Feline Natural

About Feline Natural

Feline Natural is a premium New Zealand cat food brand specialising in high-meat, minimally processed nutrition, particularly freeze-dried and wet food diets. Launched in 2011 by the company behind K9 Natural, the brand was established to adapt a species-appropriate, high-meat philosophy specifically for felines 1. It currently operates under the Natural Pet Food Group (NPFG) alongside K9 Natural, positioning itself as a globally distributed premium pet food manufacturer that combines nature-inspired nutrition with whole-food ingredients and New Zealand sourcing.

Brand overview

Item	Details
Brand	Feline Natural
Country of origin	New Zealand
Parent company	Natural Pet Food Group Limited
Related brand	K9 Natural
Founded / launched	2011
Category	Premium cat food and treats
Core philosophy	High-meat, species-appropriate, minimally processed nutrition
Main formats	Freeze-dried, canned, pouches, boosters and treats
Primary market positioning	Premium / super-premium cat food
Manufacturing identity	New Zealand-made
Current corporate status	Part of Natural Pet Food Group; NPFG is owned through a KKR-controlled structure
Certification	Certified B Corporation as of 2026

The parent company, Natural Pet Food Group, began operations in 2006 with K9 Natural before introducing Feline Natural in 2011 to address specific feline nutritional requirements 2.

Nutritional philosophy

Feline Natural is built on the premise that cats are obligate carnivores requiring a diet dominated by animal ingredients rather than cereal or starch-heavy fillers. The brand emphasises meat, organs, seafood, bone and animal-derived nutrients with relatively low carbohydrate content and minimal processing. Its core proposition involves making fresh, raw-style nutrition commercially convenient through freeze-drying and wet food formats 3. Unlike conventional kibble brands, its identity is rooted in high-meat diets and freeze-dried nutrition, having been among the early companies to commercialise freeze-dried pet food before launching its feline-specific range 4.

High-meat and whole-animal ingredients

The brand’s current freeze-dried range is marketed as containing approximately 98% New Zealand meat, with canned and pouch products similarly built around high meat content 5. Rather than treating meat as a single ingredient, recipes incorporate whole animal components including muscle meat, liver, heart, kidney, lung, bone, seafood and green-lipped mussel to approximate the nutritional composition of natural prey 6.

Minimal processing and New Zealand sourcing

Processing methods are central to the brand’s identity. Instead of traditional extrusion, flagship products utilise freeze-drying to remove water at low temperatures, aiming to preserve the nutritional characteristics, aroma and flavour of raw ingredients while ensuring shelf stability 7. Sourcing focuses on grass-fed meat, free-range animals, cage-free chicken and sustainably sourced seafood from New Zealand, although the company acknowledges that some functional inputs may originate internationally where appropriate 8. Products are formulated without grains, cereal fillers, artificial colours, artificial flavours or unnecessary binders and gelling agents 9.

Company and brand history

Early development and international expansion

The corporate history began in 2006 when K9 Natural was founded to provide police dogs with instinctive, natural diets 2. In 2008, the company moved into freeze-dried nutrition, allowing raw-style ingredients to be transformed into shelf-stable products without refrigeration 3. International exports commenced in 2009, establishing the foundation for a global premium pet food business 4.

Launch and product line expansion

Feline Natural was launched specifically for cats in 2011, adapting the high-meat philosophy previously developed for canines to feline nutritional needs 6. The brand subsequently expanded internationally, becoming particularly associated with freeze-dried cat food. In 2016, the product range grew beyond freeze-dried offerings to include canned wet food formulated without conventional gelling agents, using fresh New Zealand water for moisture and binding 7. Supplementary products such as treats and boosters were introduced in 2018 to support mixed-feeding routines 8. By 2021, the wet food offering had expanded into pouches designed for convenience and hydration, avoiding gums and binders 9.

Corporate ownership and certification

Natural Pet Food Group was acquired by an investment fund affiliated with KKR in 2021 10. In 2026, the group achieved Certified B Corporation status, highlighting commitments regarding pets, people, sourcing and environmental practices 11.

Relationship to other brands

K9 Natural

Feline Natural and K9 Natural are sister brands within the Natural Pet Food Group. While they share a common origin and nutritional philosophy, K9 Natural focuses primarily on canine nutrition, whereas Feline Natural is specifically formulated and marketed for cats 12. They are distinct product lines rather than rebranded versions of one another.

