Not all kibble is created equal. The Truth About Kibble: Clearing Up Common Misconceptions

The Truth About Kibble: Clearing Up Common Misconceptions and Why AATU Stands Apart

Dry dog food - commonly known as kibble - often has a reputation for being overly processed or lacking in nutritional value. But, in reality, many of these assumptions don’t reflect the standards of modern pet nutrition. With the right formulation and cooking process, kibble can be both highly nutritious and perfectly suited to your pet’s needs.

Not all kibble is created equal. AATU kibble is crafted with an 80/20 formulation: 80% top quality meat or fish, complemented by 20% of our proprietary Superfood Blend™. More importantly, it’s gently cooked low and slow to preserve maximum nutrition and irresistible taste.

Join us as we uncover some common misconceptions and highlight what truly sets AATU apart from the rest.

Misconception 1: "All kibble is cooked at high temperatures, destroying all its nutrients"

The Facts: Many traditional kibbles are cooked at high temperatures, which can degrade valuable nutrients. AATU uses a low and slow cooking process at 120 degrees, in small batches. This gentler method helps protect delicate nutrients and enhances digestibility, meaning your dog or cat gets more of the pure nutrition locked inside every bite. Think of it more like a slow-cooked stew than fast food.

Misconception 2: "All kibble is full of fillers and nasties"

The Facts: While this may be true for many mass-market brands, it couldn’t be further from the truth for AATU. Our recipes contain 80% meat or fish, 20% Superfood Blend TM and 0% grains or fillers. 

Misconception 3: "Kibble causes sensitivities and intolerances"

The Facts: AATU is single-protein and grain-free, making it ideal for pets with sensitivities or food intolerances. By using only, a single, high-quality protein source and excluding grains and gluten, our dry food recipes help reduce the risk of dietary reactions and make it easier to pinpoint food sensitivities. Better ingredients = better digestion and fewer flare-ups.

Misconception 4: "Raw or fresh food is always better than kibble"

The Facts: While raw or fresh diets can work well for some pets, they’re not suitable or convenient for every household. AATU offers the perfect balance, a complete food bringing together the ease of dry food and the benefits of a raw diet. While raw food diets can offer some nutritional benefits, they can lack complete and balanced nutrition, particularly when prepared at home without expert guidance. Our highly nutrient-dense food is made using the finest raw ingredients for a more natural diet - with an impressive 2.5kg of raw ingredients packed into every 1kg of finished product.

There is no need to compromise of the benefits of raw food by feeding AATU. Our recipes are formulated by nutritional experts to support dental health, a shiny coat, gentle digestion and vitality. With at least 80% high-quality meat or fish, our recipes provide a protein-rich diet for maintaining lean muscle mass and gives them all the energy they need. No thawing, prepping, or risk of bacterial contamination - just scoop and serve.

"Moved from raw to AATU and haven’t looked back – same benefits, less hassle." Beth. R

Why AATU is Kibble Reimagined

We believe in redefining what kibble can be. With 80% meat or fish, a low-and-slow cooking process, and a focus on natural ingredients, AATU delivers unrivalled quality in every bowl. It’s time to rethink kibble – not as a compromise, but as a conscious, nutrient-rich choice for your pet’s health.