The company’s official website lists product categories including freeze-dried food, air-dried food, home-cooked food, wet food, kibbles and pet treats 1.

Absolute Holistic describes its origins as a project initiated by animal lovers dedicated to improving pets’ lives through product innovation. The brand states that its offerings are supported by research and development focused on process improvement 1.

The brand operates under the Absolute Pet umbrella. Industry publications and brand pages identify the parent entity as Absolute Pet International Pte Ltd, with contact details based in Singapore 1. Consequently, there is a clear distinction between the brand’s corporate identity, which is associated with Absolute Pet International in Singapore, and its manufacturing origins, which vary by specific product and recipe. This multi-origin approach means that while some lines emphasise New Zealand production, others utilise manufacturing facilities in different countries.

Absolute Holistic’s philosophy centres on providing better nutrition through superior ingredients and biologically appropriate food formulations.

High-quality ingredients

The brand emphasises the use of fresh meats, diverse protein sources, fruits, vegetables and superfoods, aiming to provide wholesome nutrition without unnecessary fillers 1.

Protein-forward nutrition

Animal proteins feature prominently in ingredient lists across the portfolio. Certain air-dried and freeze-dried products are notably meat-heavy; for example, freeze-dried raw beef patties are described as containing at least 90% beef, organs and bones, with the remainder comprising fruits, produce and supplements 1.

Grain-free options

A significant aspect of the brand’s identity is its extensive range of grain-free products, particularly within the kibble, air-dried and freeze-dried categories 1. However, grain-free is primarily a formulation characteristic rather than a universal indicator of medical superiority for all pets.

Life-stage and functional nutrition

Absolute Holistic formulates products for specific life stages and health needs. The cat range, for instance, includes distinct formulas for kittens, indoor cats, coat care, hairball management and urinary health 1. Functional ingredients such as salmon oil, omega fatty acids, taurine, glucosamine, chondroitin, probiotics and prebiotics are incorporated based on specific nutritional goals.

Absolute Holistic maintains a broad portfolio that extends beyond conventional kibble to include multiple feeding formats.

Dry food and kibbles

The brand offers grain-free dry food for both dogs and cats. Dog kibble recipes include Duck & Peas, Lamb & Peas, Salmon & Peas, and Pork, Peas & Lentils. These formulas are described as containing 70% meat, produce and superfoods, with the remaining 30% consisting of vitamins, minerals and carbohydrates, and are manufactured in the USA 2.

For cats, the grain-free dry food range includes functional formulas such as Kitten, Indoor, Coat Care, Hairball and Urinary, designed to address specific nutritional requirements rather than merely offering flavour variations 1.

Air-dried food

Air-dried food is a distinctive category for Absolute Holistic, utilising gentle drying methods instead of high-temperature extrusion to preserve sensitive proteins, nutrients and enzymes 1. The cat air-dried range includes recipes such as Beef & Venison, Mackerel & Lamb, Lamb & Salmon, and Chicken & Hoki, typically sold in 500 g packs as complete and balanced meals 1. Some air-dried products are manufactured in New Zealand, contributing to the brand’s association with that region 3.

Freeze-dried food

Freeze-dried raw-style patties are marketed to mimic ancestral diets while offering convenient storage and serving. Beef freeze-dried patties contain beef, apples, blueberries, cranberries, kale, pumpkin, parsley, carrots and broccoli, alongside oils and supplements. These products meet AAFCO nutrient profiles for all life stages and are made in the USA 1. Other recipes include combinations such as salmon and tuna. Depending on the formulation, these can be served rehydrated, as a meal topper or as a treat 1.

Wet food

The wet food range includes canned foods, Raw Stew and Meaty Loaf products. Recipes utilise combinations of meat, fish, vegetables and functional additions. One complete cat food recipe features tuna as the first ingredient with goji berry, marketed as grain- and gluten-free without corn, wheat or soy 1. Broth-style wet foods and toppers featuring chicken or tuna with bone broth are also available 3.

Home-cooked style food

Absolute Holistic offers a Home Cooked Style Recipe / Gently Cooked range intended to bridge the gap between conventional kibble and raw diets. This category involves gentle cooking while retaining a fresh-food positioning and is listed by Singapore retailers as a major dog food category 4.

Treats

Treats constitute a substantial portion of the portfolio, including air-dried, jerky, freeze-dried, meat, seafood-based, bisque and dental varieties. Ingredients can include venison, lobster, quail egg, fish roe and various seafoods 3. Air-dried treats are positioned as high-protein options, with some retail descriptions indicating at least 90% meat and organ content 3.

Dental and health products

Beyond food, the Absolute Pet portfolio includes dental chews, healthcare products and hygiene-related items alongside Absolute Holistic’s food categories 1. This reflects a broader strategy covering multiple aspects of daily pet care.

