Now Fresh Cat Food Review
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When you want to sit down to a good meal, fresh is probably one of the first things that comes to mind. After all, you don’t want to eat something that isn’t at the peak of its nutritional benefit and flavor.
The Now Fresh brand is one of four offered by the Canadian company Petcurean. This product line is designed to deliver optimal freshness both in flavor and nutrition. Your cat deserves a diet that not only tastes good but that provides for his nutritional needs as well – his health depends on it.
Read on to see what we think of the brand and to see our reviews for their top products.
- Real source of animal protein as the first ingredient
- Available in specialty pet food stores and some pet supply stores
- No history of product recalls
- Dry foods are a little high in carbohydrates
- Wet foods are lacking in vitamins and minerals
- Real source of animal protein as the first ingredient
- Available in specialty pet food stores and some pet supply stores
- No history of product recalls
- Dry foods are a little high in carbohydrates
- Wet foods are lacking in vitamins and minerals
How We Review Cat Food Brands
Here at Feline Culture, we do our best to provide cat owners like you with the information they need to make smart decisions for their furry friends. Choosing a cat food is a tough thing to do, not only because there are so many options. Also, because your cat’s health depends on that choice.
There may not be a single “right” or “wrong” product to feed your cat, but some cat foods are certainly better than others. We consider it our job to help you learn the difference.
Our recommendations are based on the nutritional needs of cats and how well a given product or brand meets those requirements. Cats are obligate carnivores which means they have a biological need for protein in their diet. High-carb recipes loaded with corn, wheat, and soy ingredients simply aren’t good for your cat. Your cat needs real animal protein like meat, poultry, and fish.
On top of looking for real animal protein as the first ingredient in a cat food, we also make sure the brand doesn’t use low-quality grains and artificial additives. Most cat food uses synthetic supplements for nutritional balance, but we prefer recipes that use fresh ingredients to provide some of the essential vitamins and minerals.
Here are some of the things we look for in a good cat food brand:
- High-quality animal protein as the first ingredient
- Rich in healthy animal fats (ex: chicken fat or salmon oil)
- Few to no carbohydrate ingredients (especially within the top 5)
- Limited number of main ingredients plus supplements
- No low-quality fillers, grains, or by-products
In addition to making sure any cat food brand we recommend is made with high-quality ingredients, we evaluate several other factors as well. We prefer brands that offer a wide variety of recipes and those that provide plenty of information about their ingredients and products. We also consider pricing and recalls as well as the availability of the brand as a whole.
Overview of the Now Fresh Brand
The Now Fresh brand falls under the umbrella of Petcurean, a Canadian company headquartered in Fraser Valley in British Columbia, Canada. Their other brands include Go! Solutions, Gather, and Summit. Of their products, Petcurean says, “It could only be fresher if you made it from scratch.”
Petcurean was founded in 1999 by two friends who wanted to see a change in the way pet food was being created. They developed a brand of pet food that provides cats and dogs with premium-quality nutrition made with the same level of care humans take with their own food. To this day, the company remains fiercely independent, living by the rule of “quality first, pets first, without compromise.”
The Now Fresh brand is designed to provide cats with the nutrition they need and the taste they crave. Petcurean uses the highest quality meats and fresh foods without the inclusion of grains, gluten, corn, wheat, or soy. Their products contain no rendered meats, by-products, or artificial additives.
Now Fresh offers a limited selection of dry food and wet food products for cats, including four dry foods and seven wet foods. All of their recipes are packed with real animal protein and other wholesome ingredients, designed for flavor as well as nutrition. To find the perfect recipe for your pet, Petcurean encourages you to try their Food Finder tool.
What Kind of Cat Food Products Do They Offer?
While Now Fresh isn’t the biggest product line out there, it is just one of the four Petcurean has to offer. Among the Go! Solutions, Gather, Summit, and Now Fresh lines, Petcurean offers several dozen different recipes, all made with the same attention to detail and quality.
