Nature’s Variety was founded in St. Louis, USA, with the aim of offering natural, holistic and balanced nutrition to improve the physical and mental wellbeing of dogs and cats. We were convinced from the beginning: natural and high-quality ingredients are essential for a healthy diet.

In 2016, we took our knowledge to Europe under the True Instinct name. By applying advanced research based on evaluation and innovation, we developed new and improved products with the same priority: sourcing top-quality ingredients that are both natural and healthy.

In 2021, we decided to launch Nature's Variety, with the aim of taking natural nutrition a step further.