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Updated August 28, 2025
Canadian premium pet food brand (by Petcurean).
Offers kibble, wet food, freeze-dried, and bone broth–coated “Good Gravy.”
Made with fresh meats, fish, fruits & veggies — no by-products or fillers.
AAFCO balanced for all life stages and breeds.
Focus on health, sustainability, and quality (carbon neutral, recyclable packaging by 2025).
Price
$$$
Quality
Service
Now Fresh is a Canadian premium pet food brand created by Petcurean in 2007. Built on the philosophy of “quality first, pets first, without compromise,” Now Fresh offers a wide range of recipes for dogs and cats made with 100% fresh meats and fish, plus wholesome fruits and vegetables. Their formulas are grain-free, filler-free, and AAFCO balanced, designed to support pets through every life stage. With innovative options like Good Gravy bone broth–coated kibble and a strong focus on sustainability and ingredient transparency, Now Fresh bridges the gap between traditional kibble and fresh-inspired nutrition, giving pet parents a trusted choice for healthier meals.
| Shipping Component | Details |
|---|---|
| Direct from Now Fresh | They don’t provide shipping they will direct you where you can buy them on a map with the locations. |
| Retailers (e.g., Pet Valu, Petmax) | Many Canadian retailers carry Now Fresh and may offer online purchase and shipping. Policies—including rates, free shipping thresholds, and coverage—vary by retailer (not standardized by Now Fresh). |
| How to Proceed | Check shipping details on the retailer’s site before purchase. For local pickup, use the “Where to Buy” locator to find nearby stores (nowfresh.com). |
According to DogFoodReviews, the Now Fresh Dry line received a low score of 2.5/10, largely due to its high carbohydrate content, ultra-processed nature, and other nutritional concerns. In contrast, the Now Fresh Wet line scored higher at 6.8/10, reflecting a somewhat better nutritional profile. Still, the level of processing in both options has led many pet parents to explore alternatives like fresh, gently cooked dog food, which offers more natural nutrition and better nutrient preservation. If you’re considering making the switch, be sure to check out our top recommended gently cooked options to get started today.
Founded in 1999 in Chilliwack, British Columbia, Petcurean started with a simple belief: pets deserve better food. Today, the company employs over 100 people and distributes its brands—Now Fresh, Go! Solutions, and Gather—to more than 25 countries worldwide. Their mission is clear: “quality first, pets first, without compromise.”
In April 2021, Petcurean launched a global refresh of its Now Fresh line, with the tagline “Fresh. Simple. Whole.” The goal was to better communicate what makes their recipes different: carefully selected ingredients formulated by a team of qualified pet nutritionists, led by a nutrition manager with a Master of Science in Companion Animal Nutrition.
The brand refresh emphasized functional ingredients and a focus on dogs of every size and life stage. Petcurean has also invested in omnichannel shopping, expanding placements in both brick-and-mortar stores and e-commerce channels, a move accelerated by the COVID-19 pandemic.
Their products include:
Dry kibble in a wide variety of proteins
Wet foods (pâtés, stews)
Good Gravy bone broth–coated kibble
While these options provide balance and convenience, they remain part of the ultra-processed pet food category.
Wide international availability (25+ countries)
Strong brand reputation and zero recall history
Formulated by qualified pet nutritionists
Clear ingredient lists with no by-products or artificial additives
Tailored formulas for size and life stage
According to independent reviewers like DogFoodReviews, the Now Fresh Dry line scores just 2.5/10 due to high carbohydrate levels and the fact that it is ultra-processed. The wet line fares better at 6.8/10, but still reflects the challenges of processing.
Despite Petcurean’s commitment to quality, kibble and canned foods are inherently more processed than many pet parents want today. And while they meet AAFCO standards, processing can diminish nutrient quality compared to fresher feeding options.
As more households welcome pets, the pet food industry continues to grow. With that growth, so has the awareness that fresh, gently cooked dog food often provides superior benefits:
Better nutrient preservation than highly processed kibble
Easier digestibility, supporting sensitive stomachs
Wholesome, simple ingredients, closer to home-cooked meals
Reduced reliance on fillers and high-carb ingredients
It’s no surprise that many pet parents are transitioning to fresh, gently cooked diets—a choice that offers dogs optimal nutrition without the compromises of traditional kibble. (See our top picks for the best dog food brands in Canada.)
Now Fresh is a solid premium kibble and wet food option—thoughtfully formulated, widely available, and backed by Petcurean’s reputation for quality. For pet parents seeking better-than-average kibble, it’s a strong contender.
However, if your priority is maximizing your dog’s health, digestion, and long-term wellness, fresh gently cooked dog food remains the gold standard. It offers the freshness and nutrient retention that even the best kibble can’t quite match.
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