Category	Information
Brand	ORIJEN®
Industry	Pet food / pet nutrition
Products	Dog food, cat food, treats and specialized diets
Primary animals	Dogs and cats
Origin	Canada
Parent company	Champion Petfoods
Current owner	Mars Petcare / Mars, Incorporated
Parent company acquisition	2023
Brand launched	2005
Core philosophy	Biologically Appropriate™ nutrition
Signature concept	WholePrey™
Market positioning	Premium / super-premium pet food
Global reach	More than 90 countries
Major manufacturing	Champion Petfoods facilities in Canada and the United States

Champion says it has been making Orijen and ACANA foods since 1985, while the Orijen brand itself dates to 2005.

Origins: Champion Petfoods

The story of Orijen begins with Champion Petfoods, a Canadian pet-food company founded in Alberta.

Champion’s origins go back to 1985, when it established its first NorthStar Kitchen in the Canadian prairies. The company initially developed its reputation around producing premium dog and cat food using relatively high proportions of animal ingredients.

The company’s philosophy was different from conventional mass-market pet food. Instead of designing diets primarily around inexpensive, easily stored ingredients, Champion sought to formulate food around the biological and evolutionary characteristics of dogs and cats.

This eventually produced two major brands:

• Orijen — the company’s more premium, meat-focused brand
• ACANA — another premium brand with a somewhat broader nutritional and price positioning

Champion says its products eventually expanded to more than 90 countries.

Launch of Orijen

The Orijen brand was introduced in 2005. Its name and identity were built around the idea of feeding companion animals in a manner inspired by the diets of their wild ancestors.

The brand’s current philosophy is summarized by the slogan:

“Nourish as Nature Intended.”

Orijen describes itself as the fullest expression of Champion’s Biologically Appropriate philosophy.

Rather than simply marketing itself as “high protein,” Orijen’s positioning revolves around several interconnected ideas:

1. Dogs and cats are biologically adapted to diets containing substantial animal-derived nutrition.
2. Animal ingredients should form a major component of the diet.
3. A variety of animal ingredients can provide different nutrients.
4. Meat, organs and bone can collectively represent the nutritional composition of prey.
5. Fresh and raw ingredients can be incorporated into pet-food formulations.

These concepts became the foundation of the Orijen brand.

What does “Biologically Appropriate” mean?

Biologically Appropriate™ is probably the most important concept for understanding Orijen.

Champion describes the philosophy as formulating food to reflect what dogs and cats evolved to eat, emphasizing animal-derived protein and relatively fewer carbohydrates than conventional grain-heavy formulations.

The philosophy does not simply mean that Orijen attempts to reproduce a wild animal’s diet literally. Rather, it is a nutritional and marketing framework built around evolutionary nutrition.

In practical terms, Orijen emphasizes:

• meat
• poultry
• fish
• organs
• bone
• animal-derived nutrients
• fresh ingredients
• raw/frozen ingredients
• multiple animal protein sources

The brand argues that this approach is more consistent with the biological characteristics of dogs and cats than diets dominated by inexpensive plant-based ingredients.

The WholePrey concept

One of Orijen’s most distinctive ideas is WholePrey™.

The concept is inspired by the different components of an animal that a wild predator might consume.

Instead of thinking only in terms of “muscle meat,” Orijen emphasizes a combination of:
Meat + organs + bone

Champion describes organs and other parts of prey as providing important concentrations of nutrients, while bone contributes minerals.

This is an important part of Orijen’s brand identity because it differentiates the company from conventional pet-food marketing that focuses almost exclusively on meat percentages or individual protein sources.

Ingredient philosophy

Orijen places considerable emphasis on ingredient sourcing.

Champion says it works with selected farmers, ranchers and fisheries and evaluates suppliers based on factors such as:

• ingredient quality
• food safety
• sustainability
• traceability
• nutritional value
• digestibility

Examples given by Champion include lamb from New Zealand and fish from Scandinavia.

Orijen also distinguishes between different types of ingredients:

Fresh

Fresh ingredients are refrigerated and are not preserved through freezing, according to Orijen’s terminology.

Raw

Raw ingredients are frozen at peak freshness to help preserve them before processing.

