Innovative raw and inspired pet food launched at Crufts

Natures Menu, the UK’s number one and Europe’s leading expert in raw pet food, has officially launched the ultimate natural nutrition for cats and dogs, True Instinct – truly raising the bar of the natural sector with a super-premium innovative range.

According to research,* 69% of UK pet owners feel guilty feeding their dog or cat a dry food with a low meat content, despite the convenience it offers. This is where True Instinct comes in, combining the convenience of dry with the natural power and taste of raw. Following a £2.8million investment in new technology at the company’s state of the art factory in Norfolk, the new innovative range is made from premium quality meat, fish and natural ingredients – all inspired by cats and dogs’ true nature.

True Instinct specialises in premium nutrition, is free from grain and gluten and only made with natural raw and raw-inspired ingredients. The new range is a complete and balanced innovative nutrition, including frozen raw bites, high meat raw boosted dry, high meat wet fillets, and freeze-dried raw meat/fish treats.

In true market leading style, the True Instinct raw boosted dry nutrition known as ‘Raw Boost’ is an exciting and ground-breaking development for the pet food industry. Combining premium quality high meat bites, made with fresh meat, mixed with freeze dried deboned raw meat/fish pieces, the product offers the convenience of dry with all the benefits of raw. True Instinct offers pure, natural and nutritious meals across various popular formats, all containing premium quality deboned meats and fish as the main ingredient. Each meal is balanced with vegetables, high quality botanicals and superfoods, with no artificial colours, flavours or preservative nasties.