Citizens Pet has launched Unconditional, a dog food brand offering 100% air-dried and air-dried blend recipes. The brand made its debut at Superzoo 2026 and is set to launch at retailers nationwide in September.
Air-dried and freeze-dried formats have grown quickly within the pet food category as some pet owners move away from kibble or seek alternatives to raw and frozen diets, according to the company. Unconditional's recipes use meat as the first ingredient and do not contain artificial preservatives, fillers or byproducts. The formulas are grain-free.
The company said its air-drying process removes moisture while preserving nutrients and flavor, resulting in a product with a shelf life of 18 to 24 months that does not require refrigeration or frozen shipping, according to Citizens Pet.
"At Unconditional, we believe better nutrition shouldn't be reserved for a select few," said Avrum Elmakis, owner and CEO of Citizens Pet and founder of Unconditional. "By owning our manufacturing process from start to finish, we're able to deliver premium quality nutrition at a more accessible price, making it easier for families to feed their dogs the way they deserve. Their love for them is unconditional, and now, so is their food."
Elmakis has worked in the pet industry for 20 years and launched one of the first online dog treat retailers in 2007.
Unconditional is manufactured at Citizens Pet's facility in Fresno, California, U.S. The company said it controls the process from ingredient sourcing and air-drying through packaging and quality assurance. The product line includes complete air-dried diets, kibble blends with air-dried inclusions and meal toppers.
Unconditional will be available starting in September at unconditionalpetfood.com and through retailers including PetSmart, Petco, Pet Supplies Plus and independent pet stores. According to the company, the pricing is roughly 40% lower than other air-dried brands.
