Schesir is an Italian-origin premium pet food brand best known for natural, minimally processed wet food for cats and dogs. The brand is particularly recognised for recipes featuring visible pieces or fillets of meat and fish rather than homogenised textures. Launched in 1999 by Agras Pet Foods, Schesir was originally positioned around the use of high-quality, natural ingredients in pet nutrition. Over time, the portfolio has expanded from predominantly complementary wet foods to include complete and balanced wet meals, dry kibble, snacks, and supplements.

Today, the corporate entity behind the brand is Schesir S.p.A., with its registered office in Milan and administrative headquarters in Genoa, Italy.[1] The brand describes its products as being centred on real meat or fish, animal proteins, hydration, natural ingredients, and essential nutrients.[2]

Key Facts

Origins: Agras and Genoa

The history of Schesir is rooted in Agras, a company founded in Genoa in 1986. Originally connected to the Italian fishing industry, Agras was established to bring high-quality ingredients—some initially intended for human consumption—into the pet food sector.[3] This background explains the brand’s enduring association with tuna, fish, and visible meat fillets.

1999 Launch and Early Differentiation

In 1999, Agras Pet Foods introduced Schesir to the European market. Industry accounts describe it as one of the first European pet food propositions built around 100% natural ingredients, initially offered as single-portion wet food in cans with jelly and added vitamins and minerals. Unlike generic processed commodities of the era, Schesir emphasised ingredients that resembled human food, specifically recognisable pieces of tuna, chicken, and other meats.

Expansion and Sustainability Focus

The brand subsequently diversified its formats and product range. A significant milestone occurred in 2007 with the introduction of a dry food line, marking a transition from a specialist wet food brand to a broader pet nutrition company. During the 2010s, Schesir increasingly aligned itself with natural ingredients, limited processing, and the exclusion of artificial preservatives and colourants. The company also placed greater emphasis on animal welfare, responsible fishing, recyclable packaging, and ingredient transparency, highlighting sustainable fishing practices for the tuna used in its products.

Shift to Complete Nutrition

A pivotal development in Schesir’s modern history is the move beyond traditional complementary wet food positioning. Historically, many iconic Schesir wet recipes were designed to be fed alongside a nutritionally complete diet. In the 2020s, the company expanded its portfolio with complete and balanced recipes containing vitamins, minerals, and taurine.[4] This distinction is critical for consumers: not all Schesir wet foods serve the same nutritional role, as some are complete meals while others remain complementary.

Schesir’s identity is strongly associated with naturalness, visible ingredients, and respect for animals’ biological needs. Its current philosophy is summarised under the concept “Respect My Nature,” which prioritises animal biology over human-oriented marketing and emphasises nutritional needs, animal proteins, hydration, and scientific formulation.[5] This represents an evolution from a simple natural premium proposition toward explicit species-appropriate nutrition.

The philosophy comprises several core pillars:

• Respect the Carnivore: Acknowledging that cats are obligate carnivores, the brand places considerable emphasis on animal protein and meat or fish as primary ingredients.[6]
• Natural Ingredients: Recipes utilise 100% natural ingredients, with minimal processing emphasised particularly for wet foods.[7]
• Minimal Processing: Traditional wet foods are prepared via steaming and hand preparation to preserve texture, appearance, and palatability.[8]
• Transparency: The brand stresses clear ingredient declarations and avoids hidden or questionable components.[9]
• No Artificial Additives: Foods are produced without added artificial preservatives or colourings, a recurring characteristic of the brand proposition.[10]

Schesir’s current range extends significantly beyond the classic tuna in jelly associated with its early years.

Wet Cat Food

Wet cat food remains the brand’s most recognisable category. Recipes are available in various formats including jelly, cooking water or broth, mousse, pâté, and fillet-based preparations in both cans and pouches. Ingredient combinations feature tuna, chicken, salmon, shrimp, seabass, mackerel, and other animal proteins.[11] The visual identity is distinctly associated with whole or recognisable pieces of fish and meat rather than entirely homogenised textures.

Complete Nutrition

This strategically important category addresses a historical limitation of premium natural wet foods where attractive ingredient lists did not always guarantee nutritional completeness. The Complete Nutrition range is formulated as complete and balanced wet food containing real meat or fish fillets alongside vitamins, minerals, and taurine.[12] These formulations aim to combine visible premium ingredients, palatability, hydration, and nutritional completeness.

