Skip to content

6,000+ pet foods rated. Your best match, free in 30 seconds.

Now Fresh vs Purina Pro Plan

Now Fresh is made by Petcurean Pet Nutrition Inc., and Purina Pro Plan by Nestlé Purina PetCare (owned by Nestlé S.A.), and both make food for cats and dogs. On KibbleLab, Now Fresh and Purina Pro Plan both average 8.4 out of 10. Purina Pro Plan meets WSAVA's published criteria for evaluating a manufacturer, while Now Fresh does not.

Now Fresh and Purina Pro Plan compared

Now Fresh Purina Pro Plan
Manufacturer Petcurean Pet Nutrition Inc. Nestlé Purina PetCare
Parent company Independent Nestlé S.A.
Founded 1999 2001
Headquarters Chilliwack, British Columbia, Canada St. Louis, Missouri, USA
Products listed 31 162
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 Yes
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.
Yes No
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 .
8.4 (avg of 31) 8.4 (avg of 162)
Recalls on record KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.
None None
Where to buy Amazon Amazon

Affiliate links · may earn a commission at no extra cost to you.

Now Fresh vs Purina Pro Plan: how they compare

Scores

Now Fresh and Purina Pro Plan average the same KibbleLab score, 8.4 out of 10, across 31 and 162 scored foods. 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

Now Fresh is made by Petcurean Pet Nutrition Inc., an independent maker, based in Chilliwack, British Columbia, Canada, founded in 1999. Purina Pro Plan is made by Nestlé Purina PetCare, owned by Nestlé S.A., based in St. Louis, Missouri, USA, founded in 2001.

Standards and range

Purina Pro Plan meets WSAVA's published manufacturer criteria, while Now Fresh does not. Now Fresh is accredited by the Pet Sustainability Coalition; Purina Pro Plan is not. KibbleLab lists 31 Now Fresh foods and 162 Purina Pro Plan foods.

Not sure which is right for your pet?

Sign in free to see Now Fresh and Purina Pro Plan scored for your pet's breed, age, and health focus, save favorites, and compare foods side by side.

Example foods

Common Questions

Which scores higher on KibbleLab, Now Fresh or Purina Pro Plan?

Now Fresh and Purina Pro Plan average the same KibbleLab score, 8.4 out of 10.

Who makes Now Fresh and Purina Pro Plan?

Now Fresh is made by Petcurean Pet Nutrition Inc. Purina Pro Plan is made by Nestlé Purina PetCare, which is owned by Nestlé S.A.

Which brand has more products on KibbleLab?

Purina Pro Plan has 162 products in the KibbleLab database, compared with 31 for Now Fresh.

Where is each brand based?

Now Fresh is based in Chilliwack, British Columbia, Canada. Purina Pro Plan is based in St. Louis, Missouri, USA.

Do Now Fresh and Purina Pro Plan meet WSAVA criteria?

Purina Pro Plan meets WSAVA's published criteria for evaluating a manufacturer; Now Fresh does not, based on public information. WSAVA publishes criteria; it does not certify or endorse brands.

Are Now Fresh or Purina Pro Plan 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 Now Fresh or Purina Pro Plan been recalled?

Neither Now Fresh nor Purina Pro Plan 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: Now Fresh and Purina Pro Plan .

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.