Instinct

Instinct Pet Food and the Power of Raw

In 2002, a company called Nature's Variety saw something amazing at the Lincoln Children's Zoo. The tigers and lions were thriving on a diet of raw meat. Their coats were shiny, their teeth were clean, and their energy was endless. This observation led to a simple but radical idea: if wild cats and wolves eat raw, why are we feeding our pets cooked brown pebbles? From this question, Instinct® was born. Today, they operate out of Lincoln, Nebraska, where they are on a mission to put the "raw" back into pet food.

Many owners are scared of raw food. They worry about bacteria or the mess. Instinct solves this with science. They use a technique called High Pressure Processing (HPP). This method uses cold water pressure, equal to the weight of an elephant standing on a strawberry, to kill harmful pathogens like Salmonella without cooking the meat. This keeps the nutrients intact while making the food safe enough to handle in your own kitchen.

This brand is for the owner who wants to see a transformation. It is for the dog with allergies who scratches constantly. It is for the cat who turns their nose up at dry kibble. Instinct believes that even a little bit of raw can make a huge difference. Whether you go 100% frozen raw or just add a few freeze-dried pieces to a bowl, you are feeding food that your pet's body was designed to eat.

Why Instinct Works

• Cold Pressure Safety
  We use High Pressure Processing (HPP) to ensure safety. This non-thermal method destroys bad bacteria while preserving the live enzymes and vitamins that cooking destroys.

• Whole Food Ingredients
  We never use cheap fillers. Our recipes are packed with 95% meat, organs, and bone, along with organic fruits and vegetables like carrots, apples, and leafy greens.

• Freeze-Dried Convenience
  We take our raw recipes and remove the moisture at low temperatures. This gives you the nutrition of raw meat in a shelf-stable nugget that you can store in your pantry.

• Made in the USA
  We craft our raw recipes in our own company-owned kitchens in Lincoln, Nebraska. This gives us complete control over every batch, from the grinder to the bag.

Top Instinct Formulas

Instinct Raw Boost® Kibble

This is the perfect bridge between traditional food and raw. It is a high-protein, grain-free kibble mixed with freeze-dried raw bites. You get the convenience of a scoop-and-serve meal with the nutritional kick of real raw meat. It is the best choice for owners who want to upgrade their pet's diet without completely changing their routine.

Instinct Frozen Raw Bites™

This is the pinnacle of pet nutrition. These are small, bite-sized nuggets of raw meat, bone, and organs that are frozen at the peak of freshness. You simply thaw them in your fridge and serve. This minimally processed food is packed with natural moisture and enzymes that support healthy digestion and a vibrant coat.

Instinct Limited Ingredient Diet™

Sometimes less is more. This formula is designed for pets with severe food sensitivities. It uses one single protein and one vegetable. There is no grain, dairy, eggs, or potato. By keeping the ingredient list short and simple, we eliminate the variables that cause itchy skin and upset stomachs.

Supporting Products

• Raw Boost Mixers®
  Freeze-dried toppers that you can add to any kibble to boost protein and flavor.

• Instinct Ultimate Protein®
  A kibble made with only real meat and no animal meal, delivering 3x the protein of regular pet food.

• Wet Canned Recipes
  Grain-free loaf and stew textures that offer a high-moisture alternative to dry food.

Why Instinct Trusts in Nature

Instinct® proves that raw food is not just a fad; it is the biological standard. By investing millions in their Nebraska facilities and HPP technology, they have made raw feeding safe and accessible. They do not hide behind processed meal ingredients. They show you exactly what is in the food: real meat, real bone, and real vegetables. Whether you choose the convenience of Raw Boost® or the purity of Frozen Raw Bites™, you are feeding a diet that respects your pet's wild DNA. Explore the full range at Curated Pets and consider asking a vet to find the right plan for you.