Pet Honesty has launched The Honest Difference, a brand promise the company says centers on ingredient transparency, formula validation and palatability standards, alongside a pledge to donate $1 million in product over two years to support dogs and cats in need.
The initiative comes as the company says pet owners are navigating a supplement market crowded with competing claims. Pet Honesty said The Honest Difference establishes three product standards: exclusion of fillers such as corn, wheat, soy, cellulose and palm oil as well as artificial flavors and colors; a multi-phase formula validation process that includes third-party in-home use studies and post-production testing; and palatability protocols the company says exceed regulatory requirements.
The brand's dog chews are built on what it calls the Pure Vitality Blend, a proprietary base of 12 ingredients including pumpkin and sweet potato. Clinically studied actives in the lineup include Green Lipped Mussel, Calcium Fructoborate (FruiteX-B), oral health postbiotics and spore-form probiotics.
"Honesty is in our name, it's a promise of transparency that we take very seriously," said Rich Greenberg, CEO. "Our consumers trust that when they choose Pet Honesty, they are getting products that are formulated to work and that their pets will love. This is the foundation of The Honest Difference. We've done the heavy lifting — from rigorous testing to uncompromising ingredient selection — to ensure that the results are real and the science is validated. We do the hard work, so pet parents can focus on enjoying happier, healthier years with their pets."
A Science and Health Advisory Council of veterinarians and pet health experts supports the validation framework, according to the company.
Recent product launches include a patent-pending dental powder, dental treats under the Brush Buddies line and a dual-texture cat supplement the company said took 18 months to develop.
"The Honest Difference isn't just a campaign, it's our brand promise," Greenberg said. "It's our commitment to do the work and hold ourselves to the highest standard, so pet parents can see the difference in their pets when they buy our products. Consumers deserve products they can trust without having to wonder — and we strive every day to be that brand."
The Honest Difference launches nationwide in May with updated creative across digital marketplaces, social media, retail partners and streaming TV.
