Carnilove and True Fresh have had a BIG rebrand... here's what's changing

Last week, Carnilove officially announced a full rebrand across both their Carnilove and True Fresh ranges ✨

At first glance, it mostly looks like new packaging… but there are actually some pretty significant recipe changes happening too - particularly within the standard Carnilove range.

We know food changes can feel a bit overwhelming (especially when you’ve finally found a recipe that works for your dog), so we wanted to break everything down clearly and explain what’s changing, why it’s changing, and what alternatives we’d recommend if your dog’s current recipe is being discontinued.

Why Have Carnilove Rebranded?

The main aim of the rebrand seems to be improving digestibility, simplifying ingredients, and making the recipes more suitable for dogs with sensitivities.

One of the biggest overall changes is that the ranges are now completely chicken-free, with chicken fat being replaced by beef fat across the board.

This is actually a really positive change from Carnilove, because chicken sensitivities are one of the most common intolerances we see in dogs. Even dogs who can tolerate chicken meat sometimes struggle with chicken fat, so removing it entirely will make the range suitable for even the most sensitive dogs.

They’ve also introduced hydrolysed proteins into the standard Carnilove recipes. Hydrolysed protein is broken down into smaller particles, with the primary purpose to make the protein "invisible" to a dog's immune system, which prevents it from triggering an allergic response.

So although some recipes are changing quite significantly, the overall direction of the rebrand is very much focused on improving the quality and digestibility of the food 🐾

True Fresh Changes

For most recipes, the biggest difference with the rebrand is simply the new packaging design. However, there are a few recipe tweaks worth mentioning:

Chicken Fat Has Been Removed

All True Fresh recipes are now fully chicken-free, as the chicken fat has been replaced with beef fat instead. This is fantastic news for dogs with chicken sensitivities, as it makes the range suitable for dogs with delicate tums.

The addition of 3% hydrolysed liver

The range now includes 3% hydrolysed liver - where the proteins have been broken down into smaller particles to support easier digestion and help reduce the likelihood of triggering food sensitivities.

The puppy recipe is now made with duck, not turkey

The Puppy recipe is now made with 60% fresh duck instead of fresh turkey. Duck is a highly digestible, nutrient-rich protein that is particularly well suited to growing puppies, while also being especially tasty for fussy eaters!

The Fish Recipe Has Changed

The True Fresh Fish recipe is now Fish & Turkey.

Previously: 60% fresh fish | Now: 34% fresh fish & 26% fresh turkey

For most dogs, this shouldn’t cause any issues at all, but if your dog specifically needed a single-protein fish recipe, this is definitely something to be aware of. Aside from this, the rest of the True Fresh range remains very similar to before.

The Carnilove Fresh Range Has Been Discontinued

This is a big change, and it means the following Carnilove recipes will no longer be available once our existing stock has been depleted:

Chicken & Rabbit | Carp & Trout | Ostrich & Lamb

We know a lot of dogs absolutely loved these recipes (especially the Carp & Trout 😭), so if your dog was on one of these foods, you will need to transition them onto an alternative recipe over the coming weeks.

What Should You Switch To Instead?

Here’s what we’d generally recommend as the closest alternatives:

If your dog was on Chicken & Rabbit:

➡️ Try: Carnilove Duck & Pheasant, or Carnilove Salmon & Turkey

If your dog was on Ostrich & Lamb:

➡️ Try: Carnilove Lamb & Wild Boar

If your dog was on Carp & Trout:

➡️ Try: Carnilove Salmon & Turkey, or True Fresh Fish & Turkey

Of course, every dog is different, so if you’re unsure what would suit your dog best, just pop into the shop (or send us a message) and we’ll happily help you choose!

The Standard Carnilove Recipes Have Improved

Although the Carnilove Fresh range disappearing is disappointing, the standard Carnilove recipes have had a major improvement.

Increased Meat Content

The recipes have increased from 60% meat to 70% meat (26% is fresh), which is a huge positive change nutritionally.

Fully Chicken-Free Recipes

Chicken fat has now been replaced with beef fat across the range, making the foods much more suitable for dogs with sensitivities.

Hydrolysed Proteins Added

This should help improve digestibility and reduce allergen potential, which is particularly helpful for dogs with sensitive stomachs.

Please don't leave it until the last scoop

Because these are actual recipe changes (not just cosmetic packaging updates), dogs will need a proper gradual transition onto the new foods.

When you come to restock, please make sure you still have around a week’s worth of your current bag left at home. This allows you to slowly mix the old and new recipes together over several days, helping avoid upset stomachs or digestive issues.

As always, if you’re unsure which recipe to move onto, or whether the new formulas are suitable for your dog, just ask us in store - we’re more than happy to help guide you through the change!