Vanguard Awards: Premium Foods

While trending proteins and ingredients, preparation methods and formats can change with time, what continues to drive innovation and quality behind leading premium food producers is a desire to help pet parents take better care of their pets. 

“Our entry into the premium food category was driven by a deep-rooted belief that pets deserve better—better ingredients, better health outcomes and better trust between brands and pet parents,” said Allison DeLisle, Shopper Marketing Coordinator for NutriSource’s parent company KLN Family Brands. “As a family-owned company based in Perham, MN, we’ve always been guided by values like integrity, transparency and community. Those values gave us the confidence to step into a competitive category and lead with purpose. At the time, many ‘premium’ pet foods were focusing heavily on ingredient lists but not necessarily on how those ingredients worked together to support total-body health. We saw an unmet need for solutions that prioritized digestibility, gut health and nutrient absorption, which inspired the development of our proprietary Good 4 Life system. That system allowed us to go beyond basic nutrition and offer functional benefits that make a real difference in pets’ lives.”

Midwestern Pet Foods may not have started in pet food, but its continued dedication to quality remains apparent in how it operates today. “Midwestern Pet Foods, originally Nunn Milling Company, began milling fine flours and corn meal out of the ‘Crossroads of America’ in 1926,” explained Marketing Manager Brandi Kramer. “Operating out of Evansville, IN, the Nunn family business started making super premium pet food under the Midwestern Pet Foods name in 1982 and distribution quickly spread across the US. Midwestern Pet Foods is still one of the few fourth generation family-owned, privately held companies still in existence in the industry.”

Presently, “Midwestern Pet Foods offers quality nutrition for every pet and a price point for every wallet. Our diverse product offering in dry kibble, wet food, chewy treats and biscuits gives customers solutions they’re looking for. Whole grain, grain-free, limited ingredient, sensitive skin and stomach—we have it all. And many of our recipes are suitable for all life stages, as well as all breeds and sizes. We make all of our dry food and treats in our family-owned USA kitchens too,” Kramer said.

NutriSource has carved a space within premium food that emphasizes how ingredients can work together holistically. 

“We understand that pet owners in the premium food category are looking for more than just high-quality ingredients; they’re seeking trust, transparency and tangible results they can see in their pets’ health,” said DeLisle. “What sets us apart is our holistic approach to nutrition. Through our proprietary Good 4 Life system, we go beyond basic nutrition to support gut health, immunity and overall well-being, areas that pet owners are increasingly educated about and invested in. We also pride ourselves on being family-owned and community-focused. That creates a level of integrity and consistency in our product development that resonates with pet parents looking for brands that are both premium and principled. We’re not just selling pet food; we’re offering peace of mind.”

Along with peace of mind, Nulo Pet Food brings true innovation to the category. 

“Nulo is a pioneer and innovator in the emerging raw alternative pet foods segment,” said Eric Emmenegger, Head of Retail and Product Marketing. “We have developed an entirely new pet food category called Cold Pressed that employs low temperature processing and cooking techniques designed to preserve the nutritional integrity of raw food ingredients. This approach to pet food making delivers a higher level of nutritional density per serving than conventional kibble in a shelf stable form. Moreover, we can provide these products at a better price than raw pet diets. The consumer benefits from a nutritional profile similar to raw solutions but in a safer, more convenient open-and-pour form. We’re excited about the prospects for this new line in the year ahead, as well as our Gently Cooked meals for dogs that deliver the benefits consumers seek from a high protein fresh pet food, also in a pantry-friendly shelf stable format.”