What ZIWI does

ZIWI is a privately held New Zealand-based pet food manufacturer founded in 2002 in Mount Maunganui, operating under the legal name ZIWI Limited. The company produces premium, ethically-sourced nutrition for cats and dogs, organized around multiple processing modalities: Z-TWINTECH® gentle air-drying (up to 96% raw meat/organs/seafood), Z-MicroSteam™ two-stage micro-steaming combined with air-drying (85-90% raw meat with fruits and vegetables), freeze-drying with High Pressure Processing for functional boosters, and grain-free canned wet food (91-97% meat content). All products are manufactured in New Zealand using ingredients sourced under the company's Freedom Principles from New Zealand farmers and fisheries, with formulations reflecting the PeakPrey® whole-prey carnivorous diet philosophy.

The company's product portfolio spans complete meals, toppers, mixers, boosters, and chews/treats across protein varieties including beef, lamb, chicken, venison, fish, mackerel, rabbit, and goat. ZIWI generates revenue through one-time and subscription product sales across six country-specific direct-to-consumer e-commerce storefronts (New Zealand, Australia, Japan, South Korea, United Kingdom, and US/Canada) plus distribution through retail specialty pet stores globally. A US fulfillment center in Riverside, Missouri handles North American orders via FedEx. Pricing is unit-based at premium tiers (approximately $29-$130 NZD per unit), targeting health-conscious pet owners willing to pay for high-quality, transparently-sourced ingredients over processed kibble alternatives. The company operates without disclosed external institutional investment and maintains full ownership independence.

Name

ZIWI

Legal name

ZIWI Limited

Website

https://ziwipets.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

ZIWI is a privately held New Zealand premium pet food manufacturer founded in 2002, producing air-dried, steam-dried, freeze-dried, and canned nutrition for cats and dogs using proprietary processing technologies, sold direct-to-consumer across six country storefronts and through global retail.

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)

akta.pro secondary industries

Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Natural/Organic & Limited-Ingredient Diets (CRADAFAH), Freeze-Dried & Dehydrated Pet Food (AFADAFAD)

Keywords

• Premium pet food
• Air-dried dog food
• Cat nutrition products
• Freeze-dried pet treats
• New Zealand pet food

Headquarters

HQ city

Mount Maunganui

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: ZIWI generates revenue through direct-to-consumer sales of premium pet food and treats via their e-commerce storefronts. Customers purchase products (Air-Dried, Steam & Dried, Canned wet food, Freeze-Dried boosters, and Chews/Treats) through one-time transaction purchases on their websites or through retail channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

ZIWI manufactures and sells premium pet food for cats and dogs, formulated as high-meat, grain-free, carnivorous-diet recipes using ethically-sourced New Zealand ingredients. Its product range includes Air-Dried recipes (up to 96% raw meat/organs via Z-TWINTECH®), Steam & Dried recipes (85-90% raw content via Z-MicroSteam™), Canned Wet Food (91-97% meat), Freeze-Dried Boosters, and Chews/Treats, sold direct-to-consumer online and through retail partners.

Product overview

ZIWI is a New Zealand-based premium pet food company offering multiple product ranges: ZIWI Peak Air-Dried (using Z-TWINTECH® technology, up to 96% meat/organs/seafood), ZIWI Peak Steam & Dried (using Z-MicroSteam™ technology, 85-90% meat/organs with fruits/vegetables), ZIWI Peak Canned Wet Food (91-97% meat/organs/seafood), ZIWI Peak Freeze-Dried Boosters (functional nutritional boosters), and Chews/Treats/Rewards. All products feature ethically-sourced New Zealand ingredients, are grain-free, and are formulated for carnivorous diets. Products are available for both dogs and cats across various protein sources including Beef, Lamb, Chicken, Venison, Fish, Mackerel, Rabbit, and Goat.

