Hawaii veterinarian to launch Vet's Favorite freeze-dried pet topper brand

Dr. Joanna Cook, a Honolulu veterinarian and founder of four Oahu animal hospitals, is introducing Vet's Favorite, a new line of freeze-dried superfood toppers for dogs. The brand is set to launch nationwide Nov. 20 with recipes designed to complement everyday meals, not replace them.

Why it matters: - Vet's Favorite enters a crowded pet-food aisle with a veterinarian-formulated option aimed at adding nutrition, not just flavor. - The brand targets pet parents looking for a product a veterinarian can stand behind for everyday feeding. - The launch reflects growing demand for functional pet foods with protein, produce and omega-3 ingredients.

What happened: - Dr. Joanna Cook, DVM, a practicing veterinarian and founder of four hospitals on Oahu, is launching Vet's Favorite. - Vet's Favorite is a line of freeze-dried food toppers inspired by the question Cook hears most from pet parents: what to feed their dogs. - The brand's first products are freeze-dried beef and salmon superfood toppers paired with a vegetable and fruit blend. - A veggie-forward topper is planned to follow. - Vet's Favorite is expected to launch nationwide on Nov. 20.

The details: - The toppers are built around a “build your bowl” approach and are designed to complement a dog’s primary diet. - Each recipe includes protein, vegetables, fruit and functional ingredients. - Cook formulated the recipes with less than 20% protein, in part because some patients need careful protein management. - The toppers include turmeric and ginger. - The recipes use algae-derived DHA and EPA as a source of omega-3 fatty acids. - The brand uses vegetables, fruits and roots selected for antioxidant and anti-inflammatory properties. - Cook said she wanted one product she could confidently recommend to clients.

Between the lines: - Vet's Favorite is positioned against toppers made mainly to improve taste for picky eaters. - The brand is trying to claim the space between pet food and veterinary guidance by leaning on Cook's clinical experience. - The lower-protein formulation suggests the brand is also aiming to appeal to dogs with more complex dietary needs.

What's next: - Vet's Favorite's nationwide launch is scheduled for Nov. 20. - A veggie-forward topper will be added after the initial beef and salmon products. - The company is directing consumers to learn more and follow @vetsfavorite on Instagram, Facebook and TikTok.