language of labels Speaking the 3...does not allow a direct comparison between labels of dry and...

Speaking the language of labels

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p22623_gg_hill's_2011_vna_mas_chapter_3_VNA 2005 Master 05/12/2011 08:48

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1 Statutory statement

1.1 Complete food/Complementary food . . . . . . . . . . . . . . . . . . 5

1.2 Species and indication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

1.3 Instructions for use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

1.4 Ingredient list . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

1.5 Typical analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

1.6 Additives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

1.6.1 Vitamin A, D and E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

1.6.2 Copper . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

1.6.3 Preservatives, antioxidants and colouring agents . . . . . . 8

1.7 Best before date . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

1.8 The net weight and batch number . . . . . . . . . . . . . . . . . . . . . 9

1.9 Registration number . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

2 Principal display panel

3 Dietetic pet food

3.1 Feeding stuffs for particular nutritional purpose . . . . . . . . . . 12

• Summary of key points

• Self-assessment questions

• Building your portfolio

ContentsC


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When an owner brings in a bag of food and asks you if it is suitable for theirpet, the only information you have is what is on the label. To help you giveinformed advice, this module looks closely at what is required on the label andwhat it means.

By the end of this chapter, you will be able to:• summarise and describe the information shown on pet food labels

• explain to pet owners what the label means and why it is there

• advise owners on the most appropriate food to feed based on labelinformation.

Learning outcomesL


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To fully appreciate the difference between pet foods, you must be able toextract certain information from the label. The following is an explanation ofwhat is on the label and what it actually means.

All feeding stuffs legislation is governed by the European Union and should bethe same in all Member States. However, implementation into national lawhas left us with a few differences between individual Member States socontrol is still a national matter.

Principal display area

Labels

Statutory statement onback and side of pack

1

The label can roughly be divided into two parts

1. Statutory Statement:

• all the information and instructions that are legally required.

2. Principal Display Panel:

• the marketing text

• any pictures.

Labels have three objectives

1. To be a legal document:

• allows authorities to evaluate if the label is correct

• gives an indication of the quality of the product

• allows the product and its raw materials to be traced back to their origin.

2. To provide information:

• informs the user of the product and how it has to be used.

3. To promote sales:

• acts as a form of advertising.

Definition

In official documents, the termfood always refers to food forhuman consumption, and theterms feed or feedstuff refer tofood for animal consumption,including pet food.


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1 Statutory statementThe Statutory Statement should be clear and it should not be possible tomisunderstand it.

1.1 Complete food/complementaryfood

The label has to indicate whether the food is:

1. a complete food that contains all the nutrients required to be fed as thesole food

2. a complementary pet food that requires the addition of another food, so that together they will provide all the essential nutrients; e.g., certaincanned foods require a mixer biscuit to be added. Information about what to feed to make the ration complete has to be given.

1.2 Species and indicationThe description ‘complete’ or ‘complementary’ must be considered in relationto the intended use, e.g., the particular life stage for which the product isformulated or all life stages.

When a food is said to be complete for all life stages, it means that it meets or exceeds the requirements for adult maintenance as well as for growing andlactating animals. This doesn’t necessarily mean optimal nutrition, since olderanimals have different needs than growing or reproducing pets.

Together with the indication ‘complete’ or ‘complementary’, the species orcategory of animal must be stated (e.g., Hill’s™ Science Plan™ Canine Adult isa complete food for maintenance of adult dogs).

Statutorystatement

Information found in theStatutory Statement

1. Complete pet food/complementary pet food

2. Species & indication (e.g., life stage)

3. Instructions for use

4. Ingredient list

5. Typical (average) analysis

6. Additives

7. Best before date and referenceto manufacturing date

8. Address of responsible for theaccuracy of the declarations

9. Net weight and/or volume

10.Registration number.


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Definitions

Etc.

Etc.

Nutrients×% FatZ% proteinZ% carbohydrate

Ingredient 3Vegetable oil

Nutrients×% FatZ% proteinY% carbohydrate

Ingredient 2Rice

Nutrients×% FatY% proteinZ% carbohydrate

Ingredient 1Chicken

The nutrient profile in the final pet food is found through aTypical analysis

1.3 Instructions for useDue to the broad range of energy needs in individual animals, it is a majorchallenge to the pet food industry to come up with simple guidelinesproviding accurate feeding amounts. Between individual dogs of the same sizeand breed there may already be substantial variation in energy requirements,not to mention differences in housing, breed, activity, hair length, etc.Therefore, some manufacturers give ranges and advise the owner to start atthe lower end of the range for less active animals or the other end for moreactive ones while others will give the average.

