SAN FRANCISCO — NomNomNow, a made-to-order fresh pet food company, has expanded its brand with custom-portioned, direct-to-consumer, fresh nutrition for cats.

Known for its made-to-order dog food, NomNomNow produces fresh pet food to order in the company’s California manufacturing facility, pre-portions the meals for each individual pet and delivers them in weekly shipments directly to customers.

Recent findings from the Association for Pet Obesity Prevention suggested that approximately 60% of cats in the U.S. were classified as overweight in 2017, an increase from 2016’s findings, due in large part to overfeeding, according to NomNomNow. By pre-portioning meals based on each cat’s unique nutritional requirements, the company’s products help to reduce overfeeding.

NomNomNow for cats is available in two recipes: Flavorful Fish Feast and Chicken Chow-Meow. Both formulations were developed by the company’s Chief Nutrition Officer Justin Shmalberg, Ph.D. A practicing vet and a faculty member of integrative medicine at a leading college of veterinary medicine, Dr. Shmalberg is one of fewer than 100 board-certified veterinary nutritionists in the country, NomNomNow said.

“Unlike dogs, cats are obligate carnivores, and many retain the instinct to hunt prey,” Dr. Shmalberg said. “We deliberately designed these recipes to feature digestible sources of high-quality protein and nutrient-rich vegetables, to match the low-carbohydrate nutrient profile of the typical natural prey of wild cats.”

Cat eating NomNomNow fresh cat foodNomNomNow said the fresh food approach provides ample moisture within the food, which can benefit cats, especially those with urinary tract issues. Both recipes also include the NomNomNutrient Mix — a proprietary vitamin and mineral blend — to provide cats with the nutrition they need to thrive at all stages of life.

The launch of NomNomNow for cats comes on the heels of $13 million in venture funding. The company plans to use the funding to expand operations, invest in proprietary software, make key hires and increase production capacity.

NomNomNow’s meals contain no artificial preservatives or fillers, and portions are optimized to provide pets with the ideal balance for their weight, age, activity level, breed and health issues. Meals are cooked weekly at the company’s facility, individually portioned, arrive fresh, not frozen, and ready to serve.

Read more about new pet food and treat products.