Here at PURINA®, we think life is better with pets – and that people and pets are better together. Many of us are pet owners too so we know first-hand what a huge role pets can play in people’s lives.
With over 85 years’ experience behind us, we are experts in pets’ nutritional needs and are committed to creating nutritious foods that will keep cats and dogs of all ages happy, healthy and content.
Our foods aren’t just tasty; they’re packed with a combination of animal based raw materials, fish, vitamins and minerals that deliver a complete and well-balanced meal.
No dog or cat is ever the same, and just as they all have their own distinct personalities, they also have their own dietary needs too.
That’s why we’ve created a wide range of products tailored for all different needs of cats and dogs; from kittens to puppies, to those that live indoors, those that are always outdoors, those that are pregnant, and those with allergies and special dietary needs.
Meet our colleagues at Purina - watch Gemma & Max's story
Our Nutritional Philosophy
With our 400+ strong global team of PURINA® nutritionists, scientists, vets and animal behaviourists, we are on a mission to raise the bar for pet nutrition even higher.
But just how are we going to do this? Let’s get started.
With our 400+ strong global team of PURINA® nutritionists, scientists, vets and animal behaviourists, we are on a mission to raise the bar for pet nutrition even higher. But just how are we going to do this? Let’s get started.
1. We don’t strive to meet standards – we aim to surpass them
It might surprise you, but pet food is subject to stricter formulation standards than most human food. This is because it makes up 100% of a pet’s diet, so it has to be packed with all the nutrients they need to stay happy and healthy. That’s why pet foods often use the term ‘complete and balanced’.
As a long-time member of the European Pet Food Industry Federation (FEDIAF) and because we are pet lovers and owners ourselves, we take great care and pride in every product we make. Which is why many of our pet foods don’t just meet industry standard requirements - they exceed them.
2. Our difference is in the detail
We want every pet owner to feel confident in the quality of our products. That’s why our quality and assurance process has over 50 steps. Because to us, like you, nothing should be overlooked when it comes to the health and happiness of pets!
3. Getting the balance just right
It’s pointless producing industry-leading nutrition if pets won’t eat it or if they do, don’t enjoy eating it –or it’s so difficult to digest that it doesn’t deliver the nutrients they need.
So if when developing our pet foods a cat turns her nose up at it, or our food disagrees with a dog’s digestion, we go straight back to the drawing board. It’s because of our passion for pets and the joy they bring to peoples’ lives that drives us to deliver nutrition that could do more.
4. We do our homework
When it comes to pet care, it’s not enough for us to take the industry’s word for things – we want to discover the facts for ourselves. Which is how we’ve grown to become a global leader in pet nutrition studies.
From finding out what contributes to excessive weight gain in pets, to studying the effects of new trends and discoveries in human nutrition, we’ve try and cover it all. It's all part of our mission to enrich the lives of pets and the people who love them, and help pets live long, happy and healthy lives.
5. We look at the bigger picture
We know that the best ingredients don’t just ‘work’ alone; they support and enhance one another. And as a result, a cleverly-matched nutrient blend is far more digestible and effective than a single ingredient.
So instead of focusing on single ingredients, we look at the bigger picture - how can different combinations of nutrients benefit a pet’s health? Adopting this approach has led to many breakthrough discoveries, including the role that whole grain cereals can play both as a complement to protein sources (like animal protein, fish and soy), and in promoting digestive health.
PURINA in Society Commitments
Our 10 commitments bring to life our core belief that when people and pets bond, life becomes richer – for pets, the people who love them and the communities in which they live. These commitments are rooted in research and evidence of actions that make a meaningful difference. They are about the way we do business by helping pet owners make informed choices, by delivering optimal nutrition, and by minimising our impact on the planet and its resources. They are also about championing the pet-human bond that can have a wider, positive societal impact.
Our commitments are ambitious but we are 100% dedicated to working hard to ensure we deliver on every one. Some can be achieved by ourselves, while others will require partners’ expertise and support if we are to make a significant difference. Either way, we will hold ourselves accountable for delivering results and we will update our progress on a regular basis.
1. Create jobs at Purina for young people across Europe
We recognise that attracting and retaining great people is critical for the future of our business.
2. Promote pets in the workplace
We want to use our expertise in allowing pets in our offices to help other companies do the same.
3. Remove artificial colourants from our products
Many of our products are already free from artificial colourants. By 2023 all will be.
4. Deliver accessible product information and pet care advice
We believe in empowering consumers to make informed choices.
5. Promote responsible pet ownership programmes for children
We want to help educate more children across Europe to learn about responsible pet ownership.
6. Implement responsible sourcing
We’re committed to ensuring that we and our suppliers act in a responsible and sustainable way.
7. Lead the industry in pet nutrition and health research
As a company of pet lovers we are dedicated to leading the way in keeping pets healthy and happy, through industry leading nutrition and pet understanding.
8. Help reduce the risk of pet obesity through collaborative prevention programmes
At Purina, we want to raise greater awareness of pet obesity and work with partners to create holistic prevention programmes.
9. Improve the environmental performance of Purina’s packaging
We have an obligation to reduce our environmental impact and encourage recycling.
10. Promote pet adoption through collaborations and partnerships
We want to help more pets find loving homes.
