BRENTWOOD, Mo., July 16, 2020 /PRNewswire-PRWeb/ -- Pet food
industry veteran, Reed Howlett, has
just launched a new pet food brand, Freely Pet. Freely® offers
simple Limited Ingredient pet foods and is focused on the needs,
wants, and eating habits of Millennials and their pets. As
Millennial pet parents treat their dogs and cats like a member of
the family, more dogs are now consuming vegetarian and flexitarian
diets just like their pet parents.
Howlett said, "Millennials understand that pet food isn't just
to nourish their pet. They recognize what and how their pets eat is
a lifestyle and at times a reflection of their social values."
Freely offers a unique range of protein options from vegetarian and
flexitarian to meat (including rabbit and lamb) and fish. Freely
also includes other ingredients that you would expect to find on
any human foodie's plate including sweet potatoes, spinach, chicory
root, rosemary, and turmeric. Freely has chosen brown rice, oat
groats, millet, quinoa, and pearled barley to support those pets
that thrive more easily on recipes that include grains.
The Food Industry Association, or FMI, finds a rising number of
households (33%) have at least one member voluntarily following a
vegan, vegetarian, pescatarian, or flexitarian diet—a trend which
is higher for Gen Z and Millennial households. Non-meat based
proteins are the anchor in many of these unique diets, therefore, a
growing number of shoppers are turning to them to help meet their
evolving nutritional needs – including their pets'.
According to Sara Gilbert, DVM of
the Freely Nutrition Center, "I am excited that there are now
complete and balanced nutritional options for pet parents looking
to explore less meat-centered diets for their dogs. These recipes
thoughtfully take into account the specific biological requirements
of our canine companions rather than treating them simply as small
humans. While cats are obligate carnivores and specifically need
meat to fulfill their amino acid requirements, dogs can use the
alternate plant and egg sources of protein provided in a
thoughtfully designed diet. This allows their parents the freedom
to pursue a less ecologically impactful style of feeding without
having to risk the imbalances veterinarians frequently see in
exclusively homemade diets over time."
Flexitarian lifestyles are increasingly prevalent. Among Gen Z,
13% eat a flexitarian diet versus just 6% of Older Boomers.
Millennials and Gen X average 10% each for consuming flexitarian
diets. Women, at 15%, are also more likely to be flexitarians than
men, at 6%. Whether people choose to consume less meat for health
reasons or because they want to lead more environmentally-friendly,
sustainable lifestyles, they're helping to drive the flexitarian
trend. An increase in plant-based protein options also has more
people experimenting with these new food options. According to
Howlett, "we see this quickly crossing over to dog nutrition."
Freely's Whole Grain Flexitarian recipe is a Limited Ingredient
dog food that blends animal- and plant-based proteins, along with
fiber, vitamins, and minerals to deliver complete and balanced
nutrition. A combination of Freely's Whole Grain Turkey and Whole
Grain Vegetarian recipes, it features fresh turkey, eggs, and
quinoa as some of the primary protein sources. This unique recipe
offers a flexible feeding alternative to traditional meat-based
diets for conscientious pet parents looking for better options for
their pet and the planet.
Freely Pet, LLC was started in 2020 by a group of passionate pet
parents committed to making pet food easier to understand and buy.
Freely products are available online at freelypet.com and Chewy and
will be available starting in July at select local neighborhood pet
retail stores across the US. The company is driven by its purpose
of enabling pet parents to nourish their pets with confidence and
ease. All Freely products are limited ingredient diet recipes made
in the USA from the finest
ingredients from around the world. Freely offers a selection of
premium dry and wet foods as well as functional bone broth toppers
for both dogs and cats, in a range of protein options from
vegetarian and flexitarian to meat and fish.
Freely is privately held and headquartered in Brentwood, Missouri and can be visited at
freelypet.com and followed on Instagram, Facebook and Twitter at
@freelypet.
SOURCE Freely Pet, LLC