Orijen’s new Freshprey line taps into rising demand for high‑protein, minimally processed, human‑grade pet food with recipes built on WholePrey Nutrition and sous‑vide cooking.
Protein isn’t only a dominant trend in human food – the demand for the macronutrient has migrated into the pet aisle. Today’s pet owners increasingly expect diets rich in animal ingredients that deliver on taste, nutrition and ingredient transparency – a demand that Orijen aims to meet with the launch of fresh pet food brand Freshprey.
“We’ve always believed that pets thrive on diets rich in animal ingredients,” said Mark Fannin, Orijen’s global VP, noting that the brand’s WholePrey Nutrition philosophy is rooted in high inclusions of meat, poultry and fish.
“The first five ingredients always include fresh or raw animal ingredients. Freshprey is simply the next evolution of that philosophy,” he added.
Orijen is under the Champion Pet Foods company, owned by Mars. Earlier this year, Mars, which also owns major brands like Pedigree and Whiskas, invested $1.6 million (€1.4 million) towards pet care R&D in its Birstall, UK site. The hub, which features a custom-built kitchen, focuses on developing nutrition-forward pet treats.
How are functional ingredients shaping petcare innovation?
Join FoodNavigator's Positive Nutrition broadcast Performance Pet Food on March 31. Speakers will dive into how functional ingredients like microbiome modulators, botanicals and targeted vitamins are used to support immunity, digestion, cognition and overall vitality in pets.
Featured speakers include:
- Owen Ensor, Meatly
- Gary Richter, Ultimate Pet Nutrition
- Mariead McCarron, Portland Pet Food Company
- John Menton, Kerry
- Kelda Hunter, BLIS Technologies
Registration is free - click here to sign up and learn more.
Minimal processing with a functional edge
Each recipe contains animal ingredients like muscle, organs and bone which are cooked with a sous-vide method (vacuum sealed in a bag and cooked in a water bath at a controlled temperature to lock in nutrients and moisture). They also include vitamin E, probiotics from fiber and oats, fruits and vegetables, according to the company.
Sous-vide, Fannin said, allows the company to “ensure ingredients are always fresh … and our sous vide cooking processes are as gentle as possible, preserving nutrients and taste.”
Freshprey’s formulations also avoid what Fannin describes as fillers, including wheat, corn, rice, tapioca and plant protein isolates and concentrates.
“One of the advantages of a WholePrey Nutrition-inspired approach is that many of the benefits come naturally from the ingredients themselves,” Fannin explained.
He adds: “By focusing on nutrient-dense ingredients and highly digestible proteins, the recipes are designed to help support things like digestive health and immune function.”
As consumer interest in minimally processed products rises, Orijen sees Freshprey as a timely entry point. “Pet parents aren’t settling for ‘good enough’ anymore,” Fannin said. “There’s an increasing desire to feed their pets the best quality and nutrition possible.”
Freshprey features three frozen, ready‑to‑serve recipes: Beef, Pork & Lamb; Turkey, Salmon & Pork; and Chicken & Duck. Each 16‑ounce pack comes in seven-count boxes. The portions are kept frozen until thawed in the refrigerator for 24 hours before serving, offering convenience for busy pet parents who still want to feed fresh, according to Fannin.
Meeting expectations for transparency and ingredient integrity
Many consumers consider their pets as part of the family – and in New York, dogs are legally treated as family members. Consumers’ humanization of pets created more demand for transparency and sourcing that are shaping their pet food selections – especially in the premium sector where high quality ingredients are a staple.
Orijen says Freshprey follows the same sourcing philosophy the brand’s WholePrey nutrition philosophy: human‑grade ingredients and close collaboration with long‑standing farmers, ranchers and fisheries.
“It’s a simple truth that pets are fully ingrained as members of the family today,” Fannin said. “Our relationship with our pets has evolved, but their biological needs haven’t. They still need to eat the way nature intended.”
Clear labeling and traceable sourcing, he added, are critical to retaining consumer trust –especially as the fresh category grows.
A sustainability lens
Sustainable sourcing and production are critical across all packaged foods, and pet food is no different. Research shows that pet food sustainability is an increasingly important consideration in pet care, particularly as consumers pay closer attention to the environmental footprint of meat-forward diets. Fannin emphasized that Freshprey aligns with Champion Petfoods’ broader goals around waste reduction and responsible sourcing.
“We’re proud to have achieved zero waste to landfill in our kitchens and to be in the process of transitioning all our bags to recyclable packaging,” Fannin said. Orijen also prioritizes ingredient suppliers who share commitments to “quality and environmental stewardship.”
Looking ahead, Fannin expects demand for fresh formats and biologically appropriate diets to continue rising.
“We’re seeing a few trends continue to gain momentum: demand for fresh and minimally processed foods, increased transparency around ingredients and sourcing, and a growing focus on nutrition that supports pets’ long-term health and vitality,” he said.
