RAW DOG FOOD HITS THE SUPERMARKET: NEW FREEZE-DRIED MIX LANDS IN 750 COLES STORES
Raw-style dog food has officially gone mainstream, with a New Zealand brand now stocked in supermarket aisles right around the country.
Animals Like Us has landed national ranging at Coles, with its RawMix33 dog food now available in more than 750 stores and online.
The news, reported in recent days by Inside FMCG and Pet Industry News, makes it one of the easiest ways yet for busy dog owners to try a freeze-dried raw blend without a trip to a specialty pet store.
What Is In The Bag?
RawMix33 combines 67 per cent high-protein kibble with 33 per cent freeze-dried New Zealand meat and organs.
The idea is to offer some of the appeal of raw feeding in a shelf-stable format that does not need to live in your freezer.
At Coles, the range comes in 1kg bags, with beef and ocean fish varieties among those on offer.
According to Inside FMCG, the recipes are developed with animal nutritionists and veterinarians to meet AAFCO standards, a set of nutrient guidelines widely used in pet food.
The brand launched in New Zealand in 2020 before expanding into the United States and Canada, and it was already sold in Australia through Woolworths and Pet Circle.
Why Dog Owners Are Snapping It Up
ANZ country manager Angus Harris said the Coles rollout had gone better than forecast.
"The launch into Coles has exceeded our expectations," he said.
He told Inside FMCG the brand is seeing year-on-year growth of more than 100 per cent across Australia.
Harris puts it down to what the industry calls pet humanisation, with more owners treating their pets as family and expecting more from their food.
You can find out more about the range on the Animals Like Us website or check availability at your local Coles.
Choosing The Right Dog Food For Your Pet
Whatever brand you are eyeing off, the RSPCA recommends basing your dog's diet on a high-quality, complete and balanced commercial food that suits their life stage and health.
It suggests checking that pet food meets the Australian standard for pet food, AS5812, or an equivalent international standard confirmed by independent audit.
The RSPCA also flags some important cautions about raw feeding in general.
It warns that raw meat sold as pet meat can contain sulphite preservatives, which have been linked to a potentially fatal thiamine deficiency in dogs.
If you do choose to feed raw meat or bones, the RSPCA advises sticking to human-grade products.
Tips For A Smooth Switch
If you are thinking of trying a new food, a gentle approach will keep tummies happy.
Rather than changing foods overnight, ask your vet how gradually to introduce the new food alongside the old.
Keep an eye on your dog's energy, coat, weight and poos during the change, and note anything unusual to mention at your next vet visit.
Make sure fresh water is always available, as the RSPCA recommends.
Avoid exercising your dog right before or after meals, which the RSPCA says can help reduce the risk of bloat.
And remember that some everyday foods, including onions, garlic, chocolate, grapes, raisins, macadamias and avocado, are toxic to dogs.
A Quick Word Before You Swap
Every dog is different, and puppies, seniors and dogs with health conditions or allergies may have very specific nutritional needs.
This story is for general information only, so if you are unsure whether a new food suits your pet, have a chat with your vet before making the switch.
Still, for time-poor owners who want a little more choice in the supermarket aisle, having freeze-dried options next to the usual kibble is a welcome treat.
