Column: Consequences of negative pet food claims

Making claims on the absence of specific ingredients is now fundamental in pet food marketing strategy. Common negative claims on pet food labels are “no X”, “zero X”, “0% X”, “X-free” and “100% X-free”. In mature markets, grain-free dog and cat foods have gone mainstream, which relates to the appeal and clarity of the negative descriptor. Many pet owners now believe that grains are unnatural and thus unhealthy. Negative claims undeniably serve marketing, but there are down