Freshpet has been told to stop advertising claims that imply its dog food is “human grade” following a challenge brought by rival The Farmer’s Dog.
BBB National Programs’ National Advertising Division (NAD), which reviews national advertising in the US, has found certain Freshpet dog-food advertising claims to be substantiated.
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However, it recommended the company discontinue adverting products as being suitable for human consumption.
The case was handled under NAD’s Fast-Track SWIFT process, an expedited procedure for single-issue disputes.
In a statement issued yesterday (17 March), BBB National Programs said The Farmer’s Dog argued that certain Freshpet messages and imagery in three video ads implied that Freshpet’s food is “human grade”.
According to the statement, Freshpet had told the NAD during a review it had permanently modified one commercial that included the line: “How does Freshpet make healthy food for dogs? The same way you make healthy food for people.” The pet-food maker said the second sentence had been removed.
Just Food has asked Freshpet for comment but it had not responded at the time of writing.
NAD said the revised version no longer communicates a “human grade” claim.
“Based on this voluntary permanent modification, NAD did not address the merits of this specific claim, and for compliance purposes it will be treated as if NAD recommended the modification and Freshpet agreed to comply,” the statement added.
However, NAD took issue with a separate social-media ad in which a dog owner says: “We eat fresh, real food as much as possible at home, so of course, we want the same for Benji.”
In the ad, the dog owner feeds their pet Freshpet’s Fresh from the Kitchen Home Cooked Chicken Recipe, describing it as “made with the same level of quality I want in my own food”.
NAD found those statements implied the food is “human grade” and recommended Freshpet discontinue the claims as they appear in the Benji video.
The third ad showing food being prepared in a home kitchen before Freshpet is served to a dog did not cross the line, NAD concluded.
Freshpet told the advertising body it “will comply” with NAD’s recommendations.
The company reported in January that its annual sales had broken through $1bn last year but guided to a slower growth outlook for 2026.
The Nasdaq-listed pet-food maker expects net sales to rise 7-10% versus 2025. Adjusted EBITDA is expected to be in the range of $205m to $215m.
