Raw Essentials

What Raw Essentials does

Raw Essentials Limited is a New Zealand-based, vertically integrated specialty retailer of species-appropriate raw pet food, founded in 2008 in Auckland by a qualified veterinarian. The company operates 17 company-owned retail stores spanning Auckland (10 locations), Waikato (Hamilton, Cambridge), Bay of Plenty (Mount Maunganui), Wellington (Kaiwharawhara, Miramar), and Christchurch (Tower Junction, Wairakei Road), supplemented by a nationwide e-commerce platform delivering frozen products from Auckland and Christchurch distribution hubs. Its product portfolio centers on frozen raw mixes, rolls, raw meaty bones, green tripe, boneless fillets, and bone broth for cats and dogs, using NZ-sourced proteins including novel options (venison, goat, wallaby, hare, rabbit, possum, tahr), with adjacent categories in freeze-dried meals, treats, supplements, pet care, and enrichment toys.

Revenue is generated through direct one-time product sales via retail and e-commerce channels, supported by personalized feeding-plan services (in-store consultations and remote nutrition support), an in-house veterinary consultation service for clinically complex pets, and The Essentials Club Rewards loyalty program. The go-to-market combines product-led e-commerce entry (via a pet questionnaire that routes new customers to appropriate starter or meal packs), sales-led in-store consultations with trained nutrition advisors, and community-led content (VetHub for veterinarians, Raw Feeding 101, Raw Stories testimonials, RFVS Silver Affiliate affiliation). The business is 100% New Zealand owned and operated, with no disclosed external funding, and is differentiated by depth of nutritional expertise and an evidence-based Remove-Repair-Replace feeding methodology.

Name

Raw Essentials

Legal name

Raw Essentials Limited

Website

https://rawessentials.co.nz

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Raw Essentials is a New Zealand specialty retailer and e-commerce operator selling frozen and freeze-dried raw pet food, with 17 owned retail stores, nationwide delivery, and in-house veterinary nutrition support for cat and dog owners.

Ownership category

akta.pro rank

Product category

Raw Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991), Animal Food Manufacturing (31111)

SIC

Food And Kindred Products (2000), Meat Packing Plants (2011), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

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

akta.pro secondary industries

Freeze-Dried & Dehydrated Pet Food (AFADAFAD), Fresh & Refrigerated Pet Food (CRADAFAC), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Raw pet food
• Frozen pet food
• Pet nutrition services
• Species-appropriate nutrition
• Pet food retail

Headquarters

HQ city

Grey Lynn, Auckland

HQ country

New Zealand

HQ region

Oceania

Offices17 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales - Retail: Physical retail sales through 17 company-owned stores across New Zealand. Customers purchase directly from stores with expert in-store advice from trained nutrition advisors. Products include frozen raw food, freeze-dried meals, treats, supplements, and pet care items.
2. Direct Product Sales - E-commerce: Online sales through rawessentials.co.nz with nationwide frozen delivery (excluding rural addresses) and standard delivery for non-frozen items. Orders are packed and shipped from Auckland Online Store (North Island) and Christchurch Online Store (South Island).
3. Subscription/Club - The Essentials Club Rewards: Loyalty program offering premium rewards, limited-time treats, special offers and surprises for members. Includes access to exclusive seasonal rewards and curated products at preferential pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels10 records

Core offering

Raw Essentials manufactures and sells species-appropriate raw pet food (frozen mixes, raw meaty bones, green tripe, bone broth, freeze-dried meals, treats, and supplements) for cats and dogs across New Zealand through 17 retail stores and a nationwide-delivery e-commerce site. The core offering is bundled with personalised feeding plans, in-store and online nutrition advisor support, and an in-house veterinary team for pets with health conditions.

Product overview

Raw Essentials is New Zealand's raw pet food retail expert operating 17 physical stores across Auckland, Hamilton, Bay of Plenty, Wellington, and Christchurch, plus an online store with nationwide delivery. The core product portfolio centers on frozen raw food for cats and dogs, organized into protein varieties (Beef, Chicken, Duck, Fish, Goat, Hare, Lamb, Mussels, Pork, Possum, Rabbit, Salmon, Tahr, Turkey, Veal, Venison, Wallaby, Alpaca). Key product lines include: Get Started Packs (Standard, Novel, Puppy) for new raw feeders; Wildly Good Meal Packs (Standard, Novel, Puppy) for complete meal solutions; Essential Blends (mixes and minces) as the foundational feeding products; Rolls for convenient serving; Raw Meaty Bones for dental and behavioral enrichment; Green Tripe products; Fillets & Boneless Meat cuts; Bone Broth for gut health; Freeze Dried Meals for convenient storage; Treats in multiple formats (raw, freeze-dried, air-dried, fur-on); Supplements including probiotics, omega-3s, and herbal remedies; Pet Care products (shampoos, sprays, grooming); and Toys & Enrichment items. Services include Personalized Feeding Plans, Nutrition Support Services, and In-House Veterinary Support for pets with health conditions. The company also operates The Essentials Club Rewards loyalty program and offers a pet questionnaire tool to guide customers to appropriate products. Founded by a vet in 2008, the company emphasizes evidence-based, species-appropriate nutrition with an integrated retail and expert advice model.

