Petfood Industry - June 2019 - 22

22 | www.PetfoodIndustry.com

PETFOOD FORUM NEWS

4 clean label pet food
production and
marketing lessons
The clean label pet food trend challenges manufacturers to create shelf-stable,
nutritious and safe pet foods with a limited range of ingredients, while still
keeping those products highly palatable.
TIM WALL

▼

Pet food industry professionals learned how to
meet consumer demands for clean label pet foods
at Petfood Innovation Workshop on April 29 in
Kansas City, Missouri, USA, the day before Petfood
Forum 2019.
When dog, cat and other pet owners read the
ingredient panels of pet food labels, some find
complex terms, such as sodium chloride and acetic
acid, worrisome in comparison to straightforward names like table salt and vinegar. Likewise,
parsimonious pet food formulations are preferred to
those containing long inventories of syllable soup.
Clean label pet food marketing attempts to
assuage people's fear of Latin prefixes, chemical
equations and long lists. While there is no single
definition, clean label pet foods tend to use short,
simple recipes with few synthetic vitamins, preservatives and other artificial ingredients.
Petfood Innovation Workshop attendees visited
stations presented by ingredient suppliers, equipment manufacturers, food safety laboratories and
others. Each station taught a different aspect of how

Challenges of making pet food
packaging sustainable

www.PetfoodIndustry.com/articles/8110

pet food companies can meet dog, cat and other pet
food owners' demands for clean label pet food.

1

Protect brand equity through clean label
marketing

Presenter: DSM
As the name implies, clean label pet food depends
on the marketing claims made on its packaging. Certain
keywords stand out to consumers looking for clean
labels, particularly those that state what isn't in the
products. DSM representatives challenged workshop
attendees to form teams and brainstorm the next clean
label pet food brand. To convey their product's key
attributes, attendees selected phrases such as "local
family farm" and "no Frankenfoods" to display on pet
food packages, along with graphic representations of the
nutritional constituents of the food.
"Add more detail for curious consumers," said Jeff
Alix, global marketing manager pet nutrition at DSM
Nutritional Products.
DSM's representatives recommended other examples
of marketing claims to use on clean label and other
on-trend pet foods including:
■ Environmental concerns: seafood sustainability,
carbon footprint, greenhouse gases
■ Free-from claims: no-GMO, no artificial,
no allergens
■ Simple and clear: how much is in there, single
June 2019

Industry


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Petfood Industry - June 2019

Table of Contents for the Digital Edition of Petfood Industry - June 2019

Petfood Industry - June 2019
Contents
Why newer pet food formats like freeze dried are rising
Speaking of…
News and Calendar
Insect protein key to Entoma Petfood’s innovation
Decline in dog breeders worries Japan pet food industry
How premiumization is driving pet food evolution
Dogs and cats readily accept insect-based protein and oil
Clean label pet food production and marketing lessons
Chinese pet food market offers opportunities, challenges
Challenges of pet food labeling and public perception
Miscanthus grass: a new fiber option for dog and cat diets
The pet space: from online to omnichannel to omnimarket
New Products
Marketplace
Advertiser’s Index
Petfood Industry - June 2019 - Petfood Industry - June 2019
Petfood Industry - June 2019 - Cover1a
Petfood Industry - June 2019 - Cover1b
Petfood Industry - June 2019 - Cover2
Petfood Industry - June 2019 - 1
Petfood Industry - June 2019 - Contents
Petfood Industry - June 2019 - 3
Petfood Industry - June 2019 - Why newer pet food formats like freeze dried are rising
Petfood Industry - June 2019 - 5
Petfood Industry - June 2019 - Speaking of…
Petfood Industry - June 2019 - CT1
Petfood Industry - June 2019 - CT2
Petfood Industry - June 2019 - News and Calendar
Petfood Industry - June 2019 - Insect protein key to Entoma Petfood’s innovation
Petfood Industry - June 2019 - 9
Petfood Industry - June 2019 - 10
Petfood Industry - June 2019 - CT3
Petfood Industry - June 2019 - CT4
Petfood Industry - June 2019 - 11
Petfood Industry - June 2019 - 12
Petfood Industry - June 2019 - 13
Petfood Industry - June 2019 - Decline in dog breeders worries Japan pet food industry
Petfood Industry - June 2019 - 15
Petfood Industry - June 2019 - 16
Petfood Industry - June 2019 - 17
Petfood Industry - June 2019 - How premiumization is driving pet food evolution
Petfood Industry - June 2019 - 19
Petfood Industry - June 2019 - Dogs and cats readily accept insect-based protein and oil
Petfood Industry - June 2019 - 21
Petfood Industry - June 2019 - Clean label pet food production and marketing lessons
Petfood Industry - June 2019 - 23
Petfood Industry - June 2019 - Chinese pet food market offers opportunities, challenges
Petfood Industry - June 2019 - 25
Petfood Industry - June 2019 - Challenges of pet food labeling and public perception
Petfood Industry - June 2019 - 27
Petfood Industry - June 2019 - Miscanthus grass: a new fiber option for dog and cat diets
Petfood Industry - June 2019 - 29
Petfood Industry - June 2019 - 30
Petfood Industry - June 2019 - 31
Petfood Industry - June 2019 - The pet space: from online to omnichannel to omnimarket
Petfood Industry - June 2019 - 33
Petfood Industry - June 2019 - New Products
Petfood Industry - June 2019 - 35
Petfood Industry - June 2019 - 36
Petfood Industry - June 2019 - 37
Petfood Industry - June 2019 - 38
Petfood Industry - June 2019 - 39
Petfood Industry - June 2019 - Marketplace
Petfood Industry - June 2019 - 41
Petfood Industry - June 2019 - Advertiser’s Index
Petfood Industry - June 2019 - Cover3
Petfood Industry - June 2019 - Cover4
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