Animals have changed little over thousands of years. But knowledge of their nutritional needs has undergone a revolution in just the last few decades. Even decoding the genetic building blocks of life is now a reality. As a child, a simple classroom experiment launched me on a lifelong obsession that, through academic and real world research, led to revolutionizing modern nutrition.
The trigger was a 4th grade rat feeding study. One rat group received corn oil, dried milk and peanuts. These rats grew rapidly, were muscular, glossy and mentally active. The other rat group ate peanut hulls only. This group was stunted, weak, had poor coats and were listless. The astounding difference that natural foods could make began my lifelong obsession.
I conducted endless feeding experiments on my dogs, and became a sponge for knowledge. I took classes, talked with experts, attended seminars-anything I could do to learn. Luckily, I trained and lived in San Jose, CA, the hotbed of sports science research and Olympic athletes at the time. In 1979, it all came together when I got a job as a NASA contractor on the Shuttle Program. My passion finally met knowledge.
At NASA, for the first time, I had access to hundreds of “hidden' medical research. I read incredible studies detailing the power of “defined” diets for manned space flight. I also located sports science research, plus studies on dogs and horses. I had found the Holy Grail I was looking for. I began adapting these advances out of the medical journals and into the gym and kennel. The rest is history.
This research helped to "launch" such legendary health foods as the first commercial Creatine, Branched Chain Amino Acids, Medium Chain Triglycerides and Alpha Keto Glutarate. These developments would soon further evolve into best-selling, brand-name products such as "Muscle Milk' and "Cytomax”, among others.
These products are a "Who's Who" of the most respected advances in sports nutrition history. Without exaggeration, millions have improved their health and performance with these award-winning concepts.
At the same time, I was developing products to improve the health and performance of four-legged athletes. My secret to achieving success with both human and animal nutrition, year after year? Simple. Inside those hard to find (and decipher) medical studies were the basic dietary formula blueprints for improving health and performance. Even how to feed them!
Few know it, but sports drinks, Creatine and most other human performance products were first proven on our canine companions. Hundreds of studies, some going back 100 years, examined the nutritional needs for humans using dogs as models before humans ever got them. I knew my products worked for humans and animals before I ever launched them; they already had!
Those authoritative medical studies enabled me to formulate the first canine sports drinks, bodybuilding supplements, and much more. This priceless research, mostly hidden to non-scientists, is to me so incredibly vital to pet owners worldwide, that I'm making it available to everyone for the first time ever.
Of course, success breeds competition. There are "me-too" copies of my earlier work. But there enormous differences between the health, growth, and performance-enhancing products developed and offered by Animal Naturals and those offered by others.
Our raw ingredients are the finest from around the world. Each lot-specific batch I make is extensively tested to ensure its dietary efficacy and microbiological cleanliness. Our on-site manufacturing guarantees the absolute freshest quality to you.
But the biggest difference will always be our passion. Call it an obsession. Years before others jumped on the bandwagon, I was helping to create products that became, and still are, best sellers in health food stores, gyms and training rooms. These innovations began in 1980, and have continued ever since. You don't buy credibility by sponsoring an event or hiring white lab coats.
It's harsh, but you're only as good as your last product. Past product successes are worthy, but time moves on. The world is always asking, "What have you done for me lately?" Our answer is "Plenty! Check it out!" We don't sit on laurels of past achievements.
Instead, my company continually upgrades our product lines with up-to-the-minute scientific advances. Our products, such as K9 Super Fuel, K9 Puppy Gold, K9 Go Dog, K9 Show Stopper, Joint Strong, Carnivore Cookies, Carnivore Cuisine, Born to be Wild, Young at Heart, will always blaze fresh trails in unifying Nature with Science. Science never stops unlocking Nature's secrets, and Animal Naturals never stops applying them!
From high-octane performance foods like K9 Super Fuel to anti-aging formulas like Young at Heart, I believe each Animal Naturals product to be the best of its kind, the absolute best you can provide your four-legged companion. My never-ending quest to harness Nature's awesome nutritional power is based on one timeless truth...
…there's almost no problem Nature can't solve. Let Animal Naturals be that solution for you!
Always!
Bob Fritz
Founder, Animal Naturals
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Resume 1980-2005
PRODUCT DEVELOPMENT 1980-1982, Field Trials, Sunnyvale CA
• First out of lab canine and human trials with milk peptides, glucose polymers and MCTs, measuring gastric emptying rates and utilization.
• First canine sports drink trial.
UNIPRO: Marketing Manager, November 1982 to January 1987.
1982
• AMINO 1000™ First sports nutrition application of milk protein peptide-free form amino acids mixtures
• Created Professional and Olympic Athlete Research Program.
1983
• CARBOPLEX™ First sports nutrition application of glucose polymers.
• LIPOPLEX™ First sports nutrition application of MCTs (medium-chain triglycerides).
• OXYGIZER™ First American sports nutrition application of alpha ketoglutarate (PAK: Pyridoxal 5 phosphate alpha ketoglutarate.
1984
• BCAAS™ First American sports nutrition application of branched-chain amino acids.
• CREATINE 1500™ First American sports nutrition application of creatine.
1985
• JOURNAL OF SPORTS SCIENCE First sports science abstract review for non-scientists.
• First sports nutrition advisory board of true front-line researchers.
• First American research study of PAK: co-design of experimental protocol.
