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Hawaii veterinarian Dr. Joanna Cook plans to launch Vet’s Favorite nationwide on Nov. 20, 2026. Its first freeze-dried dog-food toppers pair beef or salmon with a fruit and vegetable blend and are intended to complement, not replace, a dog’s regular food.
Hawaii veterinarian Dr. Joanna Cook plans to launch Vet’s Favorite, a line of freeze-dried dog-food toppers, nationwide on Nov. 20. The first products will combine beef or salmon with a fruit and vegetable blend, offering pet owners an add-on for everyday meals rather than a replacement for a dog’s main diet.
Cook, a practicing veterinarian who founded four hospitals on Oahu, said the brand grew out of years of client conversations about what to feed their dogs. The announcement describes the recipes as veterinarian-formulated and says a vegetable-forward topper is planned after the initial beef and salmon products. Specific product names, package sizes and prices were not included in the announcement.
The company says its “build your bowl” approach is meant to let owners add the toppers to existing meals. According to the release, the recipes contain less than 20% protein, a formulation choice Cook said was influenced in part by treating patients whose health conditions require careful attention to protein intake. The release does not specify the measurement basis for that percentage or provide full nutritional analyses.
Vet’s Favorite says its blends also include turmeric and ginger, along with algae-derived DHA and EPA, described as sources of omega-3 fatty acids. The company presents the ingredients as having functional, including antioxidant and anti-inflammatory, benefits. Those are product claims in the announcement; it does not provide clinical evidence about the finished products or say they treat or prevent any condition.
An Add-On, Not a Complete Diet
The planned launch gives dog owners another option in the growing category of meal toppers, products added to a pet’s regular food. Vet’s Favorite is positioning its recipes around nutrition as well as flavor, while stating that they are designed to complement a primary diet. That distinction matters: a topper is not automatically a complete and balanced food, and the announcement does not describe these products as a stand-alone diet.
Cook’s veterinary background is central to the brand’s pitch, but it does not establish that every recipe is right for every dog. Owners considering a new food product should check its label and ask a veterinarian about their pet’s specific needs, especially if the animal has a diagnosed condition or follows a prescribed diet. The release’s reference to protein-sensitive patients is not individualized feeding advice.
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Cook’s Practice-Inspired Product
The announcement, published by PETS+ on Nov. 9, 2026, is based on a press release from Vet’s Favorite. It says Cook spent 13 years in practice and wanted a product she could confidently recommend after hearing clients ask what they should feed their dogs. The report does not independently verify the company’s formulation or performance claims.
Cook said she wanted to be able to point clients to one product with her approval rather than try to track every brand on store shelves. The company says its first offerings will pair beef or salmon with fruit and vegetables, with a more vegetable-focused recipe planned later. It has not provided a date for that follow-up product.
Product Details Still Pending
The announcement gives a planned Nov. 20 nationwide launch, but does not say which retailers will carry the products, whether they will be sold directly online, or how much they will cost. It also does not provide complete ingredient lists, feeding directions, calorie information, or detailed nutritional and quality-testing data.
The company’s statements about functional ingredients and nutritional benefits have not been accompanied in the source material by studies of the finished recipes. The meaning of “less than 20% protein” is also not explained, including whether the figure refers to the product as sold or a different measurement basis. The release does not identify the recipe’s intended feeding amount or say whether the toppers meet standards for a complete diet; it describes them as additions to meals.
Nationwide Sales Set for Nov. 20
Vet’s Favorite says it expects to begin nationwide sales on Nov. 20, 2026. The company’s website is listed as vetsfavorite.com, but the announcement does not confirm specific sales channels or provide a product page with prices and full labels. Those details, along with availability of the planned vegetable-forward recipe, remain to be clarified.
Once the products are available, owners can review the package information and consult their veterinarian about whether a topper fits their dog’s diet. The company identifies Dana Dean PR as its media contact and says updates are available through Vet’s Favorite’s website and social media accounts.
Key Questions
When is Vet’s Favorite expected to launch?
The company says it expects a nationwide launch on Nov. 20, 2026. The announcement does not specify participating retailers or confirm all sales channels.
What products are planned first?
The initial line is described as freeze-dried beef and salmon toppers paired with a fruit and vegetable blend. A vegetable-forward topper is planned later, with no date given.
Are the toppers intended to replace a dog’s regular food?
No. Vet’s Favorite describes the products as complements to everyday meals, not replacements for a dog’s primary diet.
What does the announcement say about the ingredients?
The release lists turmeric, ginger and algae-derived DHA and EPA, alongside the protein, vegetable and fruit components. It does not provide complete product labels or independent evidence for claims about the finished recipes.
How much will the products cost?
Pricing was not included in the announcement. Package sizes and detailed nutrition information were also not provided.
Source: petsplusmag.com