1.4 Ingredient listThe ingredients can be listed by the individual name or grouped under variouscategories such as oils and fats, fish and fish derivatives or cereals. Ingredientsshould be listed in descending order by the weight of each individualingredient or category, but the two cannot be used together on the samelabel. Water does not need to be declared as an ingredient even if it is addedduring the production of the pet food.

Let your client know

Some manufacturers put freshmeat in their pet food. Because it consists of around 70%water, fresh meat becomes theingredient that weighs the most.

Therefore, it can be placed at thebeginning of the ingredient listand the manufacturer canadvertise with ‘fresh meat’ as the number one ingredient.


It is very important to understandthat feeding guides are only astarting point. The amount must be evaluated later and ifnecessary adjusted to maintainnormal body weight.

An Ingredient is defined as a raw or processed agricultural commodity, or other nutrient source, used in food compounding. Examples includechicken, rice, tuna, soybean and vegetable oil.

Nutrients are defined as metabolically useful components of food thatmay be essential or non-essential. Examples include protein, fat,carbohydrate, calcium and sodium.

Each ingredient contains a different mixture of nutrients (fat, vitamins,protein, etc.). When all the ingredients are combined, the final total mixtureof nutrients can be analysed to provide the typical analysis that is requiredon the label of the pet food.


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1.5 Typical analysisA typical analysis is the average nutrient level calculated from several analyses.The typical analysis gives the percentages found in the actual food and thisdoes not allow a direct comparison between labels of dry and canned food. In order to do this it is important to calculate the analysis on a dry matter basisor, even better, on an energy basis (per 100 kcal ME).

The law also allows some variation for the declared values in order to take intoaccount the natural variations in the composition of the ingredients as well as the variation in the analytical methods. Except for some dietetic products(see further), it is forbidden to state the energy content in most EU countries.

1.6 AdditivesUnder EU legislation, additivesinclude vitamins and trace elements.

Additives are mainly used to makesure that the pet food is nutritionallybalanced and has an appropriatetexture and freshness.

Other vitamins and trace elementscan be declared if added, but this isnot mandatory.

1.6.1 Vitamin A, D and EVitamins A, D and E have to be declared as IU or mg per kg, but only ifadded. If enough of a vitamin is present in the ingredients (e.g., Vitamin A inliver), it would not be necessary to add additional vitamin A and therefore itwould not have to be declared. In most EU countries the added amount hasto be given but in the UK, if one of these vitamins is added, the total amountsupposed to be present at the ‘best before’ date has to be declared. Since these vitamins are degraded by oxidation during production and storage, the amount present just after production should always be higher than the amount guaranteed on the label.

The typical analysis must always declare:

• crude protein

• crude fat

• crude fibre

• ash

• moisture if it is over 14%.

The declaration of othernutrients is optional. These could include:

• starch • calcium

• sugar • phosphorus

• lysine • sodium

• methionine • potassium

• cystine • magnesium.

The following have to bedeclared on the label ifadded:

• vitamin A

• vitamin D

• vitamin E

• copper

• preservatives

• antioxidants

• colouring agents.

Definition

Additives are substances that are intentionally put into foods to give them desirablecharacteristics such as:

• colour

• flavour

• texture

• stability

• resistance to spoilage

• nutritional balance.

Clinical note

The reason that large amounts of additional vitamins are addedto the pet food, is to make up forthe inevitable loss of vitamins that happen during production.


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1.6.2 CopperIf a copper salt is added, the name of the salt and the total amount of copper in the food have to be declared. This is due to the fact that pet food is regulated by the same legislation as feeding stuffs for livestock. Sheep, for example, are much more sensitive to copper toxicity and therefore copper has to be labelled when a copper salt is added.

The only additives that have to be declared are those that are added by themanufacturer during the production of the pet food.

1.6.3 Preservatives, antioxidants andcolouring agents

Preservatives are only added to protect against mould or bacterial degradation,while antioxidants are absolutely necessary in dry foods to protect against theoxidation of fats.

