Carnilove is a European premium pet food brand that specialises in nutrition, treats, and functional snacks for dogs and cats. The brand is built around a “natural diet” concept, with recipes that prioritise animal-based ingredients, named meats and fish, and botanical components such as fruits, vegetables, roots, and herbs. Carnilove states that its philosophy aims to feed pets in a manner consistent with their natural instincts and ancestral dietary patterns.[1]

Founded in 2012, Carnilove operates under the VAFO Group, a Czech-origin European pet food manufacturer established in 1994. As of 2026, the brand reports distribution in more than 80 countries worldwide.[2]

The figure of over 80 countries and the 2012 founding date were reiterated by VAFO in an April 2026 announcement regarding Carnilove’s new global brand identity.[3]

Carnilove was launched in 2012 based on the premise that domesticated dogs and cats retain significant nutritional characteristics of their wild ancestors. Rather than positioning pet food solely as a source of calories, the brand established its identity around instinct, meat, nature, and the ancestral diet.

The brand subsequently expanded internationally, with a particular focus on European markets. According to VAFO, some of Carnilove’s most developed markets include France, the United Kingdom, the Czech Republic, Poland, Ukraine, and the Baltic states.[4]

Carnilove forms part of the broader VAFO Group, a family-owned European pet food company headquartered in the Czech Republic. Established in 1994, VAFO has expanded through manufacturing facilities and branches across several European countries. Its portfolio includes brands such as Brit, Carnilove, Pooch & Mutt, Profine, PrimaDog, and Canvit.[5]

2026 brand transformation

In April 2026, Carnilove introduced what VAFO described as a new global brand identity alongside a more structured product portfolio. This transformation was intended to provide clearer international positioning while retaining the brand’s central philosophy of natural, instinct-oriented nutrition. VAFO characterised this update as the most significant evolution of the brand since its launch.[6]

The updated brand language focuses on concepts including:

• Instinct
• Natural nutrition
• Authenticity
• Partnership between animals and humans
• Fresh ingredients
• Meat-first nutrition

[7]

Carnilove operates on the principle that modern dogs and cats should be fed in a way that reflects their biological and evolutionary characteristics as carnivorous or predominantly carnivorous animals. Consequently, the brand emphasises animal ingredients as the foundation of its recipes. Its current philosophy describes meat or fish as the starting point of formulation, with plant ingredients serving as complementary sources of fibre, vitamins, minerals, and antioxidants.[8]

The brand’s philosophy is summarised by the tagline: “Feed according to instinct.”

This mission is expressed through three primary values:

Authenticity

Carnilove maintains that animals should be respected for their natural characteristics rather than treated as subjects requiring fundamental reshaping. Its food philosophy therefore emphasises recognisable, natural ingredients over unnecessary fillers or artificial additions.[9]

Partnership

The company frames the relationship between humans and pets as a partnership rather than simple ownership. Food is marketed as an integral component of the bond between people and their animals.[10]

Freshness

Fresh ingredients and animal proteins are central to the brand’s current identity. Carnilove highlights meats such as beef, turkey, salmon, duck, lamb, and wild boar, alongside various botanical ingredients.[11]

A defining characteristic of Carnilove is its meat-first approach. The brand asserts that animal proteins provide essential amino acids and are biologically appropriate for dogs and cats. Current product communication explicitly positions meat or fish as the foundation of its recipes.[12]

Carnilove recipes typically combine animal proteins, animal fats, vegetables or legumes, fruits, herbs, and functional ingredients. Examples of ingredients used across its formulas include:

• Beef
• Turkey
• Salmon
• Duck
• Lamb
• Wild boar
• Venison
• Reindeer
• Rabbit
• Quail
• Pheasant
• Pumpkin
• Chickpeas
• Peas
• Apples
• Cranberries
• Blueberries
• Sea buckthorn
• Ginger
• Rosemary
• Thyme
• Salmon oil
• Linseed

[13]

Carnilove is strongly associated with grain-free recipes. The brand states that its formulations are both grain-free and potato-free, utilising vegetables, legumes, and fruits instead of conventional cereal ingredients.[14]

This differentiation supports the brand’s marketing focus on a meat-centric, low-cereal approach rather than traditional pet food formulations. However, “grain-free” is principally a formulation and positioning characteristic; individual nutritional requirements depend on a pet’s age, activity level, health status, and overall diet.

Carnilove offers a broad portfolio covering both dogs and cats, with products designed for various ages, sizes, lifestyles, and feeding preferences. The current range is organised into several major categories.

