Pet Food Processing - January 2025 - 14

TRENDS
Nulo uses a cold-pressed process to help lock
in nutrition and flavor. Emmenegger added
that by using a jerky format the company keeps
a high level of animal protein in the product.
Additionally, maintaining nutritional balance is
essential.
" The meal has to give [pets] the nutrition they
need for a long, healthy, vital life, " Emmenegger
said. " We also know that treating is something
that is going to happen, so the treat has to be appropriately
formulated so it's not providing too many
calories or throwing off the complete and balanced
equation. "
Smolen said the freeze-drying process helps WagWell
differentiate its treats and lock in nutrition and flavor,
and he said the market for treats isn't necessarily about
a single hot ingredient but rather about the quality of
Honest to Goodness Pet Snacks are made from plantbased
ingredients and help support mobility, digestion,
healthy skin and coat, mood and immunity. W.F. Young
ure and be bathed weekly, giving them specific weight
management and skin and coat needs.
Charlotte, NC-based WagWell offers human-grade
freeze-dried dog treats in beef and
cheese varieties. The company started
in the supplement space offering ahiflower
omega chews in formulations to
address allergy and itch, calming and
mobility needs. William Smolen, cofounder
and chief executive officer, said
the goal after launching those products
was to then develop single-ingredient
treats because many pet parents have noticed
how legacy treats often contain excessive
ingredients that may not necessarily
promote optimal health.
" Each treat is rich in protein and free
from corn, wheat and soy, addressing
common pet sensitivities while promoting
overall health, " Smolen said.
" The freeze-drying process preserves
essential nutrients and ensures both
safety and flavor retention. "
Product differentiation
The treat category is crowded, so brands
are looking to differentiate themselves
through formulation techniques and ingredient
use.
Wild Things Trainers from O.T.I.S. come in four flavors -
bison, venison, salmon and elk. O.T.I.S.
14 PET FOOD PROCESSING | Jan-Feb 2025 | www.petfoodprocessing.net
what the products contain.
" It's about the alchemy of everything and how you're
putting that together - having that freeze-dried process
while incorporating the best, high-quality proteins and
vegetables, " he said.
The company is currently working on developing a
freeze-dried food recipe that will be complementary to
the freeze-dried treats.
Limiting treats is key to
ensuring optimal nutrition. "
Natalie Williams, Petcurean
Murray said pet parents should look for products
that provide Omega 3 fatty acids to support joint, brain
health and immune health, and to this end Honest to
Goodness uses marine microalgae oil. She added that
yeast cultures are also important sources of postbiotics.
Ingredients like pumpkin for digestive health, chamomile
and ginger for calming, cranberry and pomegranate
for immunity, and coconut and flax for skin and coat
health are also beneficial.
Williams said some ingredients that can be used in
functional snacks include fruits and vegetables and fiber
like psyllium husk. Chicken cartilage can be a source of
chondroitin for healthy joints, and salmon is a source of
Omega 3 fatty acids, as are marine microalgae oil and
flaxseed.
Yet with all the health benefits treats can provide,
Williams also emphasized the importance of moderation.
" Whenever pet parents are incorporating treats,
toppers or other non-complete and balanced foods,
it's important to stick to the '10%' rule. " he said. " This
means that no more than 10% of a pet's daily caloric in
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