Get NORM.
Get WILD.
NORM started with a simple idea: offer an alternative to the wild claims of the pet food industry by creating something truly wild.
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NORM is a range of human grade, freeze-dried meal toppers and freakshakes for dogs and cats, using carefully selected ingredients that are not only deeply nutritious, but also just a little bit different.
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Not everyone has access to some of the weirder, wilder ingredients that pets would have enjoyed once upon a time, but that does not mean they should miss out.
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NORM has carved a collection of fun, hard to find proteins, weird organs, and nutritious superfoods for a pet's dining pleasure and entertainment.
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All NORM products are made in Australia. The company uses a network of suppliers and has fully vetted them all for accreditation and compliance with food safety regulations. NORM sources all of their meat and dairy from human grade suppliers in Australia; none of this is ever imported or pet grade.
NORM is a genuinely premium product, with absolutely no fillers nor any corners cut to save costs. A little bit of NORM goes a long way.
Meal Toppers:
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Freeze Dried Pork Testes
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Freeze Dried Ox Spleen
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Freeze Dried Duck Liver
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Freeze Dried Buffalo Liver
Freakshakes:
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Spirulina & Chicken Heart Freakshake
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Alice in Wonderland Freakshake
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Fear & Loathing Freakshake
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Gold Dust Freakshake
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Purple Haze Freakshake
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Nine Lives Freakshake
NORM Freakshakes!
NORM Freakshakes are Australian-made milkshake powders that just need to be mixed with water or yoghurt.
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NORM Freakshake products are undeniably fun, weird, and unique but, importantly, they are also genuinely good for pets! NORM has created an easy and delicious way for owners to keep their pets hydrated while adding extra nutrients, antioxidants, and gut health benefits to their diet.
Having a puppy party? Get your Freak on!
Usage of the products is limited only by pet owners’ imaginations. Concoctions have included frozen icy poles, mocktails, yoghurt desserts, and even tacos!
Pet hydration
The average total body water percentage for adult dogs is typically around 60% to 80%! This range can vary based on factors such as breed, size, age, and overall health.
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Many pets don’t drink enough water, especially during extreme temperatures. Most dogs should drink 50-60ml per kg of their body weight per day, so a 10kg dog would need 500-600ml of water per day.
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An average cat (4kg) needs up to one cup of water (240ml) per day, which can also be sourced from their food if they’re eating canned or fresh food diets.
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Made by mixing the product with water, NORM freakshakes are an ideal way to encourage pets to stay hydrated!
Meal toppers
NORM Meal Toppers are freeze-dried, single ingredient powders, perfect for adding to pet food, Lickimats, Kongs, freakshakes, or homemade dog treats.
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NORM freeze dries their products because it is a method of preservation that does not use any heat, so the nutrients in food remain closest to their raw state. This makes it the superior choice - naturally!
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The freeze-dried products are approximately 25% of the raw product weight, due to the water naturally present in the meat being removed. The 110g packet of Freeze-Dried Meal Toppers is the rough equivalent to 440g of raw product. A little NORM goes a long way!
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How to feed
NORM meal toppers should be fed as a nutritional booster support to a balanced diet and can be sprinkled over a pet's food straight out of the bag, or they can be rehydrated in a bit of warm water.
If a pet eats kibble, NORM recommends adding some water so the topper and kibble mix together into a yummy stew.
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NORM meal toppers can also be used in a treat dispenser such as a Lickimat.
Is it suitable for cats?
All NORM products can be used for dog and cats, it is just the amount of product that changes.
For cats new to the range, it is best to start them with the single ingredient meal toppers first, as they are more species-appropriate for our obligate carnivores and tend to be the most palatable.
The main ingredient in NORM is always meat, and cats will also benefit from the supplementary super food ingredients in NORM Freakshakes. We recommend trying the Freakshakes containing goat milk, which are Spirulina & Chicken Heart, Fear & Loathing, and Nine Lives. While the new Freakshake product Nine Lives is marketed towards cats (containing the irresistible ingredient of catnip), it is still suitable for dogs.
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All the products are suitable for cats and dogs of all ages, including puppies and kittens. Some varieties also contain superfoods that are highly nutritious and beneficial for puppies and seniors especially.
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No Additives
The only thing that will ever go into a bag of NORM is what is listed in the ingredients. There will never be any preservatives, chemical additives, fillers, emulsifiers, humectants, starches, gums, binders, salt, sugar or synthetic nutrients and flavours in NORM. It is just not what they are about.
NORM is made from 100% whole foods that have been freeze dried or, in the case of some vegetables, fruits, and superfoods, air dried. This preserves the ingredients so that absolutely no additives are needed.
Sustainability
Using wild caught meats like kangaroo and goat offers several advantages over conventional livestock farming. Wild kangaroos and goats have a low environmental footprint, requiring no additional resources such as water, feed, or land, unlike farmed animals. This reduces greenhouse gas emissions and land degradation typically associated with conventional livestock farming.
