Primal Pet Foods, a Primal Pet Group portfolio brand, launched a range of treats for dogs and cats. The new 15 recipes are made with simple, recognizable ingredients and are available in a variety of formats including jerky, freeze-dried and dehydrated options, company officials said.

Primal has taken a fresh food alternative to traditional pet food products for more than 20 years. Matt Koss, who founded the company in 2001 and continues to lead product development for Primal, set out to reimagine the entire treats lineup this year.

“We’ve always been focused on making high-quality treats with pure and simple ingredients—and that foundation is at the heart of this launch,” said Koss, chief product officer with Primal Pet Group. “We innovated our lineup by using different production technologies to make treats in a range of shapes, textures and sizes.

“We believe treats should be fun! From the flavors of the recipes and whimsical names of our new products to the many occasions we use them to train or reward our pets, my hope is that this new lineup of treats will delight our pet parents as well as their dogs and cats,” he added.

As with all Primal products, the new treats are made in the USA and free from corn, wheat, soy, legumes, lentils, grains, or gluten. Additionally, the updated treats offerings are made with responsible, ethically sourced proteins, raised without antibiotics, steroids or added hormones.

The four lines of treats include:

FriendChips Matter! Jerky Chip Chewy dog treats, available in two varieties: Chicken Jerky or Beef Jerky. Give Pieces A Chance! Jerky Pieces Chewy dog and cat Treats are available in two varieties for dogs, Chicken Jerky or Beef Jerky, and one protein option for cats, Chicken Jerky. The jerky items are designed as a perfect training treat, officials said.

Primal Freeze-Dried Crunchy Treats for dogs and cats feature real food inclusions such as banana, pumpkin, and peanut butter, and are made with goat milk and probiotics for gut health. The new assortment includes four recipes for dogs: Pumpkin For My Pumpkin Pumpkin Treat, Peelin’ Fantastic Banana Treat, You Maple My Day Maple Treat and You’re My Butter Half Peanut Butter Treat. It comes in one recipe for cats, The G.O.A.T. Goat Milk Treat.

Liver, Laugh, Love Primal Freeze-Dried Liver dog and cat treats are made with probiotics for gut health and available in two varieties for dogs, Chicken Liver and Pork Liver, and one protein option for cats, Pork Liver.

Let’s All Get A Lung! Dehydrated Lung Cubes dog treats feature a puffy texture and are highly palatable, officials said, and they are available in two varieties: Beef Lung or Lamb Lung.

Primal transitioned to recyclable packaging across its treats lineup. The company partnered with How2Recycle to provide transparent on-package recycling information for pet owners.

Get updates delivered to your inbox weekly.