ORIJEN Launches FRESHPREY Fresh Pet Food Line

Louisville, Colo. — ORIJEN has introduced FRESHPREY, a new fresh pet food line. The product expands the brand’s presence beyond traditional kibble and freeze-dried formats. The line was announced on March 5.

The recipes feature protein-rich formulations made with fresh or raw animal ingredients. The products will debut exclusively at Petco beginning this month. They will expand to Chewy and other specialty pet retailers in April.

According to the company, FRESHPREY recipes follow ORIJEN’s WholePrey philosophy. This approach prioritizes meat, organs, and bone as the first five ingredients. The foods are gently prepared using a sous vide cooking process. The process is designed to preserve nutrients and maintain flavor.

The launch reflects growing demand in the pet food industry. Many consumers are seeking minimally processed, fresh pet food options. These products often mirror trends seen in human food.

Product details and availability

The FRESHPREY lineup will initially be available in 16-ounce packs and 7-count boxes, with three recipe options:

Beef, Pork & Lamb
Turkey, Salmon & Pork
Chicken & Duck

ORIJEN said the recipes are designed to deliver protein-focused nutrition using whole animal ingredients. The company positions the line as an extension of its existing “biologically appropriate” approach to pet diets.

In a statement accompanying the launch, Mark Fannin, Global Vice President of ORIJEN, said the new line was developed in response to changing consumer expectations in the pet category.

According to Fannin, the brand aimed to create a fresh product that reflects the same nutritional principles used across its existing portfolio.

“For us, this is more than just a product launch; it’s the culmination of relentless passion and research,” Fannin said. “FRESHPREY embodies that spirit, delivering biologically appropriate nutrition to help pets live active lives.”

The brand also introduced the product with a marketing campaign dubbed the “World’s Most Extreme Unboxing.” The campaign featured outdoor influencers and their dogs opening the product during a 12,000-foot expedition in Colorado’s Red Mountains.

Industry context: fresh pet food growth

Fresh and refrigerated pet food has become one of the fastest-growing segments in the pet nutrition industry. Brands are increasingly emphasizing high protein content, minimal processing, and ingredient transparency, mirroring trends seen in human food.

Large retailers are also expanding refrigerated sections dedicated to pet meals and toppers.

Industry analysts say this shift reflects how many pet owners now view their pets as family members, leading to demand for products that resemble human-grade meals.

ORIJEN’s entry into the fresh category places it in competition with other premium refrigerated brands that emphasize natural ingredients and whole-food nutrition.

Why it matters

The launch of FRESHPREY highlights a broader shift in the $100+ billion global pet food market. Premiumization is reshaping the category. Fresh pet food formats are also gaining momentum.

Pet owners are increasingly looking for foods with high animal protein content. Many prefer recognizable ingredients. Minimal processing is another key factor influencing purchase decisions. These trends are pushing established brands to expand beyond traditional kibble.

By entering the refrigerated pet food segment, ORIJEN is targeting one of the fastest-growing areas in pet nutrition. The company is positioning itself to compete in the fresh food category.

Retail exclusivity partnerships are also playing a role. The initial Petco launch highlights this strategy. Specialty retailers are becoming important distribution channels for premium pet products.

Editor’s note: Source86 perspective

For manufacturers and private label brands, ORIJEN’s move into fresh pet food highlights a broader trend in the CPG industry. Premium, minimally processed products are gaining traction. This growth is happening in both human food and pet nutrition categories.

As consumer expectations evolve, brands face new challenges. Supply chains are becoming more complex. Companies must manage fresh proteins and specialized processing methods. They must also maintain strict food safety standards.

At Source86, we support food and pet nutrition companies in several areas. These include ingredient sourcing, FSQA oversight, private label development, and co-manufacturing partnerships. Demand for premium pet foods continues to grow. Reliable supply chains are becoming increasingly important. Transparent ingredient sourcing also plays a key role in delivering consistent, high-quality products. Let’s talk.