We are seeing a shift in consumer behaviour in the premium pet food market. Pet owners are no longer choosing products based solely on flavour or price. They're paying closer attention to ingredient quality, nutritional value and how food is made.
As expectations continue to evolve, freeze-dried nutrition is becoming an increasingly visible part of the premium pet food category, offering retailers an opportunity to meet demand with products that combine natural nutrition and everyday convenience.
, surveying more than 1,000 pet owners, found that 40% actively look for higher-quality ingredients when choosing products for their cats and dogs. At the same time, 47% said their pet's enjoyment of the food was their top priority. Freeze-dried nutrition can address both considerations by combining carefully selected ingredients with the flavour and texture that appeal to pets.
How is Freeze-Dried Filling This Gap?
Unlike traditional cooking methods, freeze-drying gently removes moisture while preserving much of an ingredient's natural nutritional profile, flavour and aroma. This means a high-protein, highly palatable product that's naturally shelf-stable without the need for artificial preservatives.
By retaining the rich, meaty flavour of the original ingredient, freeze-dried food delivers the taste that cats and dogs naturally enjoy while providing wholesome nutrition. With simple, recognisable ingredients and no unnecessary additives, it's an easy choice for pet owners looking for transparency, quality and convenience without compromising on nutrition
Why Should Retailers Choose Freeze-Dried?
From a retail perspective, freeze-dried products offer several practical and commercial advantages. They require relatively little shelf space, have a strong premium position and provide opportunities for customer education, cross-selling and premium basket growth. Their long shelf life can also help retailers manage stock while reducing the risk of product waste.
Perhaps most importantly, freeze-dried appeals to a broad range of shoppers. Some customers are looking for healthier treats. Others want nutritious meal toppers to encourage fussy eaters. Many are interested in introducing more natural feeding without the commitment or storage requirements of raw diets. Freeze-dried products provide a simple solution across several feeding occasions and customer needs.
What Makes Hipaws Stand Out?
At Hipaws, we've built our range around the belief that feeding should be simple. Pet owners shouldn't have to decipher long ingredient lists or question what's really in their pet's food. Each product is designed to provide complete confidence, with honest formulations and ingredients that you can easily recognise. We’ve developed a freeze-dried range that gives retailers several entry points into the category: single-ingredient treats in the Whole Cuts range, toppers in the Nutri Bites range, and complete freeze-dried cat food in the Core Series. Clear ingredient-led product information helps retail teams explain the range quickly and gives pet owners confidence when choosing.
For stockists, the value lies in the connected range. A customer may first discover Hipaws through a treat, return for a topper and later explore complete feeding. This creates a more cohesive freeze-dried fixture than stocking isolated products with no clear route between them.
What Are Hipaws Offering?
Hipaws offers a connected freeze-dried range designed to give retailers clear entry points into the category across treats, toppers and complete cat food.
The Whole Cuts range includes larger, single-ingredient treats such as Chicken Breast Fillet and Salmon Fillet. These products provide an accessible introduction to freeze-dried feeding and offer a simple, easy-to-explain option for shoppers looking for premium treats.
The Nutri Bites range offers smaller, single-ingredient products including Quail Egg Yolk, Chicken Heart and Beef Liver. Suitable for cats and dogs, Nutri Bites can be used as treats or meal toppers, giving retailers a versatile option for customers looking to add variety to their pet’s feeding routine.
Completing the range is the Core Series: complete freeze-dried cat food available in Chicken, Rabbit and Duck recipes. Made with a blend of animal ingredients including muscle meat, liver, heart and fish oil, the Core Series offers a complete everyday feeding option for cats.
Together, Whole Cuts, Nutri Bites and the Core Series allow retailers to build a cohesive freeze-dried fixture rather than stocking isolated products. A customer may first discover Hipaws through a Whole Cut treat, return for Nutri Bites and later explore complete feeding through the Core Series—all within one recognisable brand. This connected range creates natural opportunities for cross-selling and repeat purchase.
The Next Chapter
In September 2026, we're expanding that offering even further with the launch of Freeze-Dried Prawns and Freeze-Dried Duck Breast. Staying true to our philosophy, both products contain just one premium ingredient, giving retailers even more choice within a category that continues to attract health-conscious pet owners.
As awareness of freeze-dried feeding develops, retailers have an opportunity to build a more considered premium offer. Hipaws supports this with a range that is straightforward to merchandise, easy to communicate and relevant across several shopper occasions.
If you're visiting PATS 2026, we'd love to welcome you to Stand C20. Whether you're already stocking freeze-dried products or exploring the category for the first time, our team will be on hand to explain the process, showcase the full Hipaws range and discuss how freeze-dried nutrition can support your business.
The future of premium pet nutrition isn't about adding more, it's about choosing better. At Hipaws, that's exactly what we're committed to delivering.
Discover Hipaws Today: https://hipaws.co.uk?utm_source=pats26&utm_medium=website&utm_campaign=article2
