Kibble in the Raw is an industry-changing dog food format from Primal Pet Foods and it was created to offer the ease and accessibility of kibble with the many nutritional benefits of raw food. "It took three years of innovating to develop a convenient new product format that is deserving of the Primal name," said Matt Koss, founder and chief product development officer for Primal Pet Foods, "With the launch of Kibble in the Raw, we have the unique opportunity to deliver the proven benefits of raw nutrition to kibble consumers with diets that meet the ancestral, biological needs of their dogs."
Kibble in the Raw features almost 13lbs of raw beef, pork, fish or chicken in every 9-lb bag, and the nutritionally dense meals are made possible by combining raw protein with steam-cooked sorghum and a proprietary process that's finished with freeze-drying.
Freeze-Dried Dog Meals
Kibble in the Raw is an Innovative Pet Food Format
Trend Themes
1. Raw Food for Pets - The Kibble in the Raw format provides the nutritional benefits of raw food in a convenient kibble form, disrupting the traditional pet food market.
2. Freeze-drying Technology - The proprietary freeze-drying process used in Kibble in the Raw allows for the creation of nutritionally dense, shelf-stable dog meals, presenting opportunities for innovation in other food industries.
3. Hybrid Pet Food Formats - The combination of raw protein with steam-cooked sorghum in Kibble in the Raw showcases the potential for hybrid pet food formats, opening up possibilities for new product development in the pet food industry.
Industry Implications
1. Pet Food - The launch of Kibble in the Raw highlights the potential for disruption and innovation in the pet food industry, particularly in creating more nutritious and convenient options for pet owners.
2. Freeze-drying - The freeze-drying process used in Kibble in the Raw presents opportunities for the development of new freeze-dried food products in various industries, such as camping food, emergency rations, and astronaut food.
3. Alternative Protein - The use of raw beef, pork, fish, and chicken in Kibble in the Raw showcases the potential for alternative protein sources in the pet food industry, as well as in broader food sectors like plant-based meat substitutes.