New innovations in purpose-driven nutrition for dogs and cats on display at booth #3152
LAS VEGAS – Aug. 11, 2025 – Ethos Pet Brands, parent company of Canidae® and Natural Balance®, is unveiling its latest innovation in premium pet nutrition at SuperZoo 2025. From Aug. 13-15, attendees can visit booth #3152 at the Mandalay Bay Convention Center in Las Vegas to explore new product launches and portfolio highlights from both brands. This reflects an unprecedented level of innovation from Ethos Pet Brands.
Natural Balance Highlights Science-Backed, Tailored Nutrition for Cats and Dogs
Specialized Nutrition: This new line of dry and wet recipes features targeted health support, backed by science. Natural Balance Specialized Nutrition formulas were developed with veterinary and nutrition experts to give dogs research-backed nutrition utilizing natural ingredients with 23 added vitamins and minerals. Each formula references scientific white papers from accredited institutions to inform optimal nutrient levels to deliver targeted support for specific health benefits. These formulas provide health solutions without the unwanted ingredients pet parents actively avoid, like by-products and corn-based fillers.
Ultra Protein and Ultra Protein+: Crafted with nutrient-rich organs and real animal proteins, Natural Balance’s Ultra Protein delivers a protein-forward diet designed to support feline energy, muscle maintenance and overall wellness. Available in both wet and dry recipes, each formula features high-quality protein as the first ingredient to provide essential amino acids and organ meats like chicken liver and chicken hearts for irresistible flavor cats instinctively crave. The Ultra Protein+ line builds on Ultra Protein’s foundation with functional, nutrient-dense ingredients to offer added health benefits alongside optimal taste. The Ultra Protein portfolio was recently named Cat Food Innovation of the Year[1] in the 2025 Pet Innovation Awards, recognized for its premium formulation and commitment to advancing feline nutrition.
Health Protection: Offering dogs whole body health and digestive wellness, Natural Balance Health Protection was developed with veterinary and nutrition experts. Dry recipes feature 6-in-1 health support plus prebiotic fiber and live probiotics for digestive health. In addition to providing complete and balanced nutrition, Health Protection combines premium ingredients, such as real meat as the first ingredient, while offering pet parents exceptional value.
Canidae Unveils Responsibly Sourced Innovation, Setting A New Standard In Nutrition
Pure Farm To Bowl™: Crafted to nourish from the ground up, Pure Farm To Bowl is responsibly sourced dog food from the farm to your dog’s bowl. Each recipe is transparently made with responsibly sourced proteins like grass-fed bison, wild-caught salmon, and nutrient-dense, regeneratively farmed ingredients from trusted farmers. Cooked in small batches at Canidae’s own facility in Brownwood, Texas, every batch meets leading safety, quality, and nutritional standards. With no corn, wheat, soy, or artificial colors, flavors or preservatives, it’s clean, purposeful nutrition – crafted to nourish from the ground up.
All Life Stages High Protein for Active Dogs: An expansion of Canidae’s All Life Stages portfolio for multi-dog households, these new dry dog recipes offer a unique combination of 30% protein for strength and 20% fat for energy to support muscle development and fuel metabolism. This offering is ideal for active and working dogs of all ages, breeds, and sizes.
“At Ethos Pet Brands, we listen closely to pet parents and Pet Specialty retailers. We are committed to leading with purposeful innovation that makes a real difference in the health and vitality of pet family members. With Canidae Pure Farm To Bowl’s responsibly sourced nutrition and Natural Balance’s veterinary science-backed formulas, we’re delivering products that put pet health first — and setting the standard for what pet food should be,” said Greg Shearson, CEO of Ethos Pet Brands.
Natural Balance and Canidae products are available at independent pet specialty retailers, and also PetSmart, Petco, Chewy and Amazon. For more information, visit naturalbalanceinc.com and canidae.com.
To schedule an interview or booth appointment with a representative from Ethos Pet Brands during SuperZoo, please contact naturalbalance@fwv-us.com.
About Ethos Pet Brands
Ethos Pet Brands is the parent company of Natural Balance® Pet Foods and Canidae® Pet Food Company. With a focus on premium pet food, Ethos Pet Brands is dedicated to delivering the highest-quality nutrition for pets. “Ethos,” the original and long-standing name of Canidae’s manufacturing facility in Brownwood, Texas, reflects both companies’ character, honesty, and integrity. Opened in 2012, the state-of-the-art facility now manufactures products for both Natural Balance and Canidae.
For more information on Ethos Pet Brands, please visit LinkedIn.com/Company/Ethos-Pet-Brands.
About Natural Balance®
Founded in 1989, Natural Balance® Pet Foods, Inc. is a premium pet specialty brand with a complete offering of pet foods for both dogs and cats. The Natural Balance product line comprises over 100 dog and cat food and treat varieties, including Limited Ingredient, Health Protection, Specialized Nutrition and Ultra Protein. Natural Balance delivers quality, safety-tested food in every bag. Their Feed with Confidence™ program provides comprehensive, on-demand safety testing data to help eliminate wonder or worry. Their team of Registered Veterinary Technicians is available via online chat and phone to answer questions and ease concerns.
Visit www.naturalbalanceinc.com for more information.
About Canidae®
From the first truckload of food delivered to the latest batch of pet food cooked in their pet nutrition plant in Brownwood, Texas, Canidae’s story is one to be proud of. Canidae® was founded in 1996 by two pet owners who knew they could make pet food better. Better nutrients. Better flavor. Better for our dogs and cats and better for us all. They’ve been committed to quality ever since. That commitment is upheld today in more than just their nutrient-rich, premium pet food. It inspires everything they do, from the land they harvest and the farmers they work with, to the people they employ and the local pet food stores they partner with. All of Canidae’s products are vet-reviewed, high-quality, and perfectly balanced for optimal health at an affordable price point with no fillers, artificial flavors, or artificial preservatives. Canidae is partnering with US farmers and green technology companies to bring new, sustainable practices to pet food including lowering pesticide use, reducing runoff, and adopting regenerative farming practices.
For more information on Canidae, please visit www.canidae.com.
