New Zealand premium pet food brand Animals Like Us has secured national ranging in Coles, with its RawMix33 1kg bags in two flavours – Grain-Fed Beef and Ocean Fish –now stocked in more than 750 stores nationally and online.
The listing reflects the grocery channel’s continued move into premium pet food, a segment traditionally held by pet specialty retailers.
“Pet humanisation is reshaping what owners want from pet food,” said Angus Harris, ANZ Country Manager.
“With almost three in four Australian households owning a pet and pet parents increasingly seeking premium options for their furbabies, we’re pleased to offer the convenience of being able to get high quality dog food in the weekly shop.”
A premium offer
Founded by New Zealand entrepreneurs Jeremy Moon, Rob Achten and Craig Hickson, the brand builds its formulations around organ meat – the nutrient-dense component wild canids consume first.
“We believe dogs should be fed what they were biologically designed to eat,” said Mr Harris.
“Dogs descend directly from the grey wolf and share 99.6% of their DNA. In the wild, when a wolf makes a kill – typically a hoofed herbivore – the first parts consumed are the organs. Because organs are nature’s most nutrient-dense source of protein, vitamins, minerals, and flavour.”
RawMix33 combines 67 per cent high-protein kibble with 33 per cent freeze-dried New Zealand meat and organs, delivering raw nutrition in a shelf-stable, non-messy format. Ingredients are sourced from sustainably and ethically managed New Zealand farms and oceans. Formulations are developed with animal nutritionists and veterinarians, and every recipe is complete and balanced to AAFCO standards.
The ranging in Coles complements Animals Like Us’ existing Australian distribution through Woolworths and Pet Circle. Since its launch in NZ in 2020, the brand has launched in the USA in 2023, and Canada earlier this year.
“We’re excited to partner with Coles and give more pooch parents that chance to feed their pup with food that respects their ancestry, supports their health and digestion, and appeals to some of the fussiest eaters,” said Mr Harris.
