Quick answer: ZEAL is a New Zealand natural pet food brand founded in 1999 and run by The Natural Pet Treat Company, best known for 100% single-source air-dried treats, freeze-dried snacks and lactose-free fresh milk. All solid treats are grain-free with no artificial colours or preservatives, and protein ranges from 53% to 96.6%; the 380ml lactose-free fresh milk costs HK$22 with 3.3% protein. Choose beef bones for chewing, green mussels for joint care and fresh milk for hydration.
ZEAL is a long-established New Zealand natural pet food brand, and its biggest selling point is a short ingredient list — many products list just one thing, such as "100% New Zealand venison lung" or "100% New Zealand veal tendon". For owners who don't want to read a long ingredient list but do want to avoid artificial additives, this approach is refreshingly direct.
Below we've put together ZEAL's official product specifications and Hong Kong sales data, comparing protein, fat, price, feeding amounts and storage methods category by category.
What is ZEAL's background? Where is it made and what does it stand for?
ZEAL was founded in New Zealand in 1999 and is run by The Natural Pet Treat Company (NPTC). Its production covers 100% natural pet treats, lactose-free pet milk and air-dried fresh meat food.
The brand uses New Zealand pasture-raised grass-fed livestock and wild-caught seafood as raw materials, and its production process holds hygiene certification from New Zealand's food safety authority and Ministry for Primary Industries, ensuring traceable sourcing that meets export standards. Its core philosophy is "nature's essence, original love", with natural, minimally processed principles from sourcing to production and a refusal of artificial additives.
What product categories does ZEAL have?
ZEAL's range falls into four main categories — work out the purpose before you buy:
- Air-dried and freeze-dried snacks — made using low-temperature air-drying or freeze-drying. Beef Tendon Rings contain 88% protein and 1% fat; Beef Bone contains 62% protein. Bestsellers include New Zealand Beef Bone 125g (HK$58) and New Zealand Beef Ribs 500g (HK$176).
- Lactose-free fresh milk — 380ml costs HK$22, with a 1L size also available. Lactase is added to break down lactose and solve lactose intolerance in pets, with taurine and vitamins added; protein 3.3%, fat 4.0%.
- Functional treats — New Zealand Whole Freeze-Dried Wild Green Mussels 50g (HK$61), 60% protein, naturally rich in Omega-3, glucosamine and chondroitin for joint and coat care.
- Air-dried staple food and cans — air-dried food with up to 94% meat content, covering beef, salmon and turkey recipes, plus grain-free fresh meat cans.
How to choose ZEAL treats: start with what your pet needs
Choosing treats should start from need, not price:
- Oral care and chewing — for dogs with a strong urge to chew, ZEAL offers several hard bone treats. Beef Bone 125g (HK$58, 62% protein) and Beef Ribs 200g (HK$76, 53% protein) use the physical friction of gnawing to help reduce tartar build-up.
- Joints and coat — New Zealand Whole Freeze-Dried Wild Green Mussels 50g (HK$61) are rich in Omega-3, glucosamine and chondroitin with 60% protein; New Zealand Blue Cod Skin 125g (HK$58) contains Omega-3 and Omega-6 with only 3% fat, helping maintain a glossy coat.
- Weight management and low-fat diets — New Zealand Fresh Venison Tendon 125g (HK$61) has 85% protein and 1.5% fat; New Zealand Free-Range Chicken Slices 125g (HK$55) have 75% protein and 1.5% fat — both high-protein, low-fat choices.
- Protein sensitivity or switching protein sources — New Zealand Blue Cod Bites 125g (HK$59) have over 75% protein, a good alternative protein source for pets sensitive to poultry or red meat.
Comparing five representative ZEAL products
The data below comes from product packaging labels and official analysis:
| Product | Main ingredient | Protein | Fat | Suitable for | Price |
|---|---|---|---|---|---|
| New Zealand Lactose-Free Fresh Milk (380ml) | Whole raw milk (New Zealand pasture-raised grass-fed) | 3.3% | 4.0% | Cats, dogs and small animals of all ages | HK$22 |
| New Zealand Whole Freeze-Dried Wild Green Mussels (50g) | 100% New Zealand green mussels | 60.0% | 6.0% | Cats and dogs of all ages | HK$61 |
| New Zealand Beef Tendon Rings Chewies (125g) | 100% New Zealand veal tendon | 88.0% | 1.0% | Dogs of all ages | HK$58 |
| New Zealand Venison Puffs (85g) | 100% New Zealand venison lung | 70.0% | 5.0% | Dogs of all ages | HK$75 |
| New Zealand Beef Jerky (125g) | 100% New Zealand beef | 60.0% | 8.0% | Dogs of all ages | HK$63 |
One look makes Beef Tendon Rings' positioning clear: 88% protein with only 1% fat, suited to dogs needing strict weight control; green mussels and beef jerky, by contrast, are 6% to 8% fat — higher in energy while supplying essential fatty acids.
