain the most nutrients among shelf-stable, on-the-go options. But I couldn’t find anything that met my standards. I was looking for a true powerhouse of nutrition—something that would actually support and elevate her regular diet. That’s what led me to create our Whole Food Bites, which are packed with responsibly sourced organ meats and paired with vibrant combinations of organic fruits and vegetables.”

Quality is non-negotiable for Green JuJu, Marian said. The company is focused on driving the highest quality foods and treats, often disrupting the marketplace.

“I saw an opportunity to create something unique, deeply nutritious and fun to feed,” she said. “Pet parents could now offer grass-fed or pasture-raised organ meats paired with functional plants—bringing variety and real nutrition to their pets in a format that’s easy and enjoyable to use.”

Marian also noted that while the company is primed for growth, her values haven’t changed since founding Green JuJu.

“I started this company with very clear values. I was focused on bringing my dog back to health and quality was non-negotiable. That commitment has stayed at the core of everything we do. While there are always moving parts in business, we’re intentional about how we adapt—always in ways that uphold the integrity and quality of our products. That’s a line we don’t cross.”