FOUNDER STORY
Why did you create Lumi?
Lumi was inspired by my own journey with gut health and a deeper understanding of how daily nutrition shapes long-term wellbeing — not only how we feel, but how we look.
That perspective changed how I viewed pet nutrition. Lumi was created to bring together inner health and outer beauty through thoughtfully crafted, protein-rich recipes designed to support digestive balance, coat condition and everyday vitality.
Because beauty - and wellness - begins in the bowl.
ABOUT OUR PRODUCTS
What makes Lumi Pet Beauty special?
Lumi is premium pet food made in New Zealand using high-quality, single-source proteins and functional ingredients chosen to support inner health and outer beauty.
Each recipe is complete and balanced, crafted to nourish digestion, vitality, and coat gloss — because nourishment should show.
Are Lumi recipes suitable for pets with sensitivities?
Both our Chicken and Venison recipes are single-source protein, making them a simple, gentle option for pets with food sensitivities.
If your pet has specific allergies or medical conditions, we recommend speaking with your veterinarian before introducing any new food.
Is Lumi complete and balanced?
Yes. All Lumi recipes are formulated to be complete and balanced for your pet’s life stage, meaning they provide everything your pet needs to thrive.
What life stage is Lumi suitable for?
Lumi recipes are suitable for all breeds and life stages. Please refer to each product page for specific feeding guidance.
PRODUCT INFORMATION
Where is Lumi made?
Lumi is proudly made in beautiful New Zealand using quality New Zealand proteins and thoughtfully selected functional ingredients.
Our recipes are made in a factory with the SGS certification for the Food Safety Code for Pet Food Manufacturing, an internationally recognized standard that verifies robust food safety management systems, quality controls, and manufacturing best practices. Certification confirms that the company’s production processes meet strict globally benchmarked requirements.
Is Lumi grain-free?
Yes. All Lumi recipes are grain-free.
Does Lumi contain fillers, rendered meats or artificial colours?
Lumi is crafted with purpose and nothing unnecessary
• No binders, gums, or gelling agents
• No fillers: no grains, no chickpeas or other legumes, no potato or rice
• No rendered meat, fats or by-product meals
• No carrageenan
• No added carbohydrates
• No artificial colours, flavours or preservatives
Is Lumi suitable for mixed feeding (wet + dry)?
Yes. Lumi can be fed on its own as a complete meal or alongside dry food as part of a mixed feeding routine. If you are mixed feeding, adjust the feeding quantity according to your pet's size and activity level.
How much should I feed my pet?
Feeding guidelines are provided on each product page and on-pack. Portions may vary depending on age, size, and activity level.
What type of collagen does Lumi use?
We match the New Zealand-sourced collagen broth to the protein in each recipe.
For example:
• Chicken recipes include chicken collagen broth
• Fish recipes include fish collagen broth
Collagen supports skin elasticity, joint comfort and overall vitality.
What is the texture of Lumi?
Most Lumi recipes are a smooth pâté for easy eating and gentle digestion.
Our Cat Tuna & Salmon recipe is a silky mousse, designed for high palatability and hydration support.
What ingredients are in Lumi?
Each recipe includes high-quality animal protein, collagen broth, marine microalgae oil, and functional ingredients to support gut health, relief of inflammation, cognitive health and coat condition.
You can find the full ingredient list and guaranteed analysis on each individual product page.
How should I transition my pet to Lumi?
We recommend gradually introducing Lumi over 5–7 days:
• Day 1–2: 25% Lumi + 75% current food
• Day 3–4: 50% Lumi + 50% current food
• Day 5–6: 75% Lumi + 25% current food
• Day 7: 100% Lumi
A slow transition helps support digestive comfort.
How should I store Lumi?
Store unopened cans in a cool, dry place. Once opened, refrigerate and use within 3 days.
Are your ingredients traceable?
Yes - all ingredients are traceable.
SUSTAINABILITY
Is your packaging recyclable?
Yes. Our tin cans, cardboard trays and multipacks are recyclable. Plastic wrap found on trays can be recycled via the Soft Plastics Recycling Scheme.
Are your proteins ethical and sustainable?
Our recipes are made using meat from ethical New Zealand farms, where animals are free to roam and eat natural pastures of grass, clover, and native grasses. No grains or concrete yards.
Marine recipes are made by our manufacturer who holds a Chain of Custody Certification by the Marine Stewardship Council (MSC). This globally recognised certification verifies that seafood ingredients originate from fisheries that meet strict sustainability and traceability standards. Our marine ingredients can be tracked throughout the supply chain - from the fishery to the finished Lumi product.
DO YOU OFFER A GUARANTEE?
Our Luminous Guarantee
We want your pet to truly love Lumi.
If your pet doesn’t take to their first order, contact us within 30 days of purchase and we’ll make it right — whether that means a refund or store credit.
Simply email us with:
• Your order number
• The Lumi recipe purchased
• A brief note about your experience
Our Luminous Guarantee applies to first-time purchases made via our website and is limited to one claim per household.
ORDERING AND SHIPPING
How long does shipping take?
Orders are processed within 1–2 business days. Delivery times vary depending on your location within New Zealand.
Do you ship internationally?
At this stage, we sell and ship Lumi within New Zealand only.
How much does shipping cost?
Shipping costs are calculated at checkout based on your location.
