Rating: 
Now Fresh dog food receives the Advisor’s second-highest tier rating of 4.5 stars.
The Now Fresh product line lists seven dry dog foods. Although each formulation appears to be designed for a specific life stage, we were unable to find AAFCO nutritional profile recommendations for these dog foods on the product website. So, it’s impossible for us to report life stage targets for these recipes.
The following is a list of recipes available at the time of this review.
- Now Fresh Puppy
- Now Fresh Adult (4 stars)
- Now Fresh Senior (4 stars)
- Now Fresh Large Breed Adult
- Now Fresh Small Breed All Ages
- Now Fresh Large Breed Puppy (5 stars)
- Now Fresh Large Breed Senior (4 stars)
Now Fresh Small Breed All Ages was selected to represent the other products in the line for this review.
Now Fresh Small Breed All Ages
Dry Dog Food
Estimated Dry Matter Nutrient Content
Ingredients: De-boned turkey, potatoes, whole dried egg, peas, flaxseed, apples, canola oil (preserved with mixed tocopherols), natural flavour, coconut oil (preserved with mixed tocopherols), tomato, salmon, de-boned duck, sundried alfalfa, carrots, pumpkin, bananas, blueberries, cranberries, raspberries, blackberries, papayas, pineapple, grapefruit, lentil beans, broccoli, spinach, cottage cheese, alfalfa sprouts, dried kelp, calcium carbonate, dicalcium phosphate, lecithin, sodium tripolyphosphate, sodium chloride, potassium chloride, vitamins (vitamin E supplement, l-ascorbyl-2-polyphosphate (a source of vitamin C), niacin, inositol, vitamin A supplement, thiamine mononitrate, d-calcium pantothenate, pyridoxine hydrochloride, riboflavin, beta-carotene, vitamin D3 supplement, folic acid, biotin, vitamin B12 supplement), minerals (zinc proteinate, ferrous sulphate, zinc oxide, iron proteinate, copper sulphate, copper proteinate, manganese proteinate, manganous oxide, calcium iodate, selenium yeast), taurine, dl-methionine, l-lysine, algae extract, dried chicory root, dried Lactobacillus acidophilus fermentation product, dried Enterococcus faecium fermentation product, dried Aspergillus niger fermentation product, dried Aspergillus oryzae fermentation product, yeast extract, Yucca schidigera extract, marigold, parsley, peppermint, green tea extract, l-carnitine, dried rosemary
Fiber (estimated dry matter content) = 4.4%
Red items when present indicate controversial ingredients
| Estimated Nutrient Content | |||
|---|---|---|---|
| Method | Protein | Fat | Carbs |
| Guaranteed Analysis | 27% | 17% | NA |
| Dry Matter Basis | 30% | 19% | 43% |
| Calorie Weighted Basis | 25% | 39% | 36% |
The first ingredient in this dog food is turkey. Although it is a quality item, raw turkey contains about 80% water. After cooking, most of that moisture is lost, reducing the meat content to just a fraction of its original weight.
After processing, this item would probably account for a smaller part of the total content of the finished product.
The second ingredient is potato. Potatoes can be considered a gluten-free source of digestible carbohydrates. Yet with the exception of perhaps their caloric content, potatoes are of only modest nutritional value to a dog.
The third ingredient is whole dried egg, a dehydrated powder made from shell-free eggs. Eggs are easy to digest and have an exceptionally high biological value.
The fourth ingredient is peas. Peas are a quality source of carbohydrates. And like all legumes, they’re rich in natural fiber.
However, peas contain about 25% protein, a factor that must be considered when judging the meat content of this dog food.
The fifth ingredient is flaxseed, one of the best plant sources of healthy omega-3 fatty acids. Provided they’ve first been ground into a meal, flax seeds are also rich in soluble fiber.
However, flaxseed contains about 19% protein, a factor that must be considered when judging the actual meat content of this dog food.
The sixth ingredient is apple, a nutrient-rich fruit that’s also high in fiber.
The seventh ingredient is canola oil. Many applaud canola for its favorable omega-3 content while a vocal minority condemn it as an unhealthy fat.
