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New branding and packaging signal premium quality to uncompromising pet owners looking for the protein pets need Green Bay, WI, June 15, 2023 – Vital Essentials, the flagship brand of Carnivore Meat Company, has unleashed a rebrand to better communicate its point of difference to uncompromising pet owners: premium quality butcher cut protein for the health benefits dogs and cats deserve. Today marks the official launch of the revitalized brand and packaging, bringing a “butcher shop” experience to pet shops across the nation.<img alt="" src="https://a-us.storyblok.com/f/1002562/2640x2000/bae4801152/ve-launches-freeze-dried-raw-pet-food-rebrand.jpg" title="" />Vital Essentials has been a pioneer in freeze-dried and frozen raw pet food since 2009 – sourcing only whole-animal, butcher cut protein that is minimally processed to preserve vital nutrients and minerals for the diet pets need to live their best lives. With an extensive range of high-quality proteins in food entrees, protein mix-in toppers, raw bar snacks, and treats, Vital Essentials ensures that every pet’s dietary needs are met.For pet owners looking for care without compromise, the rebrand makes it easy to find premium protein to support more energetic playtimes, healthier skin, shinier coats, stronger teeth, and gut health. The packaging features brown kraft paper and twine, as one finds in a local butcher shop, along with animal icon view-through windows showcasing each protein variety. The rebrand also introduces &quot;Tabby,&quot; an icon that at once symbolizes a butcher shop ticket and a cherished pet.Lanny Viegut, CEO of Carnivore Meat Company, reflected on the journey leading to the rebrand, “I’ve always believed in the importance of minimally-processed, premium protein, for the health of dogs and cats. We wanted to make it easier for uncompromising pet owners to feed their pets the protein they need and this rebrand does just that, it brings the butcher shop to the pet shop.”The brand relaunch goes beyond packaging to include a renewed focus on forging deeper relationships with Vital Essentials’ customers and consumers. “There are so many brands out there, but we believe that only Vital Essentials offers the Butcher Cut protein pets need,” said Viegut. “As we say in our offices, there are no shortcuts, only butcher cuts – and we’re committed to helping our retailer partners bring the best quality protein to their customers.”Look for Vital Essentials butcher cut protein in-store at a retailer near you and on-line at vitalessentialsraw.com, Amazon, and Chewy.<hr />About Carnivore Meat CompanyCarnivore Meat Company is an award-winning manufacturer of premium raw frozen and freeze-dried pet food and treats based in Green Bay, Wisconsin. A raw pet food pioneer, the company&#39;s freeze-dried and frozen product divisions supply private label, co-packing, and ingredients to customers globally. The company&#39;s growing brands include Vital Essentials®, VE RAW BAR, and Nature’s Advantage – distributed to more than 7,000 retailers in the US, online, and in 14 international markets. Carnivore Meat Company has been recognized for its growth and manufacturing excellence with several recent awards including the Greater Green Bay Chamber Growth Award, Wisconsin Manufacturer of the Year Award, Governor&#39;s Export Achievement Award, Greater Green Bay Chamber Manufacturing Award of Distinction and the Inc 5000 Fastest Growing Private Companies list. Visit the Carnivore Meat Company website at <a href="http://carnivoremeat.com" linktype="url">carnivoremeat.com</a>.###Media Contact:Reena S. GoodwinFACTEUR PR for Vital Essentials<a href="mailto:vitalessentials@facteurpr.com" linktype="url">vitalessentials@facteurpr.com</a>216-302-8485

vital essentials launches rebranded packaging for freeze dried dog food freeze dried cat food

vital essentials launches rebranded freeze dried raw pet food

Vital Essentials Launches Rebrand of its Butcher Cut Protein Freeze-Dried Raw Pet Food

November 3, 2025Vital Essentials, the flagship brand of Carnivore Meat Company and a trusted leader in raw pet nutrition, announced its launch into Hollywood Feed locations across the U.S.Beginning this month, pet parents can now find Vital Essentials’ complete line of freeze-dried raw dog and cat food – including patties and mini nibs – at all 174 Hollywood Feed stores nationwide. The brand’s <a href="https://www.petage.com/tag/frozen-raw/" linktype="url">frozen raw</a> line will follow shortly after, arriving in 30 pilot stores across Ohio and Kentucky by mid-November.The partnership represents a strategic expansion for Vital Essentials within the specialty pet channel. Hollywood Feed, one of the nation’s fastest-growing pet retailers known for exceptional service and education, provides an ideal opportunity for Vital Essentials to reach more families while staying true to its neighborhood pet roots.“Hollywood Feed has built an incredible reputation for trust and expertise within the communities it serves,” said Heather Govea, CEO of Carnivore Meat Company. “This marks the start of a long-term partnership that strengthens our commitment to neighborhood <a href="https://www.petage.com/tag/pet-retail/" linktype="url">pet retail</a>, bringing Vital Essentials to more families and helping pet parents experience the benefits of raw nutrition for years to come.”As part of the launch, Hollywood Feed stores will feature in-store merchandising – including custom T- shirts, headers, shelf talkers and aisle violators – to highlight Vital Essentials’ freeze-dried and frozen offerings. Select stores will also feature dedicated freezers to showcase the frozen Butcher Cut Protein line, making it even easier for pet parents to explore the full range of products.“We’re proud to partner with Vital Essentials, a brand that shares our commitment to quality nutrition and trusted pet care,” added Shawn McGhee, founder and president of Hollywood Feed. “Our customers rely on us for products they can feel good about feeding their pets, and this partnership allows us to continue delivering exceptional value and nutrition to the communities we serve.”

