The Honest Kitchen introduced Wholemade, a rebranded version of its dehydrated dog food line that includes two new life stage-specific formulas and updated packaging across the portfolio.
The company developed the rebrand to communicate the product's positioning as a shelf-stable alternative to fresh food. The dehydrated formulas require warm water to reconstitute before serving and can be used as complete meals, toppers or in enrichment toys.
The expanded Wholemade line now covers three life stages. Smart Start for Puppies contains DHA for cognitive and ocular development, calcium and phosphorus for skeletal growth, and antioxidants for immune function. The adult formulas maintain the company's existing dehydrated recipes. Tailored for Aging Needs targets senior dogs with protein and L-Carnitine for muscle maintenance, omega-3 fatty acids and chondroitin for joint support, and taurine for cardiac health.
"We're excited to introduce Wholemade as a refreshed approach to our dehydrated recipes," said Miki Dosen, chief marketing officer at The Honest Kitchen. "This update reflects our commitment to providing dogs with consistent, human grade nutrition while making it easier for pet parents to choose the right food for each life stage. With a clear new name and updated look, these recipes now communicate their story more effectively, while maintaining the trusted quality pet parents expect."
The product line includes whole grain and grain-free options with chicken, turkey and beef proteins. A 10-pound package yields approximately 40 pounds of prepared food after reconstitution.
The Honest Kitchen launched Wholemade at thehonestkitchen.com, Petco, PetSmart and independent pet retailers.
