I and love and you, a premium US dog and cat food brand, was named “Best in Class” by a report released by Clean Label Project, a national nonprofit organization focused on health and transparency in labeling. I and love and you markets their products as clean label pet food, a growing trend in natural pet food.
I and love and you is the first pet food brand to be certified by the Clean Label Project, according to a press release from the company.
The Clean Label Project’s recent report had the top-selling dog and cat food brands tested, both wet and dry, and dog and cat treats. Over 900 products were tested from 74 brands, which were screened for over 150 toxins, including pesticides and contaminants with links to cancer and other fatal conditions in both humans and animals. The clean label pet food analysis also included reviews of protein, fiber, fat and ingredient label transparency.
All the products Clean Label Project evaluates are blind tested by Ellipse Analytics, an accredited independent chemistry lab, and results are verified by two additional labs. Blind data is then analyzed by Clean Label Project’s Technical Advisory Board of veterinarians, statisticians, epidemiologists and food safety scientists before being published.
“We pride ourselves on providing the best quality nutrition for our furry four-legged friends,” said I and love and you co-founder and CMO Steve Ball, in a press release. “The Clean Label Project ‘Best in Class’ recognition is a real honor, and we fully support their goals and are excited to see the change that this type of testing and certification program will inspire in the pet food industry.”
Both I and love and you clean label pet food brands, Nude Food and Naked Essentials Kibble, have received a five-star rating from DogFoodAdvisor.com. In addition, “I and love and you” is a founding member of the Pet Industry Sustainability Coalition, where they encourage the implementation of best-practices by providing tools and resources for advancement in the industry.
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.