New Zealand
in every bowl.
Meet Woof for dogs and Purr for cats — freeze-dried raw food from The New Zealand Natural Pet Food Co., made in New Zealand with meat, organs and whole-food ingredients. Serve the complete recipes as a meal, crumble them over dinner as a topper, or use suitable pieces as a high-value treat.
Complete meals, meal toppers and high-value treats — one range, plenty of ways to feed.
Start with the food that fits your pet.
Browse a few of the Woof and Purr products currently available at Newcastle Pet Supply. Want help choosing a recipe or deciding between a full meal and a topper? Come talk to us in store.
Why Woof + Purr freeze-dried raw earned shelf space here
Many cooked pet foods use an added vitamin and mineral premix to help the finished recipe meet its nutrient targets. There is nothing inherently wrong with that approach. What caught our attention with the current Woof and Purr range is that The New Zealand Natural Pet Food Co. has built its complete recipes around meat, organs and whole-food ingredients without adding a vitamin or mineral premix.
Freeze-drying also removes moisture without using the same cooking step as kibble or canned food. That gives pet parents another way to feed raw-style food while keeping the convenience of a shelf-stable bag. The complete recipes are formulated to meet established nutrient profiles; treats and topper products should be fed according to their own label directions.
The practical version: if freezer space, thawing or clean-up has kept you from trying raw food, freeze-dried raw removes a lot of that friction. Store it in a cool, dry place, portion it like a dry food, and rehydrate it if your pet prefers.
Meet The New Zealand Natural Pet Food Co.
The company says founders Amber and Jacqueline started The New Zealand Natural Pet Food Co. after looking for a wholesome, convenient way to feed their own pets closer to raw. The range is made in New Zealand using locally sourced ingredients, including meat and organs alongside ingredients such as green-lipped mussel, kelp and fish oils.
The dog line is Woof. The cat line is Purr. The brand is sold through independent pet retailers internationally, and Newcastle Pet Supply is now your local place to shop the range in Newcastle and across Clarington.
The manufacturer describes the current Woof and Purr recipes as complete and balanced through whole-food nutrition without an added vitamin or mineral premix. Always check the nutritional statement on the specific recipe you are feeding.
Meat and nutrient-rich organs are central to the recipes rather than being a small part of a long ingredient list. For cats in particular, animal-derived nutrients are an essential part of a complete diet.
The food is frozen and moisture is removed under low-pressure conditions rather than being cooked like kibble. Serve it dry if the label permits, or add room-temperature to slightly warm water and allow it to rehydrate.
Whole-food ingredients with a purpose
The recipes pair meat and organs with recognizable whole-food ingredients. Exact ingredients vary by recipe, so check the bag you are buying; if you want help comparing formulas, bring it to the counter and we will go through the ingredient and nutritional panels with you.
Woof for dogs. Purr for cats.
Woof includes complete freeze-dried food recipes plus treats and toppers. Feed a complete recipe as the main meal, use compatible pieces as a topper, or choose the dedicated treats for training and rewards.
- 1kg bags · lamb, beef, wild venison
- 280g bags · chicken, duck, lamb, wild brushtail
- 50g trial bags · chicken, duck, lamb
- Treats · New Zealand green mussel
Purr includes complete freeze-dried cat food recipes plus treats. For cats that are cautious about new textures, start with a small amount alongside their familiar food and transition gradually.
- 280g bags · chicken and king salmon, duck, lamb and king salmon
- 50g trial bags · duck, venison, chicken and king salmon, lamb and king salmon
- Treats · available in the 50g range
- Note · the 1kg size is dog only
Three ways to feed it
Choose one of the complete food recipes and follow the feeding guide on that bag. You can rehydrate it with room-temperature to slightly warm water, or feed dry when the product directions allow, with fresh water always available.
An easy way to introduce the taste and texture. Crumble a small amount over kibble or wet food, or replace a portion of the existing meal while keeping the overall diet balanced.
Use the dedicated freeze-dried treat products, or other pieces specifically labelled for supplemental feeding, as a lightweight training reward.
Transition gradually. The manufacturer recommends increasing Woof or Purr gradually over roughly 7–10 days when moving from another food. A slower transition can reduce the chance of digestive upset, especially for pets that are sensitive to diet changes.
Not sure if this is right for your pet?
Come in and talk to us. We do free one on one pet nutrition consultations, no appointment and no purchase needed. Bring your current bag, tell us what is going on, and we will tell you honestly whether Woof or Purr is a fit or whether something else on the shelf suits your pet better.
Why feed freeze-dried raw at all?