Dried

Dried animal ingredients have had water removed and provide concentrated sources of protein and minerals. 2

This combination allows Orijen to use animal ingredients in different forms within its recipes.

How much animal ingredient does Orijen use?

The exact figure depends on the recipe and product line.

Orijen currently describes many of its recipes as containing approximately 85–95% animal ingredients, while Champion’s broader corporate material describes certain Orijen foods as containing up to approximately 90% animal ingredients when calculated from the unprocessed state of ingredients. 3

This distinction is important: these percentages should not automatically be interpreted as the finished food being 85–95% meat by weight.

Orijen itself notes that these figures are approximate and derived from the unprocessed state of ingredients.

Orijen has developed from primarily dry food into a broader portfolio.

Dog products

The brand offers diets for different stages and needs, including:

• puppy food
• large-breed puppy food
• adult dog food
• senior dog food
• small-breed formulas
• weight-management formulas
• specialized recipes
• freeze-dried food
• treats
• wet/canned products

Examples of recognizable Orijen recipes include Original, Regional Red, Six Fish, Fit & Trim, Puppy, and others.

Cat products

Orijen also produces cat foods designed for:

• kittens
• adult cats
• senior cats

Its cat portfolio similarly emphasizes animal protein and WholePrey ingredients.

Dry food

Dry kibble remains one of Orijen’s best-known product categories.

The brand’s dry foods are manufactured by Champion Petfoods in its own kitchens. Champion operates manufacturing facilities in Canada and the United States. 4

One of the company’s major facilities is the DogStar Kitchen in Auburn, Kentucky.

Champion says DogStar was purpose-built for producing its foods and received a Global Food Safety Initiative Global Markets Award in 2017.

Freeze-dried products

Orijen also sells freeze-dried foods.

Freeze-drying allows the company to produce shelf-stable products while retaining a different texture and ingredient presentation from conventional kibble.

The portfolio includes freeze-dried food and treats, including products based on recipes such as Regional Red.

These products are generally positioned as a premium alternative to conventional dry food and can also be used as part of a feeding regimen or as a topper, depending on the product.

Amazing Grains

An interesting development in the Orijen portfolio is Orijen Amazing Grains™.

This line demonstrates that the brand’s current portfolio isn’t exclusively based on the grain-free positioning for which Orijen became particularly famous.

Amazing Grains recipes combine animal protein with selected grains intended to provide fiber and other nutritional benefits. Current recipes include versions of:

• Original
• Regional Red
• Six Fish
• Puppy
• Puppy Large
• Small Breed
• Fit & Trim

5

This evolution is significant because it shows Orijen adapting its product portfolio rather than maintaining a single rigid formulation philosophy.

Nutrition and formulation

Orijen’s recipes are developed by Champion’s research and nutrition teams.

The company says its specialists include people with backgrounds such as:

• veterinary medicine
• animal nutrition
• food science
• meat hygiene
• food microbiology
• animal science
• biochemistry

Champion also says it works with veterinary consultants and academic institutions, including the University of Guelph.

The company states that its recipes undergo nutritional validation in addition to meeting applicable regulatory requirements. 6

Food safety

Food safety is an important component of Orijen’s positioning.

Champion states that its manufacturing operations use quality-assurance and food-safety systems, ingredient traceability and supplier auditing.

Its NorthStar facilities have also held food-safety certifications including Safe Feed/Safe Food and HACCP-related certifications, according to Champion.

The company also says it tracks ingredients through its production systems.

This is particularly important for a premium brand using a large variety of animal ingredients, because ingredient sourcing and traceability are central to its value proposition.

Animal testing and feeding trials

Orijen’s parent company says it conducts certain types of nutritional research, including:

• palatability testing
• digestibility testing
• AAFCO feeding trials

Champion states that its position is that it only conducts tests it would consider acceptable for its own companion animals.

This is worth distinguishing from the broader question of whether a particular Orijen recipe has undergone a specific feeding trial; consumers should look at the individual product’s nutritional adequacy statement and formulation rather than assuming every recipe has identical testing.

Global expansion

Orijen began as a Canadian premium pet-food brand but subsequently expanded internationally.

