Categorically, the high-end pet nutrition brand story has become a script: We don’t use cheap fillers… Mother-Nature is all the science you need… We’re makers, not marketers. Every brand making the same claims left pet owners viewing the entire industry with a skeptical lens. Remarkably, no one was leveraging the most powerful position of all: the truth, as told by the actual health of a pet. With Zignature super premium dog food, and Fussie Cat Market Fresh cat foods already known as therapeutic pet nutrition, we had an incredible opportunity – transform what was known as food you give your pet when it’s sick into daily, preventative health food. Pets see through anything superficial like a plastic bag. They wear their hearts on their furry sleeves and let us know exactly how they feel about everything we give them, good or bad. Because the reality is, PETS DON’T LIE.