Written by John Seeberg

Julia Ogden

Reviewed by Julia Ogden

Updated: January 18, 2024

Now Fresh Dry Review

Updated: January 18, 2024

Our Verdict

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Recommended with Reservations

Now Fresh dry cat food receives the Cat Food Advisor rating, 3 stars

This range of food lists animal protein as the first ingredient and contains omega 3, along with probiotics.  There are recipes for kittens, in addition to adult and senior cats, so it caters across all the different life stages.

Pros
  • Includes animal protein
  • Contains omega 3
  • Added probiotics
  • Range of recipes to cater for different cat life stages
Cons
  • Protein levels are average
  • Relatively high in carbohydrate
  • Contains plant based protein

Each recipe includes its AAFCO nutrient profile: Growth (kitten), Maintenance (adult), All Life Stages, Supplemental or Unspecified.

The Now Fresh product line includes four dry cat foods.

Product line Rating AAFCO
Turkey, Salmon & Duck Grain Free Recipe for Kittens 3 G
Turkey, Salmon & Duck Grain Free Recipe for Adult Cats 3 M
Trout, Salmon & HerringGrain Free Recipe for Adult Cats 3 M
Turkey, Salmon & Duck Grain Free Recipe for Senior Cats 3 M

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Recipe and Label Analysis

Now Fresh Turkey, Salmon & Duck Grain Free Recipe for Adult Cats was selected to represent the other products in the line for a detailed recipe and nutrient analysis.

Label and nutrient data below are calculated using dry matter basis.

Now Fresh Turkey, Salmon & Duck Grain Free Recipe for Adult Cats

Estimated Dry Matter Nutrient Content

34.4%

Protein

18.9%

Fat

38.7%

CarbsCarbohydrates

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, sun cured alfalfa, calcium carbonate, tomato, apples, carrots, pumpkin, sweet potatoes, squash, bananas, blueberries, cranberries, blackberries, pomegranate, papayas, lentils, broccoli, cottage cheese, salt, 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, d-calcium pantothenate, beta-carotene, riboflavin, pyridoxine hydrochloride, vitamin B12 supplement, vitamin D3 supplement, folic acid), minerals (zinc proteinate, ferrous sulphate, zinc oxide, iron proteinate, copper sulphate, sodium selenite, copper proteinate, manganese proteinate, manganous oxide, calcium iodate), dried lactobacillus acidophilus fermentation product, dried enterococcus faecium fermentation product, l-lysine, potassium chloride, yucca schidigera extract, l-carnitine, dried rosemary.


Fiber (estimated dry matter content) = 3.5%

Red denotes any controversial items

Ingredients Analysis

The first ingredient is deboned turkey.  Turkey is considered “the clean combination of flesh and skin derived from the parts or whole carcasses of turkey”.  1

Turkey is naturally rich in the 11 essential amino acids required by a cat to sustain life.

The second ingredient is peas which are a quality source of carbohydrates.  And like all legumes, they’re rich in natural fiber.

However, peas contain about 25% protein, a factor that must be considered when judging the meat content of this cat food.

The third ingredient is potatoes.  Potatoes can be considered a gluten-free source of digestible carbohydrates.  Yet with the exception of perhaps their caloric content, potatoes are of only modest nutritional value to a cat.

The fourth ingredient is whole dried egg, a dehydrated powder made from shell-free eggs.  Eggs are easy to digest and have an exceptionally high biological value.

The fifth ingredient is pea flour, a powder made from roasted yellow peas.  Pea flour contains as much as 25% protein, a factor that must be considered when judging the meat content of this cat food.

The sixth ingredient is potato flour.  Unlike potato starch, potato flour is made from the whole potato (even the skins).  This item is considered a gluten-free source of digestible carbohydrates with only modest nutritional value.

The seventh ingredient is natural flavor.  Natural flavors doesn’t give us much information about the particular ingredients included in this cat food for flavoring purposes. 

We’re pleased that the flavorings used are natural, but more details are required to give any further information about these natural flavoring ingredients.  Flavorings are used to make the foods more appealing and tasty for our cats.

The eighth ingredient is canola oil.  Unfortunately, canola can be a controversial item.  That’s because it can sometimes (but not always) be derived from genetically modified rapeseed.

Yet others cite the fact that canola oil can be a significant source of omega-3 fatty acids.

In any case, plant-based oils like canola are less biologically available to a cat than fish oil as a source of quality omega-3 fats.

From here the list goes on to include a number of other items. But to be realistic, ingredients located this far down the list (other than nutritional supplements) are not likely to affect the overall rating of the product.

However, this recipe contains sodium selenite, a controversial form of the mineral selenium. Sodium selenite appears to be nutritionally inferior to the more natural source of selenium found in selenium yeast.

This food also contains chelated minerals that have been chemically attached to protein. This makes them easier to absorb. Chelated minerals are usually found in better cat foods.

The company also appears to have applied friendly bacteria to the surface of the kibble after cooking. These special probiotics are used to enhance a cat’s digestive and immune functions.

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Nutrient Analysis

Based on its ingredients alone, Now Fresh Turkey, Salmon & Duck Grain Free Recipe for Adult Cats looks like an average dry product.

The dashboard displays a dry matter protein reading of 34.4%, a fat level of 18.9% and an estimated carbohydrate level of 38.7%.

As a group, the brand features a below-average protein content of 34.4% and an above-average fat level of 19.4%. Together these figures suggest a carbohydrate content of 38.1% for the overall product line, alongside a fat to protein ratio of 56%.

This means that the Now Fresh dry range contains lower than average protein, higher than average carbohydrate and higher than average fat, when compared to typical dry cat food.

Final Word

The Now Fresh dry range of recipes offers good sources of animal protein.  However, some recipes do include plant based protein, so this needs to be considered when evaluating protein levels.

Has Now Fresh cat food been recalled in the past?

No.  Now Fresh has never been recalled.  However, Petcurean (the parent company of Now Fresh) also owns Go! Solutions which was recalled in 2003.

You can view a complete list of all cat food recalls since 2021 here.

To stay on top of any cat food product recalls, sign up for our free email alerts, here.

About

Now Fresh cat food was created by Petcurean, a Canadian pet food company which was founded in 1999.   In addition to Now Fresh, Petcurean also owns the Go! Solutions and Gather brands.

Most of the ingredients in Now Fresh cat food are sourced from North America with a focus on Canadian ingredients.  Though they’re made from human food ingredients, Now Fresh foods aren’t considered human-grade because they’re made in pet food manufacturing facilities.

Its Dry recipes are manufactured in Ontario, Canada, while its wet food production is divided between facilities in Ontario and New Jersey.  The patés and stews are manufactured in Wisconsin. These production facilities are certified by multiple authorities, including the EU, FDA, and CFIA.

Sources

1: [1. Adapted by the Cat Food Advisor and based upon the official definition for chicken published by the Association of American Feed Control Officials, Official Publication, 2008 Edition].

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