Dry food

Dry food remains a core category for the brand. Current ranges include:

True Fresh

True Fresh is a significant newer product line based on a high proportion of fresh meat. It is marketed around fresh-meat processing rather than relying primarily on conventional dried meat ingredients.[15]

Examples include:

• True Fresh Beef
• True Fresh Turkey
• True Fresh Fish & Turkey
• True Fresh Duck
• Other meat and fish formulations

For instance, the True Fresh Beef recipe lists 60% fresh beef as its first major ingredient and is formulated without grains, chicken meat, or chicken fat.[16]

Active

The Active range targets dogs and cats with higher activity levels or specific energy requirements. These formulas emphasise protein-rich animal ingredients and nutritional support for stamina and physical condition.[12]

Examples include salmon-and-turkey formulas for:

• Adult dogs
• Small-breed dogs
• Large dogs
• Puppies

[13]

Wet food

Carnilove produces wet food in formats including cans, pâté, pouches, and gravy-style products. The portfolio covers both dogs and cats, featuring recipes with combinations such as turkey, salmon, lamb, wild boar, and rabbit.

Wet food offers a different texture and higher moisture content than dry food, allowing owners to combine feeding formats.

Treats and snacks

Beyond complete pet food, Carnilove has developed a substantial snack portfolio. Categories include:

• Crunchy treats
• Soft treats
• Freeze-dried treats
• Jerky

These products maintain the brand’s meat-oriented philosophy, utilising ingredients such as chicken, quail, salmon, and other animal proteins.

Ingredient selection is a key element of Carnilove’s branding.

Meat and fish

The brand emphasises animal proteins including beef, turkey, salmon, duck, lamb, wild boar, venison, reindeer, rabbit, quail, and pheasant. Carnilove uses the concept of “wild-origin” meats and ancestral feeding to distinguish itself from conventional pet foods.

Fruits and vegetables

Plant ingredients serve as complementary components. These include pumpkin, apples, blueberries, cranberries, and sea buckthorn.

Herbs and botanical ingredients

Botanical ingredients incorporated into recipes include rosemary, thyme, ginger, chicory, sea buckthorn, and various herbs and roots. These are generally presented as supporting digestion, antioxidant intake, immunity, or skin and coat health.

True Fresh represents one of Carnilove’s most significant recent developments. According to the company, this range uses a high proportion of fresh meat that enters production in its natural form and is processed to preserve nutritional and sensory properties.

For example, the True Fresh Beef recipe contains 60% fresh beef alongside vegetables, legumes, fruit, herbs, and functional ingredients.

Carnilove markets True Fresh around several key attributes:

• High proportion of fresh meat
• Meat-first formulation
• High palatability
• Digestibility
• Grain-free formulation
• Potato-free formulation
• No chicken meat or chicken fat in highlighted formulas

Note that specific performance claims regarding digestibility and palatability found on the Carnilove website are manufacturer claims rather than independent scientific conclusions.

Carnilove has developed a comprehensive product ecosystem for both major companion animal categories. The portfolio covers various life stages:

Dogs

• Puppies
• Adult dogs
• Small breeds
• Large breeds
• Active dogs
• Senior dogs
• Dogs with particular dietary preferences

Cats

• Kittens
• Adult cats
• Sterilized cats
• Different protein preferences
• Treats and complementary products

The catalogue includes dedicated products such as True Fresh foods for kittens and sterilized cats, alongside standard adult formulations.

Carnilove is not an independent manufacturer but one of several brands belonging to VAFO Group, a major European pet food company.

Founded in 1994, VAFO describes itself as a second-generation family business headquartered in the Czech Republic. The group operates factories and branches in multiple European countries, including Finland, Germany, the United Kingdom, Sweden, Estonia, Poland, France, and Austria.

Other VAFO brands include:

• Brit
• Pooch & Mutt
• Profine
• PrimaDog
• PrimaCat
• Canvit
• Christopherus
• Sam’s Field
• Dagsmark
• DOG’S LOVE
• CAT’S LOVE

This structure places Carnilove within a large-scale European pet nutrition group rather than as a standalone boutique brand.

Carnilove has evolved from a European brand into an international pet food business. In April 2026, VAFO reported that Carnilove products were distributed in more than 80 countries worldwide.

Key markets include:

• France
• United Kingdom
• Czech Republic
• Poland
• Ukraine
• Baltic countries

This international expansion influenced the 2026 redesign, with VAFO aiming for a more consistent global identity.

