Freeze-dried toppings for pets made from fresh golden mango, strawberry, blueberry and more, with an exclusive launch promotion through August 31
Expanding from sales centered on its own online store into a premium early-morning delivery channel with a new brand hall on Kurly
TrustyFood, the premium pet food brand of LIMPID (CEO Heesu Kim), announced on August 24 that it has officially launched on Market Kurly and is running an exclusive promotion to mark the opening.
TrustyFood opened its brand hall on Market Kurly at 11 a.m. that day and introduced six freeze-dried fruit garnishes for the first time as Kurly-exclusive products. A launch promotion offering key products at discounted prices runs through August 31, and with Kurly's Saetbyeol early-morning delivery, orders arrive the next morning.
The new fruit garnishes come in six varieties: golden mango, strawberry, banana, blueberry, apple, and pineapple. Fresh fruit is frozen and then dried under vacuum so that only the moisture is removed, preserving the taste and nutrition of the whole ingredient. With no additives, they can be sprinkled over a meal as a topping or given as a nutritious treat.
TrustyFood is a pet food brand whose recipes are designed directly by veterinarians. Its main food line meets all 44 essential nutrient standards set by the Association of American Feed Control Officials (AAFCO) and the European Pet Food Industry Federation (FEDIAF), and the lineup is built around freeze-dried patties alongside garnish toppings and supplement capsules. Adding a fruit line after earlier garnishes such as green-lipped mussel and Brussels sprouts broadens its topping category.
The Kurly launch also expands TrustyFood's distribution. Direct sales through its own online store make up the largest share of the brand's business, supplemented by online channels such as Naver and Coupang. This is the first time the brand has opened a brand hall on an early-morning delivery channel where premium grocery shoppers gather, widening its reach to consumers who choose food for their animals by the same standards they use for their own ingredients.
Heesu Kim, CEO of LIMPID, said, “We wanted to create an experience where you pick up something for your pet while doing your own grocery shopping.” Kim added,“Kurly is the channel that can best show the value of freeze-dried whole ingredients to customers who shop with the eye they use for their own food, so we will start with fruit garnishes and keep widening that connection.”
LIMPID is an animal healthcare company founded by veterinarians in 2020. It produces its products directly at its own HACCP-certified freeze-drying facility in Namyangju, Gyeonggi Province, and operates TrustyFood, a premium freeze-dried pet food brand, and Kinfora, an AI behavior analysis and precision nutrition platform.