Ziwi Peak, often referred to simply as ZIWI, is a New Zealand-based premium and ultra-premium pet food brand best known for its air-dried, high-meat diets for dogs and cats. Founded in 2002 in Mount Maunganui, New Zealand, by Peter Mitchell, the company was established to combine the nutritional philosophy of raw feeding with the shelf stability and convenience of ready-to-serve pet food. Today, Ziwi Peak is strongly associated with New Zealand-sourced meat and seafood, high inclusion rates of animal ingredients, gentle processing methods, and its positioning as an alternative to raw nutrition. The product portfolio has expanded beyond its signature air-dried food to include wet food, treats, chews, boosters, and steam-and-dried products.

Ziwi Peak describes its mission as delivering “peak nutrition without compromise”, with a broader purpose of bringing joy and peace of mind to pets and their owners.

Founding and early years

Ziwi Peak began operations in Mount Maunganui, in New Zealand’s Bay of Plenty region, in 2002. Founder Peter Mitchell, who had experience in the New Zealand meat industry, identified a gap in conventional pet food where high-quality animal ingredients were often combined with inexpensive carbohydrates and subjected to extensive processing. He sought to create a product that retained the nutritional characteristics of raw feeding while offering the convenience of dry food. After approximately two years of experimentation, this concept became Ziwi Peak.

International expansion

Throughout the 2000s, the company developed its export business and became closely associated with the emerging high-meat and natural pet food segment. Its international expansion into markets including the United States and Asia helped transform Ziwi Peak from a small New Zealand producer into an internationally recognised specialist pet food brand.

Acquisition by FountainVest Partners

A significant turning point occurred in 2021 when Chinese private equity firm FountainVest Partners acquired ZIWI Ltd. Contemporary reporting estimated the transaction at around NZ$1.5 billion, although precise terms were not publicly disclosed. While Ziwi Peak remains a New Zealand-founded and manufactured brand, its ownership structure changed substantially following this acquisition.

Recent developments

In 2022, Ziwi Peak acquired Freeze Dried Foods New Zealand, adding freeze-drying expertise and production capabilities to its portfolio. The company has continued to invest in New Zealand manufacturing capacity and product technology, launching newer ranges such as Steam & Dried which utilise Z-MicroSteam™ technology to combine micro-steaming with air-drying.

The name Ziwi Peak is closely tied to New Zealand identity. “Kiwi” is a common nickname for New Zealanders, while “Peak” signifies the company’s ambition to provide the highest level of nutrition. The name also reflects the brand’s Mount Maunganui origins and its broader association with New Zealand landscapes. Although the consumer-facing identity has shortened towards ZIWI, Ziwi Peak remains the name associated with many of its principal food ranges.

Ziwi Peak differentiates itself through a combination of high meat content, gentle processing, New Zealand sourcing, and convenience. Rather than competing primarily with conventional extruded kibble, the brand positions its flagship air-dried food as an alternative to raw feeding. It offers a high proportion of animal ingredients and shelf stability with scoop-and-serve convenience, avoiding the refrigeration and preparation required for traditional raw diets. Ziwi Peak explicitly describes its air-dried range as its “most convenient raw alternative”.

Ziwi Peak pioneered its proprietary Z-TWINTECH® air-drying technology. This process uses circulating warm air to gradually dry the food rather than relying on conventional high-temperature extrusion. The intended result is a product that is shelf-stable, compact, highly nutrient-dense, easy to portion, and suitable for travel. Ziwi Peak states that its air-dried recipes can contain up to 96% meat, seafood, organs, and bone, with additional Z-BOOST® superfood ingredients depending on the recipe. The air-dried products are described as grain-free.

The ingredient philosophy of Ziwi Peak centres on whole-animal and animal-derived ingredients rather than grains or inexpensive carbohydrate sources. Depending on the recipe, ingredients include:

• Meat: Beef, lamb, chicken, and venison.
• Organs: Liver, heart, kidney, and spleen.
• Seafood: Mackerel, hoki, southern blue whiting, and sardines.
• Bone: Incorporated as part of the animal-ingredient profile.
• New Zealand superfoods: Green tripe, New Zealand green-lipped mussels, and organic kelp, incorporated under the Z-BOOST® concept.

Emphasis on organs

As part of its Peak Prey® positioning, Ziwi Peak argues that a carnivorous diet should not consist solely of muscle meat. Recipes incorporate various animal tissues, including organs and bone, to approximate the nutritional diversity of whole-animal feeding. Air-dried products are formulated with high Peak Prey® ratios of meat, organs, seafood, and bone.

