The parent company describes Oasy as the brand that most strongly represents Wonderfood’s mission in pet nutrition.1

1989–2012: Wonderfood

Oasy’s history is closely connected to its parent company. Wonderfood states that it has been active in the pet food market since 1989, initially building its business around the nutrition of dogs and cats before developing its own brands and distribution activities.2

Wonderfood established its headquarters at Strada dei Censiti 2, San Marino, in 2004. The company subsequently expanded its activities in the international pet food industry.

2013: Creation of Oasy

2013 was the key year for Oasy. Wonderfood launched the brand to offer quality nutrition with a strong value-for-money proposition, initially entering specialist pet shops.

The brand identity was subsequently developed around the emotional relationship between pets and their owners. According to the Italian branding agency Break, which worked on the identity, the concept focused on pets being genuine members of the family and on the emotional bond between humans and animals.3

2016: International industry exposure

Oasy participated in Interzoo in Nuremberg for the first time in 2016. As one of the major international trade events for the pet industry, Interzoo provided Oasy with greater visibility among international distributors and industry professionals.4

2017: Altroconsumo recognition

A significant early milestone occurred in 2017, when the Adult All Breeds Pork / One Animal Protein Adult Pork dry dog food was named “Migliore del Test” (“Best in Test”) in an Altroconsumo comparative test of dry dog foods.5

The tested product was noted for using pork as its single animal-protein source and for listing fresh meat as its first ingredient. The test evaluated factors including calorie content, grains and plant ingredients, minerals, and antioxidants.6

2018: Expansion in Italy

By 2018, Wonderfood reported that Oasy was available in more than 3,000 specialist pet shops in Italy, demonstrating substantial growth in its domestic distribution network.7

2021 onward: International expansion

Wonderfood reported in 2021 that Oasy had expanded to more than 20 countries worldwide, including markets in Europe, Asia, and the Middle East.8

Today, Oasy describes itself as an international brand distributed through pet shops, breeders, associations, and international partners.9

Oasy’s portfolio is divided primarily between dog products and cat products.

Dog products

Oasy offers several categories of dog nutrition, including dry food, wet food, paté, grain-free food, single-protein food, snacks, treats, and natural snacks.10

Formulas can be selected according to age, breed or size, taste, and specific nutritional needs. The current range includes puppy, adult, and senior-oriented products, as well as formulas intended for small, medium, large, and giant dogs.11

Major dry-food families include:

• Original Formula: Positioned as an everyday nutritional range, these recipes contain at least 42% animal ingredients, with fresh meat always listed as the first ingredient.12
• Lifestage: Formulated around different life stages and body sizes, including puppy/junior and adult products for various breeds.13
• Monoprotein / One Animal Protein: These formulas use a single animal protein source, targeting owners seeking simpler protein profiles or food for dogs with sensitivities.
• Grain Free Formula: This range excludes grains and uses a single animal-protein source in its recipes.
• Wet food and treats: The brand also sells canned food, pâté, meat-in-sauce products, and various snacks, including natural single-protein treats.14

Cat products

The cat range is similarly broad and includes dry cat food, wet food, pâté, treats, natural wet foods, grain-free formulas, kitten food, adult food, mature/senior food, sterilized-cat formulas, hairball formulas, weight-control formulas, and vegetable-based cat litter.10

Current product families include Original Formula, Superior Formula, Lifestage, Grain Free Formula, Natury, More Love, Delizioso, and Delicatesse.15 Specific examples include Superior Formula Adult Sterilized Salmon, designed for neutered or sterilized adult cats, alongside products targeting kittens, senior cats, overweight cats, and cats prone to hairballs.16

A central part of Oasy’s brand identity is its emphasis on the carnivorous nature of dogs and cats. The company states that recipes use substantial quantities of animal ingredients alongside carefully selected natural ingredients. Recipes are described as being made without GMOs and soya, and as cruelty-free.17

Oasy emphasizes the use of fresh meat as the first ingredient in relevant dry-food lines. The brand utilizes a Fresh Meat Injection System (F.M.I.S.), in which fresh meat is introduced directly during the production process. According to the company, this method is intended to reduce thermal processing of the meat and help preserve nutritional characteristics, palatability, and vitamins.18

It should be noted that descriptions of F.M.I.S. and its benefits are manufacturer claims rather than independent scientific assessments.