Now Fresh cat food is made with quality and nutrition in mind. For dry food, you’ll find two recipes for adult cats as well as one for kittens and one for mature adults. In wet food, you’ll find a mixture of pates and stews, all made with nutrient-rich bone broth and real animal protein.
Here is the nutritional information for some of the most popular cat food recipes:
Dry Food Recipes |
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| Recipe | Protein % | Fat % | Fiber % | Moisture % | Calories/Cup |
| Now Fresh Grain-Free Kitten Food | 33 | 20 | 2.5 | 10 | 454 |
| Now Fresh Grain-Free Fish Recipe for Adult Cats | 30 | 19 | 2.5 | 10 | 439 |
| Now Fresh Grain-Free Senior Cat Food Recipe | 30 | 14 | 5 | 10 | 393 |
| Now Fresh Grain-Free Adult Food | 31 | 18 | 2.5 | 10 | 444 |
Wet Food Recipes |
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| Recipe | Protein % | Fat % | Fiber % | Moisture % | Calories (kcal/kg) |
| Now Fresh Grain-Free Wild Salmon Stew with Bone Broth | 8 | 4.5 | 1 | 82 | 974 |
| Now Fresh Grain-Free Turkey Stew with Bone Broth | 8 | 4.5 | 1 | 82 | 1,004 |
| Now Fresh Grain-Free Wild Salmon Pate with Bone Broth | 8 | 4.5 | 1 | 82 | 980 |
| Now Fresh Grain-Free Pork Pate with Bone Broth | 8.5 | 4 | 1 | 82 | 988 |
| Now Fresh Grain-Free Cod Pate with Bone Broth | 9 | 4 | 1 | 78 | 969 |
| Now Fresh Grain-Free Chicken Pate with Bone Broth | 8.5 | 5.5 | 1 | 78 | 1,198 |
| Now Fresh Grain-Free Minced Chicken Recipe with Bone Broth Gravy | 8 | 5.5 | 1 | 82 | 974 |
Product Recall History
You want what’s best for your cat and that means feeding him the highest quality food you can afford. Unfortunately, it can sometimes be difficult to tell whether the information on a cat food label is entirely accurate or honest.
If you can’t get a complete picture of a brand through the packaging, another good place to do some research is with the brand’s product recall history.
Product recalls happen when there’s an issue with a product and it needs to be withdrawn from sale. Product recalls can happen for everything from minor labeling errors to major issues like contamination with food-borne pathogens. In many cases, the FDA issues recalls when they receive customer complaints or when they find an issue through their own testing, but the manufacturer can initiate voluntary recalls as well.
Having a product recall or two isn’t necessarily an indication of a bad brand, but a long list of recalls is definitely a red flag. You need to consider this information carefully and use it to inform your decision.
You’ll be glad to know Now Fresh has never had a product recall. In fact, the only recall in Petcurean’s history is for one of their recipes from the Go! product line but it was all the way back in 2003. Again, lack of product recalls doesn’t always indicate a good brand, but it is certainly never a bad thing.
Products Included in This Review |
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| Name | Type | Protein % | Fat % | Top 5 Ingredients |
| Now Fresh Grain-Free Kitten Food | Dry | 33 | 20 | Deboned turkey, potato flour, peas, potatoes, whole dried egg |
| Now Fresh Grain-Free Adult Recipe Dry Cat Food | Dry | 30 | 19 | Deboned trout, whole dried egg, potatoes, potato flour, peas |
| Now Fresh Grain-Free Senior Cat Food Recipe | Dry | 30 | 14 | Deboned turkey, potato flour, peas, pea fiber, whole dried egg |
| Now Fresh Grain-Free Cod Pate with Bone Broth | Wet | 9 | 4 | Cod, chicken bone broth, chicken, chicken liver, tapioca |
| Now Fresh Grain-Free Turkey Stew with Bone Broth | Wet | 8 | 4.5 | Deboned turkey, turkey bone broth, potatoes, carrots, peas |
What Do Customers Think of Now Fresh Cat Food?
