K9 Natural Launches Baked & Coated, a High-Meat, High-Protein Alternative to Traditional Kibble in the US

New Zealand-based pet nutrition leader brings high-meat philosophy to dry dog food with three new recipes designed for everyday feeding

CHRISTCHURCH, New Zealand--(BUSINESS WIRE)--K9 Natural, a leading brand in premium high-meat pet nutrition, announced the US launch of Baked & Coated, a dry dog kibble that delivers true high-meat, high-protein nutrition without compromise. This new offering from K9 Natural represents a meaningful evolution in the super-premium kibble category, offering pet parents a better everyday nutrition solution that prioritizes premium animal ingredients alongside nutritionally optimized formulations.

The launch responds to growing consumer demand for higher-quality, less-processed kibble options. The global premium dog food market is projected to reach $15.8 billion by 2033, with the super-premium dry food segment in the U.S. growing at 5-10% annually. Pet parents increasingly seek high-meat, protein-rich options that can serve as the foundation of their pet’s nutrition.

Traditional super-premium kibble typically offers between 25-35% protein and relies on rendered meat meals and conventional ingredients. Baked & Coated, however, offers a high-protein recipe delivering 40% protein, built on a clean, meat-first formula made with premium animal ingredients and no rendered meat meals. Baked & Coated launches with three recipes, including: Grass-Fed Red Recipe, which features New Zealand beef and lamb; Cage-Free Poultry Recipe, which features chicken and turkey; and Wild Ocean Fish Recipe, which features sustainably caught salmon, herring, cod, and whitefish.

Baked & Coated features:

• 40% High Protein – One of the highest levels available in dry food kibble to support strength, energy, and lean muscles
• Premium Animal Ingredients First – The first 8 ingredients are premium animal ingredients, including New Zealand grass-fed beef and lamb, cage-free chicken and turkey, and sustainably caught fish
• No Meat Meals
• Grain-Free and Clean – Free from corn, soy, wheat, rice, meals, artificial preservatives, colors, or flavors
• Superfood Enhanced – Featuring New Zealand green-lipped mussels, kiwi fruit, cranberries, shiitake mushrooms, prebiotics, and postbiotics for whole-body pet health
• Bone Broth Coated – Light, crispy baked bites finished with savory bone broth to lock in flavor and nutrients
• 100% Traceable – Full ingredient traceability to country of origin backed by supplier certifications

“The launch of Baked & Coated signifies an exciting and natural next chapter for K9 Natural,” said Brett Henshaw, CEO of Natural Pet Food Group, the parent company of K9 Natural. “This new product means pet parents who choose to feed kibble no longer need to compromise on ingredient quality or nutrition. There is now a more convenient everyday option rooted in our same Freeze-Dried nutritional philosophy, where premium, sustainable, and traceable ingredients power our high-meat, high-protein offerings that pet parents can trust and depend on.”

Baked & Coated complements K9 Natural’s range of high-meat nutrition, which also includes Freeze-Dried Feasts, wet food, and functional toppers and treats.

Baked & Coated is available now at an independent pet retailer near you and at https://us.k9felinenatural.com/

For more information, visit https://us.k9felinenatural.com/

About K9 Feline Natural

K9 Feline Natural, part of the Natural Pet Food Group, is dedicated to redefining high-meat, high-protein premium pet nutrition for dogs and cats. A New Zealand brand founded on pets’ instinctive high-meat diets, K9 Feline Natural uses ethically and sustainably sourced proteins and recipes guided by science to provide functional health benefits while delivering irresistible taste pets love. For more information, visit https://us.k9felinenatural.com/