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Purina Acquires Petfinder

Introducing Our First Natural Therapeutic Diets

Purina Debuts Natural Therapeutic Diets for Dogs and Cats

ST. LOUIS, MO.—Veterinary patients can’t read food labels, but veterinary clients can. Noting growing consumer preference for natural diets, Purina® Pro Plan® Veterinary Diets is announcing the launch of its first natural therapeutic diet: Purina® Pro Plan® Veterinary Diets EN Gastroenteric Naturals™ With Added Vitamins and Minerals Canine and Feline Formulas. The new products will debut in both canine and feline formulations and dry and canned varieties.

“Research tells us that the natural trend in pet food is growing in all segments,” says Grace Long, DVM, Director, Technical Marketing for Purina® Pro Plan® Veterinary Diets, noting that ultra/natural diets now account for almost 25 percent of total pet food sales. She states that the trend is driven by such factors as the elevated role of the pet in the family and the growing popularity of natural food among consumers, adding, “Many owners want to feed their pets similar to how they feed their family members.”


New EN Naturals combines therapeutic quality with natural ingredients

The EN Naturals diets were designed by Purina nutritionists to provide the benefits of therapeutic nutrition with an ingredient list that satisfies natural-loving pet owners. “Veterinarians are sometimes frustrated with the challenges of recommending a therapeutic diet for a pet with a health condition, only to be refused by an owner who questions the diet’s ingredient list. With EN Naturals, we have the best of both worlds—ingredients that satisfy owners and therapeutic nutrition that meets the needs of the patient,” Dr. Long explains.

The new EN Naturals diets were formulated to deliver the same nutritional benefits as the traditional EN diet:

  • High total digestibility (dry matter) for optimal nutrient absorption 
  • Coconut oil as a source of Medium-chain triglycerides (MCTs) in the canine formulas to provide a readily digested and utilized energy source
  • Moderate fat for growth and maintenance
  • Low fiber for ease of digestion

In addition, the new EN Gastroenteric Naturals diets contain natural ingredients, with added vitamins and minerals. They are also formulated without added artificial colors, flavors, corn, or wheat. “Corn and wheat are both natural and healthy ingredients, Dr. Long emphasizes; however, they were eliminated in the naturals version because of some owners’ preferences.

“Gastroenteric conditions are among the most common problems seen by companion animal veterinarians,” Dr. Long concludes. “Giving veterinary practitioners choices that can help improve client compliance with dietary recommendations is a high priority for our company.”


About Nestlé Purina PetCare

Nestlé Purina PetCare promotes responsible pet care, community involvement and the positive bond between people and their pets. A premiere global manufacturer of pet products, Nestlé Purina PetCare is part of Swiss-based Nestlé S.A., a global leader in nutrition, health and wellness.

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