Remove artificial colourants from our products

Our Goals

By 2020

We will completely remove artificial colourants from our main meal products.

By 2023

We will completely remove artificial colourants in snacks.

Our Point of View: Artificial Colourants in Pet Food

We know that, when choosing a pet food, most owners want their choice to look appetising. In the production process, pet food can lose colour so artificial colourants are added to maintain a more desirable and consistent appearance. Non artificial colourants are substances that exist in nature. When they are extracted from nature they are ‘natural’ and when they are processed they are considered non artificial.

However, we recognise that just as people don’t want artificial colourants in the food that they eat, they don’t want them in the foods their pets eat either.

Today we don’t add artificial colourants to many of our products such as our super premium dry products Purina ProPlan, Purina Beta and our wet cat food brands such as Felix and Gourmet. These products represented more than half our sales in 2014.

Product reformulation takes time but, this year alone, we’ve taken great strides on our journey. We have already completed the assessment of our Premium Dry portfolio to define a plan to remove any remaining added artificial colourants in Purina dry foods.

Building on Nestlé CSV

Long-term commitment to finding natural substitutes for artificial colours, flavours and preservatives in confectionery. 100% removed in certain markets including UK (and US by 2016)

Read more about Nestlé CSV

Remove artificial colourants from our products

Our other commitments

Create jobs at Purina for young people across Europe

We recognise that attracting and retaining great people is critical for the future of our business.

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Promote pets in the workplace

We want to use our expertise in allowing pets in our offices to help other companies do the same.

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Deliver accessible product information and pet care advice

We believe in empowering consumers to make informed choices.

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Promote responsible pet ownership programmes for children

We want to help educate more children across Europe to learn about responsible pet ownership.

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Implement responsible sourcing

We’re committed to ensuring that we and our suppliers act in a responsible and sustainable way.

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Lead the industry in pet nutrition and health research

As a company of pet lovers we are dedicated to leading the way in keeping pets healthy and happy, through industry leading nutrition and pet understanding.

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Help reduce the risk of pet obesity through collaborative prevention programmes

At Purina, we want to raise greater awareness of pet obesity and work with partners to create holistic prevention programmes.

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Improve the environmental performance of Purina’s packaging

We have an obligation to reduce our environmental impact and encourage recycling.

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Promote pet adoption through collaborations and partnerships

We want to help more pets find loving homes.

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