ZIWI Peak

Despite both being premium New Zealand pet food brands emphasising high-meat diets, Feline Natural is not affiliated with ZIWI Peak. Feline Natural belongs to Natural Pet Food Group, while ZIWI Peak is owned by ZIWI and utilises distinct air-drying technology 13. The two brands operate as competitors within the premium New Zealand pet food market.

Product range

Freeze-Dried Feasts

This category represents the brand’s historical differentiator. Current recipes include Chicken Feast, Chicken & Lamb Feast, Beef & Hoki Feast, Lamb & King Salmon Feast and Lamb & Venison Feast 14. These products can be fed dry, rehydrated with warm water, or used as meal toppers, and are described as complete and balanced when fed according to guidelines 15.

Canned Feasts

The canned range offers the same high-meat philosophy in a ready-to-eat wet format. Recipes include Beef, Beef & Hoki, Chicken, Chicken & Lamb, Chicken & Venison, Lamb, Lamb & King Salmon, Lamb & Venison and Chicken & King Salmon 16. The canned food is described as approximately 98% meat plus fresh New Zealand water, containing no gelling agents or fillers 17.

Pouches

Designed for convenience and hydration, the pouch line includes Chicken & Lamb Feast, Hoki & Beef Feast and Lamb & King Salmon Feast 18. These products are soft, nutrient-dense pâtés containing approximately 98% meat and fresh New Zealand water without gums, binders or fillers 19.

Boosters and treats

Boosters such as freeze-dried Green Tripe are intended to enhance palatability or add animal-based ingredients to existing diets 20. Single-protein freeze-dried treats include Beef Healthy Bites, Chicken Healthy Bites and Lamb Healthy Bites, emphasising single-source meat and minimal processing 21.

Nutritional profile and safety

Guaranteed analysis

Products are positioned as nutrient-dense rather than volume-dense. For example, the Chicken Freeze-Dried recipe lists approximately 38% minimum crude protein, 30% minimum crude fat, 3% maximum crude fibre, 14% maximum moisture and 0.20% minimum taurine on an as-fed basis 22. Due to low moisture content in freeze-dried foods, the company provides dry-matter analysis to facilitate accurate comparisons with wet food formats 23.

Taurine and standards

Recognising taurine as an essential dietary requirement for cats, formulas include added taurine alongside naturally occurring nutrients from animal ingredients 24. Recipes are formulated to meet recognised AAFCO nutritional standards for complete and balanced nutrition depending on the product and life stage 25.

Safety and processing

The brand seeks to combine raw ingredient characteristics with controlled manufacturing. Emphasis is placed on traceable ingredients, minimal processing, nutritional testing and transparency 26. “Minimally processed” indicates commercial manufacturing and formulation for nutritional completeness rather than unprocessed raw meat. Feeding guides recommend a 7–10 day transition period when introducing the food 27.

Market positioning and sustainability

Feline Natural occupies the premium and super-premium segment of the cat food market. Its value proposition centres on very high animal-ingredient content, strong protein profiles, minimal processing and New Zealand provenance, balanced against higher price points compared to mainstream alternatives 28. The brand targets owners interested in pet nutrition, high-meat diets and ingredient quality who are willing to pay a premium for freeze-dried or wet formats 29.

Sustainability has become increasingly integral to brand positioning. The 2026 B Corp certification reflects commitments to ethical sourcing, animal welfare and environmental responsibility across New Zealand farms and waters 30. However, the company notes that not all ingredients, particularly certain vitamins and minerals, are necessarily sourced locally 31.

International presence

Although distinctly New Zealand in origin, Feline Natural has maintained an international focus since the parent company began exporting in 2009 32. The brand is sold in markets including New Zealand, Australia, the United States, Canada and Asia 33. Distribution continues to expand; in 2025, for example, the company announced a partnership bringing products to Pet Valu stores across Canada 34. In Singapore and other Asian markets, the brand is positioned within the premium imported pet food category, leveraging its New Zealand manufacturing and high-meat credentials to compete with other super-premium labels 35.

References

This profile was compiled with AI assistance and reviewed before publishing. How we use AI

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