Sourcing

New Zealand is central to the brand’s identity. Meat and organs are ethically sourced from New Zealand farms, while seafood comes from wild-caught fisheries. However, certain ingredients, including vitamins, minerals, and other components, are sourced internationally from suppliers in New Zealand, Australia, Europe, Japan, and the United States. Products are manufactured in New Zealand kitchens.

Ziwi Peak has evolved from an air-dried dog food company into a broader pet nutrition business. Its current portfolio includes several key categories.

Ziwi Peak Air-Dried

This flagship category is available for both dogs and cats, with recipes based on proteins such as beef, lamb, chicken, venison, and mackerel & lamb. The food is designed to be served directly from the bag without cooking or rehydration and can be used as a complete meal, a topper, or a training reward.

Ziwi Peak Wet Food

The canned wet food range follows a similar philosophy of high animal-ingredient inclusion. The primary difference is moisture content; while air-dried foods contain approximately 14% moisture, wet foods can contain up to 78%. This range caters to owners seeking to increase moisture intake or provide textural variety.

Ziwi Peak Steam & Dried

This newer product line utilises Z-MicroSteam™ technology, combining micro-steaming with gentle air-drying. The process produces a lighter, crunchy texture while maintaining high meat content. Steam & Dried is positioned as a more accessible alternative-to-raw product rather than a replacement for the flagship air-dried range.

Boosters, treats, and chews

The portfolio also includes freeze-dried and functional nutritional boosters designed to enhance existing meals, as well as treats, training rewards, oral chews, and bones. These products allow the brand to participate in wider segments of the pet care market.

Z-TWINTECH® aims to remove moisture while minimising processing to retain nutritional characteristics associated with raw ingredients. Z-MicroSteam™ is a two-stage process intended to create a lighter, crunchier texture while maintaining a high proportion of animal ingredients.

Ziwi Peak’s branding rests on three major concepts:

• Peak Nutrition: A belief that dogs and cats require diets rich in animal-derived ingredients.
• Kaitiaki: A Māori concept of guardianship and care for people, land, sea, and living things, used to communicate environmental and ethical responsibility.
• Kinship: An emphasis on the relationship between pets and their owners, viewing nutrition as a contributor to this bond.

Ziwi Peak occupies a specific niche within the premium and alternative pet food movement. It sits alongside freeze-dried, dehydrated, and fresh-frozen foods, distinct from both traditional supermarket kibble and standard premium extruded diets. Its closest competitors are brands emphasising high animal-protein inclusion and minimal processing. The brand appeals particularly to owners seeking raw-style nutrition without the logistical challenges of frozen raw food, competing on quality, ingredients, origin, and convenience rather than price.

Ziwi Peak is significantly more expensive than mainstream pet foods due to its use of high proportions of meat, organs, and seafood; New Zealand sourcing; specialised drying technology; and premium manufacturing. Because air-drying removes substantial water, the finished food is extremely nutrient-dense, meaning owners may feed a smaller volume compared to conventional foods. Consequently, cost per day or cost per calorie is considered a more meaningful comparison than price per bag.

The core consumer base typically includes pet owners who view food as integral to health, prefer natural and minimally processed ingredients, and are willing to pay a premium for high-meat diets. The brand targets those interested in raw feeding but deterred by inconvenience, owners of picky eaters, and those seeking high-quality toppers or travel-friendly options. Ziwi Peak is well-positioned within the premiumisation trend in the pet food sector.

While Ziwi Peak makes specific nutritional claims, several factors warrant consideration:

• Price: The ultra-premium pricing may make it difficult to use as a sole diet for large dogs.
• Calorie density: Due to low moisture and high nutrient density, portion sizes are small; adherence to feeding guidelines is necessary.
• Individual needs: High meat content does not automatically suit every animal; age, health status, and allergies remain relevant factors.
• Nutritional adequacy: Ziwi Peak states that its air-dried and canned recipes are complete and balanced according to applicable nutritional requirements.

Claims regarding proximity to wild diets represent the brand’s nutritional philosophy and marketing positioning rather than independent proof of universal superiority.

Although rooted in New Zealand, Ziwi Peak has become an international business. The New Zealand Pet Food Association describes it as an international exporter with products spanning air-dried food, wet food, chews, and treats. Given New Zealand’s small domestic population, the business model relies heavily on exporting the “New Zealand premium pet food” proposition globally.

Ownership currently resides with FountainVest Partners following the 2021 acquisition. Thus, Ziwi Peak is accurately described as a New Zealand-founded and manufactured premium pet food brand backed by international private equity ownership.