Differentiator

Problem solved

Functional benefit

Products and services

• Get Started Packs Starter packages designed to help pets transition to a raw diet, including two weeks of raw mince, green tripe and/or bone broth, a personalized feeding guide, and online nutrition support. Available for puppies, dogs, kittens, and cats in Standard and Novel Protein variants.
• Wildly Good Meal Packs Complete raw food meal packs for dogs and cats, curated by the Raw Essentials team with two or four weeks worth of food and daily feeding plans included.
• Essential Blends (Mixes & Minces) Raw meat mixes available in multiple protein varieties including Beef, Chicken, Duck, Fish, Goat, Hare, Lamb, Mussels, Pork, Possum, Rabbit, Salmon, Tahr, Turkey, Veal, Venison, Wallaby, and Alpaca. Foundation products for Raw Essentials feeding plans.
• Rolls Pre-packaged raw food rolls in various protein combinations including Chicken Heart & Tripe, Lamb & Salmon, Veal & Organ, and Green Beef Tripe rolls.
• Raw Meaty Bones Whole and cut bones including Chicken Necks, Chicken Wings, Turkey Necks, Veal Necks, Veal Tails, Lamb Brisket, Goat Brisket, Venison Brisket, Duck Necks, Duck Feet, Salmon Pieces, Pilchards, and Jack Mackerel Sprats.
• Green Tripe Unbleached, minimally washed stomach of ruminant animals available in Beef, Lamb, and Venison varieties, including medallions, small cubes, big cubes, rolls, and freeze-dried boosters.
• Fillets & Boneless Meat Boneless raw meat cuts including Venison Tongue Heart & Kidney, Buffalo Meat Mince, Chicken Meaty Mince, Lamb Meat Mince Cubes, Veal Meat Mince, Venison Meaty Mince, Beef Meat Cubes, Veal Fillets, Venison Meat Cubes, Goat Meat Cubes, Wallaby Meat Cubes, and Wild Organ Mix.
• Bone Broth Slow-cooked bone and connective tissue broths including Chicken & Duck Broth, NZ Lamb Broth, Venison & Goat Broth, and Salmon Broth, marketed as nutrient-dense superfoods for gut health restoration.
• Freeze Dried Meals Lightweight freeze-dried raw food options including Chicken & Wild Mix, Goat Mix, and Lamb Mix for convenient storage and serving.
• Treats Natural treats available in raw, freeze-dried, air-dried, and fur-on varieties including Freeze Dried Lamb Lung, Chicken Bites, Green Lipped Mussels, Veal Tails, Beef Liver, Chicken Feet, Pilchards, Beef Straps, Venison Straps, Steer Pizzle, Bull Pizzle, Pig Snouts, Tendons, Lamb Ears, Deer Ears, Beef Ear, and Rabbit Ears.
• Pet Care Grooming and hygiene products including Naturo Pharm Allergy Spray, Pet Remedy Diffuser, WashBar Itch Soothe Shampoo and Spray, Native Neem Soap and Pet Shampoo, Double Fur Proper Soap Bar, Iodine Animal Wash, Advantage Flea Treatment, Eezapet Balm, Nail Clippers, and Raw Essentials Bowls.
• Toys & Enrichment Pet enrichment products including LickiMat Splash, West Paw Toppl, West Paw Qwizl, West Paw Lil Rumbl, Chuckit! Ultra Balls, Mammoth Tug Rope Toys, and Empty Nesters plush toys.
• Supplements Health supplements including Powermix, Superfood Crunch, Digest Aid, Korure Pets Marine Phospholipid Oil and Powder, Nordic Naturals Omega-3 Pet products, Herbal AB, Naturo Pharm Pet-Med Distress Spray, Mucosa, Traumeel, Diatomaceous Earth Powder, Psyllium Husk, Freeze Dried Protein Powder, Organic Kelp, Bio Kult Probiotics, ProN8ure Probiotics, Digest Assist, and MegaSporeBiotic.
• Bulk Frozen Bulk frozen products including Free Range Chicken Frames, Veal Brisket Large, and Duck Frames for larger dogs or multi-pet households.
• Personalised Feeding Plans Individualized raw feeding programs created based on pet's breed, age, activity level, health history, sensitivities, and owner goals, delivered through 17 stores or online with ongoing support.
• Nutrition Support Services Expert nutrition guidance including personalized feeding plans, transition support for new raw feeders, life stage-based feeding advice, budget-friendly feeding guidance, and support for pets with health conditions.
• In-House Veterinary Support Nutrition-based veterinary advice for pets with medical conditions, working in collaboration with primary veterinarians. Includes body condition scoring, feeding plan adjustments, and ongoing pet monitoring.
• The Essentials Club Rewards Loyalty rewards program featuring premium treats, limited-time offerings, and special surprises for members.
• Nationwide Delivery Service Frozen raw pet food delivery across New Zealand using Urgent Couriers, NZ Couriers, and Kiwi Express, with delivery days varying by region and minimum order quantities. Excludes rural addresses.

