Stella & Chewy’s, a leader in the rapidly-growing freeze-dried and frozen raw segments of the pet food industry, will be introducing a family of Raw Blend and Raw Coated Kibble at Global Pet Expo in Orlando, Florida, March 22-24. The additions represent the company’s largest new product introduction in its history as it enters the kibble segment of pet foods.
Since it was started in 2003 by Marie Moody, founder and chairman, after she discovered the power of raw nutrition with her own animals, the company’s mission statement has been “to provide the highest quality, natural pet food available with emphasis on health, palatability, and convenience.” Stella & Chewy’s is built on the philosophy of the power of raw food nutrition and that any amount of raw food in a diet will have a meaningful and positive impact on a pet’s health and well-being.
“Since the beginning, we have been focused on making raw food more readily available and more convenient for pet parents,” Moody said. “From our start in frozen raw, to the addition of complete and balanced freeze-dried dinners, to our more recent introduction of our Meal Mixers, we have always believed that less processed food, pristine ingredients and raw food at any levels in a pet’s diet will be beneficial.
“We understand there are many kibble type products available, and while many are of good quality, none really offer the promise of raw in every bite,” she added. “We believe we have created a kibble that is truly unique and special, consistent with our values, and that delivers on feeding ‘Only the good stuff’ to pets.”
Each grain-free recipe starts with responsibly-sourced proteins like cage-free poultry, grass-fed meat and wild-caught fish, organic fruits and vegetables, and includes 65 – 70 percent meat ingredients. Each is then slowly and gently baked, resulting in a less-processed, more easily digested and highly palatable product.
Raw Coated Kibble is coated with freeze-dried raw goodness, crafted in the company’s own kitchen, on every piece in each of the four recipes: Grass-Fed Beef, Cage-Free Chicken, Wild-Caught Whitefish and Small Breed Chicken. Two additional recipes of Raw Blend Kibble, Red Meat and Cage-Free include the same raw coating, to which has been added freeze-dried pieces of Stella & Chewy’s Meal Mixers to deliver additional freeze-dried raw nutrition in every meal.
The family of products will be launched nationally this April in distinctive 3.5-, 10- and 22-pound packaging to visually communicate its important product differences on-shelf. The brand will be supported with in-store merchandising, aggressive product sampling, consumer promotion support and digital media to drive awareness. The company says it is proud to partner exclusively with the neighborhood pet store retail channel with this important addition to its product portfolio.