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Natural Balance vs Now Fresh

Natural Balance is made by Natural Balance Pet Foods (owned by Ethos Pet Brands (L Catterton / Nexus Capital)), 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 Natural Balance. Now Fresh is accredited by the Pet Sustainability Coalition; Natural Balance is not.

Natural Balance and Now Fresh compared

Natural Balance Now Fresh
Manufacturer Natural Balance Pet Foods Petcurean Pet Nutrition Inc.
Parent company Ethos Pet Brands (L Catterton / Nexus Capital) Independent
Founded 1989 1999
Headquarters Burbank, California, USA Chilliwack, British Columbia, Canada
Products listed 118 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 118) 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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Natural Balance 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 118 for Natural Balance. 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

Natural Balance is made by Natural Balance Pet Foods, owned by Ethos Pet Brands (L Catterton / Nexus Capital), based in Burbank, California, USA, founded in 1989. 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; Natural Balance is not. KibbleLab lists 118 Natural Balance foods and 31 Now Fresh foods.

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Common Questions

Which scores higher on KibbleLab, Natural Balance or Now Fresh?

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

Who makes Natural Balance and Now Fresh?

Natural Balance is made by Natural Balance Pet Foods, which is owned by Ethos Pet Brands (L Catterton / Nexus Capital). Now Fresh is made by Petcurean Pet Nutrition Inc.

Which brand has more products on KibbleLab?

Natural Balance has 118 products in the KibbleLab database, compared with 31 for Now Fresh.

Where is each brand based?

Natural Balance is based in Burbank, California, USA. Now Fresh is based in Chilliwack, British Columbia, Canada.

Are Natural Balance 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 Natural Balance or Now Fresh been recalled?

Neither Natural Balance 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: Natural Balance 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.