04 Oct 2024

'Kibble Cartel': UK Pet Food Responds to Wild Pack Claims

UK Pet Food is aware of recent claims by Wild Pack. Unfortunately, this deliberate misinformation risks causing pet owners unnecessary alarm and concern. There is no basis for Wild Pack’s claims, and we are extremely disappointed to see a pet food brand using fear as a tactic to market its own products.

The fundamental goal of UK Pet Food members is to produce diets that help pets live the longest, healthiest lives possible. Decades of research have gone into understanding their nutritional needs to ensure we deliver optimum nutrition.

All ‘complete’ pet foods, regardless of format (whether wet, including commercial raw, or dry), are subject to over 50 pieces of legislation to ensure safe and high-quality diets for the nation’s pets. It is widely recognised that pets today live longer, healthier lives, and prepared pet foods have played a significant role.

We take our responsibility for feeding and nourishing these much-loved family pets seriously. Being a member of UK Pet Food signifies a commitment to strict legislation and industry best practices, including expectations for responsible marketing. Companies should have pets at heart when marketing their products and provide strong scientific evidence to allow pet owners to make informed choices.

To support owners in deciding what is the best diet for their pet, UK Pet Food’s Veterinary Nutrition Committee has produced a range of factsheets:

Is dry pet food safe?

Dry pet food, also known as kibbles, is a long-standing pet format that has been safely fed to pets for several decades. It is one of the most convenient and commonly used forms of food for cats and dogs. Pet owners like its ease of storage, longevity, and affordability. All prepared pet foods, whether dry, wet, or raw, are subject to the same legislation to ensure safe and nourishing food for pets.

Should I be worried about glycotoxins?

No, we have not seen any health conditions related to AGEs (glycotoxins), and no scientific evidence suggests their natural presence is harmful. All processed pet foods are subject to stringent safety and quality regulations.

Glycotoxins, also called Advanced Glycation End Products (AGEs), are naturally produced in the bodies of all animals, including humans, as we break down food for energy. They’re also formed during all cooking processes, like toasting bread and roasting chicken. Both our bodies and all cooked foods will naturally have some glycotoxins. For something to cause harm, it needs to reach tissues in the body and remain there. In the limited research we have, the amounts of AGEs consumed is actually equal to the amount excreted, which means there aren’t AGEs sitting in the body causing harm.

Is processed pet food bad for my pet?

The word processed can have negative connotations, but it simply means pets get the nutrition they need when they need it in a safe and stable format. Processed foods are defined as a food that has undergone any change to their natural state.”[1] Examples of processing include washing, freezing, chopping, milling, drying, and cooking methods. This may also include adding colours, flavours, preservatives and nutrients. The definition covers ANY form of food preparation, raw, cooked, or otherwise. In pet food, a degree of processing is essential for creating diets that provide all the nutrients a pet needs in the right proportions to be healthy.

Processed pet foods are healthy processed foods because they are:

Balanced in healthy fats and calories.
Contains all the micronutrients required.
Healthy and nourishing.
Often supplemented with pre/probiotics, EFAs, fibre.

Is kibble ultra-processed and bad for my pet?

No. While kibbles have undergone some processing steps and include processed ingredients such as meat meals, milled grains, and added vitamins, they do not fit the definition of an unhealthy processed food. All kibbles (dry pet food) with the word "complete" on the pet food label must contain all the nutrients a pet needs in the right proportions to be healthy. They are not high in fat, and most do not contain added sugar or salt (as pets aren’t receptive to these flavours anyway). With the growing research on the topic of the microbiome, many now contain high levels of fibre to feed the gut microbiome.

In contrast, ultra-processed foods are typically characterised as being high in sugar, fat, and salt, depleted in fibre with little or no nutritional value.

Cats and dogs have different nutritional needs to people

It’s also important to remember that humans and pets, like dogs and cats, have different nutritional needs. While we can generally adapt to some variation in our nutrient intake and handle occasional imbalances by adjusting our diets, dogs and cats need specific vitamins and minerals consistently in their diets. Without these essential nutrients daily, they can quickly experience ill health effects. Any processed pet food format (wet, raw, or dry) labelled as ‘complete’ has been carefully formulated to give pets the nutrition they need to be healthy.

Why are there so many different pet food formats?

Prepared pet food offers a wide range of options to ensure pets receive a complete and balanced diet. The variety of formats and textures—whether wet, raw, or dry—is very important. This selection allows pet owners to choose the right nutrition for their pets in a format that suits both their own preferences and their pet's needs.

Factors such as a pet’s activity level, lifestyle, life stage, and health conditions can influence its food preferences. At the same time, owners consider convenience, cost, variety, and suitability when selecting a food format. As long as the nutritional requirements of the dog or cat are met, it is ultimately the owner’s choice in how they wish to feed their pet. Selecting a format your pet enjoys also helps minimise food waste.

To learn more about different pet food formats, please see our free downloadable factsheets at www.ukpetfood.org, covering topics like:

The benefits of commercially prepared pet food
Choosing the right food for your dog and cat
Responsible Raw Feeding

Considering your pet’s needs

It’s also essential to consider each pet's unique needs. Some animals may benefit from a diet with less processing, especially if they have digestive issues or reduced senses of taste or smell, and there are options available for these cases. Other pets may need diets specially designed to address specific health needs, allergies, or conditions—such as therapeutic kibble or wet foods. Many affordable, quality-prepared pet food options make it possible for people from all backgrounds to feed their pets nutritiously.

Who regulates pet food in the UK?

In the UK, the pet food industry is regulated by the government. The governing bodies include DEFRA and the Food Standards Agency (FSA). Over 50 pieces of legislation cover the pet food industry.

Who are UK Pet Food members?

As a collaborative trade association, UK Pet Food represents over 110 member companies, including small, medium, and large businesses across the pet food industry. Our members collectively feed 90% of the nation’s pets, offering a wide range of products, from wet and dry food to raw pet food. We take our responsibility for feeding these much-loved family pets seriously. Our diverse membership works together to share expertise and best practices. Our collaborative approach ensures that all voices within the industry are heard, helping to raise standards across the sector.

What are the requirements of UK Pet Food membership?

We require all members to sign up to UK Pet Food Charter and Codes of Practice, which detail the legal requirements, and safety and quality standards, they must meet. This includes expectations around responsible marketing that is based on fact, and not misinformation, and supports UK Pet Food’s mission to educate and advance pet health and wellbeing.

Learn more about UK Pet Food's membership process here.