What do other people buy most? (30-day sales reference)
If you're new to ZEAL, you can choose by purpose and price point:
- New Zealand Lactose-Free Fresh Milk 380ml (HK$22) — New Zealand grass-fed raw milk, lactose broken down with lactase, taurine added, suitable for hydration in cats, dogs and small animals.
- New Zealand Beef Bone 125g (HK$58) — the brand's classic entry-level treat, suitable for dogs of all ages.
- New Zealand Lamb Ear 125g (HK$53) — a mid-priced option with strong palatability.
- New Zealand Blue Cod Bites 125g (HK$59) — over 75% protein, suitable for pets needing a change of protein source.
ZEAL daily feeding amount recommendations
ZEAL products span fresh milk, air-dried treats and staple food, so amounts should be adjusted to your pet's weight and activity level. Treats should not exceed 10% of daily total calories:
| Pet weight | Recommended daily lactose-free milk | Recommended daily air-dried treats |
|---|---|---|
| 0.5 – 2.5 kg | 50 – 80 ml | 5 – 10 g |
| 2.5 – 5 kg | 80 – 150 ml | 10 – 20 g |
| 5 – 10 kg | 150 – 250 ml | 20 – 35 g |
| 10 – 25 kg | 250 – 400 ml | 35 – 60 g |
| Over 25 kg | Over 400 ml | Over 60 g |
Switching from old food to ZEAL air-dried food: a 7 to 10 day schedule
When switching to ZEAL Canadian grain-free air-dried or freeze-dried food, use a gradual transition and watch how the stomach adapts to the high-protein formula:
| Day | ZEAL food proportion | Old food proportion |
|---|---|---|
| Days 1 – 3 | 25% | 75% |
| Days 4 – 6 | 50% | 50% |
| Days 7 – 9 | 75% | 25% |
| From day 10 | 100% | 0% |
If soft stool appears during the transition, extend the number of days at the current proportion and wait for stool to firm up before moving to the next stage.
Storage and feeding notes
ZEAL uses natural air-drying or freeze-drying with no preservatives, so storage standards are as follows:
- Lactose-free fresh milk — before opening, store in a cool, dry place; once opened it must be refrigerated at 4°C and finished within 5 days.
- Air-dried treats (beef bone, venison tendon, etc.) — moisture content is usually kept below 10%; after opening, squeeze the air out of the bag, seal the zip-lock and store in a dark, cool, dry place away from damp.
- Feeding supervision — when feeding hard treats such as beef hoof or venison shank bone, owners must supervise to prevent choking from swallowing too quickly.
- Hydration — ZEAL treats are high in protein (Beef Tendon Rings reach 88%), so make sure fresh water is always available after eating to aid metabolism.
ZEAL Key Facts
- Founded: 1999, New Zealand
- Operating company: The Natural Pet Treat Company (NPTC)
- Suitable for: cats and dogs of all ages (the milk range also suits small animals)
- Processing: low-temperature air-drying, freeze-drying
- Raw materials: New Zealand pasture-raised grass-fed livestock, wild-caught seafood
- No additives: no artificial colours, flavours, additives or preservatives; the meat treat range is entirely grain-free
- Protein range: treats 53% – 96.6%; lactose-free fresh milk 3.3%
- Reference prices: treats HK$53 – HK$176; lactose-free fresh milk 380ml HK$22; air-dried cat food 14oz HK$197 (prices checked October 2026; actual selling prices are subject to the online store)
- Delivery: free shipping on PetChill orders over HK$299, with SF Express station and smart locker pickup available
Related product picks
Beyond staple food, freeze-dried items and snacks can enrich your pet's menu. Here are products related to this article, available at PetChill:
- Fuji One Freeze-Dried Snacks Dehydrated Salmon Bites Vacuum Pack 800g (for cats and dogs) (Fuji One) — freeze-drying locks in nutrition
- Nutriplan Cat Meat Puree Nutrition Project Korean Meat Puree Pouch Salmon & Tuna 14g 100 sticks (64796) (FK CIAO) - limited-time offer (Nutriplan Nutrition Project) — available at PetChill
Want to see more: Fuji One Brand Guide
Product prices and latest offers are subject to the product page; this article is for reference only.
Want to compare other options?
- To learn how to choose dry food, see the Hong Kong Dry Dog Food Buying Guide
- For an overall cat food comparison, see the 2026 Hong Kong Cat Food Recommendation Guide
- How to store after opening? The Pet Food Storage Guide has full methods
This article is compiled from official brand product specifications for reference only; consult a registered veterinarian if your pet has a special medical history. PetChill Editorial Team
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