Citizens Pet has announced the launch of Unconditional, a new premium dog food brand focused on air-dried nutrition and greater price accessibility. The California-based company announced the launch on 11 August, with the brand making its debut at SUPERZOO 2026 before a nationwide retail rollout planned for September.
According to the company, Unconditional will offer 100 percent air-dried complete diets, air-dried-inclusion kibble blends and functional meal toppers. The recipes use real meat as the first ingredient and contain no artificial preservatives, fillers, byproducts or rendered meals. The portfolio also includes grain-free formulas.
Unconditional is built on four core principles: real food, high-protein nutrition, nothing artificial and uncompromising convenience. It also reflects Citizens Pet’s belief that dogs deserve food made with the same care, quality and transparency that their families expect from their own meals.
The company is positioning the brand around the growing interest in minimally processed petfood. Its proprietary air-drying process removes moisture at low heat while aiming to retain nutrients and flavour. The resulting products are shelf-stable, eliminating the refrigeration, thawing and frozen transport required by some fresh and raw formats. Citizens Pet states that the products have a shelf life of 18 to 24 months.
The brand’s manufacturing takes place at Citizens Pet’s own facility in Fresno, California. The company says its in-house production gives it control over ingredient sourcing, air-drying, packaging and quality assurance. It has more than two decades of experience with air-drying technology and sources ingredients from suppliers in the US and elsewhere.
“At Unconditional, we believe better nutrition shouldn’t be reserved for a select few,” said Avrum Elmakis, Owner & CEO of Citizens Pet and founder of Unconditional, and added that by owning the manufacturing process from start to finish, they’re able to deliver premium quality nutrition at a more accessible price, making it easier for families to feed their dogs. Pet parents’ love for pets is unconditional, and now, so is their food.
The brand will be sold online and through PetSmart, Petco, Pet Supplies Plus and independent pet retailers nationwide from September. The launch expands Citizens Pet’s portfolio, which also includes brands like Plato and Furry Republic.