For years, fresh dog food mostly meant one of two things: Freshpet’s branded fridges in stores, or a subscription with an online quiz, a box of frozen packs at the door and a price well above kibble. Between September 2025 and April 2026 the options widened. Chewy launched its own frozen fresh line, General Mills put Blue Buffalo into refrigerated cases at Walmart, Target and Kroger, and the subscription brand The Farmer’s Dog announced its first retail launch through Walmart.com.
The shift matters for shoppers because it changes where fresh food is sold and how it is packaged, from slice-and-serve rolls to meal toppers. It also arrives while growth at Freshpet, a publicly traded fresh pet food maker, has been uneven. Here is what the filings and launch announcements show before you change your dog’s bowl.
Trend Signal
72/100 Strong momentum
- Emerging
- Rising
- Mainstream
- Peaking
- Cooling
Freshpet volume still up double digits as big brands pile in
Freshpet’s volume rose 15.7% in the second quarter of 2026, and General Mills, Chewy and The Farmer’s Dog all opened new fresh channels between September 2025 and April 2026.
Our editorial reading of the cited data, not a forecast. How it is scored
By the numbers
- $1.10BFreshpet net sales in 2025, its first year above $1 billion, up 13.0%Freshpet
- 15.7%Freshpet volume growth in Q2 2026, against a 0.2% drag from price and mixFreshpet
- $3BSize of the fresh pet food category cited by General Mills in October 2025General Mills
- 80%Pet parents combining fresh with other dog food, mainly kibble (Blue Buffalo survey, 2025)General Mills
Who moved into fresh, and when
Three large moves landed within about seven months. On September 10, 2025, Chewy launched Get Real, a frozen, pre-portioned fresh dog food sold only on Chewy.com in select markets, in three recipes offered as full meals or as toppers. Chewy’s announcement said the fresh segment’s growth was outpacing every other companion pet food category.
On October 21, 2025, General Mills launched Blue Buffalo Love Made Fresh nationwide in scoop-and-serve tubs and slice-and-serve rolls at Walmart, Target, Kroger, Meijer and local grocers. In its March 2026 earnings release the company called the launch a significant strategic investment in the fast-growing U.S. fresh pet food sub-category.
Then on March 24, 2026, The Farmer’s Dog, which says it has served more than 1 billion meals, announced personalized meal plans on Walmart.com starting in April 2026, its first move into retail. Freshpet, meanwhile, said in February 2026 that it had begun testing island fridges in stores, which it called its most significant step change in retail visibility and availability.
Fresh now sells through Chewy, Walmart.com and Blue Buffalo in grocery fridges, not only through Freshpet’s fridges and subscription boxes.
What the sales numbers actually show
Freshpet’s filings are the clearest public read. Its net sales rose 27.2% in 2024 to $975.2 million, and in February 2025 it guided to 21% to 24% growth for 2025. It delivered 13.0%, reaching $1,102.0 million, with growth slowing to 8.6% in the fourth quarter. Its first 2026 outlook called for only 7% to 10%.
Then growth picked up again. Net sales rose 15.5% to $305.6 million in the second quarter of 2026, with volume up 15.7% and price and mix a 0.2% drag, and first-half sales rose 14.3%. On August 5, 2026 the company raised its full-year outlook to 10% to 12% growth, and its chief executive said the company believes fresh is the future of pet food. Volume-led growth with flat pricing means more bowls filled, not the same buyers paying more.
The wider pet market grows much more slowly. The American Pet Products Association (APPA) estimates U.S. pet industry spending at $158 billion in 2025, up 3.7%, and projects $165 billion for 2026, with roughly 2 points of that growth coming from inflation. A leading fresh brand growing in the teens inside a market growing around 4% helps explain why larger companies are paying to get in.
| Period | Freshpet net sales growth | Volume | Price and mix |
|---|---|---|---|
| Full year 2025 | +13.0% | +12.0% | +1.0% |
| Q4 2025 | +8.6% | +9.7% | –1.1% |
| First half 2026 | +14.3% | +15.1% | –0.8% |
| Q2 2026 | +15.5% | +15.7% | –0.2% |
Fresh as a topper, not a full switch
The launch details show how companies expect people to buy. General Mills, citing a Blue Buffalo survey from April 2025, said 80% of pet parents are combining fresh with other types of dog food, mainly kibble, and Chewy sells every Get Real recipe as a topper as well as a full meal. A topper portion costs less per day than feeding fresh alone, which lowers the barrier for kibble households.
APPA’s survey data point the same way. In its 2025 Dog & Cat report, 16% of dog owners bought mixers or toppers in 2024, up 129% from 2018. In its 2026 dog report, 19% of owners said they had bought human-grade food, while premium food remained the most commonly fed option at 31%.
Formats are multiplying as a result: frozen pre-portioned packs from subscription services and Chewy, refrigerated rolls and tubs in grocery cases, and shelf-stable freeze-dried and dehydrated foods that sit in the dry aisle. For buyers, the practical difference is storage: frozen packs need freezer space and thawing, refrigerated rolls carry a use-by window once opened, and shelf-stable formats skip both.
Counter-signals in the dog aisle
Fresh is growing while much of the dog aisle is not. General Mills’ North America Pet segment posted a 3% organic net sales decline in fiscal 2026, and its dog food net sales fell by mid-single digits in the third quarter before a low-single-digit gain in the fourth, a quarter that included an extra 53rd week.
