True Instinct was launched following Natures Menu’s most successful PATS to date with hundreds of visitors to the Natures Menu stand over both show days. Over 180 True Instinct orders were secured with specialist pet retailers from across the UK.

True Instinct specialises in a complete and balanced range of grain and gluten free, natural raw and raw-inspired products. Its brand new range will offer highly nutritional, complete & balanced frozen raw, innovative freeze-dried raw and high meat fillets for both cats and dogs.

True Instinct will offer every meal across the formats in a variety of premium quality deboned meats, with vegetables, high quality botanicals and superfoods and no artificial colours flavours or preservatives.  The range will be available for Adult Dog, Small Adult Breeds, Puppy and Adult Cat across a number of variants.

Raw Boost is a particularly exciting development and a first for the UK pet market. Combining Natures Menu’s expertise in raw with the convenience of dry, the brand-new concept Raw Boost is the result of a partnership with dry food experts Affinity Petcare. Combining a high meat bite with a freeze dried raw meat nugget the product offers the benefits of raw meat ingredients surrounded by a wholesome blend of meat, fresh vegetables and botanicals.

Next in the range, True Instinct High Meat Fillets is the brand’s wet food offering, made up of premium steam-cooked shredded meat and fish fillets. The Adult Dog and Adult Small Breed Dog varieties contain 80 per cent deboned human grade meat, with the Adult Cat variety containing 90 per cent deboned human grade meat and fish.

Finally, True Instinct Raw Bites falls under the frozen raw category, bringing Natures Menu’s raw expertise to the forefront. As with all products in the range, each variety of Raw Bites contains at least 80 per cent deboned meat with no artificial colours, flavours or preservatives and includes a wide range of superfood ingredients. The product will be available in Adult Dog, Adult Small Breed Dog, Puppy and Adult Cat varieties.

With over 35 years’ experience in feeding raw, and endorsement from a team of professional vets, Natures Menu are proud to be pioneers and innovators of Europe’s natural, raw and raw inspired pet food category.

True Instinct pet food ranges have been designed and formulated, using high quality natural ingredients, boasting the highest nutritional value to deliver a superior, responsibly sourced, wholesome, complete and balanced diet for pets.

The True Instinct range will be available to purchase at specialist pet stores and online at www.naturesmenu.co.uk/trueinstinct  from January 2018.