The new product line aims to bridge the gap between fresh-feeding trends and clinical nutritional standards. Developed by a team of nearly 200 veterinarians and PhD nutritionists, the rolls feature single-protein recipes—Chicken and Brown Rice, Beef and Carrot, and Lamb and Pumpkin—that are steam-cooked to preserve nutrients. According to Rauf Gurbuz, U.S. President and General Manager, the goal is to provide owners with a scientifically vetted fresh option that supports digestive health, skin condition, and coat radiance through omega-6 fatty acids and vitamin E.

Dr. Chelsie Estey, the company's US Chief Veterinary Officer, noted that the product addresses a demand for fresh food options that practitioners can confidently recommend to pet owners. Unlike many direct-to-consumer fresh food brands, these rolls do not require a subscription and will be sold directly through pet specialty retailers. The food is formulated to serve as either a primary meal or as a topper, offering flexibility for varied feeding routines while maintaining the rigorous safety and quality protocols associated with the Hill's brand.