The new range addresses specific medical needs, including gastrointestinal disorders, food sensitivities, and recovery-related appetite loss. By combining fresh ingredients with the company's established scientific standards, the brand intends to provide veterinarians with a tool that bridges the gap between owner preferences and necessary nutritional intervention. Dr. Brent Mayabb, global chief medical officer, noted that nutrition remains a primary lever for managing chronic illness, and this format allows clinicians to offer effective, science-backed solutions that align with modern feeding trends.

The initial rollout features three specialized formulas: a low-fat option for digestive management, a single-animal-protein pork diet for food sensitivities, and a nutrient-dense formula designed for appetite stimulation. Jennifer Cullen, general manager of the U.S. Veterinary Business Unit, emphasized that these products are a direct response to the growing discourse between practitioners and owners regarding fresh diets. The launch coincides with recent industry guidance from the American College of Veterinary Internal Medicine, which underscores the critical role of dietary management in treating conditions like chronic inflammatory enteropathy. These diets are now accessible through participating veterinary clinics and authorized online pharmacy partners.