Pet food health care company Rhinobox announced the launch of 'TrustyFood', a premium pet food brand built on its veterinary nutrition and data capability to deliver complete nutritional balance at a global standard.
According to the Korea Rural Economic Institute (KREI) and Euromonitor, Korea's companion animal market, worth KRW 1.9 trillion in 2015, is expected to reach KRW 4.5 trillion this year and pass KRW 6 trillion in 2027. Pet food accounts for the largest share of that market, reaching KRW 1.9 trillion in 2022 and an expected KRW 2 trillion in 2023.
'TrustyFood' defines target levels for roughly 50 nutrients according to an animal's activity level and life stage, and commits to a complete diet that meets them in full. It begins with a freeze-dried diet, offering a different experience of nutritional care.
The freeze-dried diet, TrustyFood's first product, was formulated directly by Dr. Changtae Kim, a Saladpet co-founder and clinical nutrition veterinarian, and applies LIMPID Nutrition's custom premix technology to exceed AAFCO and FEDIAF standards. The recipe uses a single protein source to lower the risk of food allergy, and resolves the high fat content typical of freeze-dried diets, reducing the risk of pancreatitis and obesity.
The brand also draws on the advantages of local production, using raw Korean beef and pork and cutting the time from slaughter to the moment the animal eats to about a tenth of that of imported diets, which keeps ingredients fresher and limits nutrient loss.
A TrustyFood representative said, "We built this brand around nutritional completeness and ingredient freshness in order to address the distrust guardians have felt toward Korean pet food brands, and we will continue to offer pet food that guardians can serve with confidence."
Rhinobox operates Saladpet, a leading Korean app for feed and pet food health care, and recently began supplying its feed nutrition analysis algorithm to the PASS app operated by mobile carriers in recognition of its data capability. This year the company plans to expand into pet food brands and premix solutions for feed manufacturers on the strength of its technology and expertise, and is proceeding with a name change from 'Rhinobox' to 'LIMPID' to reflect its focus on pet food health care.