The Association of American Feed Control Officials' Pet Food Label Modernization initiative, the largest overhaul of pet food packaging in 40 years, published its model regulations in January 2024, starting a six-year transition period. New labels have begun appearing on store shelves, but most brands have not started the process of updating their labels to comply with the guidelines.
RL Labs, based in Los Angeles, noted it is one of the first companies in the country with a complete PFLM compliance testing package in place. The company was founded by Sharon Vessels, president and CEO, in 2005 and provides testing services through ISO/IEC 17025:2017-accredited lab partners, using internationally recognized methods.
"The brands that move first on this are not just checking a regulatory box," said Vessels. "They're building trust with retailers and consumers at a moment when almost nobody else in the category can say they've done it. That is a real competitive advantage, and the window to claim it won't stay open forever."
What's changing
The PFLM initiative redesigns pet food packaging to align more closely with human food labels. Key changes include:
- A new Pet Nutrition Facts box, modeled on the human food nutrition label, listing nutrients in common household measurements alongside the traditional guarantee.
- A purpose statement on the front of the package identifying the species and product type.
- An intended use/nutritional adequacy statement in the lower third of the Nutrition Facts panel specifying whether the product meets AAFCO requirements for a nutritional profile and how it is intended to be used in a pet's diet.
- Total carbohydrates and dietary fiber, replacing the previous crude fiber measurement.
- Substantiation requirements for health and benefit claims, including joint health, coat condition and digestive support, backed by finished-product testing or a feeding trial.
The changes apply to complete foods, treats, mixers, supplements and veterinary diets, with no category exempt.
Compliance timeline
AAFCO's discretionary transition period runs through the end of 2030. Brands that test and update their labels early are better positioned to meet retailer expectations and address any formulation issues before the deadline. Smaller manufacturers with simpler product lines may be able to complete the process faster than larger brands managing multiple SKUs.
Julianna, founder of Koko and Eve's Meats and Treats, said she worked with RL Labs on PFLM compliance and came away with a compliant label and test results for a second batch of products.
"Working with RL Labs transformed what I initially feared into a great experience," she said. "It looks more like the labels consumers are used to seeing on products they buy for themselves, and I can't wait until I have the resources to transition all my products to the new format because it really elevates the brand."
RL Labs' PFLM compliance services include guaranteed analysis, dietary fiber testing — a new requirement under PFLM — nutritional panel generation for the Pet Nutrition Facts format across all three package sizes, and finished-product testing for health and benefit claims. The company offers a free guide, A Pet Food Brand's Roadmap to AAFCO PFLM Compliance, through rllabs.com.
RL Labs has operated for more than 20 years. The company works with pet food, treat and supplement brands ranging from small-batch formulators to manufacturers managing multi-SKU lines, offering more than 40 test categories through its lab partner network.
