analyticsBrand Review
Now Fresh:
Ingredient Data Review
No rendered meat meals. No artificial additives. A genuinely transparent ingredient list — and real DCM concerns that need to be on the table too.
Brand at a Glance
| Origin | British Columbia, Canada |
| Founded | 2008 — Now Fresh line launched by Petcurean Pet Nutrition |
| Parent Company | Petcurean Pet Nutrition (independent; no major corporate acquisition as of 2025) |
| AAFCO Status | Formulated to meet AAFCO Dog Food Nutrient Profiles (calculated basis) |
| Price Tier | High premium |
| Core Claim | All meat ingredients are fresh whole meat or whole eggs — zero rendered meat meal at any position |
| DCM Note | Named in FDA's 2019 DCM investigation scope — high legume content (peas, lentils) |
| Korea Distribution | Available on Coupang and specialty pet shops via official Korean importer |
Key Lines
Puppy
Formulated for small-breed puppies. A three-protein blend of fresh whole turkey, fresh whole salmon, and fresh whole duck — no rendered meat meals at any position in the ingredient list.
shopping_cartView on CoupangSenior
Designed for small-breed dogs 7 years and older. Fresh whole turkey as the first ingredient. Includes joint and cognitive support nutrients. Distributed in South Korea under the Now Fresh brand.
shopping_cartView on CoupangIngredient Deep Dive
Based on Adult Small Breed formula (estimated values from guaranteed analysis).
Top 10 Ingredients
The first ingredient. Weighed with moisture included, so the post-cooking dry-matter protein contribution is lower than the list position implies — but digestibility and amino acid profile are generally excellent.
Primary carbohydrate and fibre source. One of the legume ingredients under FDA DCM scrutiny. Notably high placement.
Omega-3 (EPA, DHA) source. Using fresh salmon rather than fish meal reduces oxidation risk from the fat component.
Plant protein concentrate. Boosts guaranteed protein percentage but has an incomplete amino acid profile relative to animal sources. A second pea-derived ingredient in the top five.
Carbohydrate and fibre source. A second legume family ingredient in the top six, adding to the legume load flagged in the FDA's DCM investigation.
Carbohydrate energy source. The third pea-derived ingredient — peas now appear in three of the first six positions.
Third fresh meat protein source. Contributes amino acid diversity and improves palatability.
Gluten-free starch. High digestibility, low allergenicity compared with corn or wheat.
Medium-chain triglyceride (MCT) source. Efficient energy metabolism; reported antimicrobial properties. Adds a lighter saturated fat profile than animal fat.
Omega-3 and omega-6 fatty acid supplement. Plant-based fat source for balance.
Guaranteed Analysis (Adult Small Breed)
| Nutrient | As-Fed | Dry Matter (DM) | AAFCO Adult Min. |
|---|---|---|---|
| Protein | min 25.0% | ~27.8% | 18% |
| Fat | min 12.0% | ~13.3% | 5% |
| Fibre | max 5.0% | ~5.6% | — |
| Moisture | max 10.0% | — | — |
| Calcium | ~1.0% | ~1.1% | 0.5% |
| Phosphorus | ~0.8% | ~0.89% | 0.4% |
DM basis = as-fed value ÷ (1 − moisture fraction). Calculated at 10% moisture. Values are estimates — verify against current product label.
DCM Advisory
In 2019, the FDA flagged a potential association between grain-free diets high in legumes (peas, lentils, and their derivatives) and non-hereditary dilated cardiomyopathy (DCM) in dogs. Now Fresh places peas (#2), pea protein (#4), pea starch (#6), and lentils (#5) in the top six ingredients — a high combined legume load. Causation has not been confirmed, but breeds with elevated cardiac risk (Doberman Pinscher, Boxer, Golden Retriever, Great Dane, Irish Wolfhound) should not be fed this formula without explicit veterinary guidance.
Pros & Cons
thumb_up Strengths
Every meat ingredient is fresh whole meat or whole eggs — zero rendered meal (dehydrated meat concentrate) anywhere in the formula. Among the most transparent ingredient declarations on the market.
No artificial colours, synthetic preservatives, or artificial flavours — the complete clean-label commitment.
Petcurean remains an independent Canadian company as of 2025 — unlike Orijen (Champion, acquired by Czech capital), Wellness (Nestlé), or Blue Buffalo (General Mills).
Separate puppy and senior small-breed lines allow life-stage feeding without compromise.
Coconut oil provides medium-chain triglycerides (MCTs) — efficient energy metabolism and antimicrobial properties.
thumb_down Weaknesses
Peas, pea protein, pea starch, and lentils occupy four of the top six ingredient slots — placing Now Fresh squarely in the FDA's 2019 DCM investigation scope for grain-free + legume-heavy diets.
Protein density is moderate at approximately 28% DM (small breed adult) — well below Orijen (~42% DM) and Acana (~38% DM).
The Korean distribution lineup is limited — fewer SKUs than most competing premium brands.
Fresh whole meat is weighed with its water content. After cooking, the actual dry-matter protein contribution is lower than the ingredient's list position implies.
