New Zealand pet nutrition company Animals Like Us rolled its RawMix33 range into more than 750 Coles supermarkets across Australia on October 29. The deal puts the brand directly onto mainstream grocery shelves nationwide alongside an online launch on the grocer’s digital storefront.
The national rollout covers one-kilogram packs across two formulations: Grain-Fed Beef and Ocean Fish. The shelf-stable line blends 67 per cent high-protein kibble with 33 per cent freeze-dried meat and organ pieces sourced from New Zealand farms and fisheries to meet AAFCO standards.
Supermarkets squeeze specialty pet chains
Coles secured the stock after the manufacturer tracked over 100 per cent year-on-year sales growth in Australia through its prior network. The brand previously limited Australian distribution to rival grocer Woolworths and pure-play platform Pet Circle.
Supermarket operators across the region are taking margin back from independent pet shops and veterinary clinics. Freeze-dried and raw-blend pet feeds once required dedicated trips to specialty retail outlets or temperature-controlled logistics networks. Dry shelf-stable formats let grocers stock high-ticket items in ordinary ambient aisles without investing in floor chillers.
Traditional pet chains face direct pressure from the shift. When major grocery networks stock high-protein formulations, specialty pet shops lose the frequent basket visits that generate repeat footfall. Coles gains a high-value SKU that lifts register totals, while Animals Like Us secures physical shelf space across hundreds of suburban locations simultaneously.
Sourcing pressure and execution risks
The operational risk sits on the supply chain. RawMix33 relies entirely on animal proteins sourced in New Zealand, exposing production schedules to regional livestock slaughter rates, marine catches, and processing plant capacity. Freeze-drying meat requires heavy capital expenditure and precise moisture removal, leaving little slack when retail volume jumps overnight across 750 stores.
Cost inflation poses another hazard. High-protein dog foods carry retail prices well above legacy cereal-based feeds. Supermarkets are taking on premium inventory at a time when household budgets face persistent inflation, testing shopper willingness to trade up for pet provisions.
Scaling beyond domestic shores
Animals Like Us founded its business in New Zealand in 2020. The firm built its base locally before pushing outwards into Australia, the United States, and Canada, using cross-border retail partnerships to test appetite before committing to wide store footprints.
The immediate test for the manufacturer is maintaining shelf inventory across both Coles and Woolworths as reorder cycles trigger over the coming quarter.