Dry Food

Schesir produces dry food for both cats and dogs, with notable lines including:

• Animal Monoprotein Formula: These recipes use a single animal protein source with fresh meat or fish as the first ingredient. They include FOS and beet pulp for digestive support and omega-3/omega-6 fatty acids, catering to owners seeking simpler protein profiles.[13]
• Born Carnivore: A protein-focused concept described as oven-baked, grain-free, and high in animal protein with relatively low carbohydrates. Designed around feline carnivorous biology, recipes such as the chicken variety list fresh chicken as the first ingredient and contain 45% protein.[14]

Organic BIO Range

The BIO range consists of certified organic wet cat foods that are complete and balanced, minimally processed, and free from added colourings and preservatives. Applicable formulations are grain-free and based on a single main animal protein source, positioning Schesir in both the premium natural and organic pet food segments.[15]

Dog Food

While famous among cat owners, Schesir maintains a comprehensive dog portfolio including wet complete food, complementary wet food, dry food, snacks, and functional products. The wet range encompasses both traditional recipes and newer complete-and-balanced formulations, with specific offerings for small dogs featuring smaller portions and fish or meat-based recipes.[16]

Snacks and Supplements

The portfolio further extends to training treats, jerky and meatball snacks, skin and coat products, supplements, and fish oil. This positions Schesir as a broader pet nutrition brand rather than solely a canned food manufacturer.[17]

A defining characteristic of Schesir is the emphasis on recognisable animal ingredients. For example, current tuna and chicken recipes may list tuna, chicken fillets, shrimp, rice, sunflower oil, and minerals, with moisture content around 83% when formulated as complete wet food with added micronutrients.[18] Other products list tuna as comprising 55% of the recipe.[19] This transparency allows consumers to literally see the fish or meat within the package, distinguishing it from conventional pet food.

Hydration is another major component of the nutritional positioning. Wet food naturally contains significantly more water than dry kibble, and Schesir explicitly promotes this as a method to increase pet water intake.[20] Recipes prepared in jelly, broth, or mousse can be particularly beneficial for cats that do not drink sufficient water voluntarily.

It is important to note that not all Schesir products are manufactured in the same country. While the brand is Italian in origin, manufacturing origins vary by product line:

• Some current dry products are identified as Made in Italy.[21]
• Born Carnivore products are identified as Made in Canada.[22]
• Traditional wet products emphasise steaming and hand preparation techniques.[23]

Consequently, describing Schesir simply as “made in Italy” is an oversimplification; it is more accurate to state that it is an Italian-origin brand with diverse manufacturing sources.

Sustainability has historically been integral to the brand image. The company states that its tuna comes from sustainable fishing, with individual products identifying this as part of their sourcing proposition.[24] Regarding packaging, aluminium and steel cans and paper labels are identified as recyclable according to applicable local systems, with country-specific recycling guidance provided for different formats.[25] Additionally, many products explicitly carry a cruelty-free claim, extending the sustainability message to cover sourcing, packaging, and animal welfare.

Schesir occupies a distinct space in the pet food market, positioned above conventional mass-market options through premium ingredients, natural positioning, visible meat or fish, specialised formulations, and attractive presentation. Simultaneously, its modern strategy focuses on scientific nutritional completeness, with recipes developed with input from veterinary nutritionists under the “Respect My Nature” approach.

Complementary vs. Complete Food

Understanding the distinction between complementary and complete food is essential for Schesir consumers. “Natural” does not automatically equate to “complete.” The brand sells both:

• Complete & Balanced Food: Designed to provide full nutritional requirements when fed according to guidelines.
• Complementary Food: Designed to supplement another complete diet.

Some classic recipes, such as tuna with mahi-mahi, are explicitly classified as complementary wet food,[26] while newer Complete Nutrition recipes are classified as complete wet food. Therefore, the specific designation on the individual product label matters more than the brand logo alone when selecting food for daily feeding.

Competitive Identity

The brand’s competitive identity is defined by six characteristics:

1. Visible Ingredients: Fame for recognisable tuna, chicken, and fish fillets rather than anonymous processed food.
2. Natural Positioning: Consistent emphasis on natural ingredients and minimal processing.[27]
3. Wet-Food Expertise: Historical strength in wet food, particularly fish-based recipes.
4. Strong Palatability: Sensory appeal derived from fish, meat, broth, and jelly combinations.
5. Sustainability Narrative: Integration of responsible fishing, recyclable packaging, and animal welfare claims.[28]
6. Evolution Toward Nutritional Science: Combination of traditional natural food propositions with complete nutrition and veterinary expertise.

