Super Active, the pride of Prins

Did you know that the ProCare Super Active pressed kibble is the showpiece of Prins? We have been producing these super chunks for over thirty years!

Prins founder Dirk Johannes or "mister" Verkade (1931-2018) started his pet food company in 1963. Because his own dogs Pasha and Loeki always scratched their skin like crazy, he came up with the idea of developing his own dog food, with a lot of attention for a healthy skin and shiny coat.

Own recipe

Mr. Verkade started to work with decomposed grains, fats and vitamins and developed his own recipe for dog food with which he achieved good results with his own animals. With the help of a small press, he made kibble for kennels and acquaintances in his area.

Super Chunk

In 1986, the first Prins dog foods were launched on the market: Standard and Dinner. Mr. Verkade, together with experts, developed a recipe for a pressed Super Chunk. This recipe was adjusted and improved. The kibble was tested and got so many good reviews, that in 1988 the Super Chunk was introduced on the market. He received many comments that his dogs looked so good and he was very proud that he could say that this was due to his own kibble!

Mr. Verkade on tour

Mr. Verkade went 'on tour' at that time to share his knowledge about dog food with others. 'I’m from Prins, but tonight I’ll tell you about what nutrition is and not about the brand Prins', he said during his lectures given throughout the country. When asked about which brand or perhaps his Superbrok was best, he never came up with an opinion. 'If your dog has problems it doesn't mean it's a bad brand, it just means that this brand is not the right one for your dog at this time.'

The fat percentage still makes the Superbrok very special

Trendsetter

Because of the high fat percentage, the Super kibble was a real trendsetter at the time. The difficulty with a pressed kibble is that the fat is incorporated into the kibble itself and not, as is the case with crispy kibbles, sprayed on later. Getting the dough and the fat together properly is an art. The more fat, the softer and thus more prone to breakage a chunk becomes. ‘He'll never manage that', the competition chuckled at the time. But Mr. Verkade succeeded, with the help of good quality fats, in making a chunk with 17 percent fat. He was very proud of that.

Still a bestseller

ProCare Super Active, zoals de Superbrok nu heet, is nog steeds het paradepaardje van Prins. De brok staat, na de ProCare Standard Fit brok, met stip op de tweede plaats in de top drie van de Prins bestsellers. Het recept werd in de loop der tijd wat aangepast om een nog beter product te krijgen, maar de basis van en de filosofie achter de brok zijn nog steeds hetzelfde. Meneer Verkade bewaarde zijn boek met recepten vroeger achter slot en grendel. Tegenwoordig staat de precieze samenstelling op de verpakking. Maar hoe de brok precies wordt bereid, is iets wat nog steeds bij maar een paar mensen bekend is.

Also for puppies!

Quite special: the Prins ProCare Super Active kibble is also suitable for puppies. This means that young dogs that no longer like to eat puppy chunks because they are too small can easily switch to the larger Super kibble.

Super special, the fat in that kibble!

Still, the high fat percentage is what makes the ProCare Super Active chunk, made in Veenendaal, so special. You need the right knowledge and technique and high quality ingredients for it. We have even succeeded in making a pressed kibble with 26 percent fat: Prins SportCare Working & Endurance, a sports food for dogs that need to deliver top performances with a long duration of activity, such as sled dogs. The fats in this food provide the energy needed for this endurance.

Rods and clovers

Not only is the fat content in the kibble special, but also the shapes in which they can be pressed are a piece of art. In addition to the double bar form of the Super chunk, we also make clover forms with three and four 'leaves'.

Something for your dog?

Curious about our Super Active kibble? You can check it out here. Do you need to start feeding this kibble because it’s so good and special? No. As Mr. Verkade said, it all depends on what kind of food is right for your dog at particular time in his life. Not all dogs need food with a high fat percentage.

Free advice

If you want to know how much energy your dog needs, you can contact the nutritionists of the CareTeam for a free nutrition consultation. Whatever you feed or want to feed, because just like Mr. Verkade we do not think in brands, but in food. Do not hesitate, you can contact them right here.