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Direct Lie or Simply Misleading? – Truth about Pet Food

Marketing claims of dog food regularly s-t-r-e-t-c-h the reality. You come to a decision – did those two dog food press releases at once lie or are they only deceptive customers?

From a up to date press unlock on Diamond Pet Food’s logo 4health bought solely at Tractor Supply retail outlets titled “Tractor Supply releases super premium pet food brand”:

Untamed’s meat-first formulation have vital well being advantages for canines and cats, consistent with Alexia Heldman, a board-certified veterinary nutritionist for 4health. “You will never see starchy fillers, artificial flavors or unhealthy additives that can cause allergies or digestive problems — only delicious, real food sources filled with the nutrients and quality your pet deserves.”

Notice that the “board-certified veterinary nutritionist” for 4health said the brand new puppy meals don’t include “starchy fillers”. No starch?

The substances for 4health Untamed Red Canyon Recipe Buffalo & Lentil Formula Dog Food (one of the vital no starchy fillers puppy meals) is as follows:

“Buffalo, Beef Meal, Lentils, Chickpeas, Peas, Pea Flour, Sunflower Oil, Pea Protein, Tomato Pomace, Flaxseed, Natural Flavor, Salmon Oil (Source of DHA), Salt, Choline Chloride, Dried Lactobacillus Acidophilus Fermentation Product, Dried Bifidobacterium Animalis Fermentation Product, Dried Lactobacillus Reuteri Fermentation Product, Vitamin E Supplement, Iron Proteinate, Zinc Proteinate, Copper Proteinate, Ferrous Sulfate, Zinc Sulfate, Copper Sulfate, Potassium Iodide, Thiamine Mononitrate (Source Of Vitamin B1), Manganese Proteinate, Manganous Oxide, Ascorbic Acid (Preservative), Vitamin A Supplement, Biotin, Niacin, Calcium Pantothenate, Manganese Sulfate, Sodium Selenite, Pyridoxine Hydrochloride (Source 0f Vitamin B6), Vitamin B12 Supplement, Riboflavin (Vitamin B2), Vitamin D3 Supplement, Folic Acid.”

Ingredient #three Lentils:  The USDA nutrient database tells us lentils include 63 grams of carbohydrates (starch) in line with 100 gram serving; lentils are greater than 50% starch. The dog food additionally comprises a couple of different starchy greens – Chickpeas, Peas, Pea Flour and Pea Protein.

Again – a press unlock in this dog food claims “You will never see starchy fillers…” – a declare made by means of a “board-certified veterinary nutritionist” – however the dog food comprises many, many starch substances.

Do you believe this a advertising and marketing lie or is it the everyday deceptive advertising and marketing? The 4health veterinarian did upload the time period “fillers” – does including fillers to the ‘no starch’ declare make it a valid declare (“You will never see starchy fillers…”)?


Another fresh press unlock titled “Breakaway from Texas Mills Will Revolutionize the Healthy Dog Food Market” comprises some attention-grabbing statements as smartly.

FYI: Breakaway Pet Food is a brand new dog food manufactured by means of Texas Mills, LLC. Texas Mills may be the landlord of Great Life Pet Food.

From the click unlock:

According to officers at Texas Mills, figures are indicating that each and every 15 mins every other shopper switches to Breakaway for his or her dog partners because of its low price and top-quality method.

This dog food corporate is claiming virtually 100 folks an afternoon transfer to their dog food. Quite a declare for a brand spanking new dog food.

The press unlock continues with:

Breakaway is to be had in pork and hen and in grain-free lentil and brown rice formulations. Francois said, “Breakaway uses a single-source protein, which means that the proteins all come from one single source rather than being sourced from different spots all around the country.”

“Single-source protein” sounds nice, however is it? If any dog food producer purchases their hen from the similar provider – instance Tyson – they might make this declare. Tyson will be the ‘single-source’ hen supplier.

To an unknowing shopper, declare #1 and #2 may sound tempting. With declare #1 – no proof was once equipped for the declare of 100 new shoppers an afternoon. Is this a wishful considering or is it authentic? Claim #2 is most definitely true as a result of maximum dog food producers get their meat substances from the similar provider (instance Tyson). The declare has not anything to do with the standard of the dog food – akin to human grade. Was the declare made to make unknowing customers imagine the dog food is of upper high quality? Is it a deceptive declare?

Chewy.com supplies this symbol of the Breakaway Grain-Free Chicken Meal & Lentils Dry Dog Food:

Note the label claims the dog food to be “Low Carbohydrates”. The substances of Great Life Breakaway Grain-Free Chicken Meal & Lentils Dry Dog Food are:

“Chicken Meal, Lentils, Peas, Chickpeas, Chicken Fat (Preserved With Mixed Tocopherols), Tapioca Starch, Natural Flavor, Salmon Oil, Freeze Dried Chicken Liver, Flaxseed, Tomato Pomace, Dicalcium Phosphate, Freeze Dried Chicken, Salt, Minerals (Zinc Proteinate, Iron Proteinate, Copper Proteinate, Manganese Proteinate, Sodium Selenite, Calcium Iodate), Vitamins (Vitamin E Supplement, Niacin Supplement, D-Calcium Pantothenate, Riboflavin Supplement, Vitamin A Supplement, Thiamine Mononitrate, Pyridoxine Hydrochloride, Vitamin B12 Supplement, Folic Acid, Vitamin D Supplement), Dandelion Greens, Dried Bacillus Coagulans Fermentation Product, Green Lipped Mussel Powder, Pumpkin Seeds, Dried Kelp, Dried Carrots, Dried Blueberries, Dried Spinach, Dried Kale, Dried Papaya, Dried Zucchini, Turmeric.”

Guaranteed Analysis is “Crude Protein 30%, Crude Fat 14%, Crude Fiber 5.5%, Moisture 10%”. Calculating carbohydrates (100% minus crude protein %, fats %, fiber % and moisture % = carbs%), this dog food is an estimated 40.five% carbohydrates. Would you believe an estimated 40% carbohydrate dog food to fulfill the declare “Low Carbohydrates”? Is this a deceptive label declare or a right away lie at the label?


Do now not purchase any dog food in accordance with advertising and marketing – this comprises the web site, press releases and photographs on labels. If the dog food pursuits you, test the claims. Using the examples above – ask the dog food to provide an explanation for how Lentils, Chickpeas, Peas, Pea Flour and Pea Protein would now not be thought to be starch? Or ask the corporate to provide an explanation for the ‘single source’ of hen or pork – what’s the identify of the provider? Ask the producer what’s their definition of ‘low carbohydrate’?  If questions are neglected or complete responses don’t seem to be equipped, don’t acquire the dog food.

Regulatory government don’t hang dog food producers in control of their advertising and marketing claims. It’s as much as us. Question first, purchase later.


Wishing you and your puppy(s) the most productive,

Susan Thixton
Pet Food Safety Advocate
Author Buyer Beware, Co-Author Dinner PAWsible
Association for Truth in Pet Food

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