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NORM is a range of human grade, freeze-dried, meal toppers and freakshakes for dogs and cats, created by of one of Australia’s leading pet nutritionists, HUNDE. We have carefully selected ingredients that are not only deeply nutritious, but also just a little bit different, darling.

We know not everyone has access to some of the weirder, wilder ingredients that our pets would have enjoyed once upon a time, but that doesn’t mean they should miss out.

NORM has carved a collection of fun, hard to find proteins, weird organs and nutritious superfoods for your pet's dining pleasure and entertainment. 

NORM is bringing the wild into the norm.


We think you should choose NORM because NORM is fun and your [insert: dog/cat/puppy/kitten] deserves to have fun, don’t they? 

But we get it. Not everything fun is good for you. Most of it isn’t, dammit. 

NORM is different. 


We freeze-dry our products because it's a method of preservation that doesn’t use any heat, so the nutrients in food remain in their raw state. This makes it the superior choice, nutritionally. 

Also astronauts. 

We know the pet food industry sucks and there are plenty of cowboys out there, so we source all of our meat from the human supply chain and make all of our products in a fully licensed facility, in line with the current legislation (and then some). We’re wild, not cowboys.  


NORM is the creation of pet nutritionist Clare Kearney and the mysterious Norm. They are a few Aussie animal lovers, bored by pet food. The idea is simple: offer an alternative to the wild claims of the pet food industry, by creating something truly wild.

NORM is simple, fun and unique. Just like our pets.