1986
• High school football workout book with Howie Long and Lyle Alzado, 39 pg.
• PAK study presented at ACSM (American College of Sports Medicine).
CHAMPION NUTRITION: Director of Sales and Marketing, January 1987 to January 1990
1987
• MUSCLE N2ITRO™ First American sports nutrition succinate application; Point of sale literature, print ad.
1988
• POWER PASTA™ First sports nutrition application of protein/carbohydrate enriched pasta. Label, point of sale literature, print ad.
• METABOLOL II™ First L-lactate enhanced Optimizer: research, label and ad copy.
• CYTOMAX™ STUDY # 1 Co-design of experimental protocol.
• METABOLOL II STUDY # 1 Co-design of experimental protocol.
1989
• CYTOMAX STUDY # 2 Co-design of experimental protocol.
• METABOLOL II STUDY # 2 Co-design of experimental protocol.
• CYTOMAX™ First sports nutrition application of concentrated L-lactates.
• CYTOMAX STUDY # 1 Presented study at International Sports Congress, Leningrad, USSR via Dr. Thomas Fahey.
ABR/APRL: President, January 1990 to 2000. 1990
• METABOLOL II STUDY # 1 Presented study at ACSM via Dr. Fahey.
• METABOLOL II STUDY # 2 Presented study at ACSM via Dr. Fahey.
• PEAK PERFORMANCE ™ First commerical canine sports nutrition supplement.
• STEROIDS AND DOGS HANDBOOK Academic review, 50 pg.
1991
• HOME ANABOLIC KIT™ First sports nutrition application of Nitrogen Balance testing. FDA approved, patented.
• MUSCLE CHEM™ Advanced Optimizer.
• MAXIMIZE™ Advanced Amino Acid.
• STEROID ALTERNATIVE HANDBOOK Co-author with Dr. Thomas Fahey, 197 pg.
1992
• WEIDER HOME ANABOLIC KIT Second generation.
• PRE FLEX HYPERDRIVE™ First fizzy version of L-lactate supplement.
• N2ITRO FIRE™ Nitrogen balance optimizing powder.
• POST FLEX™ Pre-sleep anti-catabolic formula.
• HOME ANABOLIC KIT STUDY #1.
1993
• ELITE ATHLETE TESTING SERVICE First mail-in steroid hormone lab testing.
• Developed 7 Products for GEN LINC.
• PEAK CONDITION canine supplement.
1994
• POWER JERKY™ First USDA approved, all natural nutritionally fortified jerky for athletes.
1995
• CORT BUSTER™ First commercial sports nutrition application of phosphatidylserine as oral cortisol antagonist. Patent granted.
1996
• PEAK GROW™ First commercial reproduction of canine bitch milk.
1997
• POWER MEAT™ First commercial mixture of USDA human grade wild meats and PEAK 2.
• PEAK STRIDE™ Joint mobility canine enhancer.
• PEAK SENIOR™ Anti-aging canine formula.
• FAST TWITCH™ Sprint dog (greyhound) formula.
1998
• PEAK EQUINE™ Race horse supplement.
• PERFORMANCE DOG MAGAZINE Magazine devoted to performance dogs.
• MUSCLE MILK™ First human bodybuilding product based on human milk profile.
• ENDOCRE3™ First endogenous creatine formula.
ANIMAL NATURALS, LLC Founder 2002 to Present.
• MUSCLEJACK™ First commercial use of Longifolia.
• EVOBODYBUILDING™ Natural diet and workouts based on the inner cavemen in modern humans.
• CARNIVORE COOKIES™ Fortified gourmet “superbiscuit” using Rhodiloa and other functional foods.
• FEEL FULL™ First natural CCK appetite suppressant formula.
• SHOW & GO™ Performance and appearance natural equine product.
• JOINT RE-GEN™ First commercial activated glucosamine topical spray.
• COOL SPOT™ First commercial spray to guarantee total recovery from hot spots in 48 hours.
• PICK OF THE LITTER™
• GO DOG™
• ZEN DOG™
• WILD DIET™
• CARNIVORE CUISINE™
• EQUINE SUPERFUEL™
• EVOPRO™ Assisted in copyrighting.
• STUD DOG™
• EQUINE RECHARGE™
• SUPER COLT™
• CARNIVORE CHEWS™
• CARNIVORE BONZ™
• SANI BED™
• WILD DIET™
• VASOSTAT First use of L-Norvaline as arginase antagonist.
• FAST TWITCH™ First commercial application of nitric oxide enhancers and endogenous creatine precursors, POWER WORKOUT DRINK.
NEW PRODUCT CATEGORIES HELPED CREATE
1. Amino Acids (Milk peptide/casein/micellar free-form).
2. BCAAs (Branched-chain amino acids).
3. Complex Carbohydrate Powders (CARBOPLEX, etc).
4. MCTs Medium Chained Triglycerides).
5. Alpha Keto Glutarates.
6. L-lactate Polymers (CYTOMAX, etc).
7. Home Anabolic Nitrogen Balance Test Kits.
8. Defined Predigested Meals for Dogs.
9. Mail-In Saliva Hormone Tests.
10. Sport Jerky (POWER JERKY, etc).
11. Drug-Free Cortisol Antagonists.
12. Glucose Polymer/Amino Acid Fortified Pasta.
13. Human Grade Canine Metabolic Optimizers. |