Oasy occupies a distinct position in the pet food market. Rather than presenting itself exclusively as an ultra-premium or veterinary brand, its central proposition is quality pet nutrition at the right price. Wonderfood explicitly describes Oasy as offering “high quality food at the right price,” with historical positioning focused on an attractive quality-to-price ratio.19

This places Oasy between conventional supermarket pet food and more expensive premium or super-premium brands. Its positioning can be summarized as animal-focused, ingredient-conscious, premium-looking, and relatively accessible in price.

The visual and emotional identity emphasizes the relationship between pets and their owners. Branding work explicitly centered on the love between owners and their pets, treating pet food as part of a familial bond rather than purely a technical nutritional product.20

Oasy’s branding is built around a warm, emotional concept expressed through its “World of Love” positioning. This concept posits that dogs and cats are members of the family and companions in everyday life, combining emotional messaging with nutritional information.21

This produces two complementary sides to the brand:

• Emotional side: Love, companionship, family, everyday life with pets, and pet-owner relationships.
• Functional side: Animal ingredients, fresh meat, specific nutritional formulas, grain-free and single-protein options, dry and wet nutrition, and treats.

A distinctive technical claim is the Fresh Meat Injection System (F.M.I.S.). According to Oasy, fresh meat used in relevant products is refrigerated to maintain the cold chain and then introduced directly into the production process, undergoing only one heat treatment before becoming part of the finished kibble.22

The brand also emphasizes the following attributes across various product lines:

• Fresh meat and animal protein
• Selected natural ingredients
• No added artificial colors, flavors, or preservatives (dog range)
• No GMO ingredients or soya
• Grain-free and single-animal-protein options
• Functional ingredients in select formulas

Nutritional composition varies substantially between product lines. Attributes such as “grain-free” or “monoprotein” apply to specific ranges and do not describe the entire brand portfolio.

The most prominent independent recognition found in available sources is the 2017 Altroconsumo comparative test, where Oasy Adult All Breeds Pork received the “Migliore del Test” designation in the dry-dog-food category.25

Altroconsumo has also independently tested other products. For example, laboratory-test information for Oasy Adult Medium Chicken, including nutritional composition and ingredient data, is available in public databases.13 While these tests provide context beyond marketing claims, results from one product should not be generalized to the entire brand.

Oasy began primarily through specialist pet shops in Italy, reaching more than 3,000 stores by 2018.23 By 2021, Wonderfood reported distribution in more than 20 countries, spanning Europe and other continents.24

The brand’s global distribution model includes pet shops, breeders, pet associations, international distributors, and professional pet-industry partners.27

Philippine market entry

Oasy is present in the Philippines. A registered-feed-products document from the Philippine Bureau of Animal Industry lists several Oasy products, including Tasty Mousse variants. The document identifies Mikendre Corporation as the importer and Wonderfood S.p.A. as the foreign manufacturer.26

Oasy is a brand of Wonderfood S.p.A. rather than an independent corporation. Wonderfood’s corporate history identifies Oasy as its proprietary brand, while the company also engages in the distribution of other brands such as ACANA and ORIJEN in Italy.28

Established in 1989, the parent company had more than two decades of industry experience prior to launching Oasy in 2013.29

Wonderfood S.p.A.’s listed corporate address is:

Strada dei Censiti 2
47891
Republic of San Marino

This same San Marino address is listed for Oasy/Wonderfood by Interzoo.14 Consequently, Oasy is frequently described as a San Marino-based pet food brand, although its commercial presence is strongly connected to Italy and the broader European industry.

Depending on the market and product category, Oasy competes with brands in several segments, including:

• Royal Canin – Specialized nutritional positioning
• Hill’s Science Diet – Science and veterinary orientation
• Purina Pro Plan – Mainstream premium
• Farmina – Premium and natural positioning
• Monge – Italian pet food brand
• Trainer – Italian pet food brand
• Brit – European premium/value positioning
• ACANA – Premium/super-premium positioning
• Josera – European premium pet food

Oasy’s closest competitive space is arguably the premium/value-to-premium segment, catering to consumers seeking meat-focused or specialized formulas without the highest price points in the market.

