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What makes the NOW Fresh range of pet food unique?

What makes the NOW Fresh range of pet food unique?


NOW Fresh by Petcurean is a unique grain free food for dogs and cats. “Unique” by definition means “being the only one of its kind; unlike anything else”. So how is NOW Fresh unique?

NOW Fresh is the only kibble on the market made with 100% fresh meat/fish and 100% fresh oils (no rendered ingredients e.g. meat meals or rendered fats like chicken fat).

Rendered ingredients are processed (most often subjected to heat) and then when they are used to make the kibble they are processed for a second time.

The fresh meats/fish (turkey, salmon & duck) and oils (canola & coconut), along with a wide range of farm-fresh fruits & veges, used in NOW Fresh are only cooked once to make the kibble. Since NOW Fresh is steamed slowly at low temperatures, all the ingredients are very minimally processed, preserving more nutrients and flavour. Hence the use of the word “Fresh” in NOW Fresh. NOW Fresh is really the closest kibble you will get to a raw diet.

In addition, there are several other important features that help set NOW Fresh apart:

  • Unlike the majority of grain free dog foods, which are very high in protein and fat levels, NOW Fresh has been formulated to provide moderate protein and fat levels, more suitable to a wide range of pets with differing activity levels and nutritional needs. Petcurean believes that balance and moderation are key to the long-term health, wellness and vitality of pets.
  • Eggs are a key ingredient in the NOW Fresh recipes. Eggs have the highest Biological Value of any protein – higher than meat or fish! Biological value measures the proportion of absorbed protein from a food which becomes incorporated into the proteins of the organism's body. It captures how readily the digested protein can be used in protein synthesis in the cells of the organism. Eggs have a biological value of 100% while fish meal sits at approx. 92% and chicken at approx 85%. An 11.34kg bag of NOW Fresh dog food contains over 60 eggs!
  • NOW Fresh is made with coconut oil. It seems everyone is talking about the benefits of coconut oil, and for good reason. It tastes great and can improve the health of your pet. Coconut oil is a medium chain triglyceride (MCT). MCTs are made up of shorter chains of fatty acids, like lauric, capric and caprylic acid, which can be more easily digested and absorbed without the use of several digestive enzymes produced by the pancreas. This is especially important for dogs that suffer from digestive and metabolic problems as it puts less strain on the pancreas and digestive system. MCT’s go directly to the liver to be converted into energy, rather than being stored as fat for later use. This helps overweight dogs lose weight and feel more energetic, and improves athletic performance. Coconut oil also improves skin & coat health.
  • NOW Fresh uses NZ green lipped mussels - a natural source of chondroitin, DHA and EPA. Green lipped mussels also provide a unique omega-3 fatty acid, ETA (Eicosatetraenoic Acid) which has potent anti-inflammatory effects. This is useful for joint and hip support in large breed dogs.
  • The entire NOW Fresh range is grain and gluten free, does not contain chicken (a common allergen for pets that have had a long exposure to chicken based food) and meets the European standard for GMO free ingredients.
  • NOW Fresh is formulated for Life stages (puppy, adult and senior) and breed sizes (including recipes specifically for large breed and small breed dogs) and also includes a weight management recipe.

Check out the NOW Fresh range for dogs and for cats.


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