Champion currently says its Orijen and ACANA products are sold in more than 90 countries, giving the company a substantial international footprint.

The brand has significant markets across:

• North America
• Europe
• Asia-Pacific
• Latin America

This international expansion helped transform Champion from a regional Canadian manufacturer into a major player in premium pet nutrition.

Acquisition by Mars

One of the biggest events in Orijen’s corporate history occurred in 2022–2023.

In November 2022, Mars Petcare announced an agreement to acquire Champion Petfoods from an investor group led by Bedford Capital and the Healthcare of Ontario Pension Plan.

The acquisition was completed on February 28, 2023.

Champion became part of Mars Pet Nutrition, while continuing to operate as an independent business unit.

This means the corporate structure can be simplified as:
Mars, Incorporated
↓
Mars Petcare
↓
Mars Pet Nutrition
↓
Champion Petfoods
↓
Orijen + ACANA

The acquisition brought Orijen into the same overall corporate family as major pet-care brands such as PEDIGREE, ROYAL CANIN and WHISKAS, although Orijen maintains its distinct premium-brand positioning.

Manufacturing

Champion operates purpose-built facilities rather than simply outsourcing its entire product line.

Its history includes:

NorthStar Kitchen — Alberta, Canada
The company’s original manufacturing operation and an important part of Champion’s Canadian heritage.

DogStar Kitchen — Auburn, Kentucky, USA
A purpose-built facility for Champion’s dry foods.

Champion says its dry and freeze-dried foods are made in its own kitchens, while its canned products are produced by a specialized partner under Champion’s oversight. 7

Current corporate status

As of 2026, Orijen is a brand within Champion Petfoods, which is owned by Mars Petcare.

Mars completed its acquisition of Champion on February 28, 2023. Champion’s two principal brands remain Orijen and ACANA. 8

This is an important distinction:

Orijen is not an independent Canadian company today.

It is a Canadian-origin brand operated by Champion Petfoods within the Mars Petcare organization.

Orijen vs. ACANA

Orijen and ACANA are often confused because they come from the same company.

	Orijen	ACANA
Positioning	More premium	Premium
Animal ingredients	Generally higher	Generally lower than Orijen
Brand philosophy	Strongest expression of Biologically Appropriate	Biologically Appropriate
Protein emphasis	Very high	High
WholePrey emphasis	Strong	Present
Price	Usually higher	Usually lower
Parent company	Champion Petfoods / Mars	Champion Petfoods / Mars

The two brands were developed by Champion as complementary premium pet-food brands. Orijen is positioned as the more intensive expression of Champion’s animal-ingredient philosophy.

Why Orijen became famous

Orijen’s reputation comes from several factors working together.

1. High animal-ingredient content

The brand built its identity around unusually high inclusion of meat, poultry and fish compared with many conventional pet foods.

2. Multiple animal proteins

Many Orijen formulas incorporate several animal species rather than relying on a single protein.

3. WholePrey philosophy

Meat, organs and bone form an important part of the brand’s nutritional narrative.

4. Premium sourcing

Orijen emphasizes named suppliers, fisheries, ranchers and agricultural producers.

5. Canadian heritage

Its origin in Alberta helped establish an identity associated with Canadian agricultural ingredients and manufacturing.

6. Strong packaging and branding

Orijen traditionally uses dramatic imagery of wolves, wild landscapes and prey animals to reinforce its evolutionary-nutrition message.

7. Premium positioning

Rather than competing primarily on low price, Orijen competes on perceived ingredient quality, formulation and nutritional sophistication.

Brand positioning

Orijen occupies the premium/super-premium segment of the pet-food market.

Its target consumer is generally someone who:

• considers their pet a member of the family;
• is willing to spend more on pet food;
• pays attention to ingredient lists;
• values animal protein;
• prefers premium or specialty pet-food brands;
• is interested in evolutionary or species-appropriate nutrition;
• wants food positioned above mainstream supermarket brands.

The brand’s messaging is therefore less about simply satisfying hunger and more about optimal nutrition, biological potential and long-term pet wellness.

Marketing identity

Orijen’s marketing is built around the relationship between modern companion animals and their evolutionary ancestors.