Carnilove’s visual and verbal identity centres on the concept of the wild. The brand frequently employs imagery and language associated with forests, wildlife, predators, natural landscapes, hunting, instinct, meat, adventure, freedom, and human–animal companionship.

Its central marketing proposition posits that while domesticated animals live with humans, their biological instincts remain connected to their wild ancestors. Consequently, Carnilove occupies the premium natural and instinct-oriented pet food segment rather than the clinical or veterinary-diet category.

The 2026 rebrand is pivotal to understanding the current iteration of Carnilove. Prior to 2026, the brand was already associated with “wild” nutrition, meat-rich recipes, and grain-free food. The new identity further organises the brand around the concept of “True Spirit” and animal instinct.

VAFO describes the 2026 transformation as comprising:

1. A new global visual identity
2. A clearer product architecture
3. A refined nutritional proposition
4. A stronger international strategy
5. Greater emphasis on fresh ingredients and meat-first recipes

[17]

This marks an evolution from a “wild/natural pet food” brand to a defined global premium pet nutrition brand centred on instinct, meat, fresh ingredients, and partnership.

Within the pet food market, Carnilove is positioned in the premium to super-premium, natural, meat-focused, and grain-free segment.

Its differentiation arises from a combination of characteristics:

• Premium positioning: Emphasises ingredient quality and specialised recipes.
• Meat-first philosophy: Positions animal proteins as the nutritional foundation.
• Wild/ancestral concept: References the diets of dogs’ and cats’ ancestors in recipes and marketing.
• Grain-free and potato-free: A defining formulation characteristic across the current range.
• Botanical ingredients: Uses fruits, vegetables, herbs, and roots to complement animal ingredients.
• Broad portfolio: Offers dry food, wet food, treats, and specialised products for dogs and cats.
• International distribution: Available in over 80 countries according to VAFO.

[18]

Carnilove can be summarised by the following defining traits:

1. Meat-centric: Animal proteins are central to the nutritional philosophy.
2. “Wild” positioning: Consistently connects modern pets with their wild ancestors.
3. Botanical ingredients: Incorporates fruits, vegetables, herbs, and roots alongside meat and fish.
4. Grain- and potato-free: A highly recognisable characteristic of current recipes.
5. Fresh-meat innovation: The True Fresh range emphasises fresh meat over dried ingredients.
6. Dogs and cats: Maintains a broad product ecosystem for both species.
7. International scale: Distributed in more than 80 countries despite a specialised image.
8. Backed by a major European group: Supported by VAFO’s manufacturing and distribution infrastructure.

[19]

Carnilove is a Czech-origin, internationally distributed premium pet food brand founded in 2012 and owned by VAFO Group. Its identity is predicated on the proposition that dogs and cats should receive food inspired by their natural, ancestral diets.

The core formula philosophy is animal-protein-first, grain-free, and potato-free, supplemented with fruits, vegetables, herbs, and functional ingredients. The company sells dry and wet food as well as treats for puppies, kittens, adults, and senior animals.[20]

The brand’s most significant recent development is its 2026 global rebranding, which sharpened its positioning around instinct, authenticity, partnership, and fresh ingredients. The True Fresh line is a critical component of this evolution.

1. Carnilove – Premium Pet Food for Dogs & Cats
2. Ignite True Spirit – Carnilove
3. CARNILOVE Introduces a NEW ERA – Vafo
4. Products – Carnilove
5. MEAT FIRST – Carnilove
6. Simple Ingredients – Carnilove
7. True Fresh for Cats – Carnilove
8. Carnilove – Premium Pet Food for Dogs & Cats
9. TRUE FRESH – Carnilove
10. TRUE FRESH Beef Dry Dog food – Carnilove
11. ACTIVE Dry Food Made with Salmon & Turkey for Adult Dogs – Carnilove
12. Active for Dogs – Carnilove
13. ACTIVE Dry Food Made with Salmon & Turkey for Small Dogs – Carnilove
14. Carnilove – Premium Pet Food for Dogs & Cats
15. Česká značka Carnilove změnila vizuální identitu a uvádí nové produkty – MAM
16. DRY FOOD WITHOUT CHICKEN MEAT AND FAT – Carnilove
17. Carnilove – Premium Pet Food for Dogs & Cats
18. Carnilove – Premium Pet Food for Dogs & Cats
19. Carnilove – Premium Pet Food for Dogs & Cats
20. Carnilove – Premium Pet Food for Dogs & Cats