Natural Balance released its new Targeted Nutrition dog and cat food.

The new line is made from natural ingredients, along with vitamins and minerals that help support digestion, movement, mood and assist in maintaining a healthy weight. Each formula in the line is available in both wet food and dry kibble options. 

The Natural Balance Targeted Nutrition line features four dog formulas:

  • Gentle Balance contains prebiotics to help support gut health and features chicken as the No. 1 ingredient.

  • On the Move helps support dogs' healthy joints and bones. It includes a natural source of glucosamine and chondroitin and is veterinarian-formulated with ideal levels of calcium, phosphorus, copper and manganese for healthy bones and joints. It also contains L-carnitine to support lean muscle mass and maintaining a healthy weight.

  • Zen Life is made with turkey, a natural source of l-tryptophan, and is flavored with chamomile. The product was designed to help ensure picky eaters and anxious pets enjoy tasty nutrition.

  • Fat Dogs is a low calorie option for overweight dogs and contains a special fiber and protein blend to help dogs feel full and satisfied. With chicken as the primary ingredient, Fat Dog is made with targeted levels of L-carnitine to assist with healthy weight maintenance.

Natural Balance also carries a weight management formula for cats called Fat Cats, which is a low-calorie dry formula that is designed for overweight adult cats. Formulated to provide cats with a nutritionally balanced diet, it offers higher protein and fiber. 

In the coming months, Natural Balance will continue to re-engage specialty pet food consumers with its brand, updated digital properties and deploy a full-scale, integrated marketing campaign with new programming and products.

"As the specialty pet food space continues to grow, shoppers are seeking higher quality nutrition for their pets," said Brian Connolly, CEO of Natural Balance. "Pet parents are looking for more than just standard nutrients and instead are actively seeking out functional ingredient solutions that help support their dogs' and cats' unique needs."