More Pet Brands Target Owners Who Like to Cook Their Own Dog Food

Feeding the dog with Freshpet dog food is kind of like baking with a cake mix.

Dog owners "know they're not quite cooking" when they mash the meat or mix it with kibble, says Scott Morris, co-founder of the Secaucus, N.J., company. "But they still feel emotionally rewarded for the effort."

That insight is driving a big shift in the way companies are designing food for the nation's millions of dogs and cats. After years of steadily rising pet-food sales, brands are launching premium-priced products requiring humans to refrigerate, freeze, dice, heat and/or mix-in additional ingredients like meat and vegetables.

Source: More Pet Brands Target Owners Who Like to Cook Their Own Dog Food - WSJ.com

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