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The Honest Kitchen celebrates our gloriously messy dogs
Read our interview with the human-grade pet food brand's Miki Dosen
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IN TODAY’S EDITION
🐕️ In the News |
🐈️ Interview: The Honest Kitchen’s mission to nourish our messy, hilarious dogs |
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IN THE NEWS
🇨🇭 Nestle posts first-quarter results ● Nestle’s first-quarter earnings revealed PetCare sales of CHF4.7 billion (US$5.7 billion), up 2.5% (+1.6% organic growth) year-on-year. PetCare’s performance reflected some market softness, particularly in the U.S.
🇺🇸 FoodScience acquires Natural Dog Company ● Health and wellness supplements company FoodScience LLC has acquired dog products specialist Natural Dog Company for an undisclosed amount.
🇺🇸 Hill's Pet Nutrition enhances portfolio ● Hill's Pet Nutrition is enhancing the Hill's Science Diet adult and senior lifestage dry dog and cat portfolio with the introduction of ActivBiome+ Multi-Benefit technology, which is a blend of prebiotic fibres and antioxidants.
🇺🇸 JustFoodForDogs expands fresh dog food portfolio at PetSmart ● Fresh, human-grade dog nutrition company JustFoodForDogs is expanding its fresh-frozen offerings across the U.S. through a new partnership with PetSmart.
🇺🇸 Stella & Chewy's signs partnership with Meijer ● Stella & Chewy's has entered into a new partnership with grocery retailer Meijer.
🇰🇷 South Korea to allow pets in some restaurants ● South Korea will issue a legislative notice for a new law allowing dogs and cats in restaurants.
🇭🇰 Buddy Bites closes US$1 million seed funding round ● Hong Kong-based dog food brand Buddy Bites has closed a US$1 million seed funding round with investors including Leap Venture Studio. Buddy Bites will use the funding to expand in Hong Kong, Singapore and the UK.
INTERVIEW: THE HONEST KITCHEN’S MISSION TO NOURISH OUR MESSY, HILARIOUS DOGS
Life with dogs is delightfully unpredictable. They're equal parts chaos and charm: a whirlwind of muddy paws, boundless energy, and unfiltered joy.
Premium pet food company The Honest Kitchen embraces this beautiful mess as something to celebrate.
Chief Marketing Officer Miki Dosen summed it up with one memory: “My family and I were up early, getting ready to head to the airport for vacation,” she told Luxury Pet Care News. “The day before, we’d cleaned the house top to bottom as we love coming home to a clean house,” |  Miki Dosen, Chief Marketing Officer at The Honest Kitchen |
“Once we were all packed up, we came in to grab him and lock up, and to our surprise, Charlie must have got into the neighbour’s garden, as he was completely covered in dirt and had tracked mud all through the entire house!”
CELEBRATING PUNGENT PETS
It’s a fitting story from a human-grade dog food brand whose latest campaign embraces every part of pet parenthood, from the pristine to the pungent.
The Honest Kitchen’s “Feed Them the Best, Whether They Deserve It or Not” campaign, launched this month in collaboration with organic mattress brand Naturepedic, includes a giveaway and a series of video spots highlighting life with pets.
Founded in 2002, The Honest Kitchen was the first brand to introduce human-grade pet food, produced in a human food facility with 100% human-edible ingredients, to a mass consumer market.
GROWING FAST
With pets increasingly seen as family members, The Honest Kitchen is well-positioned to ride the continued growth of the premium and natural pet food category.
Certainly for Dosen, dogs are a cherished part of her family.
“I truly believe dogs have a built-in sense of knowing what people need,” she said.
The Honest Kitchen is now one of the fastest-growing companies in the premium pet food segment. Its products are distributed across thousands of retail locations and a robust direct to consumer business.
The company is riding rapid growth in the global premium pet food market, which was valued at US$33.4 billion in 2022 and is projected to reach US$52.1 billion by 2030. It is forecast to post a compound annual growth rate (CAGR) of 6.2% from 2024 to 2030 (Verified Market Reports).
In 2022, the San Diego-based brand closed a US$150 million investment round, led by Monarch Alternative Capital. The capital has been driving product line expansion, as well as infrastructure upgrades, and broader retail partnerships.
Global expansion is also on the horizon, with The Honest Kitchen products featuring in PetSmart stores in Canada.
KEEPING IT REAL. REAL MESSY
Dosen is not the only member of The Honest Kitchen team with messy dog memories.
“My dog had diarrhea all over the passenger seat of my new car!” said the company’s Senior Brand Director Briton Groppa.
Meanwhile, Senior Brand Manager Alex Reid adds her own fond memory: “I woke up in the middle of the night to my then 11-month-old German Shepherd pup, Dax, laying on my chest and licking my face. I thought it was adorable that he wanted cuddles.”
“Then... the smell hit. Turns out, he was letting me know he'd puked all over the living room.”
Luxury Pet Care News is a twice-weekly newsletter covering trends, growth opportunities and exclusive interviews in the luxury pet care industry. It’s free to subscribe.
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