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The raw food diet trend has extended to man’s best friend, as Colorado-based pet food manufacturer NatPets LLC has released a new variety of food under its “I and Love and You” trade name. The new “Irresist-A-Bowls” offer organic food options for dogs.
Lindsey Rabaut, chief marketing officer for “I and Love and You,” said the meals’ non-GMO ingredients place meat at the forefront. The meals are intended to be convenient, with simple, renewable packaging and widespread availability, marketing materials from the company said.
“We designed this line to deliver that straight-from-the-skillet home-cooked meal that we know dogs would make for themselves…if they could,” Rabaut said in a statement.
The company hinted at the new product line in February when it named its new CEO, Michael Meyer, after a round of Series C funding.
“I and Love and You” is focused on sustainability, with an emphasis on natural ingredients and recyclable packaging for its foods. A feature of the food is visibility of individual ingredients, rather than traditional wet foods that combine all ingredients into one whole.
NatPets was founded in Boulder in 2009 and focuses on natural wheat-free food for pets. Its “I and Love and You” brand offers dog and cat food, and it partners with local organizations to provide disaster relief and features shelter pets in need of adoption.
This article was first published by BizWest, an independent news organization, and is published under a license agreement. © 2022 BizWest Media LLC.
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