GREEN BAY, WIS. — Carnivore Meat Company and its flagship brand Vital Essential will launch its latest raw pet food innovation — Soft Nibs — at Global Pet Expo, from March 26 to28. The new freeze-dried product features a soft texture, making it ideal with dogs and cats with sensitive teeth, according to the company. 

Soft Nibs will be available in 10 varieties — five for dogs and five for cats. The formulas for dogs include the brand’s first-ever fish blends including beef and salmon and lamb and whitefish combinations, as well as a pork flavor.

“We’re excited to unveil our latest innovation at Global Pet Expo,” said Heather Govea, chief executive officer of Carnivore Meat Company. “This new Soft Nibs product is a perfect complement to our existing freeze-dried Crunchy Nibs — a fan favorite with 13,000-plus 5 Star reviews online due to their crunchy, kibble-like texture. Now Butcher Cut Protein lovers have both a crunchy and a soft nib option, making raw feeding more accessible than ever. These 10 new items offer more variety in texture and flavor for dogs and cats to add more raw protein to their diet, for families who want the best nutrition for their pets.”

In an effort to provide health and nutritional benefits to more pets, Vital Essentials is encouraging pet parents to start by incorporating just 20% of raw protein into their pets’ meals. According to the company, even this small addition to a pet’s diet can improve energy, skin and coat health, digestion and overall vitality.

Vital Essentials will also introduce its Nutrition Calculator at Global Pet Expo. To utilize the calculator, pet parents answer eight questions about their pets’ diet and their health goals. The online tool then provides customized recommendations for incorporating raw protein into their pet’s diet.

Visitors to Vital Essentials booth at Global Pet Expo will encounter an immersive butcher shop-inspired theme, which will highlight the brand’s commitment to “butcher cut protein,” according to the company. Interactive demonstrations will showcase how to integrate raw nutrition into daily feeding routines. Select visitors will have the opportunity to participate in an interactive bowl building station.

Vital Essentials will showcase the Soft Nibs product and other innovations at booth No. 458 at Global Pet Expo.

Read more about new pet food and treat products.