Putting Lipstick on Kibble: Why Pet Food Needs New Metrics for Innovation

Whenever a horse pops up on TV, I turn to my wife with a smirk and ask, “How many hands tall do you think that one is?” She inevitably rolls her eyes and replies, “Just drop it, already.” She’s right. I’ve made that joke at least 50 times, and I still don’t understand why that measurement still exists. But she grew up riding, and for her, it carries real meaning. 

For me, it’s a harmless running joke, but it also serves as a reminder: some measurements, no matter how outdated or obscure, stick around long after their original purpose has faded. The pet food industry is no exception. Instead of “hands,” we hold onto terms like “high-protein,” “grain-free,” and “organic.” These phrases are the pet food equivalent of legacy units: comfortably familiar and emotionally resonant. 

In horse racing, we still use hands. In jewelry, carats. In cars, horsepower. None of these metrics tell the full story anymore, but we cling to them because they’re recognizable. The same thing happens in pet food. We circle outdated indicators not because they’re the most accurate or scientifically meaningful, but because they’re easy. Easy to market. Easy to recognize. Easy to repeat. 

But ease comes at a cost. It limits our thinking, slows progress, and puts genuine innovation at risk. 

When the industry continues to define quality by protein percentage and ingredient buzzwords, we box ourselves into old frameworks. We make it harder to champion novel food formats, to pursue research that challenges convention, or to educate consumers about what actually impacts their pet’s health. Swapping peas for lentils or adding the latest trendy protein isn’t transformation—it’s the pet food equivalent of putting lipstick on a kibble. 

It’s like judging a diamond purely by its weight or choosing a car based only on its horsepower. You might walk away with a number, but you’re missing the qualities that matter, like performance, clarity, or function; the things that really shine or get you where you’re going. 

The science is already ahead of us. We can map the gut microbiome, track nutrient absorption, and measure bioavailability in ways that used to be considered science fiction. Two foods may look identical on a guaranteed analysis panel and yet deliver vastly different outcomes in real-world pet health. But if we keep selling based on the same outdated markers, we’ll never unlock the full potential of what modern pet nutrition and innovation can achieve. 

Yes, I’ll keep asking my wife how many hands tall a horse is, if only for the eye roll. But in the pet food industry, clinging to legacy measures is not so cheeky—it holds us back from providing our pets with nutrition that truly serves them. 

At BSM Partners, we believe the future of pet food innovation is driven by evidence-based nutrition, cross-disciplinary collaboration, and the courage to challenge the status quo. That means tossing away the worn-out old shoe of tradition and asking better questions: Is this food digestible? Are the nutrients bioavailable? Does it support well-being? 

Tradition can be valuable, but it won't take us where we need to go. If we want to lead, not follow, we must stop measuring in hands, horsepower, or carats. The future of pet nutrition demands more science with substance, innovation with impact, and results you can see in every bowl. 

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About the Author

As Vice President of Product Innovation at BSM Partners, David Perez brings nearly 20 years of experience in the pet food industry, specializing in formulation and product development. He has played a key role in driving innovation, developing products that align with evolving industry trends and consumer needs. Always looking ahead, he enjoys tackling challenges and finding creative solutions that push the industry forward. Outside of work, David can be found competing on the tennis court, composing music in his home studio, or enjoying a good scary movie—always bringing the same curiosity and energy to everything he does.