Build A Better Bowl™
A small change can have a big impact. Try out our Bowl Builder to explore the many ways that adding fresh food to your pet’s diet can make them happier and healthier—whether they eat canned, kibble, raw, or a mix of all.
Once you complete your bowl, we’ll even give you a customized shopping list for your pet and connect you with a local store for a chance to win FREE Primal products for a year!
A Balanced Base is a foundational component of your pet’s bowl that provides all of the vitamins, minerals, and nutrients needed for a complete & balanced diet.
Toppers & Hydrators
Toppers & Hydrators can be added to any complete & balanced base (whether it’s canned, kibble, raw, or a mix of all!) to provide a boost of fresh food nutrition to your pet’s diet.
Treats & Chews
Our Treats & Chews provide enrichment, can help with training, and are responsibly sourced.
As passionate pet owners, our goal is to elevate the health of pets through species-appropriate nutrition. Since 2001, we’ve been crafting premium pet foods using whole food ingredients—and it all started with a dog named Luna.