Pet food maker Denes Pet Food said in a statement Wednesday that the product it’s launching on Thursday is “more of a health food” and it’s not meant to scare anyone.
“It’s about taking the guesswork out of what to eat,” the statement said.
“Our goal is to give consumers the tools they need to eat the healthiest foods possible, and with this new product, we’re bringing the nutrition they need, but also the safety of our products and our brand.”
The statement said that when people ask the company what they should eat, it makes sense for them to think about the safety and nutritional benefits.
The brand said it is testing the product on animals that it has bred for a certain lifespan and have been bred for an average of 12 years.
“We’re making the food that we feel is safe for our animals and we feel like we can do that with our product,” the company said.
It also said the new product is designed to be more “personalized” for dogs and cats.
“When people ask us what they can eat, we want to give them an option that is tailored for them,” the brand said.
A spokeswoman for the U.S. Food and Drug Administration said it’s reviewing the statement and that Denes would have to prove that the company’s new product does not cause harm to consumers.
The FDA does not regulate the nutrition of food, and the company is not responsible for what people are eating, the agency said in an emailed statement.
The company has been trying to get its food on grocery shelves, but some stores have been reluctant to sell it.
The consumer watchdog group Consumers Union said the statement was misleading because the product is being offered “at the expense of pet food safety and consumer health.”
“The company’s statement is based on the premise that the food is safe when it’s in fact not,” the group said in its statement.
“The statement also claims that Denies Pet Food has ‘proven’ that the new pet product is safe, when in fact, Denies does not,” Consumer Union said.
The statement did not provide a list of foods that will be tested for the new label.