Though Petcurean may be a Canadian company, their products are still fairly popular in the United States. It helps that their recipes are available on both Chewy and Amazon in addition to being sold in specialty pet food stores.
Using customer reviews from Chewy as an example, customers seem to like the Now Fresh brand. Each of their 11 products has at least 1 review, most with 4-star ratings or higher. Customers love the quality the ingredients and the attention to detail with which they were formulated.
The negative comments are largely from pet parents whose cats simply didn’t care for the food as well as some who were concerned about the large chunks of veggies in some recipes.
How Much Does Now Fresh Cat Food Cost?
As you increase the quality of cat food, you also increase its price. Better ingredients cost more for manufacturers to purchase, so those costs are passed on to the consumer.
Responsible pet parents don’t shop for cat food by price alone, but we understand that your budget is important. Now Fresh cat food certainly isn’t one of the cheapest cat foods on the market, but their wet foods are fairly reasonable for the quality. Both recipes we reviewed were priced around $0.50/ounce.
When it comes to Now Fresh dry foods, the prices are much higher. The adult recipes were priced around $4.00 per pound but the kitten recipe was over $5.00. It’s not surprising to see prices this high, but we’re not sure the quality (largely the protein and carb content) makes it worth the price.
To give you a better idea how Now Fresh stacks up against other cat food brands, here is a quick chart to show you some average prices:
| Brand/Recipe | Type | Quality | Price/Ounce | Price/Pound |
| Meow Mix Original Choice Dry Food | Dry | Low | X | $0.90/pound |
| Friskies Classic Pate Mixed Grill Canned Food | Wet | Low | $0.07/ounce | $1.16/pound |
| Blue Buffalo Indoor Health Chicken & Brown Rice Adult Dry Cat Food | Dry | Moderate | X | $2.53/pound |
| Whole Earth Farms Grain-Free Real Chicken Pate Recipe Canned Cat Food | Wet | Moderate | $0.36/ounce | X |
| Instinct by Nature’s Variety Original Grain-Free Recipe with Real Chicken | Dry | High | X | $3.45/pound |
| Ziwi Peak New Zealand Venison Recipe Canned Cat Food | Wet | High | $1.21/ounce | X |
Compare Now Fresh Cat Food
|
Type of Food
Dry |
Type of Food
Dry |
Type of Food
Dry |
Type of Food
Wet |
Type of Food
Wet |
|
First 5 Ingredients
Deboned turkey, potato flour, peas, potatoes, whole dried egg |
First 5 Ingredients
De-Boned Turkey, Peas, Potatoes, Whole Dried Egg, Pea Flour |
First 5 Ingredients
Deboned turkey, potato flour, peas, pea fiber, whole dried egg |
First 5 Ingredients
Cod, chicken bone broth, chicken, chicken liver, tapioca |
First 5 Ingredients
Deboned turkey, turkey bone broth, potatoes, carrots, peas |
|
Guaranteed Analysis
33% protein, 20% fat, 2.5% fiber, 10% moisture |
Guaranteed Analysis
31% protein, 18% fat, 3.5% fiber, 10% moisture |
Guaranteed Analysis
30% protein, 14% fat, 5.5% fiber, 10% moisture |
Guaranteed Analysis
9% protein, 4% fat, 1% fiber, 78% moisture |
Guaranteed Analysis
8% protein, 4.5% fat, 1% fiber, 82% moisture |
|
Calories per Cup
454 kcal/cup |
Calories per Cup
426 kcal/cup |
Calories per Cup
393 kcal/cup |
Calories per Cup
176 kcal/carton |
Calories per Cup
183 kcal/carton |
|
Price Per Pound/Ounce
$5.27/pound |
Price Per Pound/Ounce
$4.00/pound |
Price Per Pound/Ounce
$4.12/pound |
Price Per Pound/Ounce
$0.47/ounce |
Price Per Pound/Ounce
$0.53/ounce |