Canned food does not need antioxidants because it is protected againstoxidation by the vacuum created during the canning process. Amongconsumers, there is a great concern about the use of antioxidants. This seemsto be mostly due to a lack of understanding of how unhealthy the products of oxidation are. However, to help prevent oxidative damage to cells, Hill’s adds biological antioxidants to some of its canned foods.

Oxidation destroys the essential fatty acids and the fat-soluble vitamins and causes the food to become rancid. To avoid this, fat always needs to beprotected by antioxidants.


The declaration on the packagingmay be phrased in such a waythat you may need to explain itfurther to the client.

No added antioxidants orpreservatives

This means that the manufacturerhas not added them, but they maystill be present in the ingredients

No added artificial antioxidantsor preservatives

As above

Only natural antioxidants

Even the raw materials are free ofany artificial antioxidants

Definitions

Preservatives:

substances that are added to thefood to protect or retard decay,discolouration or spoilage undernormal conditions of use or storage.

Antioxidant can mean two different things:

1. a nutrient or non-nutrientsubstance that either preventsthe formation of or quenchesfree radicals, thus preventingoxidative damage to the cells

2. one of many synthetic or naturalsubstances added to a food toprevent or delay its deteriorationvia oxidation by either combiningwith the free radicals or byscavenging oxygen.

Colouring agents:

natural or synthetic substances thatare added to pet food to enhanceconsumer appeal by either providingthe food with a given colour, or bypreventing discolouration ofproducts.


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1.7 Best before dateThe best before date must be stated as day (optional), month and year.

1.8 The net weight and batch numberThe net weight and the batch number needs to be included as well.

1.9 Registration numberEvery plant producing additives, premixes and animal feeding stuffs must havean approval or registration number as part of the statutory statement, whichhas to appear on the label of every can as well.

Registration number: NL17592

BEST�BEFORE 11 2012

S1031401083 kg E


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Marketing information

Flash

Statement of benefits

Brand Name

Picture

Product Name

No specific rules apply to the principal display area other than those thatgovern general advertising. The only exception is that the statements on thepackaging must not be misleading and the manufacturer must be able tosubstantiate any statements made. This part of the label gives informationabout product identity and shows graphics and pictures.

The back side of the packaging

The manufacturers use this part of the label, not only toinform the owner about additionalbenefits of the food, but also formarketing purposes.

Principal display panel2


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Examples of marketing

1. Product names

Packaging is used to influence the pet owner. Look at the following list ofnames; what associations do you think the pet owner will get from thesenames? Why would the manufacturer choose this particular name?

Science Plan™ WhiskasPrescription Diet™ Chewy T Bonz – Sizzlin’ Steak FlavourRoyal Canin PussiFelix Pro Plan

2. Packaging

Many manufacturers will use icons and/or pictures to give an understanding of what the food is used for. A picture or an icon of a dog on a bag of dog food immediately communicates to the pet owner that the food is for dogs.Look at the pictures below. What is the message here?

Sometimes you will be confronted by owners’ misconceptions about what the pet food contains. Many pet owners think that a food that contains lamband rice automatically is hypoallergenic. Lamb has come to be perceived bythe pet owner as having special benefits. These mostly exist in the head of thepet owner, and indeed, most other protein sources are more suitable to dogsand cats than lamb. It is therefore important to recognise the unconsciousbeliefs that the pet owner may have, and to address these, when you make an evaluation on an existing diet and a better recommendation.

There are also statements that the manufacturer can put on the bag and thatwill imply something positive about the product that is entirely fictional. Forexample, a manufacturer might write “With Chicken as the first ingredient!”on a bag of dog food. This implies that there is a benefit in having chicken as the first and therefore presumably the major ingredient. However, sincedogs are omnivorous they do not need massive amounts of protein. If theingredient list is studied it becomes apparent that chicken probably is not themajor ingredient but that the ingredient list has simply been split up in such a way that chicken ends up as number one. The interesting thing here is thatthe manufacturer chooses to play on the misconception of the owners byimplying a benefit where it would not be one. The focus is moved from whattruly benefits the pet to what fits into the owner’s subconscious.


In order to feed a hypoallergenicdiet, you would need torecommend the Hill’s™

Prescription Diet™ z/d™ products.


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Dietetic pet foods

3.1 Feeding stuffs for particularnutritional purposes

Certain types of pet foods are categorised as having a specific nutritionalpurpose. These are called dietetic feeding stuffs. The labelling of these foodshas a separate regulation.

