SUPERZOO Takeaways: Premium Foods
From air-dried and freeze-dried foods to fresh and functional options, premium pet food brands showcased at SUPERZOO how quality and targeted benefits are meeting pet parents’ growing desire to care for their pets like family.
Purina highlighted its broad portfolio at SUPERZOO. Joe Toscano, VP and Director of Trade and Industry Development at Purina, reported, “The most memorable part was seeing the energy around our newest products and partnerships while having meaningful conversations with customers about where the category is headed. It reinforced how important trade shows like SUPERZOO are for bringing our teams and customers together to ensure we’re developing and getting on shelves the products that meet the evolving needs of pets and the consumers who care for them.”
He continued, “We saw strong interest across the booth, from Purina Pro Plan Sport Active Essentials and AdvantEDGE to Merrick Purrfect Bistro, Tidy Cats Performance+ and our latest treat innovations.”
Fernando Maluf, Executive Vice President of Natoo, said SUPERZOO prompted valuable industry conversations.
“One of the most memorable moments was seeing the reaction to the Natoo Love Jaguar campaign. It was especially rewarding to see how much retailers, store owners and other attendees connected with what Natoo represents and the story behind the brand.”
He added, “Our new packaging and new line, Vitta by Natoo, were two of the biggest takeaways we wanted to leave a lasting impression on attendees. Our refreshed packaging designs celebrate our brand’s Brazilian heritage while highlighting our commitment to sustainability through nature-inspired visuals that reinforce our focus on quality nutrition and responsible sourcing. The packaging also features the Jaguar Friend seal, recognizing our efforts to support jaguar conservation. The new designs create a clearer distinction between our Wholesome Grains and Grain Free offerings, while giving our cat products their own dedicated color, making them easier to identify.”
“This year was exciting as we were showcasing both new innovations and a brand new booth with more space and an improved layout to support educational and business development conversations. Attendees got to enjoy the new booth experience during our Drinks & Deals event, where retailers could unwind with refreshments and get exclusive offers to stock their shelves,” reported Theresa Lantz, Nutrition Manager at Petcurean.
She continued, “The main takeaway we hoped attendees would leave with is that Petcurean’s products are thoughtfully formulated by nutrition experts, backed by science (with proof), and made with carefully selected ingredients. We had many conversations about ingredient quality, sourcing, product benefits, and the ‘why’ behind our nutrition decisions.”
“Our overall experience at SUPERZOO exceeded our expectations. The atmosphere was positive and encouraging despite the challenges we might be facing,” relayed Helve Silah, Southeast Regional Sales Manager for NutriSource.
“First and foremost, our goal is for the attendees to know that we are here to help and support their success,” explained Silah. “We recognize that doing business in today’s economy isn’t easy but doing it together makes us stronger. Our diverse product portfolio provides solutions across a wide range of needs. NutriSource Choice and PureVita lines generated particularly strong interest. Where Choice is a value-focused pet food option, the PureVita line is limited-ingredient and designed to address specific nutritional needs. Beyond the interest in our product offerings, our partners are looking for ways to collaborate on marketing and promotional opportunities. With that in mind, we are ensuring alignment across departments. It’s important for us to make sure our partners have the tools and resources needed to be successful.”
“For our team, the most memorable part of the show was the excitement surrounding our first entry into the cat treat category with Charlee Bear Nuggets for Cats and Charlee Bear Necessities Toppers for Cats. We’ve put a tremendous amount of thought and effort into developing these products. Our goal wasn’t simply to bring another cat treat to market. We wanted to create highly palatable products that address specific functional needs of cats with thoughtfully selected, veterinarian-reviewed functional ingredients,” commented Rob Cadenhead, General Manager at Gott Pet Products, parent company of Charlee Bear.
“It was encouraging to see so much optimism among retailers, distributors, and brand partners despite a dynamic marketplace,” recounted Darcy Hagan, EVP—Pet Specialty at Ethos Pet Brands. “Our goal was for attendees to leave our booth with a clear understanding of our commitment to innovation, quality, and helping retailers succeed. We wanted people to see that we’re focused not only on delivering great products, but also on being a strategic partner that helps drive growth within the premium pet category. We also hope our partners are feeling the momentum in our business and the energy behind our Natural Balance and Canidae brands.”
SUPERZOO was a great show, according to Holly Sher, President and Owner of Evanger’s. “One of the advantages Evanger’s has is that we’re an established brand with a long history in the industry, but we’re also continually developing new and innovative products. Retailers know us, but they also know they can come to our booth and discover something new that will keep customers engaged.”
She continued, “One of my favorite moments was seeing our newly launched Happy Cakes from Against the Grain featured on television. It gave future customers and retailers an opportunity to see that these aren’t just another pet product. They’re made with thoughtfully selected ingredients and create a fun, interactive experience pet parents can enjoy by themselves or with their children.”