NOW FRESH Grain-Free Kitten Food
Product Info
- Type of Food: Dry
- First 5 Ingredients: Deboned turkey, potato flour, peas, potatoes, whole dried egg
- Guaranteed Analysis: 33% protein, 20% fat, 2.5% fiber, 10% moisture
- Calories per Cup: 454 kcal/cup
- Price Per Pound/Ounce: $5.27/pound
Guaranteed Analysis
Dry Matter Basis
De-Boned Turkey, Potato Flour, Peas, Potatoes, Whole Dried Egg, Canola Oil (Preserved with Mixed Tocopherols), Pea Fiber, Tomato, Natural Flavor, Flaxseed, Coconut Oil (Preserved with Mixed Tocopherols), De-Boned Salmon, De-Boned Duck, Carrots, Pumpkin, Apples, Bananas, Blueberries, Cranberries, Blackberries, Papayas, Pineapple, Grapefruit, Lentil Beans, Broccoli, Spinach, Cottage Cheese, Alfalfa Sprouts, Dicalcium Phosphate, Sundried Alfalfa, Dried Kelp, Calcium Carbonate, Phosphoric Acid, Sodium Chloride, Lecithin, Potassium Chloride, Dl-Methionine, Taurine, Dried Seaweed Meal, Vitamins (Vitamin E Supplement, L-Ascorbyl-2-Polyphosphate (a Source of Vitamin C), Niacin, Inositol, Vitamin A Supplement, Thiamine Mononitrate, D-Calcium Pantothenate, Pyridoxine Hydrochloride, Riboflavin, Beta-Carotene, Vitamin D3 Supplement, etc…
Kittens require a high-protein diet to develop strong, healthy muscles with plenty of calories from fat to fuel their growth. This dry food formula is designed for kittens, so it has higher protein, fat, and calorie contents than the other Now Fresh dry food formulas.
This kitten recipe dry food starts with deboned turkey, using whole dried egg, deboned salmon, and deboned duck for supplemental protein. Though the crude protein content is higher than the other recipes we’ve reviewed, when converted to dry matter it’s only about 37% – many experts recommend about 40% protein for cats, especially kittens.
Not only could this recipe use a little more protein, but it is very carbohydrate heavy as well. The estimated carb content is about 28%.
This recipe does, however, have a long list of fresh fruits and vegetables which provide natural sources for key nutrients. You’ll still see synthetic supplements on the list, but that isn’t uncommon for dry cat foods, especially those processed using extrusion.
NOW FRESH Grain-Free Adult Recipe Dry Cat Food
Product Info
- Type of Food: Dry
- First 5 Ingredients: De-Boned Turkey, Peas, Potatoes, Whole Dried Egg, Pea Flour
- Guaranteed Analysis: 31% protein, 18% fat, 3.5% fiber, 10% moisture
- Calories per Cup: 426 kcal/cup
- Price Per Pound/Ounce: $4.00/pound
Guaranteed Analysis
Dry Matter Basis
De-Boned Turkey, Peas, Potatoes, Whole Dried Egg, Pea Flour, Potato Flour, Natural Flavor, Canola Oil (Preserved With Mixed Tocopherols), Coconut Oil (Preserved With Mixed Tocopherols), De-Boned Salmon, De-Boned Duck, Flaxseed, Pea Fiber, Alfalfa, Calcium Carbonate, Tomato, Apples, Carrots, Pumpkin, Sweet Potatoes, Squash, Bananas, Blueberries, Cranberries, Blackberries, Pomegranate, Papayas, Lentils, Broccoli, Cottage Cheese, Sodium Chloride, Dl-Methionine, Phosphoric Acid, Dried Chicory Root, Taurine, Choline Chloride, Vitamins (Vitamin E Supplement, Niacin, L-Ascorbyl-2-Polyphosphate (A Source Of Vitamin C), Thiamine Mononitrate, Biotin, Vitamin A Supplement
Formulated for adult cats, this recipe is a little lower in protein and fat than the previous, but still within a similar range. The first thing we noticed is that four of the first five ingredients are the same – the only difference is the type of protein. In fact, this was the case for all of the dry food recipes we reviewed.