This is the question we get asked across the counter more than any other, usually by someone holding a bag of kibble and wondering if they should be doing something different. Here is the honest version, not the marketing version.
Freeze-drying removes moisture from frozen food without the same cooking process used for kibble. The result is a lightweight, shelf-stable format that keeps the recipe close to its original raw ingredient form.
Recipes are built around identifiable meats, organs and whole-food ingredients. A clear ingredient panel can make it easier to compare proteins and avoid ingredients your pet has already been told to avoid.
The recipes emphasize meat and organs and avoid grains, corn and soy. Some owners report changes in stool volume or firmness after moving to a different diet, but every pet responds differently and transition speed matters.
Freeze-dried food has a concentrated aroma and can be served dry, crumbled or rehydrated, which gives you several textures to try with a selective pet. Appetite changes can also be a medical issue, so persistent changes belong with your veterinarian.
Compared with frozen raw, freeze-dried food takes up pantry space instead of freezer space and does not need overnight thawing. You still need good food-handling habits because it has not been cooked.
You do not have to change the entire diet on day one. Trial-size bags and topper-style feeding let you test palatability and transition gradually before deciding whether a larger bag makes sense.
You will see raw feeding credited with shinier coats, smaller stools, better energy, cleaner teeth and all kinds of other outcomes. Some pet owners report those changes, but individual results are not guaranteed and many broad claims in the category are stronger than the available evidence. We would rather separate what is on the label from what is anecdotal.
The other thing worth knowing: freeze-drying removes moisture; it does not turn raw food into a cooked food. Use good hygiene, wash hands and feeding surfaces, refrigerate rehydrated leftovers promptly, and follow the storage directions on the bag. Households with people or pets at higher risk from foodborne illness should speak with their veterinarian or healthcare professional before choosing a raw diet.
We would rather tell you that up front than have you find out later. If freeze-dried raw is not right for your household, come in and we will point you at something that is.
Freeze-dried raw, frozen raw and kibble
Each has a real place. Which one suits you usually comes down to budget, freezer space and how much hassle you are willing to take on.
| Freeze-dried raw | Frozen raw | Kibble | |
|---|---|---|---|
| Processing | Frozen, then moisture is removed through freeze-drying | Kept frozen and uncooked | Cooked and formed into a shelf-stable dry food |
| Where it lives | Cupboard, like kibble | Takes up freezer space | Cupboard |
| Effort at dinner | Portion it; rehydrate if desired or directed | Thaw safely and portion | Portion and serve |
| Typical cost | Usually the highest of the three | Varies by protein and format | Usually the lowest of the three |
| Travel/storage | Lightweight and pantry friendly before rehydration | Needs reliable cold storage | Easy to store and travel with |
| Handling | It is still raw. Wash your hands and the bowl | Still raw. Wash your hands and the bowl | Nothing special |
| How it can be used | Complete meal, mixer/topper, or labelled treat products | Primarily a complete meal | Primarily a complete meal; some use it as a base |
Most people land in the middle. Many pet parents use kibble or wet food as the base and add freeze-dried food as a topper or mixer. That can keep the budget manageable and makes it easy to introduce the new food gradually. There is no rule that says feeding has to be all or nothing.
Common questions about raw and freeze-dried feeding
What is freeze-dried raw, exactly?
What are the benefits of feeding freeze-dried raw?
Freeze-dried raw or kibble, what is the actual difference?
Freeze-dried raw or frozen raw, which should I choose?
Is freeze-dried raw safe to handle?
Is raw feeding especially good for cats?
Will it help my dog's itchy skin?
Is it worth the cost?
What does "no vitamin or mineral premix" mean, in plain English?
Do I have to switch my pet over completely?
How do I transition my pet onto it?
Do I need to add water?
Is it suitable for puppies and kittens?
Is it grain free?
Can I get it delivered?
Shop Woof + Purr freeze-dried raw in Newcastle, Ontario
Looking for Woof dog food, Purr cat food or freeze-dried raw pet food near Newcastle? Newcastle Pet Supply stocks the range in Newcastle, Ontario and serves pet parents across Bowmanville, Courtice, Orono, Newtonville, Hampton, Tyrone and the rest of Clarington. Shop online, choose local pickup, or visit the store and we will help you compare recipes in person.
361 King Ave E, Unit 2, Newcastle ON L1B 1H4
289-600-9498
In the Tim Hortons plaza. Free local delivery on orders over $100.
Try Woof or Purr your way.
Shop the complete recipes, start with a topper, or try a smaller bag before committing to a larger format.