Across the range, Absolute Holistic consistently utilises specific ingredient categories:

• Animal proteins: Chicken, beef, lamb, duck, salmon, tuna, mackerel, venison and hoki appear across various formulas.
• Fruits and vegetables: Blueberries, cranberries, apples, pumpkin, carrots, kale, spinach and parsley are common inclusions.
• Functional ingredients: Depending on the recipe, formulas may contain salmon oil, taurine, glucosamine, chondroitin, probiotics, chicory root, coconut oil and essential vitamins and minerals. For example, the Salmon & Peas dog formula includes salmon oil, cranberries, glucosamine, chondroitin and probiotics 3.

Absolute Holistic operates as a multi-origin brand with manufacturing and sourcing arrangements tailored to specific product lines.

• New Zealand: Certain air-dried products are manufactured in New Zealand, with the brand emphasising locally sourced ingredients for these lines 3.
• United States: Grain-free dry dog foods explicitly state “Made in USA” 2. Freeze-dried raw patties are also identified as US-manufactured 1.
• Multiple origins: Retail listings in Singapore show Absolute Holistic products associated with several countries of origin, including the USA, Thailand, Netherlands, European Union and New Zealand 5.

Consequently, the brand is best understood as having diverse manufacturing platforms rather than a single country of origin for its entire portfolio.

Absolute Holistic occupies the premium to super-premium segment of the pet food market. Its positioning integrates traditional premium kibble (grain-free, meat-first) with alternative feeding formats (air-dried, freeze-dried, gently cooked), functional nutrition solutions and a wide variety of treats. This breadth offers a more comprehensive proposition than brands specialising solely in premium kibble.

Singapore is a primary market for Absolute Holistic. The brand’s official contact information includes a +65 telephone number, and its products are widely distributed through local pet retailers 1. Major stockists include Pet Lovers Centre, Kohepets and Perromart 6. Retail listings in Singapore demonstrate an extensive assortment covering dog and cat dry food, wet food, freeze-dried and air-dried products, treats and supplements.

Several factors define the Absolute Holistic brand:

1. Diverse feeding formats: The portfolio encompasses kibble, wet food, air-dried, freeze-dried, gently cooked and treats, avoiding reliance on a single diet type.
2. Animal-protein focus: Meat, fish and animal proteins are central to most formulations.
3. Holistic positioning: Nutrition is framed within the context of broader pet wellness.
4. Functional formulas: Specific recipes target lifestyle and health objectives, particularly in the cat range 1.
5. International sourcing: The combination of US, New Zealand and other manufacturing origins allows for specialised production per product type.
6. Singapore footprint: Despite international sales, Singapore remains prominent in the brand’s distribution and corporate presence 1.

Absolute Holistic sits within a broader brand structure managed by Absolute Pet 1:

• Absolute Holistic: Dry food, air-dried food, freeze-dried food, wet food, home-cooked food, treats and dental products.
• Absolute Plus: Pet care and wellness products.
• Absorb Plus: Hygiene products.

Absolute Holistic occupies a middle ground in the premium sector. It is more diversified than conventional kibble specialists due to its inclusion of raw-style, air-dried and gently cooked options, yet it is not exclusively a raw food company. This allows customers to utilise conventional kibble for daily feeding while incorporating freeze-dried, wet or air-dried products as toppers or treats. The strategy resembles a complete pet nutrition ecosystem spanning everyday food, alternative formats, functional diets, treats and dental care.

The term “holistic” functions primarily as a marketing and positioning descriptor rather than a standardised nutritional certification. Therefore, the Absolute Holistic name does not inherently guarantee nutritional superiority over competing foods. Evaluation of individual products should consider whether the food is complete and balanced or intended as a topper, the target species and life stage, ingredient list, guaranteed analysis, calorie density, manufacturing country and specific suitability for the animal’s needs. Given the diversity of the portfolio, dry kibble, air-dried food and freeze-dried patties possess distinct nutritional profiles and should not be treated as interchangeable.

Absolute Holistic is a premium, multi-format pet nutrition brand with operations associated with Absolute Pet and a particularly strong presence in Singapore. Its central proposition involves providing dogs and cats with food based on high-quality animal proteins, natural ingredients and functional nutrition across a spectrum ranging from conventional kibble to freeze-dried and air-dried formats 1. Key differentiators include product variety, protein-oriented formulations, grain-free options and multiple processing methods.

Crucially, Absolute Holistic functions as a brand umbrella rather than a single standardised recipe system. Products have varying formulations, origins and nutritional profiles; consequently, a New Zealand-made air-dried product, a USA-made kibble and a wet food tray should be evaluated individually rather than assuming uniform sourcing or characteristics across the entire brand.

1. Absolute Holistic | Pet Food
2. Absolute Holistic Dog Kibbles | Grain Free Lamb & Peas
3. Absolute Holistic Air Dried Lamb & Duck Dog Food | Kohepets
4. Absolute Holistic | B2K Pet Singapore
5. | FairPrice Singapore
6. Shop Absolute Holistic Kibbles for Dogs & Cats | Pet Food