This dry food formula starts with fresh trout as the main ingredient, supplemented immediately by dried egg and later by fresh salmon and herring.
The primary carbohydrates in this recipe are potatoes, potato flour, and peas along with pea flour. These ingredients contain a fair amount of plant-based protein and starch which isn’t really what we like to see. First, it’s hard to tell how much that plant protein contributes to the total protein content. Second, starch isn’t particularly nutritious for cats.
The estimated carbohydrate content of this recipe is higher than the previous recipe, over 30%. This isn’t surprising given the ingredients at the top of the list.
NOW FRESH Grain-Free Senior Cat Food Recipe
Product Info
- Type of Food: Dry
- First 5 Ingredients: Deboned turkey, potato flour, peas, pea fiber, whole dried egg
- Guaranteed Analysis: 30% protein, 14% fat, 5.5% fiber, 10% moisture
- Calories per Cup: 393 kcal/cup
- Price Per Pound/Ounce: $4.12/pound
Guaranteed Analysis
Dry Matter Basis
De-Boned Turkey, Potato Flour, Peas, Pea Fiber, Whole Dried Egg, Potatoes, Tomato, Flaxseed, Apples, Canola Oil (Preserved with Mixed Tocopherols), Alfalfa, De-Boned Salmon, De-Boned Duck, Natural Flavor, Coconut Oil (Preserved with Mixed Tocopherols), Lecithin, Carrots, Pumpkin, Bananas, Blueberries, Cranberries, Raspberries, Blackberries, Papayas, Pineapple, Grapefruit, Lentil Beans, Broccoli, Spinach, Cottage Cheese, Alfalfa Sprouts, Dicalcium Phosphate, Calcium Carbonate, Phosphoric Acid, Sodium Chloride, Potassium Chloride, Dl-Methionine, Taurine, Vitamins (Vitamin E Supplement, L-Ascorbyl-2-Polyphosphate (a Source of Vitamin C), Niacin, Inositol, Vitamin A Supplement, Thiamine Mononitrate, D-Calcium Pantothenate, Pyridoxine Hydrochloride, Riboflavin, Beta-Carotene
Because this recipe is formulated for mature cats, it is designated as a weight management recipe. It still contains enough protein to meet your cat’s needs but is lower in fat and calories.
The first ingredient in this formula is deboned turkey. After that, you’ll see those familiar four ingredients. Unfortunately, the dried egg has gotten pushed to fifth place which means the main source of supplemental protein now comes after three carbohydrates which contains plant protein themselves.
Like the other dry foods, this formula contains a long list of fresh fruits and vegetables which provide natural sources for key nutrients, but the whole list seems a little long. It also includes a wide variety of vitamin and mineral supplements which leads us to question how much nutrition actually comes from those fresh foods.
Overall, these certainly aren’t bad dry food recipes. All of them list an animal protein first but they are all much higher in carbohydrates than we ‘d like to see, particularly from starchy ingredients.
NOW FRESH Grain-Free Cod Pate with Bone Broth
Product Info
- Type of Food: Wet
- First 5 Ingredients: Cod, chicken bone broth, chicken, chicken liver, tapioca
- Guaranteed Analysis: 9% protein, 4% fat, 1% fiber, 78% moisture
- Calories per Cup: 176 kcal/carton
- Price Per Pound/Ounce: $0.47/ounce
Guaranteed Analysis
Dry Matter Basis
Cod, Chicken Bone Broth, Chicken, Chicken Liver, Tapioca, Cranberries, Cassia Gum, Flaxseed, Guar Gum, Coconut Oil, Sodium Tripolyphosphate, Salt, Taurine, Choline Chloride, Vitamins (Vitamin E Supplement, Niacin, Thiamine Mononitrate, D-Calcium Pantothenate, Riboflavin, Pyridoxine Hydrochloride, Folic Acid, Biotin, Vitamin B12 Supplement), Minerals (Zinc Proteinate, Iron Proteinate, Copper Proteinate, Manganese Proteinate, Calcium Iodate, Sodium Selenite).