Differentiator

Problem solved

Functional benefit

Brands

• Z-TWINTECH: Proprietary air-drying technology developed by ZIWI to gently protect nutritional benefits of raw ingredients.
• Z-MicroSteam
• PeakPrey
• Z-BOOST

Products and services

• ZIWI Peak Air-Dried Gently air-dried pet food using proprietary Z-TWINTECH® technology, crafted from up to 96% raw meat, organs, seafood and bone. Serves as a complete and balanced meal or nutritious topper for dogs and cats.
• ZIWI Peak Steam & Dried Pet food processed using innovative Z-MicroSteam™ technology combining delicate micro-steaming with gentle air-drying. Contains 85-90% raw meat, organs and seafood with added fruits and vegetables. Available for dogs (Cage-free Chicken with Orchard Fruits, Grass-fed Beef with Pumpkin, Grass-fed Lamb with Green Vegetables) and cats (Cage-free Chicken with Whole Mackerel, Grass-fed Beef with Southern Blue Whiting, Wild South Pacific Fish).
• ZIWI Peak Canned Wet Food Grain-free wet food in cans featuring 91-97% meat, organs, seafood and bone. Rich in moisture with a chunky, pâté-style texture. Includes proteins: Beef, Chicken, Lamb, Venison, Mackerel & Lamb, Tripe & Lamb, Rabbit & Lamb, Fish. Designed for complete meals for dogs and cats.
• ZIWI Peak Freeze-Dried Boosters Freeze-dried functional boosters processed at very low temperatures within a vacuum using High Pressure Processing (HPP). Includes Raw Superboost varieties (Beef, Lamb, Venison) with 90-98% meat/organs content, and functional variants for Gut & Immune Support (90%), Hip & Joint Support (95%), and Skin & Coat Health (98%).
• ZIWI Peak Chews, Treats & Rewards Natural chews and treats inspired by carnivorous diet. Includes Beef Weasand, Lamb Ears (Liver Coated), Lamb Green Tripe, Lamb Trachea, and Venison Lung & Kidney for dental health support.

Quantifiable outcome

• 4/5 pet parents see the difference in their pet's overall health & well-being

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Koha Pet: Premium pet food brand offering limited-ingredient, high-meat wet foods, air-dried and freeze-dried recipes. Overlaps ZIWI in raw-meal formats and premium positioning for health-conscious pet owners.
• K9 Natural: New Zealand-based premium raw and freeze-dried pet food brand with similar positioning around ethically-sourced NZ ingredients and high-meat formulations. Closest comparable given shared NZ origin, raw-nutrition philosophy, and global premium distribution.
• Vital Essentials: US-based freeze-dried raw and frozen raw pet food brand with comparable product formats (patties, nibs, toppers) and high-meat recipes. Directly competes in the freeze-dried raw category with similar price points.
• Stella & Chewy's: US-based premium freeze-dried raw and frozen raw pet food brand offering comparable high-meat, minimally processed diets for dogs and cats. Directly competes in the same premium-raw niche with similar pricing tiers.
• Smallbatch Pets: Small-batch freeze-dried raw pet food brand offering comparable high-meat, limited-ingredient recipes for dogs and cats. Direct competitor in the artisanal freeze-dried raw segment, though with smaller scale than ZIWI.
• Primal Pet Foods: US manufacturer of freeze-dried and frozen raw pet food, including raw nuggets and grind products with similar ingredient transparency and high-meat content. Competes head-to-head in the raw and freeze-dried premium segment.
• Open Farm: Premium pet food brand focused on ethically-sourced proteins, traceable sourcing, and high-meat formulations for dogs and cats. Overlaps ZIWI on positioning around ingredient transparency and premium pricing, though distribution is more US-centric.

Broad incumbents

• Nature's Variety (Instinct): Nestlé-owned raw and freeze-dried pet food brand offering raw boost pieces, frozen raw and kibble across mainstream retail. Larger distribution footprint than ZIWI with overlapping raw-nutrition positioning at slightly lower price points.
• Orijen / ACANA (Champion Petfoods): Premium pet food brands from Champion Petfoods offering biologically appropriate, high-protein fresh and dry diets. Larger incumbent with broader distribution but overlapping premium positioning and similar whole-prey ingredient philosophy.

Emerging players

• The Farmer's Dog: US fresh, human-grade pet food delivery brand focused on personalized DTC subscriptions. Comparable in targeting health-conscious pet parents willing to pay premium prices, but differs in fresh (not air-dried/freeze-dried) format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ZiwiPets
• Facebookfacebook.com/Ziwipets
• LinkedInlinkedin.com/company/ziwi
• Instagraminstagram.com/ziwipets
• TikToktiktok.com/tag/ziwipets

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ZIWI