Expert Verdict
Instinct, owned by Nature's Variety, is a pioneer in the raw and freeze-dried pet food category, creating products that bridge the gap between conventional kibble and fully raw diets. The company's Raw Boost line combines high-protein kibble with freeze-dried raw meat pieces, providing raw nutrition convenience without the handling concerns of frozen diets. This approach has made raw feeding accessible to mainstream consumers who are curious but not ready to commit to freezer storage and handling protocols.
The Original line uses cage-free chicken, beef, or salmon as primary proteins with grain-free carbohydrate sources. The Raw Boost line adds visible freeze-dried raw pieces to the kibble for enhanced nutrition and palatability. The Limited Ingredient Diet line addresses sensitivities with single protein sources and minimal ingredients. The company also produces pure freeze-dried raw patties and frozen raw diets for committed raw feeders.
Instinct operates its own manufacturing facilities in Lincoln, Nebraska, with quality control protocols that include high-pressure processing for raw ingredients to reduce pathogen risk without cooking. The company sources meats from trusted suppliers and emphasizes the nutritional benefits of raw feeding, including improved digestion, dental health, and coat quality.
The criticism of Instinct focuses on the cost of raw and freeze-dried products, which are significantly more expensive than conventional kibble. Some veterinarians express concern about bacterial contamination in raw products, though Instinct's safety protocols are extensive. The brand has faced recalls in the past, as have many raw food manufacturers. For owners who want to incorporate raw nutrition into their pet's diet without fully transitioning to frozen raw, Instinct offers the most developed and widely available product line in the hybrid category. The freeze-dried pieces are genuinely appealing to pets, and the company's dedication to raw nutrition is unmatched by conventional brands.
What stands out
- Freeze-dried raw pieces in kibble
- Raw nutrition expertise
- High-pressure processing safety
- Single-protein options