• Broad product selection: Covers numerous life stages and nutritional needs beyond standard products.30
• Animal-protein positioning: Consistently emphasizes meat and animal ingredients with dedicated single-protein and grain-free ranges.
• Fresh-meat technology: F.M.I.S. provides a distinctive technical narrative differentiating it from conventional kibble brands.
• Price positioning: Markets itself on combining quality with reasonable pricing rather than competing solely on luxury status.
• Established parent company: Backed by Wonderfood, whose operations date to 1989.31
• International expansion: Expanded from Italian specialist shops to over 20 countries by 2021.32

“Oasy” is a brand family rather than a single nutritional specification. Products differ considerably, ranging from standard formulas to grain-free, monoprotein, wet foods, and treats.33

Evaluating the brand requires assessing specific products based on:

1. Guaranteed analysis
2. Complete ingredient list
3. Whether the food is complete or complementary
4. Caloric match to the animal’s needs
5. Age, size, activity level, and sterilization status
6. Veterinary evaluation for animals with medical conditions

Independent reviews may differ from marketing claims. For instance, a review by Cats.com gave Oasy cat food a 6.67/10 overall score, noting favorable pricing but offering moderate assessments of ingredient quality and species appropriateness.15 This highlights that manufacturer descriptions and independent assessments are not necessarily identical.

• 1989: Wonderfood begins its pet food business.2
• 2004: Wonderfood establishes headquarters in San Marino.
• 2013: Oasy is launched by Wonderfood.1
• 2014: Branding work develops identity around pet-owner relationships.3
• 2016: Oasy appears at Interzoo in Nuremberg.4
• 2017: Oasy Adult All Breeds Pork receives “Migliore del Test” in Altroconsumo comparison.5
• 2018: Oasy reaches more than 3,000 specialist pet shops in Italy.7
• 2021: Wonderfood reports distribution in more than 20 countries.8
• Present: Oasy offers extensive dog and cat food ranges and operates internationally.34

1. Oasy | Pet Food and Cat and Dog Kibble | Wonderfood
2. Dog and Cat Food | Oasy
3. Oasy Pet Food – Break
4. Oasy Adult All Breeds Pork resulted as “Migliore del Test” (“Best in the Test”) in Altroconsumo’s 2017 comparative test
5. Oasy Adult All Breeds Pork eletto il “Migliore del test” da Altroconsumo – PetB2B
6. Gamme prodotti per il tuo cane | Oasy
7. Tutti i prodotti – Cane – Oasy
8. Original Formula | Cibo secco per cani | Oasy
9. Tutti i prodotti – Cane – Oasy
10. Tutti i prodotti – Gatto – Oasy
11. Un Mondo d’amore | Oasy
12. World of Love | Oasy
13. Test e Recensione OASY ADULT MEDIUM POLLO | Altroconsumo
14. Oasy – Wonderfood S.p.A. | Company
15. Unbiased Oasy Cat Food Review – Cats.com
16. Oasy at Interzoo 2026
17. Oasy a Interzoo 2026
18. Oasy presents its renewed identity at Zoomark 2025 | Wonderfood
19. Oasy partecipa a Scivac Rimini – dal 24 al 26 maggio 2024 | Wonderfood
20. Wonderfood’s Oasy | 2013-05-10 | Brand Packaging | Packaging Strategies
21. Cibo per cani e cibo per gatti | Oasy
22. Adult Chicken | Oasy – Dry Dog Food
23. Oasy presenta la sua rinnovata identità a Zoomark 2025
24. The answers to the most common questions we receive
25. Il nostro Adult All Breeds Pork è il “Migliore del Test” Altroconsumo
26. World of Love | Oasy
27. Where to buy | Oasy – Cat and Dog food range
28. Servizi | Wonderfood
29. Lavora con Wonderfood | Invia la tua Candidatura
30. Test e Recensione OASY ADULT MEDIUM LARGE TACCHINO | Altroconsumo
31. @oasyitalia | Linktree
32. Oasy crocchette | Rao Farmaceutici
33. New Dry Superior Formula and Natural Wet Recipes for Cats | Product
34. Oasy (Оазі) для собак і котів | AmigoVet