Chilliwack, B.C. (November 7, 2017) – Known for its high quality premium pet food and commitment to sustainability, Petcurean Pet Nutrition is expanding its popular NOW FRESHTM line with stew and pâté recipes for dogs and cats. Designed by long-time partner, Subplot Design Inc., the products hit store shelves this week.


NOW FRESH stews and pâtés are made with 100 percent fresh wild salmon, turkey, or pork in nutrient-rich turkey bone broth. With zero genetically engineered ingredients, and available in industry-leading recyclable and reclosable Tetra Pak® cartons, NOW FRESH stews and pâtés bring innovative fresh and healthy food options that pet parents can feel good about buying and serving.


“Our NOW FRESH stew and pâté recipes have a number of characteristics that make them a unique category leader in the wet food market, including fresh, human-grade ingredients, and innovative eco-friendly packaging,” said Walter Cosman, general manager at Petcurean. “We have long been testing recipes to add fresh, healthy and delicious wet food offerings to our NOW FRESH line-up, and are excited to now offer them for pets across the U.S.”


Petcurean’s new NOW FRESH stews and pâtés are perfect served as a treat, topper, or as a complete and balanced meal. They and are available in six delicious recipes: turkey stew for dogs and cats, pork stew for dogs, wild salmon stew for cats, pork pâté for cats and wild salmon pâté for cats.


All recipes are non-GMO and made in a human-grade facility with human-grade ingredients including 100 percent fresh wild salmon, turkey or pork, and fresh potatoes, carrots, peas, cranberries, sweet potatoes, and apples – all excellent sources of antioxidants, essential vitamins and minerals and dietary fiber to support digestive health. NOW FRESH stews and pâtés are made with turkey bone broth, which adds a great source of collagen and a meaty flavor that both dogs and cats love.


“One of the challenges was to adhere to the existing NOW FRESH packaging system which we designed in 2011, and yet clearly feature this very different and visually pleasing product”, says Matthew Clark, Subplot Founder and Lead Designer.


“Being able to see the fresh ingredients in the finished product allowed us to feature beautiful product and ingredient photography”, adds Clark. “That’s what ‘So fresh, like it’s served straight from the pot’ means to us.”


Petcurean is one of the first pet food companies to choose Tetra Pak® cartons as an innovative and sustainable packaging option. NOW FRESH is packaged in Tetra Pak® cartons that are manufactured from Forest Stewardship Council (FSC)-certified paperboard and other controlled sources. Made from 69 percent renewable materials, they are 100 percent recyclable, and BPA-free. The packaging uses less raw material and is more compact to ship than cans, lessening the impact on the environment.


Subplot designed all packaging as well as an identity system that extends into sales collateral, web, displays and point-of-sale. View case study here.




Concept & Design: Subplot Design Inc.

Lead Designer: Matthew Clark

Copywriting: Pete Pallet Writes

Photography: Raeff Miles Photography

Client: Petcurean Pet Nutrition