Instinct (Nature’s Variety) Dog Food Review (2026): Is It Worth It?

by

Instinct (Nature’s Variety) Dog Food Review (2026): Is It Worth It?

Quick Verdict: 8.8/10 — Raw-coated kibble with 37% protein—bridges conventional and raw feeding at premium-but-not-ultra-premium pricing.

*Estimated reading time: 5 minutes*

Affiliate Disclosure

GetPetPros.com earns a commission when you purchase through links on this page, at no additional cost to you. Our reviews are based on independent analysis and are not influenced by brand relationships.

Company Overview

Founded: 2002 | Parent Company: Nature’s Variety (private) | Price Range: ~$85–$100 per 22 lb bag

Instinct is the flagship brand of Nature’s Variety, founded in 2002 in Lincoln, Nebraska. The company pioneered raw-coated kibble—kibble covered in freeze-dried raw pieces—as a way to provide the nutritional benefits of raw feeding without the full commitment to raw diet management.

Instinct is sold at Petco, Chewy, and independent pet stores. Their Original line uses cage-free chicken as primary protein at 37% protein and 20% fat. Raw Boost adds an additional layer of freeze-dried raw pieces for extra raw nutrition.

Product Lineup & Pricing

Product Size Price (approx.)
Original Chicken (22 lb) 22 lb ~$92
Original Beef (22 lb) 22 lb ~$95
Raw Boost Chicken (20 lb) 20 lb ~$98
Limited Ingredient Diet Lamb 10 lb ~$48
Puppy Chicken (20 lb) 20 lb ~$88
Wet Food (Pâté variety) 5.5 oz ~$2.50

Ingredient & Nutrition Analysis

Primary Ingredients (Original Chicken): Chicken, chicken meal, turkey meal, canola oil, tapioca starch, dried ground chicory root, salmon oil, freeze-dried raw chicken.

Cage-free chicken leads—excellent. Chicken meal and turkey meal concentrate protein. Canola oil provides omega-3 fatty acids. Tapioca starch is a grain-free carbohydrate. Dried chicory root is a prebiotic fiber source. Salmon oil adds EPA/DHA. The raw coating includes freeze-dried chicken pieces.

Key Nutrients (Original Chicken):

| Nutrient | Amount |
|—|—|
| Crude Protein (min) | 37% |
| Crude Fat (min) | 20% |
| Crude Fiber (max) | 4% |
| Moisture (max) | 10% |
| Calories | ~475 kcal/cup |

37% protein and 20% fat is exceptional—comparable to the highest-protein kibbles on the market (Orijen 38%, Acana 31–35%). No grain, corn, wheat, soy, by-product meal, potato, or artificial additives.

Pros

  • 37% protein—one of the highest in kibble
  • Raw-coated with freeze-dried raw pieces
  • Cage-free chicken primary protein
  • No grain, corn, wheat, soy, by-product meal
  • Available at Petco and Chewy (good accessibility)

Cons

  • Very expensive (~$92/22 lb bag)
  • Very calorie-dense (475 kcal/cup)—easy to overfeed
  • Rich formula may cause digestive upset during transition
  • Grain-free DCM advisory applies

Best For

Instinct is best for: Active dogs, performance breeds, and owners who want to incorporate raw nutrition without committing to a full raw diet. The high protein and fat make it ideal for working breeds and highly active pets. For sedentary dogs, the high caloric density requires careful portion control to prevent weight gain.

Alternatives to Consider

  • [Instinct vs Orijen](/compare/instinct-vs-orijen)
  • [Instinct vs Blue Buffalo](/compare/instinct-vs-blue-buffalo)
  • [Orijen Review](/reviews/review-orijen)

FAQ

Is raw-coated kibble actually healthier?

The freeze-dried raw coating adds live enzymes, probiotics, and nutrients that heat-processed kibble lacks. Many owners report improved coat quality, energy, and digestion. Measurable benefits vary by individual dog.

Is Instinct too expensive?

At ~$92/22 lb, it’s premium-priced. However, because of the high caloric density (475 kcal/cup), dogs need smaller servings—the cost per day may be lower than the per-bag price suggests.

Has Instinct been recalled?

Nature’s Variety had a 2015 recall of raw frozen cat food for Listeria. Instinct dog kibble has not been recalled.

What’s the difference between Instinct Original and Raw Boost?

Raw Boost has additional freeze-dried raw pieces mixed throughout the kibble, providing more raw content per serving. Original is raw-coated but has less visible raw material.

Is Instinct good for puppies?

Yes. Instinct Puppy provides 37% protein with DHA from fish oil. It’s very rich—transition slowly over 1–2 weeks.

*Disclosure: GetPetPros.com is reader-supported. When you buy through links on our site, we may earn an affiliate commission at no extra cost to you. We only recommend products we’ve independently evaluated.*

Leave a Comment