How We Choose Our Pet Food

Feeding your pet high-quality food should be easy, but we know that’s not always the case. With aisles packed with brightly coloured bags, complete with images of our pet’s ancestors and intriguing ingredients, it’s hard to know what you really should be paying attention to. And that’s exactly why we started Kibble. When you shop with Kibble, you can be sure that no matter what you choose it’s been highly vetted and meets our strict criteria.

So, what makes the cut at Kibble?

The first thing to know is that dogs and cats are carnivores and need to be fed accordingly. When comparing foods, the first ten ingredients should always list whole meats first, followed by meat meals. Chicken, deboned chicken, lamb, turkey, and salmon are some examples of healthy whole meat protein sources that should be listed early and often in an ingredient list. Meat meals are a secondary source of protein, made up of a mix of by-products from discarded meats, or sometimes whole meats, which are then cooked to create a concentrated protein powder. Think of meat meals as supplementary, and not a primary source of protein.  

A majority of our pet's diet should be made up of whole meat proteins.

What about plant protein?

While plant-based diets can work really well for humans, you shouldn’t make your pet a vegetarian. It’s okay to come across ingredients like peas, lentils, and chickpeas so long as they aren’t standing in for a lack of meat-based proteins.

So now what?

Think of it this way: we’ve done the legwork for you. Now that you know every brand Kibble carries meets this standard, you can consider your pet’s preferences and needs! Do they like salmon or chicken? Do they need joint or skin and coat support? Whichever product you decide to purchase, you can be confident you’re doing the best for your bestie.