Premium pricing with a relatively modest protein density makes cost-per-gram-of-protein comparisons unfavourable against Orijen or Acana.
Who Should (and Shouldn't) Buy Now Fresh
Good fit
You want to avoid all rendered meat meals
Now Fresh is one of very few brands that genuinely uses no meat meal, fish meal, or poultry meal at any ingredient position. If that matters to you, this is a clear choice.
You want a clean-label, additive-free formula
No artificial colours, synthetic preservatives, or artificial flavours across the entire line. Worth considering for dogs with skin, tear-stain, or digestive sensitivity.
You want grain-free with named fresh meat sources
A grain-free formula where every protein source is identifiable fresh meat — not a vague by-product or meal concentrate.
You have a small-breed puppy or senior dog
Dedicated small-breed puppy and senior (7+) formulas exist, allowing precise life-stage feeding without adapting an adult formula.
Poor fit
Your dog has cardiac risk factors or a DCM-prone breed
The formula contains peas, pea protein, pea starch, and lentils in the top six ingredients — the exact combination under FDA DCM scrutiny. Dobermans, Boxers, Golden Retrievers, and other cardiac-susceptible breeds should only be fed grain-free + legume-heavy diets after explicit veterinary approval.
You prioritize high protein density (38%+ DM)
At approximately 28% protein DM, Now Fresh trails significantly behind Orijen (42% DM) and Acana (38% DM). If raw protein density is the priority metric, this is not the right brand.
Your dog needs a prescription or therapeutic diet
Now Fresh is a general market brand. For renal, urinary, GI, or dermatology management, Royal Canin Veterinary Diet or Hill's Prescription Diet remain the appropriate options.
Budget is a primary consideration
Now Fresh sits at the high end of the premium tier. At similar price points, Acana or Orijen deliver meaningfully higher protein density. Compare cost-per-gram-of-protein before purchasing.
compareAlternatives Worth Considering
Higher protein density: Orijen Small Breed — ~42% protein DM, 85% animal-based ingredients, fresh or raw-coated
Protein + value balance: Acana Small Breed Recipe — ~38% protein DM, 60% fresh meat, lower DCM legume load
Grain-inclusive, lower DCM risk: Purina Pro Plan Small & Toy Adult — chicken as first ingredient, strong clinical backing, not grain-free
자주 묻는 질문
Q. Is 'no meat meal' actually better for my dog?
Not categorically. Fresh whole meat is weighed before cooking, meaning its pre-cooking water content inflates its position on the ingredient list. After moisture is removed during processing, the dry-matter protein contribution is lower than the list position suggests — often lower than a named meat meal placed further down. That said, fresh meat generally offers superior amino acid profiles and digestibility. The honest answer: 'no meat meal' signals ingredient transparency, not automatically higher nutrition.
Q. Should I be worried about DCM with a grain-free Now Fresh formula?
There is cause for caution. The FDA's 2019 investigation flagged grain-free diets with high legume content — specifically peas, lentils, and their derivatives — as associated with non-hereditary dilated cardiomyopathy (DCM) in dogs. Now Fresh places peas, pea protein, pea starch, and lentils in its top six ingredients. Causation has not been confirmed, but cardiac-susceptible breeds (Doberman Pinscher, Boxer, Golden Retriever, Great Dane) should not eat this formula without veterinary sign-off.
Q. How does Now Fresh compare to Orijen or Acana?
Orijen and Acana lead on protein density — approximately 42% and 38% DM respectively, versus Now Fresh's approximately 28% DM. Now Fresh's differentiation is ingredient transparency: every meat source is named fresh whole meat, with no rendered meals. Choose Orijen or Acana for maximum protein density; choose Now Fresh if the absence of meat meal is a non-negotiable requirement.
Q. Until what age should I feed the Now Fresh Puppy Small Breed?
For small-breed dogs, continue the puppy formula until approximately 10–12 months of age, then transition to the adult or senior formula. Transition gradually over 10–14 days to minimise digestive upset.
Q. Has Petcurean been acquired by a major corporation?
As of 2025, Petcurean remains an independent Canadian company with no recorded acquisition by a major corporate group. This is a meaningful distinction from Orijen (Champion Petfoods, acquired), Wellness (Nestlé), and Blue Buffalo (General Mills). Ownership status can change — verify if this is a deciding factor for you.
Q. I'm buying an imported product in South Korea — what should I check?
Verify the manufacturing date and best-before date on the bag. As a Canadian import, shelf life from production to store shelf may be 6–12 months or more. Once opened, use within 4–6 weeks. Store in an airtight container away from heat and humidity to preserve fat quality in the fresh-meat formula.
References
- [1] AAFCO. (2023). Dog Food Nutrient Profiles. Association of American Feed Control Officials.
- [2] FDA. (2019). Questions & Answers: FDA's Work on Potential Causes of Non-Hereditary DCM in Dogs.
- [3] Petcurean. Now Fresh Product Specifications (2024).
- [4] Freeman, L.M. et al. (2018). Diet-associated dilated cardiomyopathy in dogs. JAVMA, 253(11).
- [5] NRC. (2006). Nutrient Requirements of Dogs and Cats. National Academies Press.
Related Guides