Bobby Flay: How A Chef's Love For His Cat, Nacho, Created A Premium Cat Food Brand

Forbes

03-04-2025

Bobby Flay and Nacho
Bobby Flay is no stranger to the food industry. A celebrated chef, restaurateur, and television personality, he has spent decades building an empire that spans high-end restaurants, best-selling cookbooks, and hit TV shows like Beat Bobby Flay. Known for his mastery of bold flavors and fine dining, Flay has now turned his attention to a different culinary endeavor—premium cat food. This passion project takes him beyond the kitchen and into the booming pet food market. As the creator of Made by Nacho, a premium cat food brand founded in 2021, Flay is bringing his culinary expertise to a rapidly growing sector that increasingly mirrors the gourmet trends of human dining.
Fortune Business Insights said the global pet food market was valued at approximately $122.66 billion in 2024. It is expected to grow from $129.92 billion in 2025 to $188.65 billion by 2032, reflecting a CAGR of 5.52%. North America led the market with a 40.6% share in 2024, while the U.S. pet food market is projected to reach $59.76 billion by 2032, driven by high pet ownership and pet humanization trends. In recent years, the industry has also shifted towards high-quality, nutritionally balanced meals for pets. The premium cat food market was valued at around $6 billion in 2022, and projections to double by 2030 suggest opportunities to elevate cat nutrition alongside premium dog food.
"Cats are often overlooked when it comes to nutrition," Flay said. "People are more conscious than ever about what they feed their pets, and we wanted to create something that meets the same quality that we expect from our own meals." This perspective is at the heart of Made by Nacho's philosophy—offering cats food that is not only flavorful but also nutritionally optimal.
Bobby Flay's inspiration for starting Made by Nacho, a premium cat food company, stems from his lifelong love for cats. Growing up as an only child in a single-parent household, he found companionship in the cats his mother kept, calling them his "siblings." Flay recalls, "Cats have always been an important part of my life." His bond with his cat Nacho was particularly transformative. "He was like the special pet of my lifetime for sure," Flay noted, highlighting how Nacho provided comfort during a time of need. After 30 years of feeding people, Flay sought quality nutrition for his cats. "I thought to myself, these cats are so important to me, but I don't know what to feed them," he explained. This realization led to the creation of Made by Nacho, which launched four years ago, reflecting a commitment beyond profit. Flay stated, "Every cat deserves to have a good and healthy meal," emphasizing his dedication to cat welfare. He envisioned a company "with a purpose," prioritizing nutrition to ensure every cat is well-fed and can find a loving home. He concluded, "A healthy cat makes a very happy cat." Named after Flay's beloved orange Maine Coon, Made by Nacho emphasizes high-protein, chef-inspired formulas developed with Nacho as the chief taste tester. The recipes feature cage-free chicken, wild-caught salmon, and bone broth for added hydration and flavor. "I've been in the food business my entire life, and I approached this the same way I would with any restaurant concept," Flay explained. "It has to taste great, it has to be nutritious, and it has to offer something unique." Beyond premium ingredients, Made by Nacho also invests in pet health research to ensure each formula meets feline dietary needs.
A key element of Made by Nacho's formulations is hydration. Flay emphasized the importance of proper hydration for cats, noting that many felines don't drink enough water on their own. Made by Nacho incorporates bone broth into its dry and wet food products to address this.
"Bone broth is not just a trendy ingredient; it's an essential one," Flay explained. "It provides hydration while enhancing the flavor, making meals more appealing for cats."
One of the brand's top-selling items is its bone broth-infused recipes, which provide additional moisture in a way that cats naturally enjoy. When asked about Nacho's favorite dish, Flay shared that his cat had a particular fondness for the turkey and salmon varieties, which use high-quality proteins to appeal to a cat's natural carnivorous instincts.
Bobby Flay and Nacho
Flay isn't the only celebrity stepping into the pet food space. Figures like Rachael Ray, John Legend, and Katherine Heigl have also launched pet food brands, targeting the growing demand for quality animal nutrition. However, while most celebrity-backed brands focus on dog food, Made by Nacho is carving out a niche in the premium cat food market.
Flay observed a gap in the market and pointed out that while many high-end dog food options were available, cat owners had significantly fewer choices. Flay and their team were determined to change that.
Flay's commitment to pet welfare extends beyond sales. Through Made by Nacho's 'Every Bite Gives Back' campaign, 50% of profits from March 3 to April 5 will be donated to Paws Crossed Animal Rescue, funding veterinary care and adoption efforts for rescue cats. Additionally, for every share of the campaign video on social media, an extra meal is donated to a cat in need. The campaign aims to provide 100,000 meals to cats nationwide, reinforcing the brand's mission of supporting feline nutrition and welfare.
"This isn't just about selling food; it's about making a difference in the lives of cats everywhere," Flay emphasized. "Nacho was more than a pet—he was family. This initiative is about honoring his legacy."
To further celebrate Nacho's impact, April 5, 2025, marks the first-ever National Nacho Flay Day, a tribute to the cat who helped inspire an entire movement toward better feline nutrition.
The pet food industry is set for ongoing growth, with consumer preferences increasingly leaning toward healthier and more sustainable options. Made by Nacho is at the forefront of this movement, embracing trends like grain-free diets, functional ingredients, and ethical sourcing.
"Pet owners today are just as discerning as they are about their own food," Flay said. "They want transparency, quality, and to know they're making the right choices for their pets."
As Made by Nacho expands its product line and distribution, Flay remains committed to pushing the boundaries of pet nutrition. "This is just the beginning," he said. "We're here to set a new standard for cat food."
With a chef's touch and a heartfelt mission, Bobby Flay is proving that the future of pet food is anything but ordinary. Nacho, in spirit, continues to inspire the journey—one meal at a time.