Hill's Pet Nutrition unveiled its first new brand since the launch of Science Diet in 1968. Hill's Ideal Balance brand and line of food for dogs and cats combines natural ingredients with Hill's balanced nutrition. In addition to the dry food selection, the new Hill's Ideal Balance line also features 12 new wet food varieties. All formulas feature fresh chicken or natural salmon as the first ingredients and include brown rice, fruits and vegetables and no corn, wheat or soy.
In 2012, Hill's Science Diet was credited with hundreds of millions in potential growth in the natural pet products market due to its movement to reformulate its leading pet food brand into natural recipes.
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