Evo Food


Evo and Innova Dog Foods from Natura Pet Products are higher-end pet foods that blend balanced nutrition with high quality ingredients seldom found in commercial pet foods. Evo Food In addition to Innova Evo food products, Natura's "holistic" line of pet foods also includes HealthWise, California Natural, Mother Nature, and Karma Organic dog food and cat brands.

Natura's Evo Food and other pet foods compete in the premium natural pet foods market with companies like Orijen, Wysong, Wellness, Taste of the Wild, Artemis, Flint River Ranch, Blue Wilderness, and Blue Buffalo dog foods.

Much to the concern of its customers, the privately-held Natura Pet Products company was recently acquired by Procter & Gamble (P&G). Natura's brands will join P&G's existing Eukanuba and Iams pet food brands in a move to improve P&G's position in the holistic and natural pet food market.

Another concern to Evo food customers is that news of the Natura acquisition was almost immediately followed by a recall of Iams and Eukanuba cat and dog foods due to potential Salmonella contamination. The Iams and Eukanuba recall has since been expanded to include additional veterinary and specialized dry pet food formulas.

The specific focus for Evo food is offering discerning customers a protein-rich, grain-free dog food and cat food alternative to carbohydrate-heavy pet foods. Interest in reduced-grain and grain-free pet foods has spiked considerably since 2007's international pet food recalls that resulted from melamine contamination in the ingredient wheat gluten.

Evo Food models its diets after what the ancestors of domestic dogs and cats – i.e. wolves and wild cats – would have eaten in the wild, which is summed up in Evo's tagline: "The Ancestral Diet Meets Modern Nutrition." Innova Food In addition to a variety of canned and dry dog and cat foods and treats, Natura Evo food products are also available for ferrets.

Evo's grain-free approach stands in contrast to Natura's most popular product offering, its Innova product line, which Natura touts as the first "true" holistic pet food. Innova dog food and cat foods offer a balanced diet that incorporate elements from each of the meat, dairy, vegetable, fruit, and grain food groups, as well as essential fats and oils.

Following its acquisition by P&G, Natura Pet Products changed its policy in March 2011 to allow pet specialty chains to offer its Innova dog food and dog treats products, with Petsmart signing on as the first non-independent pet retail store to carry Innova pet food products. Natura's Healthwise, California Natural, Karma Organic, and Mother Nature pet foods continue to be sold only by independent pet food retailers.

Natura Pet Products, Inc. was launched in 1992 by John and Ann Rademakers and Peter Atkins in Santa Clara, California. Procter & Gamble announced its intentions to acquire Natura on May 5th, 2010.

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