More than Fresh: Smalls Freeze-dried Puffs
happenings, nutritionExpanding Beyond Fresh
At Smalls, we’ve always been all about human-grade fresh food that puts cats first. But here’s the thing—we know every cat is different. Some crave that satisfying crunch of dry food, and let’s face it, not every cat parent has the time or freezer space for fresh meals. That’s where our Freeze-dried Puffs come in.
Packed with 95% meat and organs, Freeze-dried Puffs is available in Bird and Other Bird. Every bite is packed with protein and totally free of the artificial fillers you find in typical dry food. And since they’re complete and balanced for all life stages, you can serve them up as a meal, treat, or topper. The best part? They’re tiny enough to fit in an automatic feeder, making them a lifesaver for busy cat parents.
Meet Danielle, Our Director of Innovation
Leading the charge of every new product at Smalls is our Director of Innovation, Danielle. Hailing from São Paulo, Brazil, Danielle’s passion for pets runs deep—so deep that she pursued veterinary medicine in 2007 and later earned an MBA from the University of Texas. With eight years of experience in the pet food industry and as a proud cat parent to an 11-year-old Tabby, Danielle combines science with her love for all things feline. We sat down with her to get a better understanding of her thought process and philosophy behind creating new products at Smalls.
Q & A
Smalls: Danielle, could you walk us through what your team at Smalls does?
Danielle: Of course. My team and I are responsible for coming up with new, innovative products that genuinely put cats first. From brainstorming ideas to the development stage, we make sure every product reflects our commitment to quality and cat health. We look beyond just nutrition—we consider texture, taste, and the form of each product.
Smalls: How do you approach decision-making with so many factors to balance?
Danielle: I always go back to what’s best for cats. We ask ourselves, is it healthy? Is it convenient? Are we maintaining the quality cats deserve? Because we won’t compromise on that—health is non-negotiable for us.
Smalls: Can you tell us why Smalls decided to add freeze-dried food to its assortment? Fresh food has always been a big focus for Smalls.
Danielle: Expanding into freeze-dried options was all about inclusivity. Some cats truly prefer the texture of dry food and may turn up their noses at anything else. We wanted to create an option that ensures every cat can enjoy top-quality nutrition, regardless of their preference.
Smalls: That makes sense. So, it’s about providing more options healthy choices for our feline friends?
Danielle: Exactly! We set out to create the healthiest, best freeze-dried product possible so that we can cater to every cat—whether they love fresh, crunchy, or a mix of both.
Smalls: And what makes Smalls Freeze-dried Puffs unique?
Danielle: When we set out to create this product, we held ourselves to the same high standards as our fresh food. That meant using only the best ingredients, without any artificial preservatives or fillers. We also designed it with cats and cat parents in mind—the bites are perfectly sized for their mouths and fit seamlessly in automatic feeders. We truly believe in this product; it’s made to help cats live healthier, happier lives, and we’re already seeing that positive impact.