Freshpet Inc. agreed to alter its dog food claims after a challenge was brought by competitor The Farmer’s Dog to the Better Business Bureau National Programs’ National Advertising Division (NAD).
In an expedited review process (Fast-Track SWIFT) for single-issue cases, NAD evaluated three video advertisements that appeared to imply Freshpet dog food is “human-grade.”
The findings were as follows:
- A commercial included the wording, “How does Freshpet make healthy food for dogs? The same way you make healthy food for people.”Freshpet proactively informed the NAD that it would remove the second sentence. In light of the change, NAD provided no additional feedback. Agreeing that the modification be treated as an NAD recommendation, Freshpet agreed to comply with it.
- A social media video included an actor saying, “We eat fresh, real food as much as possible at home, so of course, we want the same for Benji. That’s why we give him Freshpet Fresh from the Kitchen Home Cooked Chicken Recipe.” They also stated that Freshpet dog food is “made with the same level of quality I want in my own food.”According to NAD, these claims suggest that FreshPet dog food is human-grade. They recommended discontinuing the claims as stated in the advertisement.
- A third video showed food being prepared in a home kitchen and Freshpet dog food being served to a dog.NAD determined that this video did not convey a message of a human-grade product; rather, it emphasized freshness and simple ingredients, as the dog is fed from a Freshpet package taken from the refrigerator.
In an advertiser’s statement, Freshpet agreed to “comply with the NAD’s recommendations.”
For a complete case decision summary, visit the BBB National Programs case decision library.