Wild-caught meats like kangaroo and goat typically possess a distinct nutritional profile compared to farmed meat. They are leaner, with a richer concentration of beneficial omega-3 fatty acids, attributed to their natural diets. Additionally, they are devoid of the antibiotics used routinely in intensive commercial farming.
Furthermore, the "nose to tail" approach, which emphasizes using offal – the often-discarded internal organs and other parts of the animal – minimizes waste. This method promotes respect for the livestock, ensuring that the entire animal is used, valuing its life by reducing wasteful practices.
Serving Size
As with all foods, owners should introduce NORM slowly and follow the directions on the bag for their pet’s weight range.
For small dogs (under 10kg) and for cats, 2.5g of meal topper is a sufficient amount (roughly half a tablespoon). For larger dogs (over 10kg), 5g per day is a suitable serving (roughly one level tablespoon).
Each 110g bag sells for $37.99 and will provide around 44 serves for a small dog or cat, and 22 for a larger dog. This puts the cost at roughly $0.85 per serve for a small dog or cat and $1.70 per serve for larger pets.
Alice In Wonderland Freakshake
INGREDIENTS:
Freeze dried goat liver, lung, heart and trachea, coconut milk powder, turkey tail mushrooms, blue spirulina.
KEY CALL OUTS:
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DIGESTIVE HEALTH
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Goat is a novel protein, lean but high in protein.
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Turkey Tail Mushroom is rich in dietary fibre, antioxidants, and anti-inflammatory compounds.
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Blue spirulina is rich in phycocyanin, which is anti-inflammatory, immune boosting, and is an antioxidant.
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Coconut milk is easily digestible, a rapid source of energy, and is highly palatable.
Fear & Loathing Freakshake
INGREDIENTS:
Freeze dried crocodile, raw goats' milk powder, dragon fruit powder.
KEY CALL OUTS:
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DIGESTIVE HEALTH
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Crocodile is a novel protein, easily digestible, with a great omega fatty acid profile.
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Dragon fruit is rich in dietary fibre and antioxidants.
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Goats milk is highly palatable, has pre/probiotics and digestive enzymes, and is more easily digested than cow’s milk.
Spirulina & Chicken Heart Freakshake
INGREDIENTS:
Freeze dried chicken hearts, raw goat milk powder, spirulina.
KEY CALL OUTS:
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STARTER RECIPE – SUITS EVERYONE
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Protein rich chicken hearts (great source of amino acids like taurine).
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Goats milk is highly palatable, has pre/probiotics and digestive enzymes, and is more easily digested than cow’s milk.
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Spirulina is considered a superfood – it is rich in antioxidants and beneficial compounds. It may even help with allergies!
Purple Haze Freakshake
INGREDIENTS:
Freeze dried kangaroo liver, lung, heart and trachea, coconut milk powder, beetroot powder, butterfly pea powder.
KEY CALL OUTS:
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ACTIVE PETS
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Kangaroo is a novel protein, lean but high in protein, and has a fantastic omega 3 to omega 6 balance.
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Coconut milk is easily digestible, is a rapid source of energy, and is highly palatable. This easy source of energy is great for active pets.
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Beetroot powder is rich in powerful antioxidants and other bioactive compounds possessing anti-inflammatory properties. Can help with recovery after exercise due to circulation promotion and anti-inflammatory compounds.
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Butterfly pea flower is rich in antioxidants, protecting cells from oxidative stress.
Gold Dust Freakshake
INGREDIENTS:
Freeze dried ram testes, coconut milk powder, goji berry powder, organic turmeric.
KEY CALL OUTS:
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GERIATRIC ANIMALS
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Ram (sheep) testes are a unique and highly palatable ingredient rich in protein and essential fatty acids.
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Goji berries are incredible for supporting eye health due to high concentrations of zeaxanthin and lutein. It also has compounds that promote immune-modulating, anti-aging, and antioxidant properties. Antioxidant rich foods may also help prevent cognitive decline in aging pets.
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Turmeric has anti-inflammatory properties, which can support joint health and overall well-being. May also assist in preventing cognitive decline, supporting liver health, and boosting the immune system.
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Coconut milk is easily digestible, is a rapid source of energy, and is highly palatable. This easy source of energy is great for elderly pets.
9 Lives Freakshake
INGREDIENTS:
Freeze dried buffalo liver, raw goats milk powder, organic catnip.
KEY CALL OUTS:
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CATS!
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Buffalo liver is a novel protein and is an appealing ingredient for cats.
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Goats milk is highly palatable, has pre/probiotics and digestive enzymes, and is more easily digested than cow’s milk.
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Catnip can stimulate and entice cats, providing them with a natural sensory experience. It may be useful as a mood enhancer, reducing anxiety and promoting relaxation and sleep.