Instinct

Instinct® – The Raw Brand®

redefining better in pet food through the pure, real nutrition of raw
for dogs
for cats

Love Is Raw™

We got our start making raw pet food out of our company-owned facilities in Lincoln, Nebraska. Ever since we’ve set out to make the nutrition of raw more accessible to pets and pet parents.

We believe that if we can get the nutrition of raw into more bowls, we’ll transform the lives of even more pets. And that’s really why we do what we do. Instinct believes in the power of raw nutrition and its ability to truly unlock our pets’ potential to thrive. Whether it be kibble or 100% raw, every Instinct recipe is guided by the unmatched nutrition of raw.

Available in cans or pouches, Instinct makes it easy to add more protein and variety to every meal.

Available in cans or pouches, Instinct makes it easy to add more protein and variety to every meal.

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Intinct protein

High animal protein, grain-free recipes guided by Instinct's belief in raw.

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Minimally processed, never cooked, pure, real nutrition.

Minimally processed, never cooked, pure, real nutrition.

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raw starts here
upgrade your kibble with raw on every piece
mealtime excitement with freeze-dried raw
feed better with kibble + raw
unlock their potential to thrive with raw
official pet food partner

raw starts here

Unmatched nutrition through raw

We know that unlocking your pets’ potential to thrive means finding foods that meet their unique needs and tastes without compromising nutrition. That’s why we’ve created a variety of ways to bring the pure, real nutrition of raw into your pet’s diet.

upgrade your kibble with raw on every piece

We put raw onto every piece of our kibble recipes. How? We start by making our raw frozen recipes and then freeze dry them – removing moisture and locking in nutrients. Then the freeze-dried raw is crushed and tumbled with our kibble – putting the pure, real nutrition of raw on every piece.

mealtime excitement with freeze-dried raw

Carefully crafted in small batches, Instinct® Raw Market® is made from real foods you can trust.

We’ve combined cage-free chicken or grass-fed beef with real, whole-food ingredients like apples, peas, and blueberries for a nutrient-rich meal that your pet will love.

feed better with kibble + raw

We know that better pet health starts with putting more raw into more bowls.

That’s why we make it easy with Instinct® Raw Boost® Kibble. With Kibble + Raw in one bag, we’ve done the work for you – grain-free, high protein kibble combined with all natural, protein-packed, freeze-dried raw. Scoop and serve. How easy is that?

unlock their potential to thrive with raw

Made with 95% meat, organs, and bones, Instinct® Raw are our purest recipes.

Minimally processed, our ingredients are frozen at their peak and never cooked to preserve their nutritional integrity. We combine real meat and non-GMO vegetables and fruits for a protein-packed meal that will unlock your pet’s potential to truly thrive.

official pet food partner

We’re proud to provide over 1 million meals annually to the dogs and cats in Best Friends’ adoption centers nationwide.

Together with Best Friends Animal Society®, we’re excited to do our part in bringing visibility to the no-kill movement and our shared commitment of transforming – and saving – the lives of pets.

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Nature's Variety Instinct for Dogs

Grain-free and minimally processed, Instinct® dog food from Nature's Variety® allows you to incorporate raw food into your dog's diet.