Vital Essentials, the flagship brand of Carnivore Meat Company and a trusted leader in raw pet nutrition, announced its launch into Hollywood Feed locations across the U.S.

Vital Essentials Expands into Hollywood Feed

Vital Essentials Expands into Hollywood Feed, Brings Raw Nutrition to 174 Neighborhood Pet Stores

Green Bay, WI – September 8, 2025 – <a href="/home" uuid="780fd67e-5754-496f-9896-af3668bdb678" target="_self" linktype="story">Vital Essentials</a>®, the flagship brand of <a href="https://www.carnivoremeat.com/" target="_self" linktype="url">Carnivore Meat Company</a> and trusted leader in raw pet nutrition, announced its launch into<a href="https://www.petsuppliesplus.com/brands/vital-essentials?utm_source=ve_website&amp;utm_medium=press_room&amp;utm_campaign=vital+essentials+launch" target="_self" linktype="url"> Pet Supplies Plus</a> locations across the U.S. Beginning this month, pet parents can now find a comprehensive selection of Vital Essentials’ freeze-dried raw dog and cat food and treats at more than 725 neighborhood stores nationwide, as well as on the Pet Supplies Plus website.The partnership represents a strategic expansion for Vital Essentials, which has long been recognized for its close relationships with independent and specialty pet retailers. Pet Supplies Plus, a leading pet retailer known for being a staple within the communities it serves and having friendly, knowledgeable staff, provides an ideal opportunity for Vital Essentials to reach more families while staying true to its neighborhood pet roots.“Vital Essentials was built alongside indie retailers and neighborhood pet, so expanding into Pet Supplies Plus feels like an evolution that honors our foundation,” said Heather Govea, CEO of Carnivore Meat Company. “This partnership means more families will have easier access to raw nutrition while we continue building on the trust and loyalty that started in specialty retail.”A range of raw protein formats will be available in freeze-dried raw including Crunchy Nibs, Soft Nibs, and Patties, giving pet parents variety and flexibility as they look to increase their pets’ protein intake.“Providing pet parents with everything they need for their furry, scaly or feathery friends will always be our number one priority, and this partnership with Vital Essentials further enables us to do that,” shared Chris Rowland, CEO of Pet Supplies Plus. “Now we are offering another premium option for our neighbors that will support the health and well-being of pets in our communities.”With this expansion, Vital Essentials continues its mission to democratize raw feeding and help pet parents see transformative health benefits by incorporating as little as 20% raw protein into their pets&#39; diets. For more information on Vital Essentials products and to find a retailer near you, visit <a href="/home" uuid="780fd67e-5754-496f-9896-af3668bdb678" target="_self" linktype="story">VitalEssentials.com</a>.--About Carnivore Meat Company Carnivore Meat Company is an award-winning leader in premium raw frozen and freeze-dried pet food and treats. Based in Green Bay, Wisconsin, the company is widely recognized as a pioneer in raw pet nutrition and owns and operates the largest freeze-dried manufacturing facility for pet food in North America. The company&#39;s freeze-dried division also supplies private label, co-packing, and ingredient solutions to customers worldwide. Its rapidly growing brand, Vital Essentials®, is distributed through more than 7,000 U.S. retailers, 14 international markets, and online. Carnivore Meat Company has earned numerous accolades for growth and manufacturing excellence, including the Greater Green Bay Chamber Growth Award, Wisconsin Manufacturer of the Year Award, Governor&#39;s Export Achievement Award, Greater Green Bay Chamber Manufacturing Award of Distinction, and six consecutive placements on the Inc. 5000 list of America&#39;s Fastest-Growing Private Companies. Learn more at <a href="http://carnivoremeat.com/" linktype="url">CarnivoreMeat.com</a>. About Pet Supplies Plus Your neighborhood Pet Supplies Plus has everything you need for your furry, scaly and feathery friends. Its shelves are stocked with pet essentials, including a wide selection of over 11,000 products from 400 brands. Easily find all their favorites at prices you love, whether you shop in store or online using free curbside pickup, same-day delivery or Autoship. To help keep your pets happy and healthy, pet prescriptions can be filled online and delivered directly to your door. As the nation’s largest pet retail franchise with over 725 locations and counting, Pet Supplies Plus makes shopping local simple. For more information, visit <a href="http://www.petsuppliesplus.com/" linktype="url">www.petsuppliesplus.com</a>.

Vital Essentials will unwrap an all-new look of its premium raw dog and cat food, treats and supplements at Global Pet Expo 2023

Next Up

Vital Essentials Launches Rebrand of its Butcher Cut Protein Freeze-Dried Raw Pet Food

Vital Essentials Expands into Hollywood Feed, Brings Raw Nutrition to 174 Neighborhood Pet Stores

Vital Essentials® Expands into Pet Supplies Plus, Bringing Raw Nutrition to More Than 725 Neighborhood Pet Stores Nationwide