Much of the objection regarding canola oil appears to be related to the use of genetically modified rapeseed as its source material.
Yet others find the negative stories about canola oil more the stuff of urban legend than actual science.1
In any case, plant-based oils like canola are less biologically available to a dog than fish oil as a source of quality omega-3 fats.
After the natural flavor, we find coconut oil. Depending upon the quality of the raw material, coconut oil is rich in medium chain fatty acids.
Coconut oil has been reported to have a beneficial effect on a dog’s skin and coat, improve digestion, and reduce allergic reactions.2
The tenth ingredient is tomato, a nutrient rich vegetable consisting of about 72% carbohydrates.
Next, we find salmon. Although it is rich in omega-3 fatty acids, raw salmon contains about 80% water. After cooking, most of that moisture is lost, reducing the meat content to just a fraction of its original weight.
After processing, this item would probably account for a smaller part of the total content of the finished product.
From here, the list goes on to include a number of other items.
But to be realistic, ingredients located this far down the list (other than nutritional supplements) are not likely to affect the overall rating of this product.
With three notable exceptions…
First, this recipe contains selenium yeast. Unlike the more common inorganic form of selenium (sodium selenite), this natural yeast supplement is considered a safer anti-cancer alternative.
Next, we note the inclusion of dried fermentation products in this recipe. Fermentation products are typically added to provide enzymes to aid the animal with digestion.
And lastly, this food also contains chelated minerals, minerals that have been chemically attached to protein. This makes them easier to absorb. Chelated minerals are usually found in better dog foods.
Now Fresh Dog Food
The Bottom Line
Judging by its ingredients alone, Now Fresh dog food looks like an above average dry product.
But ingredient quality by itself cannot tell the whole story. We still need to estimate the product’s meat content before determining a final rating.
The dashboard displays a dry matter protein reading of 30%, a fat level of 19% and estimated carbohydrates of about 43%.
As a group, the brand features an average protein content of 30% and a mean fat level of 16%. Together, these figures suggest a carbohydrate content of 46% for the overall product line.
And a fat-to-protein ratio of about 54%.
Near-average protein. Near-average fat. And below-average carbs when compared to a typical dry dog food.
Even when you consider the protein-boosting effects of the peas and flaxseed, this looks like the profile of a kibble containing a moderate amount of meat.
Bottom line?
Now Fresh dog food is a grain-free kibble using a moderate amount of turkey as its main source of animal protein, thus earning the brand 4.5 stars.
Highly recommended.
Please note certain recipes are sometimes given a higher or lower rating based upon our estimate of their total meat content.
Special Alert
Rice ingredients can sometimes contain arsenic. Until the US FDA establishes safe upper levels for arsenic content, pet owners may wish to limit the total amount of rice fed in a dog's daily diet.
A Final Word
The descriptions and analyses expressed in this and every article on this website represent the views and opinions of the author.
Although it's our goal to ensure all the information on this website is correct, we cannot guarantee its completeness or its accuracy; nor can we commit to ensuring all the material is kept up-to-date on a daily basis.
Each review is offered in good faith and has been designed to help you make a more informed decision when buying dog food.
However, our rating system is not intended to suggest feeding a particular product will result in specific health benefits for your pet.
For a better understanding of how we analyze each product, please read our article, "The Problem with Dog Food Reviews".
Remember, no dog food can possibly be appropriate for every life stage, lifestyle or health condition. So, choose wisely. And when in doubt, consult a qualified veterinary professional for help.
In closing, we do not accept money, gifts or samples from pet food companies in exchange for special consideration in the preparation of our reviews or ratings.
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Have an opinion about this dog food? Or maybe the review itself? Please know we welcome your comments.
Notes and Updates
05/29/2010 Original review
12/30/2010 Review updated
11/16/2011 Review updated
05/15/2013 Review updated
05/15/2013 Last Update
- Mikkelson, B and DP, Oil of Ole, Urban Legends Reference Pages (2005) ↩
- Dr. Bruce Fife, Healthy Ways Newsletter, Vol 4:3 ↩
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