Toronto, Ontario, Canada – October 19, 2026 – Tom&Sawyer, a pioneer of human grade, gently-cooked pet meals since 2015, has launched a new online membership built around each dog or cat’s health goals. Every member receives a personalized pet meal plan, a member centre customized around their pet’s health data and goals, online self-serve tools, and ongoing nutrition support. The membership is available across Canada and has initially launched in select areas of the United States.
None of this is new to longtime Tom&Sawyer customers. For 11 years, Canadian pet parents and veterinarians have come to Tom&Sawyer for more than food, and the new online experience now mirrors what the company does every day. What others sell as a “pet food subscription,” Tom&Sawyer offers as a nutrition wellness membership for dogs and cats, and it feels less like ordering food and more like your pet is joining a wellness clinic.
When Tom&Sawyer started, gently-cooked pet food was dismissed as a fad, and some pet food industry people tried to scare pet parents away from it. Eleven years later, its benefits show up not only in the results pet parents report but in a growing number of peer-reviewed research journal articles, and the biggest kibble brands are scrambling to add gently-cooked to their offering. Tom&Sawyer has never sold kibble or chased every format to maximize sales. As a grassroots pioneer of the category, it has stayed singularly focused on its mission: the highest quality human grade gently-cooked pet food, and a place on every pet’s wellness team. “Pet parents don’t choose us because we’re another food option. When they want more from the company that feeds their pet, they increasingly hear our name as the recommended option from within their trusted pet communities and during vet visits. We have worked hard for the strong reputation we have earned,” said Kristin Matthews, CoFounder and President of Tom&Sawyer. “Pet parents and veterinarians keep reaching for our purpose-built recipes and asking for us to be part of the goals to improve the life of their dog or cat, and that told us something about what makes us special. To reach a wider group of pet parents who need us and don’t know about us yet, I knew we needed to put the Tom&Sawyer experience at the centre of our website to demonstrate how we will continually work to deliver on our promise to pets and their people. That’s what it means to Tom&Sawyer to feed them like family.”
It all started with a Yorkie-Poo named Sawyer, brought home almost 13 years ago by Kristin and her husband and CoFounder, Peter Zakarow. Sawyer refused kibble, became very sick when fed raw pet food, and they turned to home cooking until Kristin, then a forensic accountant, used her research and investigative skills to build what didn’t exist to buy. Today, Sawyer is regularly mistaken out on walks for an energetic puppy and truly embodies what an entire life of proactive health and fresh food nutrition can do for a pet. The Tom&Sawyer Experience is simple: go beyond being just another pet food company and become part of your pet’s wellness team. It starts with one promise, to only craft food you could actually eat yourself: fully human grade, from every ingredient sourced through to the kitchen it’s cooked in. That alone separates Tom&Sawyer from almost every pet food company in the world.
Each personalized pet meal plan starts with the Tom&Sawyer meal plan questionnaire, where pet parents share their dog or cat’s age, breed, weight, health conditions, body condition and feeding goals. The support continues long after the first box arrives.
“When I have clients that are looking for less processed pet food options than traditional formats or have certain issues that aren’t addressed by veterinary diets, fresh gently-cooked food offers a safe, science-backed alternative. By understanding changing pet parent expectations and embracing options beyond prescription diets and confusion at a store aisle, we build trust and deliver better collaborative care”, says Kelly Gredner RVT VTS (Nutrition), Tom&Sawyer’s Veterinary Nutrition Specialist. “Tom&Sawyer creates science-forward recipes and cooks tasty, whole food, human grade meals. Now we also give pet parents end-to-end expert nutrition advice: we support each pet’s health goals, educate pet parents to empower them, check in on progress, and adjust along the way.”
Personalized pet meal plans built around each dog or cat
The membership experience begins with the Tom&Sawyer Health Intake Form, and it feels like a first consult with your pet’s own nutrition team. In a couple of minutes, pet parents share who their pet is and what they’re hoping for. Tom&Sawyer then reveals a plan tailored to that individual dog or cat, portioned precisely to their needs, with the recipes best suited to their goals recommended first.
Pet parents can feed Tom&Sawyer as a complete diet or provide a healthy partial addition alongside their pet’s current food. Pricing is shown as a simple daily cost and regular shipments arrive to their home with enough frozen food to ensure a pet is not left wondering what’s for supper.
Chef-designed culinary recipes, optimized to support healthy pets and create mealtime excitement
Every recipe is science-backed: recipe development is led by Tom&Sawyer’s PhD animal nutritionist, each ingredient is cooked individually for optimum bioavailability, mixed together gently to retain its visual appeal, and lab tested to ensure it meets and exceeds the standards set for complete and balanced animal nutrition. Every meal also meets AAFCO’s and FPFA’s human grade pet food definitions, including food safety held to human food standards. The menu reads like a restaurant’s, with items such as Italian Beef Pasta Dinner, Thai Coconut Chicken & Rice and Classic Pork Stew. They also became known for hard-to-find low-fat proteins suitable for a number of health concerns, such as kangaroo, and a unique whitefish recipe suitably named Fisherman’s Best Friend Supper.
Pet parents describe the difference in their own words. Published health outcome testimonials identify that 96% believe their pet’s overall health improved after starting to feed Tom&Sawyer. Digestion health data identified 92% saw better digestion and firmer stools. Of those who wrote about having a picky eater, 83% said their pet now cleans every bowl of Tom&Sawyer meals.
More than a meal plan
The Tom&Sawyer pet nutrition membership combines personalized pet meals with ongoing nutrition support and tools for managing each pet’s health goals. Membership includes:
a personal health goals tracker,
ongoing registered veterinary technician check-ins and support,
easy recipe swaps and delivery management,
fast, reliable shipping, with the flexibility to send specific orders wherever your pet needs them,
all backed by the Tom&Sawyer Satisfaction Guarantee.
New members save 40% on their first order.
Personalized pet meal plans available in Canada and the U.S.
The Tom&Sawyer health membership is live across Canada and is currently available in select areas of the United States. Start a healthier, tastier chapter for your pet today at https://tomandsawyer.com
About Tom&Sawyer human grade pet food
Founded in Toronto in 2015, Tom&Sawyer creates human grade, gently-cooked dog and cat food designed to support happier, healthier, longer lives™. The company develops chef-crafted pet meals with animal nutrition expertise and produces them in a licensed, government-inspected human food facility. They have served millions of pet meals and earned over 80% of its reviews at five stars. Tom&Sawyer is a founder of the Fresh Pet Food Alliance, created to raise standards for accountability and transparency in fresh and frozen pet food. Meals are available direct to consumers in Canada and now within areas of the United States, plus customers can purchase single packages at hundreds of premium pet retailers across Canada.
Media ContactCompany Name: Tom&SawyerContact Person: Peter ZakarowEmail: Send EmailPhone: 1(888)587-8761 x20Address:33 Bloor St E 5th Floor City: TorontoState: Ontario M4W 3H1Country: CanadaWebsite: https://tomandsawyer.com/
