2025 Cat Food Innovation of the Year Award Goes To Natural Balance® Ultra Protein

New Ultra Protein formulas feature nutrient-rich organs for high protein levels & premium taste

BROWNWOOD, Texas, Aug. 7, 2025 /PRNewswire/ -- Natural Balance Pet Foods, a leader in premium pet nutrition, has been named a winner in the 2025 Pet Innovation Awards, recognizing the most outstanding companies, services and products within the rapidly expanding pet industry. The brand earned the Cat Food Innovation of the Year award for its innovative Ultra Protein portfolio – a breakthrough in feline nutrition.

Ultra Protein's innovative, nutrient-forward diet is made with protein-rich organ meats to deliver high protein levels with unbeatable taste and cat acceptance. Available in both dry kibble and wet varieties, including pâté and cuts in gravy, each recipe provides the strength, energy and premium taste cats crave in every bite. 

The line also includes Ultra Protein+ formulations, designed to support feline health with nutrient-dense, functional ingredients. These recipes, which build on the foundation of 40%+ protein levels of Ultra Protein, are formulated to help support immune health, digestive function, and healthy skin and coat. Ultra Protein+ recipes are available in dry kibble and wet purée pouches.

"It's an honor to be recognized among thousands of nominations with the Cat Food Innovation of the Year award," said Greg Shearson, CEO of Ethos Pet Brands, parent company of Natural Balance. "At Natural Balance, we recognize that cats are natural carnivores who thrive on protein-focused diets and hold high standards in terms of taste and texture. That's why we crafted Ultra Protein and Ultra Protein+ with real organ meats to deliver both the nutrition they need and the taste they instinctively crave."

Both Ultra Protein and Ultra Protein+ are cooked in the U.S. and formulated to meet the needs of modern pet parents seeking premium, purposeful nutrition. With 40% protein levels in dry formulas and ingredients like chicken liver and hearts to provide essential amino acids, the recipes are tailored to support lean muscle development, digestion, and daily energy.

These new recipes are now available at Pet Supplies Plus, Amazon and Chewy, and coming soon to Petco, starting at $19.99 for dry and $1.99 for wet.

For more information, visit naturalbalanceinc.com or your nearest pet retailer location. To speak with a Natural Balance representative, contact [email protected] to arrange an interview or stop by our booth at SuperZoo (Booth #3152) from Aug. 13-15 to learn more about the product line.

About Natural Balance^®
Founded in 1989, Natural Balance^® Pet Foods, Inc. is a premium pet specialty brand with a complete offering of pet foods for both dogs and cats. The Natural Balance product line comprises over 100 dog and cat food and treat varieties, including Limited Ingredient, Health Protection, Specialized Nutrition and Ultra Protein. Natural Balance delivers quality, safety-tested food in every bag. Their Feed with Confidence™ program provides comprehensive, on-demand safety testing data to help eliminate wonder or worry. Their team of Registered Veterinary Technicians is available via online chat and phone to answer questions and ease concerns. Visit www.naturalbalanceinc.com for more information.

SOURCE Natural Balance