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HomeNEWSPurfect treats: Icebreaker founder Jeremy Moon talks new pet food venture

Purfect treats: Icebreaker founder Jeremy Moon talks new pet food venture

Jeremy Moon founded Kiwi clothing brand Icebreaker in 1995, introducing sustainable, natural performance wear to the outdoor market. After selling the successful business in 2018, Moon’s latest venture focuses on a new premium pet food business ‘Animals Like Us Ltd’, which is set to launch in October this year.

Alongside co-founders, former Icebreaker creative director Rob Achten, and agriculture industry leader Craig Hickson, Moon aims to take on the $137 billion-dollar global pet food industry with the introduction of ‘raw made easy’, freeze-dried pet foods for supermarket.

“I founded Icebreaker when I realised the outdoor industry was based on plastic dressed up as technology. We found a better solution in nature with New Zealand merino. We founded Animals Like Us on the same principles. This is natural food in response to an industry dominated by cheap carbs wrapped in flavouring,” says Moon.

“It’s a world-first, here in New Zealand. It’s now easy to add raw whole food to your dog’s diet safely without the mess. We have combined whole chunks of nutrient-rich, freeze-dried meat like wagyu beef heart, liver, and tripe, with high protein meat and vege bites. It’s a combination we haven’t seen anywhere else in the world. And it’s ethically and sustainably sourced and manufactured in New Zealand.”

Moon has also had an involvement with the New Zealand Trade and Enterprise business event, Better by Design CEO Summit. His role as curator and chairman for the past twelve years has led him to take his own advice when it comes to a ‘brand first, customer first’ business approach.

“Everyone else out there is talking about the dog or the food, we’ve built a brand that’s based on the relationship between pets and their people, because they’re like us. They need love, and good nutrition. And when we look after our pets, they like us. It’s a simple and authentic place to build a brand from.”

Animals Like Us will launch in October in North Island New World and Farro supermarkets with a product range for dogs. The brand will then expand to sell nationwide with a premium range for cats and will aim to build teams for global markets.

“For both Jeremy and I the question was how to do something like Icebreaker again, from New Zealand, on the world stage. We think this is it,” says CEO Rob Achten. 

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