Our Story


It all started with Zack, a golden retriever who liked to steal shoes and get into the laundry. Zack was sweet as can be, but plagued with allergies from a young age.

“He broke out in rashes and scratched until his skin tore,” says Addiction co-founder Jerel Kwek. “We would take him to the vet and they’d give him steroids, which helped at first, but then caused their own set of side effects.”

The Search for a Cure

Jerel was determined to find a remedy to his dog’s problems. He turned to the leading holistic veterinarian at the time. It was discovered that the painful skin and gastrointestinal problems Zack was experiencing and a lack of nutrition in his diet was due to the unhealthy combinations of fats, grains, and additives in most pet foods that were fed to him.

A lightbulb went off for Jerel: He needed to help develop a pet food without artificial ingredients and preservatives to alleviate not only his four-legged friend’s bumpy, itchy skin and lack of energy—but others’, too. No distance would be too far, no location would be too remote. He’d go further for his pet to find a cure.

The Discovery

Jerel found himself in New Zealand, the “Land of the Long White Cloud” as it’s known. Aside from being free of diseases such as mad cow and foot-and-mouth, New Zealand also offers a wide selection of free range and cage-free meat sources free from artificial hormones and steroids. The country also boasts an abundance of fresh and natural ingredients, making it an ideal home for pet food manufacturing.

They began to develop easy-to-digest recipes centered around premium proteins and high-quality wild game meats that were much richer in nutrients and hypoallergenic. They also added vegetables, fruits, herbs, nuts and seeds to intensify the wholesomeness resulting in a flavor that was, in a word, well, addictive. Pet patients devoured the new food and begged for more, whilst showing significant improvements in their skin and coat health. With that, Addiction Foods was born.

Addiction Today

With a manufacturing plant along New Zealand’s Western Bay of Plenty, Addiction is now the biggest and most technologically-advanced dry pet food plant in New Zealand, producing highly sought-after ultra-premium pet food in the market today.

Addiction Foods now operates globally in close to 15 countries, including USA, Australia, China, Japan, Singapore and New Zealand.


“Addiction aims to be the world’s leading premium pet food company and is committed to formulating different nutritional needs of pets around the world, nourishing the bonds between pets and their owners”

– Mr. Jerel Kwek, CEO of Addiction Pet Foods


Addiction is dedicated to making a difference in your pets’ lives and changing the way your pets eat through these four approaches:

Innovation & Advancement

We have always been a leader in making the most nutritionally advanced foods, from innovating the use of hypoallergenic proteins to creating air dried foods unlike any others in the market


We only create natural and wholesome foods with no compromise on quality, as close as what nature intended for your pets to eat.

Nourishing Bonds

Going further for pets also means providing them with a wide range of quality options that will always meet their nutritional needs. With that in mind, we have created other pet food brands that promise to provide the same level of quality feeding to pets that ranges from dry food, to air-dried to treats.

Protecting the Environment

We strive to use our resources responsibly and use ingredients that help to conserve the environment.


Going further for pets also means providing them with a wide range of quality options that will always meet their nutritional needs. With that in mind, we have created other pet food brands that promise to provide the same level of quality feeding to pets that ranges from dry food, to air-dried to treats.

07 brand addiction update

ADDICTION is our flagship brand renowned all over for its holistic nutrition and hypoallergenic qualities. Our range of pet foods are made from premium proteins, fruits and vegetables all ethically sourced in New Zealand. Grain-free and free from harmful additives, Addiction provides your pets a highly-nutritious meal so delicious to be called “addiction.”


08 brand wishbone update

WISHBONE is a natural artisanal pet food cooked in small, single batches to keep the ingredients fresh. It is 100% grain-free and gluten-free, and enriched with the power of 8 superfoods: blueberry, cranberry, papaya, mango, basil, rosemary, peppermint, and flaxseed. We believe your pets deserve the best…because pets are family.


Pets are our best friends. We love sharing everything with them, especially our food. That’s why there’s AWESOME PAWSOME all-natural dog treats. They’re snacks we love made for pets! Made in New Zealand, totally grain-free, with an irresistible taste, our treats will have your dogs look forward to an awesome bonding time with his hooman.


Addiction Foods produces the finest quality dry food and treats for global pet brands. We are proud to call New Zealand home, where the highest food safety standards, free-range meats, and organic produce combine to offer the ideal pantry of the purest ingredients. Addiction’s contract manufacturing service is the premier choice of brands pursuing the global marketplace. We are the world’s only dry food manufacturer accredited to export all proteins to China.




2002 – First to introduce New Zealand brushtail as novel protein in pet food.

2003 – 2004 Increased distribution network to USA, Canada, and Malaysia.

2005 – Launched world’s first wild kangaroo and apple dry food.

2006 – Opened its fully-owned manufacturing plant in New Zealand.

2007 – Launched New Zealand made raw dehydrated food.

2008 – Expansion of dry food and treats line. Addiction was sold in over 2000 pet stores internationally.

2009 – Rated Whole Dog Journal’s “Top Approved Dry Foods” of the year.

2010 – Addiction’s la Porchetta, Viva la Venison & Salmon Bleu dry foods are Whole Dog Journal’s “Top Approved Dry Foods”.

2011 – Whole Dog Journal’s stamp of approval.

2012 – Multi-million dollar New Zealand plant upgrade.

2013 – Worldwide launch of Wishbone artisan pet food.

2014 – Expansion into Korea

2016 – Accredited as the only dry pet food plant in the world that can export all proteins into China

2017 – Automation upgrade of Packing Line

2018 – Commissioned new Treats line

2019 – Launched Awesome Pawsome All-Natural Treat Range

2020 – Major site expansion and multi-million dollar upgrade to plant to increase plant capacity

2021 – Launched new look of Addiction Pet Foods

2022 – Launched Wild Islands Grain-Free High Protein Pet Food range

2023 – Launched new look of Wishbone Pet Food


New Zealand | 240 Jellicoe Street, Papamoa Beach, Te Puke 3119, New Zealand
North America | 19227 72nd Avenue South, Kent, WA 98032, USA
Asia Pacific | Northstar, 7030 Ang Mo Kio Ave 5, #02-53, Singapore 569880
China | Room 08, 15th Floor, Shenxin Building, No. 200 Ninghai East Road, Huangpu District, Shanghai, China. 200021


  • Australia
  • Canada
  • China
  • Hong Kong
  • Taiwan
  • Indonesia
  • Japan
  • Macau
  • Malaysia
  • New Zealand
  • Singapore
  • South Korea
  • USA
  • Venezuela




Explore the depth of New Zealand ocean, where the best breed of king salmon is harvested. Learn more about the sustainable, safe ocean farming practices that is helping to preserve our ocean life.


Be astounded by the clear, pristine water of New Zealand’s lakes, home to some of finest duck community. Find out more about the benefits of duck meat.


Be awed by the lush, indigenous forest, where inhabitants like deers and brushtail thrive. Learn more about why New Zealand’s venisons are rated amongst the best in the world.


New Zealand’s temperate climate has made it the ideal place for pastoral farming. Raised free-range and grass-fed, New Zealand’s lamb has been known to be amongst the most tender and succulent.