Beware the Empty Teapot: Spotting Marketing Myths in Pet Food

We've all seen the bold promises: "Best pet food ever!" or "Guaranteed to make your dog healthier!" But how do you know what's real and what's just clever marketing? It's easy to get lost in a sea of claims, especially when it comes to your pet's health.  

Think of it like this: if someone told you there's a tiny teapot orbiting the sun, you wouldn't automatically believe them, right? That's the idea behind the "empty teapot" concept. Just because a claim is made, doesn't mean it's true, especially if there's no proof.  

Imagine someone saying, "This dog food can make dogs fly!" Sounds silly, right? That's a lot like the claims you see on pet food packaging without proof. It's like an invisible teapot—just because someone says it's there, doesn't mean it actually is. 

If you’d like to learn more about the teapot theory, check out this episode of the Barking Mad podcast.

Why This Matters to YOU 

Claims are out there, but we are supposed to take brands’ word for it? Surprisingly, some people would be willing to accept this notion through the potent force of suggestion; if we hear it often enough, we will begin to believe it. For example, claims like “Made with real chicken” or “Meat first” are considered highly desirable, but what if the amount of chicken was only a tiny portion of the overall diet?  

Although “teapot claims” are generally not used in legal or regulatory language, they are highly relevant to how pet food brands market their products. Here's how it manifests in the pet food industry: 

• "Natural" claims: Many brands claim their food is "natural," yet there is no strict legal definition for pet food. This can lead to vague claims that are hard to verify. Consumers are expected to "believe" in the naturalness without clear evidence. 

• "Raw" and "fresh" claims: These claims often suggest superior nutritional value, yet they can be difficult to substantiate. Furthermore, raw diets pose potential risks of bacterial contamination, and brands must provide clear safety information.

• "Veterinarian recommended" claims: These claims carry significant weight, but it's important to understand the basis of the recommendation—ask WHY! Is it based on real research, which requires over 300 vets, or just one vet's opinion? 

• "Superior digestion" or "enhanced immunity" claims: These are big promises! They need BIG proof.  

How Regulatory Bodies Address These Issues  

Regulatory bodies such as the U.S. Food and Drug Administration (FDA) and the Association of American Feed Control Officials (AAFCO) try to keep things clear. The FDA requires accurate ingredient lists and prohibits misleading claims, while AAFCO establishes voluntary standards for the industry.  

When a brand claims, "Our food improves your pet's coat," it has the responsibility to provide evidence supporting that claim, and consumers have the right to ask: 

• What studies have been conducted? 

• What are the specific ingredients and their amounts in the product that provide this benefit? 

• What are the potential risks? 

Don't let flashy marketing fool you or empty promises fill your pet’s bowl. Just like you wouldn't believe in a food that makes a dog fly without evidence, don't trust lofty pet food claims without verifying the facts. Reputable brands will support their promises with real data. Ask for ingredient transparency, research studies, and clear explanations, and share this information with other pet owners.  

By asking the right questions, you can ensure you're choosing the best food for your pet and avoiding those empty teapot promises. 

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About the Author

Dr. Stephanie Clark is a board-certified companion animal nutritionist, veterinary nurse and nutrition specialist, a pet owner, and a mother who had a baby during the formula shortage. She has spent the past almost two decades dedicating her career to the welfare of pets, livestock, and wildlife. She currently provides nutritional consultations for veterinary clinics and works in the pet food industry.