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Crumps' Naturals vs Now Fresh

Crumps' Naturals is made by Crumps' Naturals Inc., and Now Fresh by Petcurean Pet Nutrition Inc., and both make food for cats and dogs. On KibbleLab, Now Fresh averages 8.4 out of 10 across its scored foods, compared with 8.2 for Crumps' Naturals. Now Fresh is accredited by the Pet Sustainability Coalition; Crumps' Naturals is not.

Crumps' Naturals and Now Fresh compared

Crumps' Naturals Now Fresh
Manufacturer Crumps' Naturals Inc. Petcurean Pet Nutrition Inc.
Parent company Independent Independent
Founded 2006 1999
Headquarters Mississauga, Ontario, Canada Chilliwack, British Columbia, Canada
Products listed 18 31
Serves Cats & dogs Cats & dogs
Price tier A relative price guide, from $ (most affordable) to $$$$$ (most premium), based on the brand's typical retail cost.
$$$$ $$$$$
WSAVA guidelines The World Small Animal Veterinary Association (WSAVA) publishes criteria for evaluating a manufacturer: qualified nutritionists on staff, feeding trials, and published research. It does not certify or endorse brands.
No No
PSC accredited The Pet Sustainability Coalition is a nonprofit that accredits pet companies on their environmental and social impact, through third-party verification. It reflects sustainability practices, not food quality.
No Yes
Score The average KibbleLab score across this brand's scored foods, on a 0 to 10 scale. Foods are scored on published veterinary science, and no one can pay for a higher score. How scoring works .
8.2 (avg of 18) 8.4 (avg of 31)
Recalls on record KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.
None None
Where to buy Amazon Amazon

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Crumps' Naturals vs Now Fresh: how they compare

Scores

Now Fresh scores higher on KibbleLab, averaging 8.4 out of 10 across 31 scored foods, compared with 8.2 across 18 for Crumps' Naturals. Scores apply the same criteria-based rubric to every food, drawn from published veterinary science, and no one can pay for a higher score.

Who makes them

Crumps' Naturals is made by Crumps' Naturals Inc., an independent maker, based in Mississauga, Ontario, Canada, founded in 2006. Now Fresh is made by Petcurean Pet Nutrition Inc., an independent maker, based in Chilliwack, British Columbia, Canada, founded in 1999.

Standards and range

Neither meets WSAVA's published manufacturer criteria. Now Fresh is accredited by the Pet Sustainability Coalition; Crumps' Naturals is not. KibbleLab lists 18 Crumps' Naturals foods and 31 Now Fresh foods.

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Common Questions

Which scores higher on KibbleLab, Crumps' Naturals or Now Fresh?

Now Fresh scores higher: it averages 8.4 out of 10 across 31 scored foods, compared with 8.2 for Crumps' Naturals. Scores reflect published veterinary science, and no one can pay for a higher score.

Who makes Crumps' Naturals and Now Fresh?

Crumps' Naturals is made by Crumps' Naturals Inc. Now Fresh is made by Petcurean Pet Nutrition Inc.

Which brand has more products on KibbleLab?

Now Fresh has 31 products in the KibbleLab database, compared with 18 for Crumps' Naturals.

Where is each brand based?

Crumps' Naturals is based in Mississauga, Ontario, Canada. Now Fresh is based in Chilliwack, British Columbia, Canada.

Are Crumps' Naturals or Now Fresh PSC Accredited?

Now Fresh is a PSC Accredited business. The Pet Sustainability Coalition is a nonprofit that Accredits pet companies on their environmental and social impact, through third-party verification.

Have Crumps' Naturals or Now Fresh been recalled?

Neither Crumps' Naturals nor Now Fresh has a recall on record in the KibbleLab database. KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.

See the full profiles: Crumps' Naturals and Now Fresh .

More comparisons

KibbleLab provides informational content only. This is not veterinary advice. Always consult a qualified veterinarian before changing your pet's diet.

This is a neutral, factual comparison, not a ranking or an endorsement of either brand. KibbleLab may earn affiliate commissions through links. No one can pay for placement or a higher score.

Brand and manufacturer details are compiled from public sources and not independently verified; they may not reflect contract manufacturing or co-packing. Recall data is compiled from public FDA and manufacturer notices, and a notice may name the parent company rather than the brand. KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.

KibbleLab scores and commentary are editorial opinions based on published data. Represent one of these brands? Request a correction. Anyone else can email us. See our Terms.