DOGS
“Some holistic veterinarians suggest that rotating proteins can help prevent allergies,”
Hickey says. “This is achieved by feeding a single meat protein for a limited time, then
switching to a different meat protein. An LID diet ensures that the pet is ingesting only
the single intended protein when rotating to a different diet.”
As Michael Landa, founder of Nulo Pet Food, points out, the quality and type of
food that a pet is eating can have significant impacts on their health in a variety of ways,
impacting both pet and pet parents. Particularly for pets that may have specific dietary
restrictions, a high-quality, accessible limited-ingredient diet can improve pets’ well being
and give them more quality time with their owners.
“One of the most frequent comments we receive from pet parents who are searching
for a limited-ingredient diet is that they’re not impressed with the quality of the
ingredients in an expensive food they can only purchase from their veterinarian,” says
Landa. “Nulo’s Limited+ formulas offer a unique solution by being widely available and
provide their pet with a meat-based diet made with quality ingredients that they can feel
good about feeding their pet.”
LESS IS MORE
While these types of diets certainly have advantages, limited can be a subjective
term—at what point is a diet no longer limited? Retailers will have to determine for
themselves what defines limited-ingredient diets for their store. Manufacturers have a
But just as not every person is signing on to cut out
carbs or eat only raw foods, limited-ingredient diets might
not be at the top of the list for every pet or owner. So who
are these diets for, and what benefits can they provide?
“The LID category was created because some healthy
pets have dietary sensitivities that manifest as an allergy
symptom,” says Julie S. Washington, chief marketing
officer for Champion Petfoods. “To provide an optimal
diet for these animals, recipes are developed to reduce the
variety of ingredients and protein sources.”
Heather Hickey, vice president of sales for ZIWI
USA, further explains that limited-ingredient diets can
potentially help pet parents reduce the chance of their
Healthy
Limits
Pet diets with abbreviated ingredients lists are on
the rise, but retailers must understand what these
foods offer and how to evaluate the options on the
market to succeed in this category.
BY ALYSSA BREWER
