HAWKE’S BAY, NEW ZEALAND — Animals Like Us, a New Zealand-based pet food brand, announced Feb. 20 the launch of its latest product: RawMix50™. The dog diet “bridges the gap” between premium kibble and even more premium freeze-dried and fresh diets, according to the company.

RawMix50 combines high-protein kibble bites with whole chunks of freeze-dried meat and organs to create a “granola for dogs” look for the diets. Freeze-dried inclusions account for 50% of the diet, whereas the other 50% is comprised of high-protein kibble.

“Fully freeze-dried food is expensive and ‘fresh’ foods are not only expensive, but messy to serve,” said Rob Achten, co-founder and chief executive officer of Animals Like Us. “We set out to create a safe, convenient and less expensive way for consumers to deliver the health benefits of a raw diet.”

All animal ingredients for the diets are sourced in New Zealand. RawMix50 is available in three recipes: Cage-Free Chicken, Grass-Fed Beef and Grass-Fed Lamb.

Founded in 2019, Animals Like Us has successfully established itself in New Zealand and Australia, and now has its sights set on brick-and-mortar channels in the United States.

“RawMix50 isn’t just another dog food option on the shelf, it’s a lifestyle choice for pet owners who want something better for themselves and their furry friends,” Achten added. “We’re thrilled to work with our partners at Pets PHD and our exclusive distributor Phillips to bring this revolutionary product to the US market.”

The launch of RawMix50 adds to the company’s existing raw dog treat portfolio, which includes Cage-Free Chicken Liver, Grass-Fed Lamb Heart, Grass-Fed Lamb Green Tripe and Grass-Fed Beef Liver treats.

Animals Like Us will be exhibiting at Global Pet Expo, booth #238, from March 20 to 22 in Orlando, Fla.

Read more about new pet food and treat products.