Its visual language frequently uses:

• wolves
• wild cats
• forests
• mountains
• fish
• poultry
• prey animals
• natural landscapes

This reinforces the central message:
domesticated dogs and cats may live alongside humans, but their biological heritage is that of carnivorous or meat-oriented predators.

The company’s current slogan, “Nourish as Nature Intended,” summarizes this positioning.

Orijen’s main strengths

From a brand perspective, Orijen’s strongest differentiators are:

Strong brand identity
It has a very recognizable philosophy rather than simply being another “premium kibble.”

Ingredient differentiation
Its extensive use of animal ingredients gives it a clear distinction from many conventional products.

Product variety
The brand now covers dry, freeze-dried, wet and treat categories.

Global presence
Champion distributes its brands across more than 90 countries.

Scientific positioning
Champion invests in nutrition research and employs nutritionists, food scientists and veterinarians.

Manufacturing control
Champion owns and operates major facilities for its dry and freeze-dried products.

Sustainability and sourcing

Sustainability has become increasingly important to Orijen’s formulation strategy.

Champion says it has made ingredient changes partly to improve responsible sourcing and supply-chain sustainability. For example, its FAQ discusses increasing sustainable wild-caught salmon in some formulations and replacing mackerel.

This is an important development because a brand built around large quantities of animal ingredients inevitably faces questions about:

• fisheries management
• livestock production
• agricultural sustainability
• ingredient transportation
• supply-chain transparency
• environmental impact

Orijen therefore increasingly combines its original “natural/evolutionary” messaging with responsible sourcing considerations.

Year	Event
1985	Champion Petfoods begins its history in Alberta, Canada.
2005	Orijen brand is launched.
2010s	Orijen expands internationally and becomes a major premium pet-food brand.
2017	Champion’s DogStar Kitchen receives a GFSI Global Markets Award.
2021	Orijen dog food receives recognition from Business Insider.
2022	Mars Petcare announces agreement to acquire Champion Petfoods.
2023	Mars completes the acquisition of Champion Petfoods.
2023–2026	Orijen continues expanding and reformulating portions of its portfolio, including Amazing Grains and specialized diets.

Orijen is a Canadian-origin premium dog- and cat-food brand founded in 2005 by Champion Petfoods. The brand became known for its high inclusion of animal ingredients and its proprietary Biologically Appropriate™ and WholePrey™ nutrition concepts, which emphasize meat, poultry, fish, organs and bone in formulations inspired by the evolutionary diets of dogs and cats. Champion expanded Orijen internationally to more than 90 countries and developed dry, freeze-dried, wet and treat products. In 2023, Champion Petfoods was acquired by Mars Petcare, making Orijen part of the Mars Pet Nutrition portfolio while retaining its distinct premium identity.

In simple terms: what is Orijen?

If you strip away all the marketing terminology, Orijen’s brand proposition is essentially:

“Dogs and cats evolved eating animal-rich diets, so our food should contain a lot of high-quality animal ingredients and resemble that nutritional pattern as closely as practical.”

That philosophy explains almost everything about the brand:

WholePrey → meat + organs + bone
Biologically Appropriate → nutrition inspired by evolutionary biology
Fresh/Raw → emphasis on minimally preserved animal ingredients
Premium sourcing → selected meat, poultry and fish suppliers
High animal inclusion → major differentiator from conventional pet food
Premium pricing → reflects the ingredient and manufacturing positioning
Mars ownership → modern corporate structure behind the brand

So, from a branding perspective, Orijen is essentially a premium “ancestral/evolutionary nutrition” pet-food brand, rather than merely a high-end kibble manufacturer.

1. Back to the Beginning: Our Story & Food Philosophy | ORIJEN
2. ORIJEN | Premium Pet Food for Dogs & Cats
3. Mars Petcare to Acquire Champion Petfoods, Maker of ORIJEN and ACANA
4. ORIJEN y ACANA LLEGAN A TODO MÉXICO: CHAMPION PETFOODS FORTALECE SU PRESENCIA REGIONAL
5. About Us
6. Our Brands: ACANA® & ORIJEN®
7. ORIJEN Pet Food: World’s Best Ingredients
8. Learn More About ORIJEN – Orijen Pet Foods (Ireland