Hill’s Pet Nutrition has entered the growing fresh pet food category with the launch of the Hill’s Science Diet Single Protein Dog Food Rolls, marking the company’s first refrigerated dog food offering and expanding its portfolio beyond traditional dry, wet, and canned diets. The new products, unveiled at the AVMA Convention in Anaheim, Calif., on July 10 to 14, are formulated as complete and balanced diets for healthy adult dogs. Available in chicken and brown rice, beef and carrot, and lamb and pumpkin recipes, the steam-cooked rolls feature a single animal protein source and are designed to support digestive health, skin and coat health, and overall wellness. The diets can be fed as a complete meal or incorporated as a topper or mix-in. The new Hill’s Science Diet Single Protein Dog Food Rolls come in three recipes: chicken and brown rice, beef and carrot, and lamb and pumpkin. Photo courtesy Hill’s Pet Nutrition During the convention, Veterinary Practice News sat down with Chelsie Estey, MSc, DVM, DACVIM (Neurology), U.S. chief veterinary officer at Hill’s Pet Nutrition, to discuss the company’s latest offering and the decision to enter one of the fastest-growing segments of the pet food market. According to Dr. Estey, the move reflects both evolving consumer preferences and Hill’s commitment to ensuring veterinarians have science-backed options available across a wider range of feeding formats. “Fresh feeding has become increasingly popular among some pet owners,” she told VPN. “Our goal was to bring more than 75 years of science-backed nutrition into that space so veterinarians have a product they can recommend with confidence.” A Hill’s Pet Nutrition representative showcases the company’s new refrigerated fresh dog food rolls at the AVMA Convention in Anaheim, Calif., on July 13, showing how the steam-cooked product can be sliced and served. Photo courtesy Therese M. Castillo Estey explained that Hill’s entry into the “fresh space” was supported by the company’s acquisition of Australian fresh pet food manufacturer Prime100 in early 2025. Combined with Hill’s established research and product development processes, she said the acquisition provided an opportunity to introduce a fresh format while maintaining the nutritional standards associated with the Science Diet brand. Rather than viewing fresh food as a replacement for traditional diets, Estey described it as another feeding option that allows veterinarians to meet clients where they are while ensuring pets receive complete and balanced nutrition. She noted that many pet owners are seeking different feeding experiences for their animals, making it important for veterinary professionals to have evidence-based products available when discussing nutritional choices. For practices introducing fresh diets to clients, Estey emphasized the importance of proper dietary transitions. Abrupt changes in diet can increase the risk of gastrointestinal upset, she noted, making gradual introduction an essential part of client education. Hill's has developed online tools, including a feeding calculator and transition guidance, to help veterinary teams and pet owners determine appropriate feeding amounts and gradually incorporate the new diets. Educational materials are also available to support conversations about fresh nutrition in the clinic. “When we’re thinking about introducing a new food in general, we really want to be mindful of ensuring that they appropriately transition [their pets] between their current diet and a new diet,” Estey said. “We have resources available online at hillspet.com. Veterinarians and pet parents can find a feeding calculator that they can use to help with that transition. We have lots of resources and materials available for veterinarians that they can use when having those conversations with pet parents.” Hill’s says each recipe is formulated to provide highly digestible nutrition, with omega-6 fatty acids and vitamin E to support skin and coat health alongside balanced nutrition for overall health. As with the company’s broader portfolio, the products were reportedly developed using the expertise of nearly 200 veterinarians, PhD nutritionists, and food scientists. The Science Diet Single Protein Dog Food Rolls will be available through pet specialty retailers beginning in July 2026 without a subscription requirement, offering veterinarians another nutritional option as interest in fresh pet food continues to grow.