Generally speaking, wet cat food tends to be higher in protein and lower in carbohydrates than extruded dry food. That certainly seems to be the case with Now Fresh and we’re happy to see it.
To compare this recipe to the previous dry foods, consider the much higher moisture content and its impact on other guaranteed analysis numbers. For example, the dry matter calculation for the protein content at 9% with 78% moisture comes to nearly 41% – much higher than the dry foods.
The first ingredient in this recipe is fresh cod, supplemented by chicken and chicken liver as additional sources of protein. Tapioca is the primary carbohydrate, with cranberries for nutrients and flaxseed for fiber and healthy fats. Coconut oil provides some fat as well.
Overall, the ingredients list for this recipe is much shorter than the dry foods and the carbohydrate content is much lower as well, around 5%.
NOW FRESH Grain-Free Turkey Stew with Bone Broth
Product Info
- Type of Food: Wet
- First 5 Ingredients: Deboned turkey, turkey bone broth, potatoes, carrots, peas
- Guaranteed Analysis: 8% protein, 4.5% fat, 1% fiber, 82% moisture
- Calories per Cup: 183 kcal/carton
- Price Per Pound/Ounce: $0.53/ounce
Guaranteed Analysis
Dry Matter Basis
De-Boned Turkey, Turkey Bone Broth, Potatoes, Carrots, Peas, Tapioca, Cranberries, Sweet Potatoes, Apples, De-Boned Salmon, Tricalcium Phosphate, Flaxseed, Canola Oil, Coconut Oil, Potassium Chloride, Sodium Phosphate, Choline Chloride, Salt, Taurine, Dried Kelp, Vitamins (Vitamin A Supplement, Vitamin D3 Supplement, Vitamin E Supplement, Niacin, Thiamine Mononitrate, D-Calcium Pantothenate, Riboflavin, Pyridoxine Hydrochloride, Folic Acid, Biotin, Vitamin B12 Supplement), Minerals (Zinc Proteinate, Iron Proteinate, Copper Proteinate, Manganese Proteinate, Sodium Selenite).
Similar to the previous recipe, this formula starts strong with a fresh source of animal protein: turkey. The difference is the supplemental protein (deboned salmon) comes later in the list.
This recipe has more carbohydrate ingredients than the previous which isn’t surprising, considering it’s designated as a “stew”. The moisture content is higher as well. You’ll see a number of fresh fruits and veggies on the list as well as synthetic supplements as needed to ensure nutritional balance.
Calculated as dry matter at 82% moisture, the 8% protein content here converts to over 44%. You’ll also be glad to know the estimated carbohydrate content is under 2%.
Where Can You Buy Now Fresh Cat Food?
Petcurean is an independent Canadian brand, so you shouldn’t be surprised if you don’t see it in most major pet stores in the United States. You may be able to find Now Fresh in specialty pet food stores and some pet supply stores, but your best bet is to find it online. Shop for Now Fresh cat food at Chewy or find some recipes online at Amazon.
Our Final Thoughts: Is Now Fresh a Good Brand?
Overall, we don’t dislike the Now Fresh brand but we’re not sure it meets expectations for the price. Though every recipe is made with a real source of animal protein as the first ingredient, the dry foods are a little high in carbohydrates for our liking.
Even the wet foods which contained more protein didn’t seem to benefit significantly from the nutritional add-ons of fresh veggies – they still needed a variety of vitamins and minerals added back into the product.
If we were to recommend Now Fresh, however, we’d encourage you to stick to the wet food recipes.
Our preference is for one of the pates, simply because they don’t seem to contain as many large chunks of veggies as the stews. The protein content is high in both and the carb content sufficiently low.
