K9 Natural Launches Baked Kibble in Canada: Global Trend

# K9 Natural Baked Kibble Goes Global

Natural Pet Food Group, parent of New Zealand premium brands K9 Natural and Feline Natural, recently launched Baked & Crunchy high-protein baked kibble in Canada. This is the latest sign that baked pet food is expanding globally.

Who is K9 Natural?

Known for human-grade fresh and freeze-dried products with high meat content, K9 Natural is extending from ultra-premium freeze-dried into mainstream premium baked food.

Why baked food is going global

Consumer side

• Concerns about high-temperature extrusion
• Awareness of low-temperature baking benefits
• Crispy, less greasy texture pets prefer

Brand side

• Better margins than extrusion
• Differentiated positioning (low-temperature, high fresh meat)
• Equipment investment lower than freeze-drying but price point similar

Supply chain side

• Baking line technology is maturing
• New lines being built in China, New Zealand, and Europe
• Standards like NY/T 5429 are formalizing the category

What this means for brands

Baked food is not just another process

Choose a co-packer with a real dedicated baking line, not a factory that says it can bake on extrusion equipment.

Premium positioning has room

K9 Natural sells through premium channels at a higher price point. Chinese baked food is also moving upmarket.

Export opportunity

Baked food has a longer shelf life than fresh food, so it ships farther. Chinese baked co-packers can take overseas orders.

Portfolio approach

Major brands combine freeze-dried, baked, and wet food. New brands should establish one category first, then expand.

If you want to launch a premium baked brand or explore baked food export, Mixiaoqi pet food OEM/ODM operates a dedicated baked line and can support small trial runs and export packaging.

FAQ

Is baked food texture very different?

Baked is crispier and less greasy; many pets prefer it.

How much more expensive than extrusion?

About 20-40% more due to longer processing and energy.

Is there an export market for Chinese baked food?

Southeast Asia and Middle East are price-sensitive opportunities; EU and US require market access registration.