What Sojos Stands For
General manager Jen Loesch explains how Minneapolis-based Sojos focuses on delivering
safe, natural, farm-fresh nutrition in the raw, shelf-stable food and treats category.
We hear that you are now expanding on the
puppy offering that debuted last year. Tell us
about the life-stage options Sojos is launching.
JEN LOESCH: We launched the first raw, shelf-stable food
specially blended for mature dogs at SuperZoo 2017.
New Sojos Complete for Seniors includes targeted nutrients to help support specific age-related needs—like
glucosamine and chondroitin to support joint health. Together with last year’s introduction of Sojos Complete
for Puppies, and this year’s newly reformulated Sojos
Complete for Adults, the new senior recipe rounds out
our full range of life-stage offerings for dogs.
Specific to Sojos Complete for Adults, the full line
has been reformulated with added protein and whole
ingredients—for a meatier, chunkier blend. What’s
more, the reformulated recipes are now available in Sojos Complete Trial-Size—a 4-ounce resealable bag that
offers three to five partial servings. Trial-Size is perfect
for sampling, exploring variety or even beginning the
transition to raw nutrition entirely.
Why is it important to have life-stage specific
foods? What drove the company to develop a
full line of these products?
LOESCH: Clearly both puppy acquisition and changes in
life stage are key occasions for concerned pet parents to
reconsider their food choices. That said, we’re always
looking for opportunities to introduce the transformative power of uncompromised farm-fresh nutrition—
whether helping to get puppies off to the best possible
start, boosting the nutritional value of adult dogs’ existing diet or enhancing quality of life for seniors. Our
new, tailored life-stage offerings make it easier and more
intuitive than ever to discover the difference raw nutrition can make.
What else are you introducing this year, and
how does it meet a need in the market?
LOESCH: In July, we also introduced new Sojos ProteinPlus Toppers, a simple and nutritious way to add a boost
of uncompromised protein to dogs’ mealtime routines.
With just six total ingredients, each recipe combines 90
percent turkey, beef or lamb with broccoli, green peas,
apples, cranberries and blueberries.
More and more pet parents are curious about the
benefits of feeding their dog a raw diet, but they don’t
know where to start. Sojos’ new ProteinPlus Toppers of-
fer an easy, pour-and-serve way to “plus up” the foods
they’re currently feeding with an extra measure of pro-
tein and select superfoods.
Whether introducing new pet parents to the health
benefits of raw nutrients or giving regular Sojos feeders
a new way to add variety to their dog’s mealtime routine, we’ve created these new toppers to offer a convenient, affordable way to do both.
How will Sojos be marketing and promoting these introductions? What tools will be
available to your retail partners that want to
tout these products to their shoppers?
LOESCH: Like always, we’re doing everything we can to
support our retailers—including comprehensive training,
point-of-sale tools and targeted social/digital media—to
make a clear, common sense case for the advantages of
Sojos’ easy, affordable and safe uncompromised food,
toppers and treats.
What drives Sojos to continue to improve
upon existing products and innovate in new
LOESCH: From day one we’ve worked to introduce a
new and better way to think about pet food. Now, after
over 20 years, it’s gratifying to see category momentum
building as more and more people discover the transformative power of uncompromised nutrition. From
healthy skin, coat, teeth and gums to a strong immune
system to a reduction in allergies, it’s adding up to
longer, healthier lives.
Where does the pet-owning public stand on
raw foods today? Are you still seeing in-
creasing acceptance and demand for these
products as time passes?
LOESCH: We’re continuing to see a fundamental shift to
healthy, high-quality raw diets. As a result, shelf-stable raw alternatives have moved beyond a niche—and
are now legitimate challengers to the long-standing
dominance of traditional food forms.
Today’s concerned pet parent is hyper-focused on
nutrition as the key to whole body health and longev-
ity. And raw food has become an important part of this
movement, with pet parents looking for safe, convenient
ways to feed their pets the freshest ingredients possible.
In what ways can pet specialty retailers help
to continue to dispel any lingering concerns
or misconceptions about raw feeding?
LOESCH: No doubt some pet parents still find the leap
from kibble or canned to raw alternatives intimidating.
Presumed time-consuming prep, cost and food safety
are all common concerns, particularly when considering frozen or made-from-scratch homemade raw. That’s
why it’s important for pet specialty retailers to be ready
to introduce their customers to user-friendly category
alternatives—alternatives that combine the shelf-stable convenience of kibble or canned with the superior
nutrition of raw. That said, many successful retailers
talk in human terms, equating diets like Sojos as an easy,
safe way to serve their pets minimally processed “
homemade” meals with no hassles and no guesswork.
Food safety continues to be a big concern
and hot topic in the pet food market. How
does Sojos ensure the safety of its prod-
LOESCH: For starters, we source only human-grade ingredients—with nothing from China. Our heat-free
freeze-drying process eliminates the risk of food-borne
pathogens while ensuring the uncompromised taste
and nutrition in raw meat. And equally important, we
prepare everything under our own roof—always with
meticulous care and quality as our No. 1 priority.
What can we expect to see from Sojos in
LOESCH: Today, as always, our mission is transforming
the lives of pets. The long-standing quality of our recipes
and the benefits pets have experienced stand as evidence
of our success. But you can be sure we’re not taking our
foot off the pedal. We’ve built an exciting portfolio of
food, toppers and treats—with lots more to come. And
category momentum is surging. Working together with
our retail partners, the opportunity to introduce the
power of Sojos’ natural, farm-fresh nutrition has never
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