Kinzo is for the cat parent who turns the bag over and reads the back of it. Who wants specifics, not comforting generalities. Who would like to understand what they are feeding, and has found that almost nobody is willing to explain it plainly.
It is also for the cat parent doing all of this between a commute and a deadline. Who is tired, running late, and still wants to choose better.
Choosing better for your cats on an ordinary Tuesday evening when you are tired is, in its own quiet way, an act of love. We think that deserves to be met with a product worth the effort, and with a brand that tells you the truth, and nothing but the truth.
Kinzo is founded in India, by two people who read the tiny fine prints.
We’re not veterinarians.
We’re not food scientists.
And we don’t pretend to be.
No hero story here.
But we are two people who have never really known life without pets, for as long as we can remember. So we came into this with a healthy curiosity about what goes into the food we feed them, and a reluctance to take things at face value.
And we did what we believe a responsible brand should do: we brought the right specialists into the room and built with their expertise from day one.
The process was careful and often slow. We worked through ingredient information line by line, sat with our veterinary partners to ask the questions that needed asking. Made phone calls with suppliers who had three different names for the same raw material. Discovered that “meat and meat derivatives” can mean several different things, which made us wonder why it needed to be so vague.
None of this required rocket science. It required refusing to accept a term until we understood what it actually meant.
Everything we use is sourced and made in India. That’s a conscious decision, made for good reason. A great deal of the pet food sold in India is manufactured elsewhere and shipped in, which is a perfectly workable way to run a business, but it was never going to be ours. India has the farms, the coastline and the capability to make genuinely good cat food. What has mostly been missing is the willingness to spend where it actually matters.
So we buy close to where things are grown and caught. Fresh.
We work with a select number of formulation and manufacturing partners, whose facilities are HACCP-certified. There are no synthetic preservatives in Kinzo food, which means the process has to do the work instead. Our food goes through a gentle, low-temperature steam drying and sterilisation method to preserve the essential amino acids, fats and vitamins important to a cat’s long-term well being. We stay involved throughout, from formulation to finished batch.
We buy close to where things are grown and caught. Fresh.
A select number of formulation and manufacturing partners, whose facilities are HACCP-certified.
Gentle, low-temperature steam drying and sterilisation, preserves amino acids, fats and vitamins.
We build for rotation, and we do it for health rather than novelty. Cats fixate. A cat raised on one flavour and one texture can refuse everything else, and that becomes a genuine problem the day a vet needs to change its diet after a dental extraction, a kidney diagnosis, an allergy or simply with age.
Variety introduced early is insurance. We would rather your cat be familiar with variety than be obsessed with one thing.
We are beginning with treats. Indulgence, for humans or cats, has never had to mean junk, and treats are the part of a cat’s day that gets examined the least and compromised the most. It seemed like the right place to start.
This is a small first product for a brand with larger intentions, and that is deliberate. It is where we can show you exactly what we mean by clean before we ask you to change anything bigger.
If you are a cat parent with something we should know, a problem nobody is solving or a question nobody will answer straight.
– tell us. We are building this with the room open.