Budgets are tight. APPA found that 22% of pet owners spent less on their pets in 2025, and its 2026 dog report showed feeding of basic dog food rising 11% year over year to 21% of owners, with buying at discount retailers up 22%. That is the opposite direction from a premium fresh product, and it helps explain why brands are pushing toppers and small tubs rather than full-diet subscriptions.
Freshpet’s own record is a caution: it missed its original 2025 growth target by a wide margin before recovering in 2026. A category can keep growing while individual brands stumble.
Who should try fresh now, and who should wait
Owners who are curious but cost-conscious are the group the market is now built for. Toppers and small tubs let you test whether your dog eats the food and whether the cost fits, without signing up for a subscription. If you plan to feed it as a full meal, check that the package says the recipe meets AAFCO nutrient levels for your dog’s life stage; Chewy states this for all Get Real recipes.
Wait if you want fresh with your weekly groceries and your store has no fridge case yet. Refrigerated brands depend on stores installing coolers, so availability varies by neighborhood. If your dog is on a prescribed or medical diet, any switch is a question for your veterinarian.
What to watch next
- Freshpet’s next quarterly report, for whether volume growth stays in double digits after the August 2026 guidance raise.
- Whether The Farmer’s Dog moves from Walmart.com into physical Walmart stores, which would put subscription-style fresh food in the fridge case.
- General Mills’ next pet segment results, for any disclosure of Love Made Fresh sales or distribution.
Where to start
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Fresh-style dog food formats you can buy online
| Product type | Good fit for | Where to look |
|---|---|---|
| Freeze-dried raw dog food topper | Fits a kibble-first budget | See listings on AmazonOpens Amazon search results, not one listing: check the model on the product page. |
| Dehydrated dog food (just add water) | Fits pantry storage and travel | See listings on AmazonOpens Amazon search results, not one listing: check the model on the product page. |
| Digital kitchen scale for pet food portions | Fits mixed-feeding portion control | See listings on AmazonOpens Amazon search results, not one listing: check the model on the product page. |
Product types that fit the trend described above, not tested models. Check the exact listing before you buy. How we pick them.
Freeze-dried raw dog food topper
Where to look: Amazon
The closest shelf-stable match to how most buyers use fresh food: a spoonful on top of kibble. Read the label to see whether it is complete and balanced or intended only as a topper.
- Small amount per meal
- Shelf-stable before opening
- High price per pound
- Not always a complete diet
Dehydrated dog food (just add water)
Where to look: Amazon
Gently dried food that you rehydrate at mealtime. It suits owners who like the idea of fresh-style food but have no room in the freezer.
- No freezer space needed
- Easy to pack for trips
- Needs prep time before serving
- Fewer grocery-store options
Digital kitchen scale for pet food portions
Where to look: Amazon
Mixing fresh with kibble only works if you cut the kibble to match. A scale turns the feeding guides on both packages into real portions.
- Makes topper portions measurable
- Reusable for years
- Adds a step at mealtime
- Needs a feeding chart to be useful
More: Pets trends and how the Trend Signal is scored.
Sources
- Freshpet, Inc. Reports Second Quarter 2026 Financial Results — Freshpet via SEC
- Freshpet, Inc. Reports Fourth Quarter and Full Year 2025 Financial Results — Freshpet via SEC
- Freshpet, Inc. Reports Fourth Quarter and Full Year 2024 Financial Results — Freshpet via SEC
- Blue Buffalo Launches Love Made Fresh Nationwide — General Mills
- General Mills Reports Fiscal 2026 Third-quarter Results — General Mills
- General Mills Reports Fiscal 2026 Fourth-quarter Adjusted Results — General Mills
- Chewy Launches Get Real, A New Healthy Fresh Food for Dogs — Chewy
- The Farmer’s Dog Brings Minimally Processed, Human-Grade Meal Plans to Walmart — PR Newswire
- The Farmer’s Dog Brings Real Food to Treat Time with New Crunchy Biscuits — PR Newswire
- U.S. Pet Industry Reaches $158 Billion in 2025 — American Pet Products Association
- America’s Dog Owners Are Becoming Smarter Spenders — American Pet Products Association
- APPA Releases 2025 Dog & Cat Report — American Pet Products Association
Questions readers ask
Is fresh dog food growing or is it a fad?
The sales data show growth. Freshpet’s net sales rose 13.0% in 2025 and 15.5% in the second quarter of 2026, driven by volume, and General Mills, Chewy and The Farmer’s Dog all opened new fresh channels between September 2025 and April 2026.
Where can I buy fresh dog food in stores?
Blue Buffalo Love Made Fresh launched nationwide in October 2025 at Walmart, Target, Kroger, Meijer and local grocers. Freshpet sells through its own fridges in grocery, mass, pet specialty and club stores. Chewy sells its frozen Get Real line online in select markets, and The Farmer’s Dog announced meal plans on Walmart.com from April 2026; its September 2026 treat launch lists Walmart.com as a place to buy.
Do most people feed fresh food as the whole diet?
No. General Mills said in October 2025, citing a Blue Buffalo survey, that 80% of pet parents are combining fresh with other types of dog food, mainly kibble, and Chewy sells each Get Real recipe either as a full meal or as a topper.
Is fresh dog food getting cheaper?
Not in a measurable way. Freshpet’s price and mix subtracted 0.8% from its first-half 2026 sales growth while volume rose 15.1%, so it collected slightly less per unit while selling much more. That points to flat-to-softer pricing overall; the release does not report list-price cuts.
