Inception Grain Free Dry Dog Food

The manufacturer of Zignature, Fussie Cat and Essence brands, officially launched its fourth pet food brand, Inception, on Nov. 20. The company first teased the launch of Inception at SuperZoo in August 2019.

Dog and cat food formulas in the Inception line are meat-focused, with at least 70% animal-based protein in each diet. They also incorporate ancient grains, including oats, millet and milo.