Brand Positioning Map

Schesir sits broadly in the premium and natural pet food segment rather than competing primarily on price.

The business behind the brand has operated under names including Agras Pet Foods and Agras Delic. Currently, the official site identifies Schesir S.p.A. as the owner of the trademark and brand. The broader corporate group has also developed other pet food brands, including Stuzzy and ADoC.[29] Thus, Schesir functions as a distinct brand entity rather than simply the name of the original operating company.

Strengths

Schesir’s primary advantages include strong brand recognition in the premium natural wet food category, attractive and recognisable ingredients, extensive fish and meat recipes, and high palatability. The brand benefits from substantial wet food expertise, a natural and minimally processed positioning, strong sustainability messaging, and increasingly comprehensive complete nutrition options alongside specialised monoprotein and organic foods.

Consumer Considerations

Consumers should be aware that not every product is nutritionally complete, and nutritional profiles vary substantially between ranges. “Natural” is a marketing and ingredient philosophy rather than an inherent guarantee of nutritional superiority. Manufacturing origins differ by product, and the appropriate choice depends on whether the food is intended as a staple diet, topper, treat, or complementary meal.

Historical Significance

Schesir helped popularise a style of premium pet food where the appearance and identity of ingredients became part of the product experience. Instead of selling only a nutritional concept, the brand sells a visual and sensory idea: that the product resembles real food rather than industrial pet feed. Its newer strategy seeks to preserve this recognisable, natural, premium identity while adding complete nutrition, veterinary formulation, functional nutrition, and a broader dry food portfolio.[30]

Schesir is an Italian-origin premium pet food brand founded in 1999, historically best known for natural, fish- and meat-based wet food for cats. Its distinctive identity stems from visible animal ingredients, minimal processing, strong palatability, responsible sourcing claims, and premium presentation. The brand has evolved into a broader pet nutrition business covering cats and dogs, wet and dry food, complete and complementary diets, organic products, monoprotein formulas, snacks, and supplements.[31] The most significant recent shift is the transition from a primarily premium complementary wet food brand toward a complete nutrition brand guided by the “Respect My Nature” philosophy.[32]

1. 쉐지애 – Schesir
2. Contact us | Schesir
3. Schesir | Wet and dry natural food for Cats and Dogs
4. Natural Selection – Schesir Natural Selection
5. Tuna With Aloe Kitten in jelly 85g in can – Schesir
6. Complete nutrition – Schesir
7. Respect My Nature | Schesir
8. Tuna and chicken with shrimps in jelly – Schesir
9. Schesir | Wet and dry natural food for Cats and Dogs
10. Natural dry food for cats | Schesir
11. Adult Fish 1,5kg – Schesir
12. Chicken with herring & salmon 255g – Schesir
13. Organic wet food for cats | Schesir
14. Tonnetto in gelatina 6x50g – Schesir
15. How to recycle – Schesir
16. Tuna With Mahi Mahi in jelly 85g in can – Schesir
17. Schesir & CO | LinkedIn
18. SCHESIR, la marca che da sempre rappresenta il top della qualità per cani e gatti.
19. Schesir | Pet Food Naturale per Cani e Gatti – TuttoFarma
20. Schesir – Anadolu Pet Grup
21. Schesir – Flyingminds
22. Unbiased Schesir Cat Food Review – Cats.com
23. Schesir: la nutrizione giusta per natura – Pet Trend
24. Newsletter – Pet Trade Xtra – Issue 37 2023 – Pedigree Wholesale becomes UK distributor for Schesir
25. Schesir (Шезир) корм для кошек: отзывы, влажный, для стерилизованных, для котят, где купить
26. FAQ – Schesir Natural Selection
27. Schesir: 20 anni di attività per il brand che ha segnato l’esordio del pet food naturale
28. Schesir. I nostri primi vent’anni, all’insegna del rispetto per gli animali – LifeGate
29. SCHESIR SOCIETA’ PER AZIONI – LEI: 8156001C7A7043D64071
30. Schesir | Wet and dry natural food for Cats and Dogs
31. Complete nutrition – Schesir
32. Salmon in cooking water – Schesir