Hill’s Pet Food has just introduced a ‘fresh’ dog food, offering three new products.
The pet foods are not human grade, however the images on the label (steak, chicken breast, roasted lamb) give pet owners the impression human grade ingredients are included.
Mars Petcare and Blue Buffalo has previously produced fresh pet foods. While Mars and Blue Buffalo marketed their products to pet owners, Hill’s appears to be marketing their fresh pet food to veterinarians. The Hill’s press release stated: “Veterinarians want to feel confident when recommending fresh food and our Science Diet Single Protein Dog Food Rolls give them a science-backed option they can trust.”
Purina has not entered the ‘fresh’ pet food market yet, however they are marketing some Beneful Pet Foods as “freshly prepared”. Purina uses the term ‘freshly prepared’ in the product names.
FDA and AAFCO has not legally defined the term “fresh” in pet food. Because there is no legal definition or standard for the term, pet food manufacturers are free to use it in any manner they choose.
Susan Thixton
Pet Food Consumer Advocate
TruthaboutPetFood.com
Association for Truth in Pet Food
Find Healthy Pet Foods in Your Area Click Here
The 2026 List
Our trusted ‘list’ of pet foods. Click Here to learn more.
The 2026/27 Treat List
Susan’s List of trusted pet treat manufacturers. Click Here to learn more.
Association for Truth in Pet Food is a stakeholder organization representing pet food consumers at AAFCO and with FDA. Your membership helps representatives attend meetings and voice consumer concerns with regulatory authorities. Click Here to learn more.