A positive list has been published which sets out which dietary indications,also called Particular Nutritional Purposes, can be claimed. A positive list is a definitive list that states what is legal to claim. The list includes suchindications as:

• dissolution of struvite stones

• reduction of excessive body weight

• support of heart function in cases of chronic cardiac insufficiency

• and many more.

It is important that the consumer is able to use the dietetic feedstuff in the correct way. Therefore, the EU commission ensures that the labelencourages the owner to seek advice from a veterinarian before extending the period of use. Because dietetic feedstuff is meant for specific indications,feeding the food in other cases is not necessarily appropriate.

3Responsible manufacturers stillchoose to distribute dieteticproducts through veterinarypractices. Veterinarians have theright to shorten or increase thelength of the treatment whenclinical evidence or the patient’scondition indicates so, no matterwhat the bag states.


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Examples of dietetic products which may need to be fed for longer than sixmonths, or which may prove harmful if fed inappropriately:

1. Products reducing the formation of oxalate stone have arecommended length of use that is ‘up to six months’. However, it hasbeen shown that more than 85% of calcium oxalate stones recur after one year or more (Lulich et al. 1992 & 1995). This discrepancy is due tomanufacturers believing that pet owners may buy the products withoutconsulting a veterinary surgeon. Such owners have to be protected fromusing a product for too long without diagnosis or check-up.

2. The use of an acidifying diet is contraindicated in case of chronic renal disease and may worsen the condition or accelerate the evolution of the disease.

3. Diets with a high sodium-content are sometimes fed to cats at risk of either struvite or oxalate urolithiasis to increase water consumption,thereby reducing the concentration of minerals in the urine. However, arecent study has demonstrated that cats with early, unsuspected kidneydisease showed a progressive deterioration in their renal function when fed a high-sodium diet for twelve weeks.


On bags of dietetic feedstuff, such as the Prescription Diet™

products, you will find thefollowing statements:

“Recommended time of use: up to six months”

This is the period that wasdetermined by the EU commissionto encourage pet owners to checkback regularly with their vets.

“It is recommended that a veterinarian’s opinion be sought before use or

before extending the period of use”

This appears so that owners will be encouraged to ask theirvet’s advice.


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SummarySummary of key points

1. Labels are legal documents that provide productinformation; they are also a form of advertising.

2. Labels are divided into two parts: a statutorystatement and a principal display panel.

3. Pet foods may be either a complete food or acomplementary food.

4. Intended use and species or category ofanimals must be stated on the label.

5. Instructions for use must include simpleguidelines on feeding amounts, which should beevaluated and adjusted for individual pets.

6. Ingredients are listed in descending order by weight.

7. A typical analysis is the average nutrient levelcalculated from several analyses.

8. Except for some dietetic products, it is forbidden to state the energy content in most EU countries.

9. Under EU legislation, additives include vitamins,preservatives and trace elements.

10.Antioxidants are necessary in dry foods to preventthe oxidation of fats, but the canning process issufficient for canned foods.

11.Best before dates, batch numbers, net weightand the registration number of the factory are mandatory.

12.Some pet food manufacturers may play on owners’ misconceptions.

13.Dietetic pet foods have a specific nutritionalpurpose.

14.Dietetic pet foods carry the following statement to ensure that pet owners are not misled: “It isrecommended that a veterinarian’s opinion be sought before use or before extending theperiod of use”.

Self-assessment questions

1. What are the three objectives of pet food labels?

2. What are the purposes of the two main parts of a label?

3. What is the difference between a complete foodand a complementary pet food?

4. To what does ‘intended use’ refer?

5. Why are feeding amounts only guidelines?

6. What must a ‘typical analysis’ declare?

7. Why can’t a direct comparison be made betweenlabels of dry and canned food?

8. Why are large amounts of additional vitaminsadded to pet food?

9. Why does the total amount of copper have to be declared?

10.When do additives have to be named?

11.Why might some owners prefer to feed their pet a lamb and rice diet?

12.What is special about dietetic pet foods and why do owners have to be advised on feeding their petsthese foods?


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Building your portfolioPhotocopy and use the form below to keep a record of your answers to thequestions below. Keep this information for your portfolio.

a. Explain to Mrs Read, in simple terms, how pet food labels may be misleading.

b. How would you explain, in simple terms, the most important information printed onpet food labels and why it is important?

Exercise


language of labels Speaking the 3...does not allow a direct comparison between labels of dry and...

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