Hill’s® Ideal Balance™ is its First New Brand Since 1968

February 27, 2013 |



Hill’s Nutrition has unveiled its first new brand since 1968: Hill’s® Ideal Balance™.

Listening to significant input from passionate pet owners about their ingredient preferences, Hill’s has crafted a new kibble formulation that:

  • Has fresh chicken or natural fish as its first ingredient,
  • Contains no corn, wheat or soy, and
  • Is manufactured in the U.S. from ingredients sourced in North America and Europe.

Ideal Balance is guaranteed to provide the ideal balance of perfect nutrition from optimal levels of over 50 nutrients, or your money back.

“We are excited to introduce the Hill’s Ideal Balance brand that gives consumers an unprecedented natural pet food choice. Ideal Balance maintains the promise of advanced nutrition crafted by pet nutritionists and is the new natural brand of pet food guaranteed to be perfectly balanced.” — Hill’s U.S. President Kostas Kontopanos.

There are life stage varieties for kittens, adults and mature cats.

In addition to the new kibble brand, the Hill’s Ideal Balance line also features six new wet food varieties for cats from protein sources that include venison, trout and salmon. They’ve been formulated to the Association of American Feed Control Officials’ (AAFCO) strict guidelines, as well as Hill’s precise nutrient profiles.   

Ideal Balance features unique, break-through packaging to keep the kibble as fresh as the day you bought it. You can find it in the natural food sections of most specialty pet food retailers. 


THE FINE PRINT: Hill’s introduced this product to the press at a special luncheon which Mousebreath attended. In addition to lunch, we got a cool little gift bag with energy bars inside, which despite claiming to be healthy for you were actually pretty tasty. Hill’s has provided promotional considerations to Mousebreath in the past.

Category: 0 - Featured, Cat Food, Food and Nutrition

About the Author ()

Karen Nichols is a Pet Industry Influencer, Publisher and Multimedia Designer in the San Francisco Bay Area. She has over 15 years of experience in the Internet Industry as a User Experience Analyst and Interaction Design Consultant. She's blogged professionally for nine years, and is a respected expert in social media, web analytics, online branding and Wordpress design and development. She's a popular speaker at pet industry conferences. In 2013, she won the BlogPaws social media awards for Best Cat Blog and Best video. In 2012, Karen won the Best Blog Design award for SkeezixTheCat.com. She was one of seven finalists in the national Purina Cat Chow Correspondent search in 2010. She has been a spokesperson for Friskies and judge of the 2012 "The Friskies" video contest, and a juror for the Internet Cat Video Festival. Karen is a member of the Cat Writer's Association, Women in the Pet Industry, the IAABC, The Interactive Design Association and the North Bay Multimedia Association.

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