SAN DIEGO--(BUSINESS WIRE)--The Honest Kitchen®, a producer of healthy, natural, human grade pet food products, redesigned its iconic packaging. The new packaging made its debut at the Global Pet Expo in Florida, March 12th to 14th, 2014, and will hit store shelves at the end of March.
“We wanted the packaging to evoke a very natural, culinary look and feel to play up the beautiful ingredients we use in our human grade foods,” stated Lucy Postins, The Honest Kitchen’s founder and CEO. “We’re placing a heavy emphasis on the meat or fish source in each recipe, more clearly defining the life stage, and differentiating the grain-free from whole-grain diets, to help shoppers more easily select the recipe that’s right for their pet.”
The Honest Kitchen is also rolling out a smaller 2-pound trial box in their bestselling recipes; Force®, Embark®, Love® and Keen®. Each 2-pound box will make 8 pounds of real food when hydrated.
The Honest Kitchen is the only pet food company in the U.S. to have received a statement of no objection from the FDA to use the term ‘Human Grade’ on its product packaging, because the foods are made with human edible ingredients, in a human food production facility.
The Honest Kitchen’s pet foods are dehydrated, which results in a compact, nutrient-dense finished product. By removing just the water from fresh foods, the company’s finished products are colorful and contain real, recognizable pieces of the raw ingredients, packed with most of the goodness that nature provided. Pet owners just add warm water, to make a real-food meal in about three minutes, and because the food is so concentrated, a 10-pound box will actually yield 40 pounds of food when hydrated, and will last a 30-pound dog up to six weeks.
The company collaborated with long-time partner Bulldog Drummond (San Diego, Calif.) to create the new design concepts. Hand-painted illustrations of the company’s ingredients and Honest Kitchen employees’ own pets, which adorn the new boxes, were created by illustrator Natalya Zahn, and the production and file preparation work was completed by Jen Cadam Design.
About The Honest Kitchen
The Honest Kitchen produces a line of dehydrated human-grade whole foods for dogs and cats, which are made with love in a human food facility (not in a pet food plant) for the highest possible quality standards. Dehydration is a gentle technique that removes only the moisture and retains most natural nutrients found in raw, whole foods. The private, family-owned company was founded by British Immigrants Lucy & Charlie Postins in 2002, and is based in San Diego, Calif. The company employs twenty-six people and twelve dogs. The Honest Kitchen’s products are developed with uncompromising attention to detail by a company of pet lovers with a passion for food. For more information, please visit www.thehonestkitchen.com.