PET FOOD CROSSOVER
should recognise that nutritional balance, ingredient functionality and pet safety require specialist expertise beyond traditional bakery formulation.” Labelling and marketing also require careful attention, according to Donna. Pet food products must comply with mandatory feed labelling requirements, including composition, analytical constituents, feeding instructions and traceability information. Claims such as ‘natural’, ‘grain free’ or functional health positioning should be properly substantiated and aligned with regulatory expectations. Businesses should also exercise caution around medicinal-style claims, as statements suggesting a product can prevent or treat disease may bring the product within veterinary medicines legislation.
Dual purpose facilities For bakery manufacturers operating dual-purpose facilities, robust quality management systems are critical. Existing HACCP-based controls may need to be reviewed to ensure that they adequately address feed-specific risks, including segregation, traceability and cross-contamination controls between food and feed production areas. The Food Standards Agency (FSA) has published guidance specifically
addressing co-location of food and pet food production, which is particularly relevant for bakery businesses exploring diversification opportunities. Importantly, regulatory compliance should not simply be viewed as a
legal requirement. Pet owners increasingly expect the same standards of safety, transparency and sustainability from pet food brands as they do from human food products. Demonstrating good manufacturing practice, nutritional competence and responsible sourcing can therefore become an important part of building consumer confidence. “UK Pet Food, the trade association representing the UK pet food
industry, is able to provide a range of guidance and resources to support businesses operating within the sector. This includes information on pet food regulation, labelling, nutrition, safety and industry best practice. The Food Standards Agency also provides practical guidance for businesses manufacturing pet food products, including registration requirements and feed safety obligations,” concludes Donna.
Robust controls are important Offering advice to those looking at the opportunities in pet food treats, Steve Oliver, Co-founder at Advanced Food Regulations, says that, before launching a product, bakery manufacturers would need to review every ingredient to confirm that it is suitable for use in animal feed. “Ingredients that are commonplace in bakery products may not necessarily have a history of use in pet food or may be subject to specific restrictions. Particular care should be taken where functional ingredients, botanicals, flavourings or novel materials are involved,” he says. Recent work undertaken by the Food Standards Agency (FSA) and UK
Health Security Agency (UKHSA) provides a timely reminder of why robust controls are essential. A survey of raw pet foods on sale in the UK identified significant levels of microbiological contamination, including pathogens capable of causing illness in both animals and humans. These findings have reinforced regulatory concerns regarding zoonotic pathogens (those which can pass between animals and humans), antimicrobial resistance and the potential for contamination to be introduced into domestic environments through the handling of pet food. “While most bakery businesses entering the pet sector will be
focused on baked treats rather than raw products, these findings do highlight the increasing level of scrutiny being applied to pet food manufacture. Businesses should ensure that ingredient sourcing, supplier approval, HACCP systems, environmental monitoring, hygiene controls and validation activities are proportionate to the
BUSINESSES ENTERING THE SECTOR NEED TO UNDERSTAND THAT PET FOOD IS REGULATED UNDER A SEPARATE LEGAL FRAMEWORK AND REQUIRES SPECIFIC KNOWLEDGE OF PET NUTRITION, INGREDIENT SAFETY AND FEED LEGISLATION.
products being produced and the risks they present,” continues Steve. “Many food businesses are surprised by the level of regulatory oversight that applies once they enter the pet food sector. The recent FSA findings demonstrate that regulators are paying close attention to microbiological risks and supply chain controls. Businesses that build compliance into product development from the beginning are far more likely to achieve a successful and sustainable market launch.” Steve also points out that export ambitions should also be considered
early in the development process. While a product may be compliant for sale in one country, requirements can differ significantly between international markets. It is therefore important to understand the relevant regulatory expectations before making significant commercial investments. Matt Lawson, Co-Founder of Advanced Food Regulation, adds:
“Many bakery manufacturers already possess strong food safety and quality systems. The challenge is ensuring that those systems are adapted appropriately for feed legislation, pet food labelling requirements and the specific hazards associated with pet food ingredients and production. Early planning can save significant time, cost and regulatory difficulty later in the process.” Perhaps the most common mistake made by businesses
entering the sector is assuming that regulatory compliance can be addressed at the end of product development. In reality, regulatory considerations need to be integrated from the outset. “Early assessment of ingredients, claims, manufacturing arrangements and target markets can help avoid costly reformulation, relabelling exercises or delays to market entry,” continues Matt. For bakery manufacturers, the growing pet treat sector presents exciting
commercial opportunities. Those opportunities are most likely to succeed when technical innovation is supported by a clear understanding of the regulatory framework from the outset.
JUNE/JULY 2026 • KENNEDY’S CONFECTION • 31
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