GREEN BAY, WIS. — Vital Essentials®, Carnivore Meat Company’s flagship brand, officially launched its latest pet food innovation — Soft Nibs. After teasing the product at Global Pet Expo in  March, the Soft Nibs is now available via Amazon, Chewy and at neighborhood pet stores. 

Building off the success of the company’s Crunchy Nibs product, Soft Nibs features a soft texture that can be crumbled and rehydrated to provide a moisture boost, making it easy to eat for pets with sensitive teeth, according to Vital Essentials.

The launch includes 10 varieties, with five each for dogs and cats. Dog varieties include Beef, Beef & Salmon, Duck, Lamb & Whitefish, and Pork, debuting the brand’s first-ever fish-protein blends and pork formulations for dogs. Cat varieties include Beef & Chicken, Chicken, Duck, Pork and Turkey. 

“Vital Essentials continues our mission to make raw feeding simple and approachable, delivering transformative health benefits for pets,” said Heather Govea, chief executive officer of Carnivore Meat Company. “With Soft Nibs joining our Butcher Cut Protein line, pet parents now have complete texture options — both crunchy and soft — providing unmatched mealtime variety.”

In an effort to encourage pet parents to prioritize their pets’ health, the brand is encouraging pet parents to incorporate 20% raw Butcher Cut Protein into their pets’ meals. According to the brand, this is a simple shift that is scientifically shown to support energy, skin and coat health, digestion and overall vitality. 

After an introduction at Global Pet Expo, Vital Essentials has also launched its Artificial Intelligence (AI) -powered Nutrition Calculator on its website. The calculator uses advanced AI technology to analyze photos of current pet food packaging and automatically extract nutritional data, providing customized recommendations for incorporating more raw protein into pets’ diets.

Read more about new pet food and treat products.