A new organization is attempting to help consumers make better choices about their pets’ food.
The Clean Label Project is a not-for-profit organization whose mission is to “educate the public so they can make informed choices on cleaner options every time they shop.” Led by a team of food scientists, doctors, veterinarians, and food industry experts, the Clean Label Project aims to reduce confusion and boost understanding among consumers by providing them with clear, easy to understand information about the contents of the foods they buy.
The project currently provides simplified ratings of over 900 pet food products. Products can be filtered by category, name, and rating. Each product review contains a long-form text description, a percent-based “purity” rating, a percent-based “value” rating, and a five-point overall rating.
The project plans to add baby foods to its list of reviewed items later in 2017.