Quantifiable outcome

• Thousands of Kiwi pets successfully transitioned to raw feeding
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Raw Feeding Veterinary Society (RFVS)coreOthersRaw Essentials is a Silver Affiliate of the Raw Feeding Veterinary Society (RFVS), a global network dedicated to advancing species-appropriate nutrition. This partnership provides access to the latest raw feeding research, reinforces commitment to responsible natural feeding practices, and lends professional credibility through association with veterinary professionals.
• Sustainable Business NetworkminorOthersRaw Essentials is a member of the Sustainable Business Network, demonstrating commitment to ethical business practices, sustainability, and environmental responsibility in sourcing and operations.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Vital Essentials: US frozen raw and freeze-dried pet food manufacturer (part of Carnivore Meat Company). Comparable product line in raw patties, freeze-dried, bones, and organs with similar distribution through specialty pet retail.
• Stella & Chewy's: US raw and freeze-dried pet food brand offering raw patties, freeze-dried dinners, and treats. Direct overlap in frozen raw and freeze-dried categories, with comparable protein variety and premium positioning.
• K9 Natural: NZ-founded raw and freeze-dried pet food manufacturer exporting globally. Comparable product format (raw/freeze-dried), NZ origin narrative, and similar premium positioning targeting pet owners seeking natural diets.
• Darwin's Natural Pet Products: US direct-to-consumer raw pet food manufacturer delivering frozen meals to customers' homes. Closely comparable DTC frozen-raw business model with custom meal plans, mirroring Raw Essentials' personalized feeding plans and nationwide frozen delivery approach.
• Ziwi Peak: New Zealand-based air-dried and peak-prey pet food brand with global distribution. Overlaps directly in NZ-origin premium raw-style nutrition, novel proteins (venison, lamb), and the high-end natural pet food positioning.
• Primal Pet Foods: US-based manufacturer of frozen raw and freeze-dried pet foods. Closely comparable product mix (raw mixes, bones, organs, freeze-dried meals) and similar 'ancestral diet' marketing narrative targeting premium natural-pet consumers.
• Prey Pet Food: New Zealand-based raw pet food company with retail presence (including a Rotorua store that appears in Raw Essentials' own contact data). Direct competitor serving the same NZ raw-feeding customer base with a similar product and advice-led retail model.

Emerging players

• Smallbatch Pets: US small-batch raw frozen and freeze-dried pet food brand. Comparable artisan/raw positioning and protein rotation philosophy (similar to Raw Essentials' Get Started/Wildly Good Meal Pack approach), though with a more limited geographic footprint.

Broad incumbents

• Animates: New Zealand's largest pet retail chain. While not a raw-only specialist, Animates is a broad incumbent selling raw alongside conventional pet food; Raw Essentials competes with it for shelf space, veterinary partnerships, and consumer mindshare in NZ.
• Petstock: Trans-Tasman pet retail chain (Australia-founded, operating in NZ). Represents the broad-incumbent competitive threat: a scaled specialty pet retailer that can carry competing raw brands and pressure Raw Essentials' omnichannel advantage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rawessentials
• Instagraminstagram.com/rawessentials
• LinkedInlinkedin.com/company/rawessentialsnz

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Raw Essentials