Mackle Petfoods, the Northern Ireland based owners of the multi award winning brands Naturo, Brandy and Cat Club has taken its business to a new level developing its first ever freeze-dried food for pets.

‘Norsh’ is a freeze-dried snack made for both cats and dogs to enjoy.  ‘Norsh’ is the ultimate in natural pet nourishment and has 2 ranges – ‘Salmon Skin Twirls’ and ‘Chicken with Fruit and Vegetables’ both of which are for sale online and via a number of local retailers.

The new brand is part of Mackle Petfoods overall growth strategy to explore new and emerging trends and markets globally, bringing their skills and expertise to the fore whilst responding to their existing customers and market demands.  In the USA, the freeze-dried market for pet foods accounts for nearly $100m in sales annually.

Created from 100% natural foods including sustainably farmed Scottish salmon, chicken, superfoods blueberries and sweet potato, carrots, peas, dried kelp and rosemary extract, ‘Norsh’ combines the latest in pet nutrition and innovative technology.  Boasting only the best in healthy ingredients, the treats are freeze-dried so as to preserve the nutrients and flavour meaning that pets are enjoying them almost as fresh as the day they were harvested.  

The process of making Norsh is unique to Mackle Petfoods manufacturing in Ireland and is created by removing the moisture from frozen raw ingredients when mixed together, over a slow period. By applying minimal heat whilst under high vacuum, the moisture in the form of ice becomes vapour, a process known as ‘sublimination’. This vapour is drawn away from the product slowly and gently, meaning the product retains maximum nutrients, and is then packaged, locking in its freshness.  At this point, some 2.5 days from start to finish, the tasty treats are ready for pets to enjoy. 

Commenting on the new brand, Sarah McFarland Product & Business Development Manager for ‘Norsh’, said: “Norsh is a perfect healthy treat which can be provided as a snack or added to an existing pet food as a mixer.  It is suitable for raw feeding (can be used immediately) without the need for freezing or refrigeration. 

"We source only the highest quality sustainable Scottish salmon skins and locally source our chicken. The vegetables we use are harvested and frozen at their peak, retaining maximum nutrition for the treats, and ultimately benefitting the pets, it really is the best of both worlds for pets.”

Sarah who set up the entire ‘Norsh’ business at Mackle Petfoods, added: “As a product development manager I am normally used to creating new ideas, however having been handed this project in its entirety in the last year I have managed to set up the business within all of its legal requirements, create a brand, develop the manufacturing process, source all ingredients and machinery, and make sure the product meets all legally required standards. 

"Now I am working to secure sales, so I am well out of my comfort zone as a food engineer, however I am really relishing the challenge and am excited about the potential for Norsh and this process for petfood.”

Norsh which comes in compostable pouches can be resealed to preserve freshness. The two ranges are grain free and free from all artificial colours, preservatives and flavouring. The product will be distributed in Ireland by local company Heather Lee and in the UK by Kennelpak and retails at £3 a pouch.  Visit www.norshpetfoods.com

Pictured: Sarah McFarland launches Norsh with Holly, Mackle Petfoods’ chief taster.