JOY! Because Wolf's Menu© features a new flavor.
JOY! Because dogs show their owners how to save our planet.
JOY! Because it is the name of the mum of the newest member of the FreshFrozen family.
Een nieuw menu

It has been May 2016 since our last Wolf's Menu© flavor (Wolf's Menu© Vitality) was introduced to dog lovers. And now we have a successor: Wolf's Menu© Joy!

Wolf's Menu© Joy builds on the proven recipe of the most popular FreshFrozen food for dogs: a high percentage of high-quality animal protein (in this case 71%), nutritious potato flakes, fresh local fruit & vegetables, a proprietary premix of minerals & vitamins and adapted oils to balance everything nutrionally. In addition, Wolf's Menu© is complete, bone-free and grain-free. And, of course, the food comes in handy 50g hamburgers.  And yet ... this time there is something different.

Because the animal protein source we use for Wolf's Menu© Joy is probably the most sustainable animal protein source currently available. And it is the first time it is used for frozen food. Which animal protein source? The larvae of the black soldier fly.

Setting a good example

We all know by now that we will have to change our behavior if we are not to exhaust our planet. More sustainable consumption patterns are no longer an option but a necessity.

As part of this trend towards a more sustainable consumption pattern, the number of meat substitutes for human consumption is rapidly increasing. It started for the general public with insects, which appeared in our supermarkets around 2014. However, consumers did not like them and they disappeared again around 2020. Researchers did not leave it at that and looked into the possibilities of using insects for animal feed. And so did we. That is how we ended up with a frozen puree based on black soldier fly larvae. We are very proud that we were the first in Europe to use this high-quality raw material in FreshFrozen food!

What makes this animal protein source so sustainable: The ecological footprint of the black soldier fly larvae is very low:

  1. The puree we use is produced on the basis of local vegetable residues in the Netherlands, less than 200 km from our own production
  2. The insects very efficiently convert 4.5 tons of these low-grade residual flows into 1 ton of high-grade proteins and fats.
  3. The insects do not need much space to grow. To make 1 ton of insects, you only need 20m² for 2 weeks.
  4. Water consumption is also limited: to make 1 ton of insects, you only need 30 liters of water.
  5. In the end, there is no waste in the production process. All the waste from the insects can be converted into soil improver.

So what did not work for the owner may well work for the dogs. And we are not the only ones who are convinced of this. The larvae of Black Soldier Fly are particularly nutritious and have many good properties. Analyses have shown that the black soldier fly puree has the following properties

  1. Rich in easily digestible proteins, healthy fats and numerous micronutrients
  2. Hypoallergenic, and therefore good for dogs with food allergies
  3. Rich in glucosamine, which is good for the joints

Our taste tests also showed that it is very tasty. Sustainable, healthy and tasty, you can't go wrong.

And since dogs eat primarily with their noses and stomachs, and much less with their heads (as we consumers do), it could be that dogs adopt a sustainable diet much faster than their owners. Will they show us the way?

Ode to Joe's mum

Finding a good name for a new product is always an essential hurdle to overcome. It is important without being crucial, but it has to be spot-on. The aim was to reflect our state of mind around this product. A new horizon. The dog showing the way to its owner.

Coincidentally, at the time of finalising the tests, the FreshFrozen for Pets team was informed that we were getting a new Chief Tasting Officer, after the too-brief passing of our friend Joli. The mum of puppy-to-be was pregnant with 9 pups, and we were also on the waiting list. When Joe, Pierre's Nova Scotia Duck Tolling Retriever was born, we wanted to do something with it.

Mummy's name? Joy. And that's how it all felt: a new friend, a new product and dogs showing their owners the way. A new name was born….

A yellow jacket?

And then we have to talk about the color of the packaging. A warm yellow. There are several plausible explanations, some more than others:

  1. Warm yellow is the color of the sun, the rising sun, ushering in a new era where we will feed our dogs more sustainably
  2. Warm yellow is the favorite color of Joy, Joe's mum
  3. Next to violet, warm yellow was the only color still missing from our Wolf's Menu© color palette to make it a complete rainbow.
Feel free to choose your explanation. And now feast your eyes.