PFMA | PET GAZETTE | 23
PET FOOD
LABELLING FAQS
P
FMA is the leading trade body for the UK pet food
industry, we have over 80 members producing a
range of pet foods for cats, dogs, small mammals,
fish, pet birds and wild birds. Our members are
responsible for feeding the 50 million plus pets in the
UK and we take that responsibility very seriously.
As an industry, we are committed to providing high quality,
nutritious and safe pet food, and providing clear guidelines on how
to responsibly feed pets. We are also committed to providing high
quality, generic education information on pet food topics.
In this month’s feature, we focus on pet food labelling and some of
the questions mostly commonly raised so that pet retailers are well
equipped to help owners.
WHY ARE PET FOOD LABELS SO DIFFICULT
TO DECIPHER?
We recognise that pet food labelling isn’t always consumer
friendly and that sometimes the terminology can be confusing.
Pet food labelling falls under EU legislation for farm animal feed,
meaning that the way information is listed on-pack is not always
understandable for pet owners. It will be well understood by
farmers though!
Despite the regulatory constraints, PFMA and its members are
committed to providing pet owners with a better understanding of
what is in their pet’s food. This is why many pet food manufacturers
provide full product information on company websites and have
dedicated customer care lines to provide further support.
WHY DO SOME PET FOODS LIST
INGREDIENTS AND OTHERS ARE VAGUE –
USING TERMS SUCH AS ‘CEREALS’?
Current legislation means manufacturers can label ingredients by
category or by individual ingredients. Listing ingredients by category
means manufacturers can select ingredients based on supply
without having the high cost of changing labels constantly and
means they can deliver an economical product of high quality. For
consumers who prefer to buy a pet food with a list of all individual
ingredients, there are many of these products available too. It’s
about consumer choice and providing something to suit all needs
and preferences.
WHEN A LABEL SAYS MEAT AND ANIMAL
DERIVATIVES (FOUR PERCENT CHICKEN) ON
THE PET FOOD LABEL DOES THIS REALLY
MEAN THAT THERE IS ONLY FOUR PERCENT
MEAT IN THE PRODUCTS?
WHY DON’T PET
FOOD LABELS
PROVIDE MORE
INFORMATION ON
INGREDIENTS?
There is limited space
on a pet food label
and it is important that
the minimum legally
required information (e.g.
description, directions
for use, ingredients and
feeding guidelines) is
provided to the consumer.
To support consumers,
pet food manufacturers
often provide full product
information on company
websites and via
telephone helplines. All companies provide contact details to allow
consumers to obtain further information and are legally required
to disclose the specific ingredients within a labelled category on a
product upon request.
WHAT INGREDIENTS ARE TYPICALLY USED?
There is strict legislation for the ingredients which can be used in
pet foods. For the animal based ingredients, these must come
from animals that have been inspected under veterinary supervision
and are considered fit for human consumption. Cuts that might not
sound appealing to the UK consumer but which might be regularly
on the menu in other cuisines or that have been eaten in the UK in
the past (e.g. pig’s trotters, or fried pig ears, udders) are used. The
main concern for the pet food manufacturer is to source nutritionally
valuable ingredients. Some of the less favoured cuts could be a perfect
source of protein, essential amino acids or other valuable substances.
USEFUL RESOURCES:
Watch PFMA’s short two-minute animation on
‘How pet food is made for cats and dogs’
www.pfma.org.uk/pet-food-film
Understanding Pet Food Labels Factsheet:
https://www.pfma.org.uk/labelling-factsheet
About pet food ingredients:
www.pfma.org.uk/using-the-right-ingredients
The pet food industry works hard to help consumers understand the
legislation particularly surrounding labelling. For example, when a pet
food label states four percent of a certain meat ingredient, this does
not mean that the product contains only four percent meat. The four
percent declaration is a legal labelling requirement which represents
the minimum percentage content of the named ingredient guaranteed
to be present by the manufacturer. Each recipe includes a blend of
different ingredients which are all combined into a food which will
meet, in part or entirely, the daily nutritional requirements of the pet.
www.petgazette.biz
September 2018