Hill’s Pet Enters Fresh Dog Food Category with Science Diet Single Protein Rolls

Hill’s Pet Nutrition has entered the rapidly expanding fresh pet food segment with the launch of Hill’s Science Diet Single Protein Dog Food Rolls, marking the company’s first refrigerated fresh dog food range under its flagship Science Diet brand. The launch represents a significant strategic expansion for the science-led pet nutrition company as consumer demand continues shifting toward minimally processed, fresh and refrigerated pet diets.

The new products will begin reaching pet specialty retailers across the United States during July 2026, with Hill’s choosing a conventional retail distribution model rather than a subscription-based service that has become popular among several direct-to-consumer fresh pet food companies.

Strategic Entry into a Fast-Growing Category

The launch signals Hill’s determination to strengthen its presence in one of the fastest-growing segments of the companion animal nutrition market. Fresh and gently cooked pet foods have attracted increasing consumer interest in recent years as pet owners seek diets perceived to be closer to minimally processed human foods while maintaining complete and balanced nutrition.

Unlike many emerging fresh-food brands that primarily target consumers through online subscriptions, Hill’s is leveraging its established veterinary reputation and retail distribution network to position its refrigerated products within pet specialty outlets.

Industry analysts view the move as a natural extension of Hill’s long-standing strategy of combining science-backed nutrition with premium positioning.

Three Single-Protein Recipes

The initial portfolio consists of three refrigerated recipes formulated with a single animal protein source:

• Chicken & Brown Rice

• Beef & Carrot

• Lamb & Pumpkin

Each recipe has been developed as a complete and balanced diet for healthy adult dogs and is designed to serve either as a standalone meal or as a topper for dry food.

The single-protein approach is intended to appeal to pet owners seeking simplified ingredient lists and nutritional options suitable for dogs with specific dietary preferences or sensitivities.

Science-Led Formulation

Hill’s says the new refrigerated rolls have been gently steam-cooked to preserve nutritional quality while improving digestibility. According to the company, the products provide three principal nutritional benefits:

• high digestibility to support gastrointestinal health,

• omega-6 fatty acids and vitamin E for healthy skin and coat,

• complete and balanced nutrition backed by Hill’s scientific research programme.

The company emphasises that the formulations have been developed using the same research-driven philosophy that underpins its Science Diet and Prescription Diet portfolios.

Confidence for Veterinary Recommendations

Hill’s believes the new product range addresses an emerging need among veterinary professionals, many of whom have seen growing client interest in fresh pet food but remain concerned about nutritional adequacy and product consistency.

Dr. Chelsie Estey, U.S. Chief Veterinary Officer at Hill’s Pet Nutrition, said the company’s investment in refrigerated nutrition reflects its commitment to providing veterinarians with science-backed fresh food options they can confidently recommend to pet owners.

Expanding Competitive Landscape

The fresh pet food market has become increasingly competitive, with established brands such as Freshpet, The Farmer’s Dog, Ollie, Nom Nom and JustFoodForDogs helping popularise fresh feeding formats over the past decade.

Hill’s entry introduces one of the veterinary nutrition sector’s most recognised brands into this category, potentially increasing competition among premium fresh food manufacturers.

The company already commands a strong position in therapeutic and life-stage nutrition, and the refrigerated portfolio broadens its offering without departing from its evidence-based nutritional positioning.

Building on Earlier Expansion

The launch also follows Hill’s broader strategy of expanding its presence in the fresh nutrition segment. Earlier, parent company Colgate-Palmolive strengthened Hill’s capabilities through the acquisition of Australia’s Prime100 business, providing additional expertise in fresh pet nutrition and complementary product development.

Industry Outlook

Industry observers believe the introduction of Science Diet Single Protein Dog Food Rolls reflects a broader evolution in companion animal nutrition, where premiumization increasingly centres on freshness, ingredient transparency and scientifically validated health benefits.

As refrigerated pet foods continue gaining shelf space across specialty retailers, Hill’s entry is expected to intensify competition while giving veterinarians another evidence-based nutritional option within the expanding fresh pet food category.