Vanguard Awards: Freeze Dried Premium Foods

Leaders in the freeze-dried pet food category continue to gain momentum as pet owners prioritize high-quality nutrition, transparency, and convenience. 

Rachel D’Agostino of BIXBI Pet stepped into the CEO role and implemented a major brand and business transition. She noted, “We took the time to rethink positioning, refresh our packaging, and make sure our story was coming through consistently across every touchpoint.”

And that story is critical. “Pet parents trust us. That’s the foundation of everything,” said D’Agostino. “They know exactly what they’re getting with BIXBI Pet. Real meat, clean products, and a level of testing and quality standards that goes beyond what’s typical in the category. That transparency matters.”

“In terms of excitement, our freeze-dried products continue to stand out,” she said. “They offer the benefits of raw feeding in a way that feels approachable and convenient. And with innovations like ProteinBlend, we’re bridging the gap between traditional kibble and whole food nutrition, which is where we’re seeing a lot of momentum.”

D’Agostino discussed where she saw the category moving. “I see freeze-dried becoming more mainstream as more pet parents look for minimally processed, whole food options. The barrier has traditionally been accessibility, whether that’s price, format, or understanding. That’s starting to shift.” 

McLovin’s Pet has gained distribution in more than 4,000 doors in national and regional retailers across the US this last year. Jack Brettell, Vice President of Sales for McLovin’s Pet, revealed what makes the company unique. “What makes McLovin’s stand out in the freeze-dried category is our ability to deliver a high-quality meal for pets at an affordable price. Many shoppers are reluctant to trade up into the category due to price barriers. However, we were able to lower that barrier and allow shoppers to feed their pets with nutritious and palatable freeze-dried meals at an affordable price.”

He continued, “Pet owners love our meals for dogs and cats. Not only are they made with premium ingredients, but they are also almost 50 percent less than many competitors in the market.”

Brettell sees the category becoming more accessible. He noted, “Freeze-dried premium pet foods will become more affordable for the everyday shopper as the technology used for freeze-drying becomes more advanced and automated. We are already seeing freeze-dried pet foods showing up on shelves in grocery and mass retailers across the US.” 

Vital Essentials has been leading the way in helping pet owners understand their choices in pet food. CEO Heather Govea stated, “With so many options available, it can be difficult to understand what truly fuels their pets, especially as cost has become a more important consideration. Over the past year, we focused on simplifying that conversation and listening closely to what pet parents are asking for. Many are looking to improve their pet’s nutrition, but do not want to completely change their routine or take on something that feels out of reach financially. We worked to meet them in a more practical way through accessible formats such as larger bag sizes and easier-to-open packaging, along with flexible options like Soft Nibs that can be used as a mixer or topper.”

Vital Essentials reinforces that small changes can have a meaningful impact. “Helping pet parents understand that adding about 20 percent of their bowl with nutrient-dense, whole-animal protein can support their pet’s health without overcomplicating feeding gives them confidence in what they are providing,” said Govea.

Govea elaborated on how pet owners appreciate the simplicity and transparency in their products. “Recipes made with up to 99 percent meat, organs and bone make it easy to understand exactly what they are feeding without second-guessing the ingredient list.”

“While simplicity and nutrition remain at the center of our approach, we are equally focused on making raw feeding more accessible. We continue to expand flexible feeding options, introduce larger pack sizes, and support retailers at the shelf to make it easier for pet parents to adopt. At the same time, we are bringing in new, novel proteins like our Quail Soft Nibs, now a Neighborhood Pet exclusive, and our Silver Carp Filet RAW Bar, offering more ways to make high-quality, raw nutrition feel practical for everyday routines.”