“We always love the show as it gets us in front of passionate retailers who truly care about the well-being of cats,” relayed Nate Kredich, COO of Smalls. “We saw a definite uptick in traffic quality, with many retailers coming into our space already familiar with Smalls’ brand and products. We expanded our booth size this year, so our presence was much greater than in prior years. Finally, our new products—Puffy Fish Freeze-Dried, as well as the new retail and bulk packs for our gently cooked products—received a lot of excitement.”
For Smalls, the show was a reminder of focus and passion. “We want to emphasize that Smalls is and always will be a cat-first, cat-only brand,” Kredich continued. “A perfect example of this is our Smallserve cat bowl, which became a major attraction at the booth. Its sleek, elegant design naturally drew visitors in and showcased our strong focus on cat-centric products. It really highlights the way we approach all our creations with a special love for cats.”
“SUPERZOO is always a great reminder of how passionate this industry is about improving the lives of pets. We enjoyed reconnecting with industry partners, meeting new people and having meaningful conversations about what’s driving the category forward,” explained Luis Raya, Key Account Manager at RAWZ Natural Pet Food.
“So many discussions centered on nutrition, ingredient quality and long-term pet wellness. For us, that’s incredibly encouraging because it aligns perfectly with what RAWZ has stood for since day one: providing exceptional nutrition with transparency and purpose,” shared Raya.
“We wanted attendees to leave with a clear sense of the innovation and momentum behind Open Farm this year. Our booth centered on GoodGut, Epic Blend Grain-Free, Duck, and our new supplement packaging, and those four were far and away what generated the most conversation. It was great to see such strong interest across both new products and some of the ways we’re continuing to evolve the Open Farm portfolio,” commented Amy Horton, Chief Sales Officer of Open Farm.
Amber Cordero, Managing Director at The New Zealand Natural Pet Food Co, shared the company’s excitement about its relaunch: “One of the biggest focuses for us was our recipe relaunch, with complete and balanced nutrition made using whole food sources rather than synthetic premixes.”
She continued, “We also shared new WOOF Toppers, featuring ingredients like tripe and green lipped mussel, along with new single protein treats such as our Beef Tongue n Cheek treats, which are 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 in North America. PURR carries forward the same New Zealand sourcing, nutrition and quality standards our customers know us for, with a fresh new look and renewed energy behind the cat category.”
From feline-focused products to fresh foods to functional benefits—several distinct trends emerged at SUPERZOO.
“The biggest trend we saw was the continued momentum behind the ‘Year of the Cat.’ Cat was everywhere at SUPERZOO, from more feline-focused brands and kittens on the show floor to innovations spanning nutrition, treats and litter,” noted Toscano of Purina. “Purina is well positioned to help retailers capitalize on that momentum, with a broad portfolio spanning food, treats and litter.”
“Cat was definitely one of the major conversations at SUPERZOO,” confirmed Cadenhead. “That plays directly into where we see Charlee Bear heading. We’re entering the cat category for the first time with our functional Nuggets for Cats and Necessities Toppers for Cats, while continuing to build momentum behind our growing Nuggets for Dogs and Necessities Toppers for Dogs lines.”
Freshness and functionality were two trends that stood out for Maluf at Natoo. “These are areas where Natoo continues to innovate, offering products made with fresh, wholesome ingredients in formats designed to add nutrition, enjoyment and variety to pets’ everyday diets. We expect this momentum to continue as consumers and retailers look for products that deliver both quality and added benefits.”
“We saw a lot of emphasis on novel proteins, fresh-adjacent products, bone broths, functional treats, digestive health, weight management, and dental support,” explained Lantz at Petcurean. “I think the strongest opportunities lie in finding the true nutritional need within a trend, as well as educating pet parents in ways that are complete and easy to understand.”
“Gently cooked continued to be a major trend at the show, with strong interest across both frozen and ambient formats. It’s a space Open Farm has been investing in for several years. We first introduced our Freshly Crafted recipes in 2019 and returned to SUPERZOO last year with new innovation in the category, so it’s exciting to see continued momentum and consumer interest,” replied Horton.
SUPERZOO revealed both opportunities and challenges ahead. “If there’s one thing retailers should be watching closely, it’s how consumer demand for premium nutrition is intersecting with the need for convenience and accessibility. While we saw continued enthusiasm for fresh and frozen nutrition solutions, we also heard how retailers are navigating the practical realities that come with these formats, including limited refrigerator and freezer space and the operational complexity they can create,” replied Hagan of Ethos Pet Brands.
Sher of Evanger’s noticed, “Retailers should pay close attention to which companies are truly committed to supporting the independent pet retailer. There are a lot of products competing for shelf space, and price and innovation certainly matter, but so does the company standing behind the product.”
“Considering the popularity of fresh food in dog diets, it’s surprising that more viable fresh options haven’t emerged in the cat market. Retailers should note that Smalls is actively expanding the fresh cat category,” replied Kredich of Smalls.
“Today’s pet parents are more informed than ever. They’re reading labels, asking questions, and looking for brands they can trust. That’s not a challenge for the industry; it’s an opportunity to deliver better nutrition, greater transparency and real value for pets and their families,” said Raya of RAWZ Natural Pet Food.
